Measuring Gender Sensitivity in Media Laura Kennedy UNESCO Almaty

Goal of Presentation  Generate discussion regarding gender sensitivity in media (especially in preparation for Day 2 work)  Share some of the measures that have recently been developed by UNESCO  Stimulate ideas for recommendations on promoting gender sensitive media

Gender in the Almaty Declaration (1992)  Says very little about gender  One Reference: Recommends training Recommends training on the rights of women in the media

The Toronto Platform for Action (1995)  Adopted by the 28 th Session of the UNESCO General Conference, 1995  Calls for greater access to and participation in media by women at all levels, including management and ownership  Adopt broad-based gender sensitivity measures including training for managers and officials, gender sensitive editorial and employment policies  Acknowledge women as newsmakers, authoritative information sources and experts on issues  Foster education, networking and cooperation

What Progress?  “Men hold the vast majority of the seats on governing boards (74.1%) and in top management 72.7%) across seven regions. Global Report on the Status of Women in the News Media, 2011 Global Report on the Status of Women in the News Media, 2011  “76% of the people heard or read about in the world’s news are male. The world seen in news media remains largely a male one.” Who Makes the News, Global Media Monitoring Project, 2010 Who Makes the News, Global Media Monitoring Project, 2010

Media Pluralism, Diversity  Of Structures Ownership, Institutions Ownership, Institutions  Of Employees Editors, Writers, Broadcasters Editors, Writers, Broadcasters  Of Content What gets written, broadcasted What gets written, broadcasted  Of Choices for Audience What’s available/on and when What’s available/on and when

Media Pluralism, Gender Aspect  Of Structures Women in media ownership, on institutions Women in media ownership, on institutions  Of Employees Women as Editors, Writers, Broadcasters on all kinds of content, not just on “women’s issues” Women as Editors, Writers, Broadcasters on all kinds of content, not just on “women’s issues”  Of Content What gets written about women and men, broadcasted, topics, how women and men are portrayed What gets written about women and men, broadcasted, topics, how women and men are portrayed  Of Choices for Audience What’s available/on when, i.e., are gender issues relegated to back pages or off hours? What’s available/on when, i.e., are gender issues relegated to back pages or off hours?

Gender Sensitive Indicators for Media (GSIM) (International Programme for Development of Communication 2012) Rationale  Media development intersects with women’s empowerment, to the extent that: Part of culture and society (even social actors) In most places media impacts nearly every aspect of society Media as a tool to further social development News media remain the primary source of information for people Explosion of media have brought new sources of information and new impetus to women’s empowerment movement, as well as to other groups (vulnerable, marginalized) Allows for measurement and monitoring progress

Gender Sensitive Indicators for Media (GSIM) (International Programme for Development of Communication 2012) A) Actions to foster gender equality within media organizations  Gender balance at decision-making level level  Gender equality in work and working conditions  Gender equality in unions, associations, clubs, organizations of journalists, other media professionals and media self-regulatory bodies  Media organizations promote ethical codes and policies for gender equality in media content  Gender balance in education and training

Gender Sensitive Indicators for Media (GSIM) (International Programme for Development of Communication 2012) B) Gender portrayal in media content  News & current affairs Gender consciousness in Gender consciousness in different types of content, different types of content, all subject areas and content categories/sections all subject areas and content categories/sections Accurate understanding of gender-based violence in all its forms as an internationally recognized violation of human rights (ref. UN Declaration on the Elimination of Violence against Women, 1993) - refers to sensitive coverage of gender based violence. Accurate understanding of gender-based violence in all its forms as an internationally recognized violation of human rights (ref. UN Declaration on the Elimination of Violence against Women, 1993) - refers to sensitive coverage of gender based violence.

Gender Sensitive Indicators for Media (GSIM) (International Programme for Development of Communication 2012)  Advertising Fair portrayal of women Fair portrayal of women and men in commercial and men in commercial messages in the media messages in the media (proportion, voiceovers, (proportion, voiceovers, appearance, vocations, appearance, vocations, depictions of sexuality) depictions of sexuality) Identification of gender-based stereotypes in commercial messages in media (normal and inevitable) Identification of gender-based stereotypes in commercial messages in media (normal and inevitable)

For Further Thought…  Parity does not necessarily mean equality. Need to look deeper at roles, portrayal, position of content (in print or time of day) Need to look deeper at roles, portrayal, position of content (in print or time of day)  Presence of female ownership/management does not guarantee gender sensitive content  Balance – female dominated is also cause for concern  Content needs to reflect and engage both women and men  Gender differences between different language media

Thank You!