Media4Women 2020: Challenge stereotypes, change the image
There is still great inequality between women and men in the media worldwide. On March 1st every year, Free Press Unlimited and partners launch the Media4Women (M4W) campaign. The two-week global campaign highlights the importance of gender equality in and through the media. In 2020 the focus is on challenging stereotypes.
Why Media4Women?
Worldwide, gender inequality is perpetuated by the under-representation and misrepresentation of women in the media. Women are far less visible on television, radio, online and in newspapers than men, with fewer of their stories told. As soon as journalists are looking for an expert opinion, women drop out of the picture.
Theme 2020: portrayal
The majority of the media are still portraying women in limiting, stereotypical roles such as homemakers, models or victims. Women tend to be referred to in terms of superficial attributes such as their appearance, age, clothes and relationship status. Men, on the other hand, are more likely to be portrayed in relation to their professions, skills and opinions. This perpetuates unequal power dynamics and perceptions of gender.
The media has the power and responsibility to challenge problematic gender stereotypes. Women and girls all over the world deserve to see and hear role models they can identify with, and news stories that include a female perspective. We need to set an example for current and future generations!
Together with our partners, Free Press Unlimited will stand up for a more inclusive and equal portrayal of women in the media by launching Media4Women. 2020 marks the fourth year of the international campaign, which has now grown to include more than 45 partner organisations in 20 countries. During the two weeks, activists around the world will be organising public discussions, marches, media monitoring, social media campaigns, competitions, special media programming and other initiatives to mark the campaign.
What does the research say?
- Since 1995, when the portrayal of women in the news started to be monitored, the statistics have barely changed for the better. The latest figures* still paint an unacceptable picture:
- Only 24 percent of people featured in newspapers, television and radio news are women
- Only 4 percent of all newspapers, radio and TV reports worldwide challenge gender stereotypes;
- 81 percent of experts interviewed are male;
- Women are twice as likely to be portrayed as victims than men.
*Report Global Media Monitoring Project 2015
Looking back on the 2020 campaign
You can find a short overview of the worldwide Media4Women campaign in 2020 right here:
