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MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices c. Avoid making allusions to the political family of the woman or the relationship with their partners and children that could portray women in a context of traditional gender roles of ‘mother’ and ‘wife’ reinforcing gender stereotypes. 3. With respect to gender, media shall a. Avoid highlight the gender of women politicians as it can convey the idea of surprise by the success of a woman. b. Describe women in gender neutral terms, avoiding to place women politicians as women first and then as politicians. 4. Regarding the association with male figures, media shall a. Avoid the idea of women subordination by associationg their merits to their relationship with a male figure. b. Refrain from using a patronizing tone when describing the relationship of women politicians with other male politicians or relevant male figures. 5. In relation to the name of the politician, media shall a. Name male and female politicians using the same construction, either using the first name + last name or just their last name. b. Avoid treating women politicians with familiarity (eg., Ségolène, Hillary) so that media can position women politicians in a lower status than male politicians. 6. With respect to quotations, media shall a. Show political reality reflecting the diversity of views of both women and men politicians. b. Encourage the use of direct quotation by female politicians in the same way that the media reflect the quotes of male politicians. 7. In terms of issues, media shall a. Ensure women politicians to get as much coverage on political issues as their male counterparts. b. Naturally assume the presence of men and women in all areas of political responsibility. c. Avoid the gender attribution – explicitly or implicityly – of capacities for the exercise of politics, because that suggests a lack of competence of women to exercise some of them. 8. In relation to the personal traits and the coverage tone, media shall a. Avoid differentiating between men and women using sterotypical charactersitics traditionally linked to a specific gender. b. Refrain from using stereotypical personaity traits that imply a discriminatory assessment or an attribution of predetermined and differentiated women roles to those of men. c. Avoid simplifying and trivailizing the achievements of women politicians. 9. Regarding journalist professional associations and departments of communication studies in the universities, they must ensure 39
MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices a. Adopt professional codes and guidelines focused on gender sensibilization to improve coverage and representation of women politicians in a not stereotyped way. b. Introduce and promote gender mainstreaming in the curriculum of communnication studies and teach students about legislation, codes and existing professional guidelines wich addresss gender equality. 10. In relation to the follow-up of the women politicians coverage, it is recommended to a. Consider holding regular working sessions between the media, the audiovisual regulatory authorities, the professional associaitons of journalists, women’s organizations, and the departments of communication and journalism studies at the universities, in order to assess the dominant discourses in the media and develop, if necessary, suggestions for the improvement and/or the adoption of specific professional codes on the treatment of women politicians in the media. References ADAY, S., DEVITT, J. (2001). “Style over Substance: Newspaper coverage of Elizabeth Dole’s Presidential bid”. Harvard International Journal of Press / Politics, Vol. 6, Issue 2, pp. 52 – 73. ATKESON, L.R., KREBS, T.B. (2007). “Press Coverage of Mayoral Candidates: The Role of Gender in News Reporting and Campaign Issue Speech”. Political Research Quarterly, Vol. 61, Issue 2, pp. 239 – 252. BAIDER, F. (2007). “Feminisation in Linguistics, Women in Politics: How is the French Press Coping?”. International Perspectives on Gender and Language: Cuaderno da langage e sexo, Issue 3, pp. 770 – 794. BAIDER, F. (2008). “Substantive disembodiment, syntactic embedment or the null effect of ‘feminist’ lexical change”. In J. Holmes and M. Marra (ed.). IGALA5 (5 th Gender and Language Congress), University of Victoria, Wellington, New Zealand. BANWART, M. C., BYSTROM, D. G., ROBERTSON, T. (2003). “From the primary to the general election: a comparative analysis of candidate media coverage in mixed-gender 2000 races for governor and US Senate”. American Behavioral Scientist, Vol. 46, Issue 5, pp. 658 – 676. BRADEN, M. (1996). Women politicians and the media. Lexington: University Press of Kentucky. BYSTROM, D., ROBERTSON, T.A., BANWART, M.C. (2001). “Framing the fight: An analysis of media coverage of female and male candidates in primary races for Governor and US Senate in 2000”. American Behavioral Scientist, Vol. 44, pp. 1999 – 2013. 40
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