media – Digital Leadership Institute

9-10 December 2015 at United Nations headquarters in Geneva, the Digital Leadership Institute joined the first-ever General Assembly of the Global Alliance on Media and Gender (GAMAG). Read below the outcome of the gatherings, including input by Cheryl Miller, DLI Founder, on the impact of online media on the struggle for gender equality.

Media Equality Critical for Women’s Rights

Geneva, December 11, 2015: The first general assembly of the Global Alliance on Media and Gender (GAMAG) has rounded out a week of meetings at the UN with a call for gender equality in and through the media by 2030 in line with the Sustainable Development Goals (SDGs).

“On International Human Rights Day (10 December), we call for inclusive societies that give equal voice to all,” said Colleen Lowe Morna, CEO of Gender Links and GAMAG Chairperson. “This cannot be achieved as long as half the world’s population is effectively silenced.”

httpv://www.youtube.com/watch?v=u0C-M9XLfEw

“We have come together to forge a global movement on gender and media,” said Alton Grizzle of UNESCO, which has facilitated GAMAG and organised the Geneva meeting with the Greek Secretariat General for Media and Communication. “Better access, leadership and portrayal of girls and women in media is a critical stepping stone for equal rights,” he added.

Launched in Bangkok two years ago, GAMAG brings together some 700 media houses, training institutions, journalism unions, gender and media activists to promote gender equality within the media and ICTs, and in the content they produce, as essential for achieving fundamental human rights for women worldwide.

Christiane Amanpour, Chief International Correspondent for CNN and UNESCO Goodwill Ambassador for Freedom of Expression, joined the International Development Cooperation Meeting on Gender and Media remotely to kick off the week’s events. Said Amanpour: “On the very important platform that is media, women are simply not equally or even adequately represented, either in leadership roles or in media coverage.”

Over the past ten years, little has improved concerning the presence of women in media, according to Sarah Macharia who spoke on behalf of the World Association of Christian Communicators, an organisation that regularly monitors gender equality in global news media.

The 2015 Global Media Monitoring Project (GMMP) found that women constitute 24% of news sources – the same as five years ago. “Women remain invisible or underrepresented on traditional media based on almost every indicator we measure,” Macharia warned. “And this trend has replicated itself in digital media as well.”

“As the struggle for gender equality moves to online media, the challenges multiply,” added Cheryl Miller of the Digital Leadership Institute, reporting for the GAMAG working group on media, ICTs and gender. “Underrepresentation of women in both media and digital sectors converges online, and the scope for urgent action grows,” said Miller. From promoting positive role models online to tackling cyberviolence, “the internet is a double-edged sword for women,” she said. “It needs to be wielded for their benefit.”

At GAMAG’s inaugural General Assembly, stakeholders committed to making 2016 a year of unprecedented action on key priority areas which include digital media, youth, advocacy and gender and media research. In addition, four regional GAMAG chapters were launched in order to operationalise the “Geneva Framework” reached at the International Development Cooperation meeting that preceded the General Assembly.

Actions announced by GAMAG working groups included a set of gender equality principles and standards to be signed up to by media houses; gender sensitivity education for the media; a best practice community on gender and media, and an initiative to identify regional and local champions for gender in media like Amanpour.

Lowe-Morna underscored the urgency of GAMAG’s mission. “Gender equality in and through the media is intrinsic to freedom of expression, democracy, good governance and transparency. We cannot hope to achieve the SDGs if this is sidelined.” GAMAG will be lobbying for gender and media indicators in the SDGs in the run-up to the Commission on the Status of Women (CSW) meeting in New York in March 2016.

UNESCO’s Grizzle celebrated the milestones reached by the Geneva gatherings, and the support garnered from UN agencies and key public and private sector partners around the world. “With these watershed meetings behind us,” Grizzle said, “we are now looking forward to the next steps that will mobilise even greater effort and resources toward actively achieving the mission of GAMAG at a local, regional and global level.”

Equality Over Here–Equality Over There
In Europe, we can talk seriously about building a “smart, sustainable and inclusive” society without a smirk or sidelong glance from anyone. The “knowledge society” and the full contribution of a rich, diverse human capital is a widely recognized strength of a modern, united Europe. For this reason, there is a clear basis for formal dialogue on the topic of gender parity and greater empowerment of women — economically, politically and socially. In a formalistic top-down sense, there is reason therefore to even expect ground-breaking leadership by Europe on the topic of gender equality and women’s rights. This is already evidenced by the milestone passage of the so-called “quota directive,” requiring at least forty percent representation of women on non-executive boards of all publicly-traded European companies.

On the other hand, class, gender and ethnic divides run deep in the old world. High-level decisions are still largely made by a handful of “haves” and not necessarily in the interest of members of lower economic, social or political status. Change is slow and incremental, and universal directives, even the most noble, must be ratified by twenty-eight sovereign countries each with its own independent and distinct national priorities, culture, history and language(s). This means that any enlightened policies, including on gender parity, still must stand the test of local politics and traditions that have existed and persisted for literally centuries. Gender stereotypes are so ingrained in Europe that they almost typify some cultures, which also means that achieving gender equality on a grassroots level in practice will require a long, arduous and hard fought struggle that, in some senses, is only just beginning.

The Most Equal States?
On the other hand, quick and even far-reaching popular support for gender equality may emerge sooner in the US, as is already somewhat in evidence in this single domestic market with one dominant language, relatively affluent socioeconomic circumstances, and national media, including digital, that reaches almost all households. After a certain “tipping point,” uptake of popular grassroots movements, like that in support of gender equality and women’s rights, can be quick and widespread in the US. Whether such a tipping point has actually been reached for gender parity is certainly up for discussion. But it is clear that the open – sometimes violent – debate currently taking place on this subject, even globally, is dominated by actors, messaging and media, online and off, largely originating in the US.

The Interwebs
Regardless of how one measures progress on gender equality and women’s rights, this top-down leadership and bottom-up populist support are equally critical success factors. To that end, both the US and Europe have important roles to play, as does the internet, where advances achieved on gender parity can be shared, replicated and scaled worldwide. For that reason, no matter where the struggle is waged, a new and important development is now taking place at the convergence of the battles for gender equality and net neutrality, where it may be argued that a free and open internet has replaced diamonds as a girl’s “best friend.”

Media: The Silver Bullet
Though there is no silver bullet for achieving gender parity worldwide, popular media may present the single greatest opportunity today for positively impacting cultural norms to increase gender equality and promote women’s rights. Geena Davis famously said “if she can see it, she can be it,” and effectively raised the bar on portrayal of women and girls in popular culture, thus commencing a shift in role depictions in storytelling that may impact gender parity the world over.

As the home of Hollywood, of new content powerhouses like Netflix, and of internet big brothers like Facebook and Google, the US enjoys unprecedented influence around the world via its unique brand of popular culture — which is consumed with almost equal voraciousness in Moscow, Russia as in Moscow, Idaho. This brings with it a clear responsibility: The US must also begin to champion gender equality through better and more portrayal of girls and women in its own popular media, and it must equally demand such leadership by other actors — fictional and real — across the globe.

Step Up US!
US leadership on this double mission holds unparalleled promise for impacting the dialogue on gender equality around the world for the better, and it would squarely place the US on footing with Europe in its claims to an inclusive and diverse “knowledge society.” Given the snails pace at which this topic has advanced to date, such a change — smirks and sidelong glances aside — would be welcome as long overdue.

*Featured Image: Jessica Jones, Marvel superhero and subject of eponymous Netflix television series.

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