Men often approach women but the woman has a "choice" to say "Yes" or "No".
The only way a relationship or marriage comes to be is if BOTH people "agree" they want to pursue it.
No one enters into a relationship against their will.
We all have choices!
Having said that it is "customary" in most socities for men to approach women but as I mentioned it does not negate a woman's right to say "No". Both sexes flirt or find ways to draw attention to themselves.
However the sexes do reject each other differently.
Women reject men "directly" all the time by saying NO.
Men reject women "indirectly" by ignoring them or not pursuing them.
Both types of rejection hurt if you are interested in that person.