27 Feb 2025 WACC Europe webinar highlights gender gaps in media across Europe
How are women represented in the media, what progress has been made, and what is the role of communicators in shaping a more gender-sensitive media landscape?
As part of the WACC Europe Morning Discussion series, communicators and media professionals gathered online on 18 February under the motto “Gender and Media: What Communicators Need to Know” to examine persistent gender gaps in media representation across Europe and globally.
This year marks 30 years since the Fourth World Conference on Women in Beijing (1995) – a landmark moment that identified women and media as an area of concern. Three decades later, questions remain: Where do gender representation gaps persist? What has improved? And how can communicators drive further progress?
To address these issues, speakers at the WACC Europe discussion reflected on findings from WACC Global’s flagship Global Media Monitoring Project (GMMP) – the largest and longest-running advocacy initiative working to change how women are portrayed in the world’s news media. The 6th edition in 2020 provided the latest data, with the 7th edition set to be conducted this year.
Persistent gender gaps: Global and local perspectives
Iliana Balabanova, president of the European Women’s Lobby and GMMP national coordinator for Bulgaria, opened the session with a European perspective on gender representation in the media.
Drawing on her over 25 years of advocacy in gender equality and violence prevention, Balabanova underscored the importance of women’s representation for democracy and social justice.
“Women make up more than half the global population, yet their presence in news media is far from proportionate,” she noted. According to the GMMP’s findings, women consistently comprise only 24–26% of the people featured in news stories.
Balabanova emphasized that media portrayals influence public perceptions, either reinforcing or challenging stereotypes. Women are still predominantly depicted in traditional roles – such as caregivers – while their expertise and leadership remain underrepresented.
She said that online violence against women is an escalating issue that discourages women’s public participation, and called for stronger measures from media platforms and tech companies to prevent and combat such abuse.
As a positive example, Balabanova cited Swedish public broadcasters that have implemented gender equality certification programs, ensuring balanced representation and regular internal assessments.
“Systemic change is possible when media institutions commit to gender balance and accountability,” she concluded.
“Gender and Media – Important Trends and Impacts” | Ilana Balabanova, president, European Women’s Lobby
Alma Kajtaz, co-founder of the feminist association “Novi put” (“New Road”) which coordinates the GMMP in Bosnia and Herzegovina, provided a regional perspective based on her 27 years of experience in women’s rights and anti-trafficking work.
Reflecting on GMMP Bosnia and Herzegovina data from 2015 and 2020, Kajtaz presented a mixed picture of progress.
“While there have been improvements in mainstream media, digital platforms remain largely unregulated and continue to perpetuate gender stereotypes,” Kajtaz explained. During GMMP 2020, conducted amid the COVID-19 pandemic, health-related news dominated coverage, yet women’s representation remained low – around 25% across radio, television, and print media.
Kajtaz described collaborative efforts between women’s organizations and media outlets following the GMMP, including developing a code of conduct and organizing training workshops for journalists and editors. She noted that these initiatives had led to better representation of women in mainstream media.
But Kajtaz expressed concern over the unchecked growth of digital news portals, which often bypass regulatory oversight and reinforce harmful narratives. “Without clear guidelines for digital platforms, much of our progress risks being undermined,” she warned.
“Gender and Media – Impact in Bosnia & Herzegovina” | Alma Kajtaz, project coordinator, Association “Novi put”
Sikhonzile Ndlovu, senior advocacy officer for gender justice at WACC institutional member the Lutheran World Federation (LWF), provided a global overview of gender representation in media. Ndlovu, a South African with extensive involvement in the GMMP (2010, 2015), highlighted how systemic barriers and institutional practices continue to limit women’s visibility in news stories worldwide.
She stressed the intersection of global crises – including conflict, economic instability, and the climate emergency – that disproportionately affect women and girls, and called for media coverage that acknowledges these contextual factors.
Communicators need to use inclusive language, challenge entrenched stereotypes, and increase women’s representation beyond traditionally “soft” news topics, Ndlovu urged.
“Media is not just a mirror; it’s a powerful tool that can either reinforce inequalities or catalyze change,” she emphasized. “We must make a deliberate choice to highlight women as leaders, experts, and changemakers.”
“Gender and Media: Where Are We Now?” | Sikhonzile Ndlovu, senior advocacy officer for gender justice, Lutheran World Federation
Looking ahead: Toward the 7th GMMP
The webinar concluded by emphasizing the importance of the upcoming 7th edition of the GMMP as a tool to track progress, hold media institutions accountable, and inform advocacy strategies.
Applauding the speakers for their insightful contributions, participants emphasized the urgency of translating data into practical actions within faith-based and civil society organizations.
As the world reflects on the 30th anniversary of the Beijing Conference, events like the WACC Europe Morning Discussion underscore the critical role of communicators in amplifying underrepresented voices and reshaping media narratives toward greater gender equality.
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