The media, both as an important economic sector and as social and cultural institutions,
can only work towards the goal of gender equality in the wider society if they recognise
and act on the persistent equality issues within their own sector and in order to
do this, the sector needs interventions at the educational, cultural and organizational
level. A number of such interventions have been developed and implemented internationally
over the past years, including in response to policy recommendations coming from the
United Nations and from European and other regional institutions. Good practices have
been put in place with a view not only to transforming the internal operations of
media organisations towards a more gender-sensitive working environment, but also
in response to the media’s wider responsibility towards the society it purports to
serve. But these good practices mostly remain at the level of individual initiatives,
their impact and benefits remaining largely unknown outside the promoting organisations
themselves.
There have been several previous attempts to bring together resources focused on the
gender-media relationship, most of which include recommendations for action and examples
of good practices in the sector. The European Institute for Gender Equality, the Council
of Europe, the EU Advisory Committee on Equal Opportunities for Women and Men, as
well as a number of professional and civil society organizations such as the International
Federation of Journalists and initiatives such as the Global Media Monitoring Project,1 have all produced handbooks or databases of good practices or research reports, but
they remain scattered and not always easy to find, nor have they been extensively
promoted or disseminated. There is therefore a need to bring these rich resources
together in one place in order to maximize their impact and influence in order to
promote change and this article introduces a new project which is doing exactly that.
Good Practices, Good News: the AGEMI Resources Bank
We designed AGEMI having in mind the ultimate goal of the European Commission in issuing
the call to which the Project Team responded with our proposal for AGEMI: “to overcome
gender stereotypes in education, training and in the workplace by promoting existing
good practices on gender roles”. We therefore translated those words into something
that would resonate with the Project team’s understanding of how to build a lively,
globally-active and transformative gender and media environment. As we have already
observed, many years of research in the field have shown the persistence of gender
inequalities, but we have also learned that inequalities have been addressed, in creative and influential ways, through initiatives organized by
media professionals themselves as well as by civic organizations, public institutions,
and universities.
We have also come to realize that, although social and cultural differences characterize
both the diverse contexts of gender-media discrimination as well as the initiatives
designed by different actors to address them, there seem to be some common lines of
reasoning running through advocacy initiatives. They are often connected -conceptually
and practically- through international encounters like the highly influential 1995
Fourth World Conference on Women held in Beijing which prompted the Beijing Platform
for Action on gender equality, the Commission on the Status of Women (CSW) annual
conferences, and long-standing and longitudinal transnational projects such as the
Global Media Monitoring Project (GMMP 1995-2015).
Despite this, it seems that very little of this diverse and rich reality is actually
understood by a wider audience: initiatives remain known mostly to thoseinvolved in
their production and confined to the context where they were deployed. There are no
widely-used communication channels through which relevant information about such change-making
initiatives can be routinely and easily disseminated, nor is there a single place
where interested individuals - be they media professionals or communication and journalism
teachers- can look for suggestions on what good practices have been developed or how
they could be appropriated or re-purposed for other environments. The good news is
that there is a multiplicity of good practices being elaborated and implemented across
the world and it is also true that good practices actually contribute to good (better)
news (and news-making). So we asked ourselves, could we contribute to making the world’s media ‘good’ in terms of gender-responsiveness if
we enabled a meaningful number of such good practices to be connected transnationally
and widely known? In other words, could we devise an initiative which could tell a
good-news story and contribute towards make better-news stories in the future?
We realized that addressing these issues of fragmentation would allow the creativity,
insight and energy that generated all those activities to be globally valued and made
accessible to a plurality of interested actors. We therefore decided that a core component
of the AGEMI Project would be the creation of a database of good practices which had
(or hoped to have) enhanced gender equality in the media in some way, from around
the world and across all media types, from newspapers and television to social media
platforms and including public, private and civil society organisations. We envisaged
a collection -and potentially a ‘connector’- of good practices organized so that different
interested publics could find concrete ideas and examples to develop their own strategies
to address gender-based discrimination. This would be a ‘one-stop shop’ that would
contribute to a better understanding of transformative practices and the circumstances
in which they could thrive, thus favoring a good news outcome while, at the same time,
allowing us to consider such initiatives as indicators of a wider media gender-equality
advocacy movement.
The result will be what we have described as a Resources Bank of Good Practices, one of the primary objectives of the AGEMI Project. So far, we have taken several
steps down the path of creating such Resources Bank.3 We began by elaborating an operational definition of ‘good practice’ in the gender
and media context for two reasons. First, we felt that conceptual clarification was
needed in relation to the term ‘good practice’, since it is widely used but seldom
specified. Secondly, we believe that the media sector is characterized by specific
features that need to be taken into consideration. Thus, our working definition of
the term ‘practice’ in relation to initiatives around improving gender equality became:
[…] any experience, initiative or provision displaying techniques, methods or approaches
which aims to improve or enhance gender equality in the media, understood as a condition
where women and men enjoy equal rights, responsibilities and opportunities in the
media and communication environment.
We then had to consider, what makes a practice ‘good’? In response to this question,
and in order to make the Project’s procedures for inclusion of initiatives and activities
completely transparent to future users of the Resources Bank, we elaborated a set
of criteria according to which initiatives could be regarded as ‘good’. So for us,
a practice is regarded as ‘good’ if it has run at least once (in other words, it must
have been implemented) and meets at least two of the other criteria we devised: Has
the practice worked well? Has it been transformative? Has it proven its capacity to improve gender equality in the sector? Is it transferable and adaptable to other contexts, showing a multiplying potential for change? Does the good practice have a learning potential and help foster new ways of thinking, within the media and in relation to the wider
public? Moreover, we believe that good practices are particularly meaningful if they
are not stand-alone initiatives, but are rather part of wider plans created to achieve gender equality, or if they are linked to existing strategies. We also believe that good practices are those initiatives capable of engaging a variety of interested stakeholders. It is particularly important within media organizations to engage senior managers
but it is also important to involve non-media actors such as civic society organisations
and consumer groups, schools and universities: the more diverse the stakeholders,
the wider and deeper the potential for change. Finally, a practice is considered positive
if it contributes to strengthen existing policy frameworks or lead to new policy developments, either for one organization or the sector in general. Indeed, linking
transformative practices to policy developments can lead to formal commitments which
are crucial to guarantee sustainability over time.
Another issue which we addressed early on was how to make sense of, and cluster the
wide range of initiatives that have been designed and implemented to redress gender
inequalities, from monitoring media content to mentorship, training and advocacy campaigns.
We therefore developed a typology of good practices, which was then used to structure the collection and facilitate
navigating the Resources Bank. Monitoring activities are wide-ranging and can be undertaken internally (in-house) or by external monitors
including NGOs, often with the involvement of gender equality experts. Monitoring
activities should have a clearly defined purpose, be conducted on a regular basis
and results should be reported. They will often focus on media content but can also
look at women’s participation and expression in and through the media, as well as
women’s access to managerial and decision-making roles or other aspects. Another type
of good practice is awareness-raising activities, usually focused on information-giving about gender and in/equalities through events
such as conferences, workshops, tool-kits and manuals. Related to this are good practices
focused on training and education, most of which are expected to have a clearly-defined purpose and comprise a set
of activities that involve trainers and educators with gender expertise. They can
be targeted at students as well as media practitioners.
The Resources Bank will also include examples of gender equality policies and plans
adopted by media organizations as well as legal and policy frameworks elaborated at
the national level, by governmental institutions or regulatory communication authorities.
The former -including equality plans or codes of conduct, as well as support mechanisms
such as monitoring procedures, equality officers, councils and departments- show the
commitment of a media organization in fostering gender equality. The latter -both
national media policies that make explicit reference to gender issues and gender strategies
that incorporate roles and responsibilities of the media- set out the fundamental
principles according to which gender-responsive communication systems should operate
and indicate courses of action towards realizing those principles. Yet other types
of good practices are all those initiatives which enable women’s views, voices and
expertise to be expressed, heard or seen, such as advocacy websites, women’s news
blogs, women’s magazines and press agencies. Finally, we have included networking
initiatives, promoted at local, national or transnational levels, which foster collaboration
within and between media organizations, professional associations, and civic groups
to increase gender equality. These may be considered as ‘support’ or ‘enabling actions’
and often help to share knowledge about existing good practices that tackle specific
issues of inequality and discrimination.
Furthermore, the AGEMI Project is grounded in an articulated understanding of gender
inequalities and the ways in which they have been challenged through the development
and adoption of good practices. The Resources Bank will therefore include thumbnails
of initiatives that tackle issues of unequal representation, such as actions to enhance non-stereotyped portrayal or to foster a balanced presence
of women and men on screen and across other traditional media content; but also online
content which reflects diversity of culture and languages; and fair coverage of gender
equality issues. It will also include initiatives which encourage equal access to the media and ICTs and access to expression (voice), by promoting gender equality
in media industries, unions and professional bodies; and encouraging women and men’s
involvement in decision-making structures, boards and independent regulatory authorities.
It is also important to understand the media as a working environment: in this case, good practices may take the form of initiatives to promote equal treatment
and recognition of competence in the workplace; encourage women into sectors which
are traditionally male-dominated; breaking through glass ceilings and sticky floors;
improving work-life balance and sharing family responsibilities; and/or fostering
career development activities through leadership training, mentoring, buddy systems,
career workshops and job shadowing.
They may also specifically address existing gender pay gaps, for instance by undertaking
gender pay audits or follow-up actions to remedy gender-based inequalities in economic
treatment and access to resources. Good practices may also address inequality issues by engaging with the creation,
design and implementation of adequate legal and policy frameworks, from the adoption of self-regulatory mechanisms and professional codes of conduct,
to the development and application of national indicators, to enforcing complaint
mechanisms against media content which is offensive to women and/or men. They will
also concern the production and dissemination of new knowledge through information sharing, research and education, including efforts to produce sex-disaggregated statistics and relevant indicators
and developing educational and training materials which aim to develop awareness-raising
of gender inequalities among diverse audiences including students, educators and media
professionals. Finally, given the diffuse forms of harassment and abuse that characterize the contemporary media environment, the Resources Bank will include
examples of activities which challenge gender-based violence of all types perpetrated
in the media workplace as well as strategies which combat online gender-based violence
against media professionals.
The conceptual structure we have developed for the Resources Bank which informs the
collection and organization of the materials to be displayed in this openly accessibly
database,4 will translate into profiled good practice, each narrated through: a) general information
(title, short description, promoting entity/ies); b) information that locates the
initiative in time and space (geographical location of initiative/promoting entity,
period when it was/is being implemented, scope (referring to the breadth of the initiative
and potential beneficiaries); and, c) specific information concerning the criteria
according to which each good practice has been selected for inclusion in the database,
the type of good practice, the issue/s it addresses and the stakeholder/s involved.
It is against the background of the foregoing discussion and description, that the
AGEMI Resources Bank is being implemented. We have profiled some important and well-known
examples such as the Global Media Monitoring Project, together with a range of initiatives
which have been suggested by members of the Project team. We have also created profiles
for good practices which appear in other collections5 and a range of research and policy reports.6
As it evolves, the Resources Bank will benefit considerably from the collective knowledge
of the many individuals involved in gender and media-related work, from academic researchers
to professional associations and NGOs. Through reaching out for collaborators and
engaging interested people and organizations worldwide, the Resources Bank will become
a networking tool in its own right. In the summer and fall of 2017, we circulated
a global and multilingual call for collaboration7 involving, amongst others, academic organizations like the International Association
for Media and Communication Research (IAMCR) and the European Communication Research
and Education Association (ECREA), as well as transnational networks like the UNESCO-promoted
Global Alliance for Media and Gender (GAMAG) and the Association for Progressive Communication
(APC).
This outreach activity aimed to not only gather a substantial number of examples from
around the world, but also to make AGEMI widely known and generate an audience for
the Resources Bank and the other materials which the Project will produce. The Resources
Bank will be a globally-accessible, easy-to-consult, shared (and shareable) resource
that will support transformative actions in the media industry. It will also benefit
from a continuous process of enriching and extending the database through the ongoing
addition of more examples. In this way, by keeping content refreshed and up-to-date,
we hope to develop a follow-on funding strategy which will ensure the sustainability
of the Project beyond 2019, thus becoming a global good practice in itself.
At the time of writing, the call for collaboration remains open8 and the interface of the Resources Bank is being finalized. The Project has now moved
into its next phase, developing a set of online educational resources, comprising
thematic units which will discuss a range of gender inequality issues and linking
them to the good practices collected in the Resources Bank. Each unit will include
video tutorials, lecture notes, interviews with experts, advocates and policy-makers,
and a range of student activities. The outcome of this second core component of the
AGEMI Project will be a freely-accessible Online Educational
Module -including materials available in English, French and Spanish- which will raise and
spread awareness of gender-based inequalities in the media and of the many strategies
which have been developed to challenge them.