One day Pre Summit workshop organised with the support of UNIFEM & UNESCO to examine gender stereotyping in programing, advertising etc.in broadcasting.

!!Call for Gender Equality!!
By Manil Cooray,Programme Manager

A strong call for media initiative was echoed by those who participated at the workshop on "Fighting Stereotypes: Identity, Gender" organised by AIBD as a pre summit event to the 5th Asia Media Summit 2008 in Kuala Lumpur, Malaysia.
This workshop held on 26th May was supported by UNIFEM and UNESCO brought together 36 media practitioners, academicians, representatives from UN Agencies, non governmental organisations from around the world who shared their views on a common theme - Gender stereotyping in the media, particularly in TV. They deliberated on possible initiatives to enhance professionalism in the media through the promotion of gender equality in media organisations and gender sensitivity in media practices.

The discussions also focused on the possible strategicneed to locate the issue of gender in the media within a wider spectrum of diversity among various countries.There was a general consensus on the importance of building upon the past experiences of AIBD and to project its present efforts through the institute's five-year action plan covering the period 2008-2012, using its research, and the continuance of training and advocacy to help achieve gender mainstreaming in broadcasting organisations.

Some light was shed on the need towards an integrated plan of action which will provide direction to generate momentum to such efforts so that they can lead to positive and sustainable change within the media organisations and the media environment.

The facilitator was Ms Jai Chandiram, Executive Director, Fortune Institute of Communication and Television, India with a session chaired by Dr. Nawiyah Che Lah,Head of TV Training, Radio Television Malaysia. The renowned panel of speakers who presented their thoughts on key issues related to gender equality were:

o Mr Youssouf Oomar, Resident Representative - UNICEF and Coordinator for UNDP Malaysia,
o Ms Alison Weir, Executive Director, "If Americans Knew; USA
o Ms Dudu Mwelase,General Manager for Corporate Communications South African Broadcasting Corporation, Johannesburg, South Africa.
o Dr. Gilda A. Glasinovich,United Nations Representative, Special Technical Adviser on Gender & Immigrant Populations, USA,
o Datuk Dr. Raj Karim, Regional Director, International Planned Parenthood Federation - IPPF ESEAOR, Malaysia,
o Dr. Jean D'cunha,Regional Programme Director, UNIFEM ESEARO, Bangkok, Thailand
o Ms Nandini Prasad, Free Lance Researcher and consultant,lndia,
o Ms Moneeza Hashimi, General Manager, HUM TV, Lahore Pakistan
o Dr. R Sreedher,Director, Commonwealth Educational Media, Center for Asia (CEMCA), India and
o Dr. Kiranjit Kaur, Associate Professor ,Faculty of Communication & Media Studies, Universiti Teknologi MARA, Malaysia.

To achieve UN's third Millennium Goal on Gender Equality, should we not in the media contribute to gender mainstreaming by the media for the media with a strong call for affirmative action
To initiate

o Address the deconstruction of misleading stereotypes and prejudices of gender in the media
o Constructive dialogue between parliamentarians, the media owners and practitioners

The process legislation from a gender perspective and gender responsive policy for Media organisations

o Ensure codes of conduct, advertising standards
o Institutionalised gender training, with gender sensitive curriculum and content including censorship and editorial policies
o Increased equal, non-discriminatory representation of both men and women in all areas of programming in the media.
o Co-productions on gender-based themes and topics, within Asian countries and in the Asia-Pacific region as a whole and to promote and develop gender mainstreaming within the media organisations.

Undoubtedly, television in particular holds a mirror to the society and reflects as a powerful medium in shaping cultures and ethics where men and women should contribute equally to the society. Are we way behind from integrating gender sensitive systems in the media rather than way forward?.The question remains; Is developing a new thinking on fair gender portrayal in television; A reality or just an Utopian dream?

Last updated 17.09.08 23:41 by Manil