Five of the most powerful women

While female artists always represent the power of talent and social status that money and fame bring, politicians represent the power of a state or position, plus a sprinkling of personality traits – fairness, integrity, knowledge, tolerance, charm, beauty, if they happen to possess these. Female authors are powerful if they sell millions of books – 400 million, to be more precise, in the case of J. K. Rowling for all six Harry Potter stories.  Women like Oprah Winfrey believe in the power of principle: of self-improvement and concern for others. That is exactly how Oprah Winfrey is depicted – the owner of a show, a magazine, a production company (a brand worth USD 2.4bn) and a Leadership Academy for Girls. She is also described as a woman devoted to the problems of others, both in her work and private life. Her voice is heard and she always uses it for the right reasons. Millions of people around the world identify with this righteous, wonderful, warm-hearted woman, who may not have a Hollywood figure, but is blessed with a big heart… not to mention with the wealth she’s accrued after years of poverty and hardship.

WHAT ABOUT SERBIA? The day Serbia’s Top 5 contains our own version of J. K. Rowling, I will consider Serbia a society of true values. I just want one of the five to be a writer – it’s not asking too much. What influence do women have in Serbia today? Is that influence reflected in the improved position of  “unseen” women, those who suffer in silence and obscurity, of whom one in three has been abused, and who are under-represented in politics, business, or, put another way, all decision-making forums? If newspaper polls, the word on the street, or top 100 lists are anything to go buy, folk singers, scientists, business women, politicians, journalists all fall into the same basket. What are the criteria for power in Serbia, especially if the person in question is a woman? We put this to some of the powerful women who are regular features on the most powerful and popular lists: Milka Forcan, Madlen Zepter, Princess Jelisaveta, Zorica Tomić, Ana Ivanović, Jelena Janković, Olja Ivanjicki, Sonja Licht… no answer was forthcoming from Lepa Brena or Ružica Đinđić. Why can’t a woman in Serbia display power through change, the only true mark of social power? Does that mean that women’s power is overrated and constitutes another virtual (media) Serbia? The question is not whether this is down to men or women. Together we are a whole. But, the greater the power – the greater too the responsibility. The most powerful woman in the world is unquestionably British Queen Elizabeth II, followed closely by German Chancellor Angela Merkel, who has topped the Forbes list of the world’s 100 most powerful women for the second year running. Their power is political, and the power of their influence direct. Women in the media have an indirect influence, which by no means makes it any less negligible. The best example of this is Angelina Jolie: her humanitarian work and commitment, her power draw attention away from her sexy image to those who need help and love the most – needy, sick and abandoned children.      

Sonja Licht, president of the Belgrade FundforPolitical Excellence, believes that the criteria for power in Serbia are money, political position, party network, friend and family connections, beauty, intellect, as well as moral and professional qualities. As far as women are concerned, physical appearance is even more important, although the number of women making a name for themselves thanks to their professional and intellectual qualities is increasing fast.

”Money has become considerably more important since we entered capitalism – moreover in its very primitive form. It is interesting that the nouveau riche are gradually, but nevertheless visibly, showing the need to enhance their reputation by, for the moment, modest investments in culture, art and humanitarian work. There will be more and more of this, as was the case in other societies that rose above the level of primitive, predatory capitalism. I am convinced that powerful women in prominent positions have to be in the vanguard of the humanisation of power in our society”, says Mrs Licht, adding that, where possible, she seeks to highlight the importance of development for society, its humanisation and democratisation, and the need for women to take the positions they deserve on the basis of their knowledge, expertise and abilities. 

”There are still few women in positions of real power: in executive government and on the boards of big companies. I also consider it unacceptable for women to be discriminated against in the workplace by receiving smaller salaries than men for doing the same job, to be subjected to violence in public and at home. During my media appearances, I have frequently stressed that the responsibility of successful women in the public eye is to fight for the rights of their “unseen” and unprotected counterparts. In order to humanise our society we must unabashedly introduce the oft-forgotten value of solidarity to our private and public lives. No one takes women seriously in Serbia. How many times have we heard after an intelligent woman appears on TV, a comment like: ”A woman – and intelligent to boot!”   

But, get used to it, it will be easier that way, because the age of the educated, successful, accomplished and beautiful woman beckons – which is just as well for real men! The rest will find it difficult. We don’t know if this is going to come as a shock to those who would prefer it if Serbia or Serbia`s image failed to improve and that everything was so bad that it made them look good, even though they know that this is not the case. But women always strive for something better. So, let us make you better – in our more beautiful way! A great sea change is afoot in history and politics (in case you haven’t noticed): from a macho period of conflict, where battles and wars were the main driving forces, we’re entering a phase of reconciliation and problem-solving. Women are ideal for new history. The president of Ireland is a woman – Mary McAlesse. She turned the policy of conflict into the policy of consensus. She succeeded in exchanging the age-old conflict between Catholics and Protestants for peace.

More in Brandomania magazine