(En)gendering Community Media

1. (En)gendering Community Media Streamlining gender in community and popular media content

2. Community Radio is an Important Information Source • Illiteracy rates, particularly among women, mean less access to print media • Low penetration of TV and new media (internet) • Prevalence of community/ private radio stations over state-owned station in some countries makes community radio a primary source of information

3. International Gender Commitments • Millennium Development Goals – MDG 3 on gender equality • Launch of African Decade on Women • SADC Gender Protocol

4. SADC Gender Protocol: Media provisions • Mainstreaming of gender in media programming • Equal voice to women and men in coverage, including increasing programming for, by and about women on gender specific topics that challenge stereotypes

5. Community Radio’s Role as Primary Information Source • Radio is women’s main source of information in many places (especially rural areas) • Women make up a large proportion of listeners • Making good quality, responsive media – covering issues that reach all listeners, meeting all listeners needs • Media’s role in promoting positive development

6. Gender-Specific Programming:Advantages • Deal with issues in-depth • Provide an outlet for issues not covered in other programming • Provide sense of community – women tuning in to a show together • Women may feel more comfortable discussing issues in a dedicated ‘women-friendly’ environment

7. Disadvantages • Risk of alienating men • Can reinforce the notion that some issues are only ‘women’s issues’ • Risk of slipping into stereotypical ‘women’s interest’ programming (cooking and domestic tips, etc) • Risk losing the ‘bigger picture’ – how gender issues intersect with other ‘neutral’ issues (i.e. gender violence and disasters)

8. Challenges to Gender Mainstreaming • Lack of knowledge/ capacity • Lack of resources – both financially and in terms of community networks to identify sources, participants, etc • Lack of interest – both from producers, journalists, etc and listeners

9. How can gender be mainstreamed in programming? The key is to consider gender in all aspects of content development and production.

10. Look at All the Angles • In planning programming, find out whether or not an issue that seems ‘gender neutral’ really is. • In post-conflict countries, old landmines still pose a security threat. Everyone is at risk, but the daily chores that women do put them at heightened risk. • During natural disasters, many people are displaced. Life in displacement camps is hard for everyone, but it can be particularly hard for women, who are often at increased risk of sexual assault.

11. Consultation • Are women’s opinions about the issue considered during the planning phase? • During focus groups/ interviews, make sure women are present and actively participating. • Get feedback from women (and men) to make sure the programme and content will resonate • Continuous feedback from male and female audience members helps to ensure content remains relevant, even after it begins broadcasting.

12. Participation • Actively involve women in programme development and production • Include women’s experiences of ‘gender neutral’ issues • Develop strong female characters/ voices that break stereotypes but whom women can still identify with • As much as possible, ensure equal participation/ representation of men and women • Encourage listeners to give feedback about particular aspects of the programming

13. What is the Impact? • When women’s experiences are reflected, they are more likely to identify and engage with media • Helps demystify ‘women’s issues’ • Situates gender issues within a larger context, allowing people to see the connections between women’s welfare and the welfare of the community

14. Tonya Graham Projects Coordinator tonya@cmfd.org 011 615 6278