10 Aug 2012 Gender and Communication
|The initiative Communication Rights and Public Voices: Gender and Communication supports civil society organisations to conduct gender-focussed media monitoring and to engage with media professionals on gender issues in media policy and practice.
The initiative’s focus is rooted in an understanding that gender inequalities in participation in and access to media limit their potential to become inclusive, democratic spaces. Biases, stereotyping and unbalanced reporting from a gender perspective normalize and further entrench unequal gender power relations at the root of discriminatory attitudes and practices.
Section J of the Beijing Platform for Action adopted at the Fourth UN World Conference on Women in 1995 underscores the importance of media to the advancement of women. Non-governmental organisations and media professional associations are encouraged to establish ‘media watch groups that can monitor the media and consult with the media to ensure that women’s needs and concerns are properly reflected’.
Monitoring the media with a gender lens generates evidence useful for awareness creation and advocacy for change in media policy and practice.
Project partners are expected to:
- Monitor gender portrayal and representation in political, economic, and rural development news (agriculture, land rights, etc.) in major national or regional print, radio, television or internet news media.
- Apply the evidence collected to build critical media literacy of media audiences to enable them effectively engage with media on gender issues in content and to applying the findings for more targeted media advocacy.