WUNRN
WOMEN & THE MEDIA - BEIJING
PLATFORM FOR ACTION
Strategic
objective J.1. Increase the participation and access of women to expression
and decision-making in and through the media and new technologies of
communication. Actions to be taken.
Strategic
objective J.2. Promote a balanced and non-stereotyped portrayal of women in
the media. Actions to be taken.
- During the past decade, advances in information
technology have facilitated a global communications network that
transcends national boundaries and has an impact on public policy, private
attitudes and behaviour, especially of children and young adults.
Everywhere the potential exists for the media to make a far greater
contribution to the advancement of women.
- More women are involved in careers in the
communications sector, but few have attained positions at the
decision-making level or serve on governing boards and bodies that
influence media policy. The lack of gender sensitivity in the media is
evidenced by the failure to eliminate the gender-based stereotyping that
can be found in public and private local, national and international media
organizations.
- The continued projection of negative and degrading
images of women in media communications - electronic, print, visual and
audio - must be changed. Print and electronic media in most countries do
not provide a balanced picture of women's diverse lives and contributions to
society in a changing world. In addition, violent and degrading or
pornographic media products are also negatively affecting women and their
participation in society. Programming that reinforces women's traditional
roles can be equally limiting. The world- wide trend towards consumerism
has created a climate in which advertisements and commercial messages
often portray women primarily as consumers and target girls and women of
all ages inappropriately.
- Women should be empowered by enhancing their skills, knowledge
and access to information technology. This will strengthen their ability
to combat negative portrayals of women internationally and to challenge
instances of abuse of the power of an increasingly important industry.
Self-regulatory mechanisms for the media need to be created and
strengthened and approaches developed to eliminate gender-biased
programming. Most women, especially in developing countries, are not able
to access effectively the expanding electronic information highways and
therefore cannot establish networks that will provide them with
alternative sources of information. Women therefore need to be involved in
decision-making regarding the development of the new technologies in order
to participate fully in their growth and impact.
- In addressing the issue of the mobilization of the
media, Governments and other actors should promote an active and visible
policy of mainstreaming a gender perspective in policies and programmes.
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