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Communicating gender: Sustained planned strategies


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Presented at the Public Relations Council of India seminar on `Gender Equality: Communications Strategies' on 07/09/2013

Published in: Technology
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Communicating gender: Sustained planned strategies

  1. 1. Language Representation Institutions •News, analysis, interpretation, education •Public relations, Advertising • Who represents whom and how? • Stereotypes • Depiction • Urban rural divide • All representations have consequences • Create, arrange, design, put together, print, broadcast, advertise, distribute • Who owns? What is the policy?
  2. 2. Participate Experience Influence Seek gratification
  3. 3. • 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 • 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 Equality • 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. Gender Mainstreaming
  4. 4. 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.
  5. 5. 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
  6. 6. Policy 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.
  7. 7. Strategies to address specific cultural context Barriers to access to be removed Creating opportunities 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 communications and the mass media
  8. 8. 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
  9. 9.  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
  10. 10. Communication for social change Strengthening media and communication environment Behaviour change communication Persuasive communication Communication for advocacy Media Literacy
  11. 11. Unaware Aware Knowledgeable Ready to change Change in behaviour Sustained behaviour change Continuous media messages Variety of messages for each stage
  12. 12. .  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.
  13. 13. School of Communication Studies, PU, Chandigarh