24 Sep 2014 Monitoring Communication to Build New Ways of Seeing Gender

Media and Gender Justice

Ecuador

The project resulted in increased public demand for accountability from mass media and advertising agencies. The citizens recognized media’s responsibility in promoting gender equality and societal development. The project paved the way for real dialogue between media and citizens based on reflection and debates. The gender-focused media literacy training offered to students from secondary schools and universities was strengthened. There is a new relationship between the population and mass media as well as new patters of behaviour that are more critical, reflective, active and affirmative. In general, the Citizens’ Communication Observatory has been strengthened has a space and forum for public participation.

More than 20% of media messages disseminated in 2007 began to present images and content that challenged gender stereotypes. 100% of local media now know the Observatory and actively participate in its activities. The openness of media practitioners to social responsibility continues to increase significantly. The Citizens’ Communication Observatory has been strengthened as a space for citizens to publicly lobby for gender-responsive communication. A new critical, reflective and active approach relationship has been created between the population and media.

Final Report

Campaigns Highlight Stereotypes in the Media