Images of Women
The opportunities available to people and their ability to take advantage of opportunities, vary considerably. It is generally accepted that the Western world presents greater barriers to people who are not of European decent, people who are physically or intellectually challenged, people who are not heterosexual, and women. As individuals, people will respond to barriers in different ways. In short, the factors that affect the persons life chances include how the world views them and how they view themselves.
Women were asked how they find themselves treated as consumers of services. Older women generally thought that the interaction between rural women and service agents was improving. Some women saw no problems at all either with personal style or the conveying of information. For many, intended or not, the approach of some service agents conveyed that women are unimportant. Although some women commented that women themselves need to become more assertive and clear about the way in which they wish to be seen, it was equally evident that business people, on the whole, need to change their style and attitude. Change is occurring very slowly.
Women influence the decision making of households and farms in ways that are often unrecognised. It is therefore in the interests of service agents to adopt more modern attitudes and behaviours. In 1993 the findings of the Mattingly and Partners study were reported in a Management magazine, with warnings for marketers to offer flexible services, talk "to" rather than "at" women, and avoid any transparent and patronising false flattery.
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Rural Affairs Coordinator
Sector Performance Policy
MAF Policy
Ministry of Agriculture and Forestry
PO Box 2526
Wellington
NEW ZEALAND
Phone: +64 4 894 0675
Fax: +64 4 4 894 0745
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