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Presented at the Public Relations Council of India seminar on `Gender Equality: Communications Strategies' on 07/09/2013
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Communicating gender issues: Sustained planned
strategies
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Representation
Institutions
Create, arrange, design, put together, print, broadcast, advertise, distribute Who owns? What is the policy?
Concepts of media coverage
Participate Experience
Influence Seek gratification
Audience
Gender
• Socially constructed differences, which change in time and place. There is still an understanding among most development practitioners that, in practice, ‘gender means women’.
Gender Equality
• The needs, aspirations, and interests of women and men are equally valued and favoured in a way that both benefit from the development process and fully enjoy their human rights. Attention is paid to women because they are the majority in the poorest groups, suffer the greater abuse of rights, enjoy less power, and have more limited access to resources and decision making than men at all levels.
Gender Mainstreaming
• The process of promoting gender equality in all policies, programmes and projects at all levels and at all stages. The ultimate goal is achieving gender equality.
Understanding gender
Approaches to gender and media use
Liberal•Sees technology as neutral.•Improve women’s access to technology in a society that s gendered by stereotypical roles.
Marxist•To examine the social relations of technology in terms of class.•Technology is a reflection of power as well as capitalist domination.
Developing world
•Argues the inappropriateness of Western / modern technologies•Puts too much emphasis on people based knowledge systems•Rejects possible adaptation of modern technologies for Progressive purposes.
Gendered
•Technology is inherently neutral or masculine•The relationship between gender and technology is seen as the core issue. •Blames society and its systems including technical innovations for gender divide.
Gendered Dimensions of the Information Society
Access •To technology•To technical education
Media•Ownership such as Radio set, TV set etc•Use and Access •Traditional sexism replaced by modern sexism ?
Time •Domestic responsibility•Lack of leisure time
Spectrum of gender issuesPolicy makers•integrating gender perspectives into national policies•raising awareness among gender advocates about the importance of national plans for gender equality•promoting gender-responsive governance
Technocrats•effective use by women of ICTs and the need for relevant content•promoting women’s economic participation in the information economy
Mass Media•promoting democratic media, and combating the use of any Media to perpetuate violence against women.
Gender-sensitive Environment
Strategies to address specific cultural context
Barriers to access to
be removed
Creating opportunitie
s for participation
Dissemination of information about women
Check stereotypes
and demeaning coverage
Rise above narrow
commercial and
consumerist purposes.
Ensure women participation
equally in both the technical and decision-making areas
of communicatio
ns and the mass media
STRATEGIC OBJECTIVES
Participation• Access of women
to expression and decision making in and through the media
• New and traditional technologies of communication be made within reach
Media• Balanced and non-
stereotypical portrayal of women in media
• Awareness raising –Gender sensitivity
• Capacity building media practitioners
• Awareness generation about policy
• Development of community media
• Ethical dimension
Policy• Adoption of
sexual harassment policies
• Promoting women’s contributory role in society; workers, thinkers, leaders
Developing initial strategies
Develop an initial communication strategy that will support sustainability efforts
Consider methods and tools available when designing plan and in the long run
Begin to define the following:• Audience• Key Messages• Method of Communication• Frequency of Communication• Who Delivers the Message
Communication Strategies
Communication for social
changeStrengthening
media and communication
environment
Behaviour change
communication
Persuasive communicat
ion
Communication for
advocacy
Media Literacy
Persuasive Communication
Unaware
Aware
Knowledgeable
Ready to change
Change in behaviour
Sustained behaviour change
Continuous media messagesVariety of messages for each stage
.
Strengthening communication capacities
Improve professional and institutional infrastructure necessary to enable:• a free, independent and pluralist media that serves the public interest• broad public access to a variety of communication media and
channels, including community media• a non- discriminating regulatory environment for the broadcasting
sector• media accountability systems
freedom of expression in which all groups are able to voice opinion and participate in development debates and decision-making processes
To carry on over and over again with the same cycle. Communication strategies have to be planned well, sustained over a period of time and continuous. They never end.
Archana R SinghSchool of Communication Studies, PU,
Chandigarharchanarsingh@gmail.com
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