SETTING THE GENDER AGENDA FOR COMMUNICATION POLICY

Addressing Gender Issues in Media Content

Sarah Macharia

In 1995, governments participating in the Fourth World Conference on Women in Beijing reached consensus on specific strategic objectives and related actions to advance equality, development and peace for all women. One objective – to “promote a balanced and non-stereotyped portrayal of women in the media” (Section J on “women and the media”, Beijing Platform for Action, 2015) – listed several actions, inter alia, promoting research and implementing an information, education and communication strategy, encouraging the media to refrain from exploitation, sexualisation and commodification of women, and promoting the idea that sexist stereotypes in media are gender discriminatory, degrading and offensive.