11. TWSM


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Not only words have an intrinsic significance per se but also the order in which we use them or, rather, their combination might infer a meaning in itself, a significance which is different from the concepts the single words express separately. “Man” and “woman”, for example, just indicate the different gender of the human being: the human male and female. Conversely, the association of the terms “women” and “business” immediately induce to the implications of the role of women within the commercial environment. Do genders play differently in business or leadership? Before jumping to socio-political analysis, a first answer comes out from our word perceptions, as indicated before. If we substitute the term “women” with “men”, combined with the term “business” or “leadership”, our perception does change (see article of H. Oner on leadership gender bound). Probably, when referring to “men and business” our understanding would mainly focus on the role of human beings in business, regardless of gender. Because business and work activity are, in fact, objectively gender neutral, implying normal interaction between male and female. On the contrary, the expression which associates “women and business” makes us perceive an unbalance which could be addressed also through new cultural/communicational tools (see articles on communication and culture): the existence of discriminations or gender gaps at work which need to be solved both for equalitarian and economic reasons. Not only men and women have same rights and must enjoy equal opportunities but the economic growth of a country cannot afford to under employ – more or less – half of its working force, as emphasized by A. Weber in “What women do”. In conclusion, a new suggestion comes out: the optimal worker of the future is a perfect synthesis of both male and female personalities.