Untitled - Bureau of Communications Services

A report in the United States shows that over the pastdecade, women consistently have been underrepresented innews and entertainment media, with little change inproportions over time. When films and television do depictfemale characters, they often reflect gender stereotypes.Women in films, particularly young women, arefar more likelythan men to be hypersexualized. The report further showsthat underrepresentation and negative depictions in mediahave broad societal effects. How women are represented inmedia affects gender equality in generalWith the passage of Republic Act No. 9710, othenvise knownas the Magna Carta of Women, a provision in the said lawwas dedicated to ensure that women will be protected from all forms of discriminationand that the State will pursue all appropriate means in crafting a policy eliminatingdiscrimination against women.To achieve these mandates, a Gender Equality Committee must be convened topromote gender mainstreaming as a framework and affirmative actions as a strategy,and monitor and evaluate the implementation of gender equality guidelines.Specifically, Section 19 of the lmplementing Rules and Regulations of the Magna Cartaof Women provided that the Presidential Communications Operations Office (PCOO)and Philippine Commission on Women (PCW), together with various self-regulatorybodies: National Telecommunications Commission (NTC), Movie and Television Reviewand Classification Board (MTRCB), Film Academy of the Philippines (FAP), FilmDevelopment Council of the Philippines (FDCP), Optical Media Board (OMB), NationalCommission for Culture and the Arts (NCCA), representative of vt'omen's media NGOsshall compose the Gender Equality Committee.The said Committee was tasked to formulate three (3) documents, namely, GenderEquality Guide, Code of Ethics for Media and Guidelines to Protect Women fromDiscrimination in Media and Film. These documents will be integrated in thegovernment and non-government media-related organizations to ensure that women'sneeds, issues and concerns in all forms of media, communication, informationdissemination, and advertising are appropriately presented.lndeed, media plays a vital and important role in our society. For most people, it servesas a tool, not only for information, but also as a source of entertainment. lt can alsoserve as an instrument where we can break stereotyping toward a gender-fair media.The government fully supports gender equality --- and will continue to support programsto ensure that discrimination, particularly of women, will eventually be eliminated.AuCOLOMASecretary

CODE OF ETHICSFOR MEDIA

AFOREWORDs part of our commitment to contribute to the transformation ofpublic perceptions and the elimination of biases and stereotypesabout women and men in our society, we, in the PhilippineCommission on Women (PCW), are proud to have been part in theformulation of this important set of documents - “Towards a GenderFairMedia,” - that seeks to change the patriarchal practices in Philippinemedia, contribute to the production of more gender sensitive mediacontent, and promote empowerment and equality in media organizations.The document contains three key documents, namely: Gender EqualityGuide, Code of Ethics for Media, and Guide to Protect Women AgainstDiscrimination in Media and Film. It was formulated to support the implementation of Republic Act9710, otherwise known as the Magna Carta of Women.“Towards a Gender Fair Media” outlines the pivotal role of media as an educator and shaper of publicopinion and highlights the importance of upholding standards and ethics. This milestone document isa collaborative effort of the PCW, the Presidential Communications Operations Office (PCOO), andother member agencies of the Gender Equality Committee for Media.PCW invites government and private media practitioners, journalism and communication students,and other interested parties to use “Towards a Gender Fair Media” as a guide in promoting a betterand fairer perspective of women in media in support of the goals of gender equality and women’sempowerment.Filipino people deserve to get quality and fair news reporting, radio and TV programming, print adand film content, among others. Let us all do our share in making the country’s media landscapegender fair.Remedios Ignacio-RikkenChairperson, PCW

BACKGROUND for the CODE OF ETHICS FOR MEDIAI. INTRODUCTIONJust as the 1987 Philippine Constitution guarantees freedom of expression,it also recognizes the role of women in nation - building, and shall ensurethe fundamental equality before the law of women and men. 1Section 4 Article III Constitution, provides that, “No law shall be passedabridging the freedom of speech, of expression or of the press, or theright of the people to peaceably assemble and petition the government forredress of grievances.”Freedom of Expression is not absolute and the right can be subject tosome regulations of the State in order that it may not be injurious to theequal right of others. 2For the media to uphold women’s rights, Republic Act 9710 An Act1 Sec.14 Article II of the 1987 Philippine Constitution2 Philippine Constitutional Law, Principles and Cases Vol.1 by H.De Leon, 1999 Edition1

The Image of Women in MediaThe Global Media Monitoring Project (GMMP) initiated by the WorldAssociation of Christian Communicators is an overview of therepresentation and portrayal of women and men in world news. It isbased on reliable national snapshots of ‘who makes the news’ in print andbroadcast news media taken on a single day.The global findings 4 in this preliminary report are based on an analysisof 6,902 news items containing 14,044 news subjects including peopleinterviewed in the news in 42 out of 130 participating countries in Africa,Asia, Latin America the Caribbean region, Pacific Islands and Europe.• Only 16% of all stories focus specifically on women.• 24% of the people interviewed, heard, seen or read about, inmainstream broadcast and print news are female.• Almost one half (48%) of all news stories reinforce genderstereotypes, while 8% of news stories challenge genderstereotypes.The news presents a world in which men outnumber women in almost all4 Preliminary Report of GMMP on 10 November 20093

professions – for instance, health (62% are men), legal (83%), science(80%) and government (83%). But in reality, women’s share in allprofessions is much higher. The news presents a skewed picture ofa world in which women are almost absent in positions of authority orresponsibility outside the home.The latest analyzed Philippine Media Monitoring was in 2005, conductedby the Communication Arts Department of Miriam College and theCommunications Foundation for Asia. A total of 76 countries participatedin the GMMP 2005. The Philippines finding and results are cited below,taken from:• 7 newspapers (75 items)• 15 TV newscasts (205 TV news)• 13 radio newscasts (120 items)• 1.072 people in the news4

NEWS SUBJECTS:%Women % MenAll Media 23 77• TV 25 75• Radio 23 77• Newspapers 20 80MAIN STORY TOPICS% Women % MenCelebrity, Arts & Sports 67 53Science & Health 41 59Social & Legal 33 67Crime & Violence 20 80Economy 18 82Politics & Government 19 81FUNCTION IN STORY:% Women % MenEye Witness 30 70Subject 28 72Personal Experience 27 73Spokesperson 18 82Expert 16 84Popular Opinion 8 825

Under the Magna Carta of Women, Section 16 calls for Non-discriminatoryand Non-derogatory Portrayal of Women in Media and Film. The Stateshall formulate policies and programs for the advancement of womenin collaboration with government and non-government media-relatedorganizations. It shall likewise endeavor to raise the consciousness ofthe general public in recognizing the dignity of women and the role andcontribution of women in the family, community, and society through thestrategic use of mass media.For this purpose, the State shall ensure allocation of space, airtime andresources, strengthen programming, production, and image-making thatappropriately present women’s needs, issues, and concerns in all formsof media, communication, information dissemination, and advertising.The protection of the girl–children against all forms of discrimination ineducation, nutrition and skills development shall be pursued by the state. 5Under its Implementing Rules and Regulations, Section 19 (A) states that,“The dignity of women and their roles and contributions in all spheres ofprivate and public life shall be promoted. The portrayal of women in adiscriminatory, demeaning and/or derogatory manner in advertisements,5 Sec. 32(a) RA9710.6

shows and programs is not allowed. It shall not induce, encourage and/orcondone violence against women in any form and/or the violation of theirhuman rights.”We realize change in culture and attitudes cannot be legislated. It takestime to open and change mindsets that have been molded by andentrenched in a patriarchal society.While respecting the self-regulation of the media, this Code of Ethics seeksto enhance existing codes to adhere to the Magna Carta of Women. Everymedia enterprise – publication, broadcast, new media and advertisingagency – is mandated by law to review and revise their codes to includethe provisions of the Magna Carta of Women.II. LAWS REGULATING MEDIAA. BroadcastUnder Section 11 of Article XII of the 1987 Constitution, “No franchise,certificate, or any other form of authorization for the operation of apublic utility shall be granted, except to citizens of the Philippines or to7

corporations or associations organized under the laws of the Philippines.”Radio companies must file their applications to the NationalTelecommunications Commission (NTC) as well as an application for alegislative franchise, following administrative procedures specified byboth houses of the legislature.The powers of the NTC are limited to the allocation of frequencies totelevision and radio stations, and do not extend to supervision overcontent. The NTC, whose members are appointed by the President, havethe power to administer and enforce all laws, rules, and regulations in thefield of communications. 6B. Film, Television, and VideoThe regulation of film, television programs and videos are implementedthrough Presidential Decree No. 1986 7 which created the Movie andTelevision Review and Classification Board (MTRCB) which wasplaced under the Office of the President of the Philippines, and the Optical6 Philippine Press Freedom Primer, CMFR, 2007.7 PD No. 1986 Creating the Movie and Television Review And Classification Board8

Media Act of 2003 8 which introduced for the first time the idea of regulatingthe production of all optical discs, regardless of their content.The MTRCB is ostensibly a classificatory body. The board is empoweredto approve or disapprove, delete portions from or prohibit the importation,export, production, copying, distribution, sale, lease, exhibition, and/ortelevision broadcast of motion pictures, television programs and publicitymaterials which in the opinion of the Board are objectionable for beingimmoral, indecent, contrary to law and/or good customs, injurious to theprestige of the Philippines or its own people, or with a dangerous tendencyto encourage the commission of violence or of a wrong or crime. 9Decisions of the Board classifying a film or television program as “X” ornot for public exhibition is appealable to the Office of the President.In Soriano vs. Laguardia, 10 the Supreme Court held that the power ofreview and prior approval of MTRCB extends to all television programsand is valid despite the freedom of speech guaranteed by the Constitution.8 RA 9239 An Act Regulating Optical Media, Reorganizing for this purpose the Videogram Regulatory Board, ProvidingPenalties Therefor, And for Other Purposes, February 10, 2004.9 Section 3(C) PD 1986.10 Soriano vs. Laguardia, G.R. No. 164785, April 29,20099

Thus, all broadcast networks are regulated by the MTRCB since theyare required to get a permit before they air their television programs.Consequently, their right to enjoy their freedom of speech is subject tothat requirement.The Optical Media Board (OMB) has the power to evaluate thequalifications of any individual, establishment or other entity to engagein the mastering, manufacture or replication of optical media. For thispurpose, the OMB shall require such person to substantiate its capabilityto engage in said activities. It also has the power to supervise regulate,grant, or renew licenses for specific periods, or deny, suspend, or cancelthe same, subject to such conditions as it may impose. 11III. SOME EXISTING CODES AND PROPOSED CHANGESBelow are existing codes of media. Some already have provisions ongender equality (original text in blue and italics) and are mentioned for othermedia to emulate, with suggestions/additions in bold text. A supplementto this Code of Ethics is an excerpt of definitions and alternative terms of11 Section 10 RA 9239 “Optical Media Act of 2003”10

non-sexist or gender-fair language from the Inter Press Service Genderand Development Glossary.A. The Philippine Journalist’s Code of EthicsDrafted by the Philippine Press Institute and the National Press Club, theCode of Ethics states that, “VII. I shall not in any manner ridicule, castaspersions on, or degrade any person by reason of (sex), creed, religiousbelief, political conviction, cultural or ethnic origin.Suggested Edit: I shall not in any manner ridicule, cast aspersion on, ordegrade any person by reason of gender and sexual orientation, creed,religious belief, political conviction, cultural or ethnic origin.B. Philippine Daily Inquirer Manual of Editorial PoliciesSection III Accuracy1. How to ensure the accuracy of a story1.2 Authoritative Sources -- When direct observation is impossible, thestory a reporter gets is a second-hand or third hand account of an event.11

1.2.1 When important matters are raised in second-hand or third-handaccounts, the reporter looks for documents and records that confirm orsupport the account.1.2.2 When only human resources are available for verification, thereporter checks the person’s reputation for credibility.1.2.3 The farther a reporter is from a direct observation of an event, themore concerned he or she should be about a report. The reporter has tocheck and double-check it.1.2.4 Use women experts and sources when relevant.3. Accuracy in the use of wordsA reporter can commit an inaccuracy by using the wrong word or words ina story. Without precision in language, a reporter cannot report an eventcorrectly and accurately. For instance, the sense of a sentence can bechanged entirely if one uses the word adverse when what he means is12

averse or when he uses effect, when what he means is affect.Suggested edit : Accuracy includes the use of non-sexist languagethat does not exclude women and does not reinforce stereotypedroles of women and men.Section XII. Canons of Taste for Journalists1.3 Rape and sex crimes1.5 Slurs on people1.5.1 Avoid language that stereotypes and insults women or ignores thechanging role of women. Language that stereotypes women is false anddemeaning. Journalists should keep in mind that women, like men, arehuman beings, not primarily housewives and sex objects.C. Kapisanan ng mga Brodkaster ng Pilipinas (KBP)The Kapisanan ng mga Brodkaster ng Pilipinas (KBP or Association ofBroadcasters of the Philippines) is a self-regulatory body for the broadcastindustry.13

It is the foremost broadcast media organization in the country. It iscomposed of owners and operators of the radio and television stations,as well as the radio and television stations themselves. The KBP wasorganized to elevate professional and ethical standards of the Philippinebroadcasts, promote social responsibility, work in advancement of thebroadcast industry and protect the rights and interests of broadcasters.The Code is extremely detailed but the KBP faces a problem in enforcingthem due to lack of personnel to monitor all the radio and televisionstations in the Philippines. The following are just some of the existingprovisions that refer to gender equality and some suggestions.(1) Broadcast Code of the Philippines 2007 (KBP)Article 22 Discrimination. “A person’s race, religion, color, ethnic,gender and physical or mental disability shall not be used in a way thatcould embarrass, denigrate or ridicule him.”Suggested edit: ”A person’s race, religion, color, ethnicity, genderand physical or mental disability shall not be used in a way thatcould embarrass, denigrate or ridicule anyone.”14

Article 27 On-Air Language.Section 1. Vulgar, obscene or indecent language isprohibited.Section 2. Language tending to indicate violence, seditionorrebellion is prohibited.Section 3. Name-calling and personal insults are prohibited.Section 4. Use non-sexist language(2) Self-regulation in the KBPThe authority of KBP to enforce discipline from within its ranks, or selfregulation,has been honored by government authorities since 1975 andupheld by a 1987 Supreme Court decision. A ruling by the Securities andExchange Commission (SEC) in January 1992 likewise upheld KBP’sauthority to require the accreditation of all broadcasters.The KBP continually updates and reinforces the Television Code, RadioCode, and the Technical Standards, which are recognized by governmentauthorities. Rules are enforced through a system of reprimands andsanctions 12 .12 Philippine Press Freedom Primer, CMFR, 200715

The KBP has a Standards Authority that enforces standards inprogramming, advertising, and trade practice through its Radio andTelevision Codes. The Authority observes established procedures ininvestigating, hearing, and adjudicating cases involving violations of theCodes. It imposes penalties that can include suspension or permanentdisqualification from KBP membership and fines. A number of radio andTV stations have been sanctioned by the Authority, but because thepenalties, in particular the fines 13 , have been minimal, so violations of theCode continue.D. Standards of Advertising of the Ad Standards Council Inc. (2010)Article 1 General Standards of PresentationSection 4 Sex, Profanity, Obscenity and Vulgarity.c) Advertisements should not depict or exploit persons as sex objects andshould not contain offensive, obscene, blasphemous, profane and vulgarwords or any sexual double entendres.e) Salacious, violent or indecent themes, sexual innuendo or stereotypinglikely to cause serious or general offence should be avoided.13 Php. 5,000 for individuals and Php 10,000 for stations who commit a First Offense.16

Article IV Other standards of presentationSection 1 Disparagement.b) Advertisements shall not directly or indirectly disparage, ridicule,criticize or attack any natural or juridical person, groups of persons or anysector of society especially on the basis of gender, social or economicclass, religion, race or nationality.As self-regulating bodies, many provisions in the Broadcast and AdvertisingCodes are not followed. Enhancing the code is one, implementing it isanother. That is why monitoring is essential and more so, educating thepublic.E. Other Self-Regulatory MechanismsMost newspapers have an Ombud who is in charge of handling complaintsfrom readers. “Letters to the Editor” also serve as a forum for readers toair their views and opinions on various issues.The Philippine Press Council is a regulatory body within the PhilippinePress Institute (PPI), the national organization of newspapers, which17

guarantees every news subject’s right of redress.Press Councils (PCs) promote press accountability by acceptingcomplaints against the press. Initially, three press councils were organizedin Cebu, Baguio, and Palawan.PCs provide a public forum for the discussion of media and related issues,including the relevance of reports and usefulness of news programs andpublications to the communities they serve. Apart from key representativesin the local media, press councils include members from the academeand civil society. The inclusion of non-journalist members has beendesigned to make the grievance process more accessible. The regionalPCs are envisioned as growing models for replication in different areas ofthe Philippines. The PC can provide a venue for hearing complaints andrecourse for offended parties.“Where the press is freest, the press council should also be most useful,at least, as a venue that connects the press to the public it has pledged toserve,” noted Melinda Quintos de Jesus, CMFR Executive Director.“Public involvement in press councils,” she added “paves the way for18

an emergent community that is truly media literate, a public that canbecome more critical of flawed, inaccurate, biased and unfair reportingand commentary. That public will, in the long term, be the one to forcemembers of the press and the institution itself to be held to a publicaccounting.” 14IV. DEVELOPING GENDER – FAIR STORIESA gender lens allows one to gain deeper insight into all issues that arecovered by media, because events, policies, politics, and businessimpact men and women differently, just as they do the rich and the poor.Understanding the difference can help us to see dimensions of a storythat would be otherwise overlooked.“In developing stories, as well as editing them, it is useful to rememberthat gender is part of every quality story. Below are some questions thathelp make a gender fair story:• How varied are the voices in this story? Where are the women init?14 Philippine Press Freedom Primer, CMFR, 200719

• How are the women portrayed? (Is it in a manner that reinforcesstereotypes that unduly shows them as victims?)• What roles do these men and women have (thinking also aboutage, class, race, and ethnicity) and how do these factors shapethe issue and story?• What are the power relationships between men and women andhow do these roles and power relationships further explain theissue being addressed?• How are the impacts of events and processes different for womenand men? 1515 IPS Gender and Development Glossary 3 rd edition20

CODE OF ETHICS FOR MEDIAThis Code of Ethics is offered in view of the recently passed RepublicAct No. 9710, otherwise known as the Magna Carta of Women. UnderSection 16 of RA 9710 it calls for non-discriminatory and non-derogatoryportrayal of women in media and film –“The State shall formulate policiesand programs for the advancement ofwomen in collaboration with governmentand non-government media-relatedorganizations. It shall likewise endeavorto raise the consciousness of thegeneral public in recognizing the dignityof women and the role and contributionof women in the family, community, andsociety through the strategic use ofmass media”.“For this purpose, the State shallensure allocation of space, airtime and21

esources, strengthen programming,production, and image-making thatappropriately present women’s needs,issues, and concerns in all forms ofmedia, communication, informationdissemination, and advertising.”Under the Implementing Rules and Regulations, Section 19 B(3) statesthat:“The Office of the Press Secretary(OPS) and its attached agencies shallensure the formulation of policies andimplementation of programs pursuantto the Act and these Rules andRegulations. It shall also…create agender equality committee composedof representatives from OPS, PCW,various self-regulatory bodies andthe NTC, MTRCB, FAP, FDCP, OMB,NCCA, representative of women’s22

media NGOs to promote gendermainstreaming, formulate the genderequality guidelines and Code of Ethicsfor media, and monitor and evaluate theimplementation thereof.”In recognition of the self-regulatory function of media, this Code of Ethicsseeks to enhance existing codes of media in adherence to the provisionsof the Magna Carta of Women.PREAMBLEWe respect the dignity of all persons of any race, ethnicity, age,disability, gender and sexual orientation, religious and politicalbeliefs;We believe in the equality of men and women and fundamentalfreedoms in the political, economic, social, cultural, and civil andany other field;23

A. Content24We believe in the fundamental rights inherent in all human beingsand recognize that women’s rights are human rights;We recognize the international instruments and nationalcommitments that set direction and standards for addressingissues of gender inequality and discrimination;1. Recognize that all issues impact women in a different way andas half the population of the world, they need to be includedin the public debate and their voices heard. All issues arewomen’s issues;2. Stories and reports must be based on verified facts. Includebackground information and context so the audience canunderstand the issues better;3. Encourage stories and reports on women and othermarginalized groups such as but not limited to -- children,elderly, persons with disabilities, and indigenous peoples -- tocelebrate diversity;

B. Balance4. Women should not be treated as an object or commodity. Focuson her expertise and substantive contribution to communityand society.1. Present both or all sides of the issue2. Do not malign, destroy, insult or disrespect anyone basedon ethnicity, gender, age, language, sexual orientation, race,color, religion, political, or other opinion, national, social, orgeographical origin, disability, property, birth, or other statusas established by human rights standards 13. Provide airtime and space to women’s needs, issues andconcerns.1 Par. 4, Section 3, Chapter 1 of RA 9710.25

C. AccuracyD. Sources1. Avoid trial by publicity.2. Label “advertorials” and advertisements.3. Press releases may be used as news sources only afterverification that sources are authentic. 24. Use realistic images and photos without resorting tocomputerized techniques.5. Do not editorialize the news.1. Do not plagiarize.2. Double check sources and corroborate information.3. Indicate the reference source – if findings or results of a study2 Sec. 4(F) Art.1, News Sources, News and Public Affairs KBP.26

E. Languageor survey, identify who made the study and the year it was done.4. Consult a broad range of sources. Include women as expertsand sources of news.1. Avoid stereotypes.2. Use gender inclusive language and terms, which include bothsexes or gender fair language.3. Avoid the use of offensive language. Avoid messages thatare vulgar, indecent, promote substance abuse, genderdiscrimination, racism, Satanism, violence or sexual perversionor demean a member of any sector of society.4. Avoid the use of double meaning words with sexual innuendos.5. Avoid the use of labels.27

F. Images of Women1. Do not exploit the image of women.2. Show realistic portrayals of women.3. Never encourage violence.4. Avoid visuals and portrayals that appeal to the prurient interest.G. From the eye of the camera to the screen/page1. Protect the identity and privacy of women and survivors ofviolence at all times.2. Recognize the right of the survivors of violence to decidewhether to be identified or not.3. Respect the dignity of persons, especially in death.4. Focus on the issues in covering disasters.28

5. Ask permission before taking a picture or filming your subject.H. Integrity1. Avoid offering or accepting any gifts or other considerations innews media organizations and their practitioners.2. Admit and correct mistakes immediately.3. Avoid conflicts of interest.29

ACKNOWLEDGEMENTSecretary Sonny Coloma, PCOOChairperson Remedios “Remmy” Ignacio Rikken, PCWChairperson Eugenio H. Villareal, MTRCBCommissioner Gamaliel A. Cordoba, NTCChairperson Ronald N. Ricketts, OMBDirector-General Leo Martinez, FAPChairperson Briccio G. Santos, FDCPChairperson Felipe M. De Leon, Jr., NCCAExecutive Director Melinda Quintos-De Jesus, CMFRExecutive Director Olivia H. Tripon,Women’s Feature Service PhilippinesFormer Chairperson Mary Grace Poe Llamanzares, MTRCBUndersecretary Lesley Jeanne Y. Cordero, PCOOAssistant Secretary Jess Anthony Q. Yu, PCOODirector John S. Manalili, BCSAtty. Rodulfo Jularbal, KBPExecutive Director Emmeline L. Versoza, PCWAnita Estrera-Baleda, PCWFranz Monique Viray-Eucapor, PCWKristine Michaela M. Tuban, PCWMa. Ferly Palaganas- Enriquez, PCWDirector Betty Lou Peñera, PIAKathryn Raymundo, CMFRJose Carreon, FAPVictorino Simon, Jr., OMBEsperanza Coronel, OMBSophia Lumantod, NTCChris Angelica Lumanlan, OCSAtty. Christine Lovely E. Red, OCSGilbert Remi B. Lacsina, OCSRonabel Navarro-Novero, PCOOAtty. Ann Marie L. Nemenzo, PCOOPhilippe D. Cortes, PCOODarius F. Josue, BCSJoel S. Pelingon, BCS

GUIDELINES TO PROTECTWOMEN FROM DISCRIMINATIONIN MEDIA AND FILM

GUIDELINES TO PROTECT WOMEN AGAINSTDISCRIMINATION IN MEDIA & FILMSI. IntroductionPursuant to the policy of the State to promote women empowerment,the portrayal of the roles of women and men in media must be gendersensitive.It will help eliminate the stereotyping of roles of women andmen in society that hampers women empowerment.Consequently, these guidelines are devised and shall serve as a basis onhow roles of women should be portrayed in media & films. While respectingthe self-regulation of the media, these guidelines seek to protect womenagainst discrimination in media portrayal as well as the rights of womenworkers in the media. Every media enterprise – publication, broadcastand advertising agency – is mandated by law to review and revise theircodes and policies to include the provisions of Republic Act No. 9710otherwise known as the Magna Carta of Women.II. ApplicabilityThese guidelines are applicable, but not limited to the following:1. Reporters2. Editors1

3. Publishers4. Columnists5. Cartoonists6. Photographers7. Broadcasting stations8. Program hosts and anchors9. Program managers10. Film-makers11. Directors12. Scriptwriters13. Producers14. Block timers15. Researchers16. Advertisers17. Public Relations Officers18. Copywriters19. Bloggers20. Websites and Content Providers2III. Objectives of the Guidelines1. To protect women against discrimination and promote genderequality;2. To help media practitioners develop positive images of womenand men and eliminate stereotypes and discrimination;

3. To encourage media practitioners to use gender sensitive languageand images in print, photos, television and radio programs,advertisements and films; and4. To increase consciousness of people in the media industry to theproblems related to the negative or inequitable portrayal of womenand men.IV. Definition of TermsThe following definition of terms is based on the Inter Press Service (IPS)Gender and Development Glossary:DiscriminationThe Inter Press Service defines discrimination as – the difference inthe treatment of a person on a basis other than individual merit. Derivedfrom the Latin term “discriminate” (to divide, separate, distinguish), itrefers to action based on prejudice against age, physical abilities, class,ethnicity, sex, race or religion.The Magna Carta of Women based on the Women’s Conventiondefines discrimination against women as – any gender-baseddistinction, exclusion or restriction which has the effect or purpose ofimpairing or nullifying the recognition, enjoyment or exercise by women,3

irrespective of their marital status, on a basis of equality of man andwomen, of human rights and fundamental freedoms in the political,economic, social, cultural, civil or any other field.Gender – refers to the differences between males and females that aresocially constructed, changeable over time and have wide variationswithin and between cultures.Gender Roles – refers to the socially determined behaviors, tasksand responsibilities for men and women based on socially perceiveddifferences that define how they should think, act and feel based on theirrespective sex.Gender Sensitivity – refers to the ability to understand and considerthe socio-cultural factors underlying gender-based discrimination,socialization of men and women into certain behaviors or opportunities,power relations between men and women, as well as the different needs,problems and levels of access to resources that they have.Non-sexist language – also commonly known as gender-neutrallanguage, gender-inclusive language, or gender neutrality, it is thelanguage use that aims at minimizing assumptions regarding the genderof human referents. For example, this may include replacing words suchas mankind and stewardess with terms such as humanity and flightattendant.4

Stereotype Images / Sex-Role Stereotyping – refers to the assumptionthat certain traits, ways of behaving, interacting with others, working, etc.,are ‘naturally’ associated with each sex. It is seen as inappropriate for onesex to act in a manner associated with the other sex. Representation playsa key role in shaping what becomes social reality. Sex role stereotypesconvey messages about expected appearance and behavior of womenand men, shaping both our ideas and expectations of women and men.V. Legal MandatesA. 1987 Philippine ConstitutionSection 14, Article II 1 , provides that the State recognizes the role of womenin nation building, and shall ensure the fundamental equality before thelaw of women and men.Section 24, Article II 2 , recognizes the vital role of communication andinformation in nation-building.Section 4, Article 3 of the 1987 Philippine Constitution, provides that, “Nolaw shall be passed abridging the freedom of speech, of expression or ofthe press, or the right of the people to peaceably assemble and petitionthe government for redress of grievances.1 Declaration of Principles and State Policies, 1987 Phil. Cons.2 Ibid2.5

Freedom of Expression is not absolute and the right can be subject tosome regulations of the State in order that it may not be injurious to theequal right of others 3 .B. Republic Act No. 9710 otherwise known as Magna Carta of Women:Section 16 “Non-discriminatory and Non-derogatory Portrayal of Womenin Media and Film”, Chapter 4 of the Republic Act provides that, “The Stateshall formulate policies and programs for the advancement of womenin collaboration with government and nongovernment media-relatedorganizations. It shall likewise endeavor to raise the consciousness ofthe general public in recognizing the dignity of women and the roleand contribution of women in the family, community, and the societythrough the strategic use of mass media.”C. Presidential Decree No. 442 – as amended otherwise known asthe Labor Code of the PhilippinesArticle 3 of Chapter 1 General Provisions declares the basic policy ofthe state as - “The State shall afford protection to labor, promote fullemployment, ensure equal work opportunities regardless of sex, raceor creed and regulate the relations between workers and employers. TheState shall assure the rights of workers to self-organization, collectivebargaining, security of tenure, and just and humane conditions of work.”63 Philippine Constitutional Law, Principles and Cases Vol.1 by H .De Leon, 1999 Edition

D. INTERNATIONAL LAWS1. Convention on the Elimination of All Forms of Discriminationagainst Women (CEDAW)The Convention was adopted in 1979 by the United Nations GeneralAssembly (and ratified by the Philippines in 1981). It is a human rightstreaty that lays down governmental obligations on matters related to anyform of discrimination against women in terms of individual right andfreedom.The Convention aims at equality between men and women throughthe assurance of equal access to and equal opportunities in public life,education, health, employment. It is the first treaty that targets harmfulcultural and traditional practices that shape gender roles. Countries thathave ratified the Convention are legally bound to implement its provisionsand submit reports at least every four years.2. Beijing ConferenceThe United Nations Fourth World Conference on Women held in theChinese capital in 1995 produced a declaration of the internationalcommunity’s commitment to the advancement of women and a platform ofaction that set out measures for action by 2000. The conference provideda clear commitment that the protection and promotion of the rights ofwomen and girl- children are a key part of universal human rights.7

8VI. General GuidelinesA. Rights of WomenThe following rights of women should be considered in their portrayal inmedia:1. Right to participate in policy formulation, planning, organization,implementation, management, monitoring and evaluation of allprograms, projects and services;2. Right to be free from all forms of violence;3. Right to be free from multiple barriers -- ethnicity, gender, age,language, sexual orientation, race, color, religion, political, or otheropinion, national, social, or geographical origin, disability, property,birth, or other status as established by human rights standards -- totheir empowerment and advancement;4. Right to protection and security in times of disasters, calamities,armed conflict, militarization, and other crisis situations;5. Right to freely participate and enjoy the cultural life, indigenous artsand traditions of the community;6. Right to contribute to and share in the benefits of educational, scientific,

economic, and cultural advancement;7. Right to freedom of thought, conscience, religion and belief; and8. Right to non-discrimination.B. Women EmpowermentWomen Empowerment refers to the provision, availability, and accessibilityof opportunities, services, and observance of human rights which enablewomen to actively participate and contribute to the political, economic,social, and cultural development of the nation as well as those which shallprovide them equal access to ownership, management, and control ofproduction, and of material and informational resources and benefits inthe family, community, and society 4There are five components in Women’s Empowerment:1. Women’s sense of self-worth;2. Their right to have and to determine choices;3. Their right to have access to opportunities and resources;4. Their right to have the power to control their own lives, both within andoutside the home; and5. Their ability to influence the direction of social change to create amore just, social and economic order, nationally and internationally. 54 Section 4(a), Chapter 2 of RA 9710.5 IPS Gender and Development Glossary9

C. Role of Media1. To provide truthful and informative stories, reports, programs,advertisements and films for the benefit of the public; and2. To develop industry awareness and commitment to its socialresponsibilities, including the promotion of values.VII. Specific GuidelinesA. Portrayal of Women1. Women should be portrayed and represented with dignity;2. Women and men should be portrayed in a wide range of roles bothtraditional and non-traditional, in paid work, social, family and leisureactivities;3. Women should also be portrayed as decision makers and providersof the family;4. Women should be portrayed as significant contributors in the academe,business, socio-political, cultural and religious fields;5. Stories, reports, programs, advertisements, and films should portraydiversity in family structures;10

6. Stories, reports, programs, advertisements, and films about familyplanning, reproductive rights, welfare, health of the mother and thechild, education and upbringing of children, should be directed to bothmen and women; and7. Media practitioners should not ridicule and stigmatize or give lessimportance to people, by reason of gender, sexual orientation, andphysical attributes.B. Gender Inclusive Language1. Media practitioners must practice the use of gender-fair/ genderneutrallanguage; and2. Media must avoid language that is vulgar, indecent, promotessubstance abuse, gender discrimination, racism, Satanism, violenceor sexual perversion or demeans a member of any sector of society.C. Gender Equality in the Workplace1. Women must be paid equally including other forms of remuneration andfringe benefits, as a male employee, for work of equal value;2. Women employees must have equal opportunities to promotion, training,11

study and scholarship grants like male employees;3. Every woman employee is entitled to maternity leave and to discharge anywoman employee for the purpose of preventing her from enjoying any ofthe benefits provided under this Code is unlawful;4. A pregnant woman may not be discharged on account of her condition, orwhile on leave or in confinement due to her pregnancy; and5. A woman shall not be discharged or refused admission from work for fearthat she may again be pregnant.D. Sexual HarassmentSexual harassment is a form of discrimination. Under Republic Act No. 7877otherwise known as the “Anti-Sexual Harassment Act of 1995”, Section3 defines work, education or training-related sexual harassment – asthat which is committed by an employee, manager, supervisor, agent ofthe employer, teacher, instructor, professor, coach, trainer, or any otherperson who, having authority, influence or moral ascendancy over anotherin a work or training or education environment, demands, requests orotherwise requires any sexual favor from the other, regardless of whetherthe demand, request or requirement for submission is accepted by theobject of said Act.The law mandates every institution to promulgate rules and regulationsas well as set up mechanisms to address the issue.12

E. What can unions (and media organizations and other relatedgroups) do? 6‣ Create awareness about sexual harassment at the workplace, andthe need to combat it. This can be done through posters, handouts,pamphlets, bulletins, notices, badges (something like ‘Zero ToleranceZone for Sexual Harassment’)‣ Ensure that the workplace has a policy to deal with sexual harassmentat the workplace, and has set up a Complaints Committee asrequired by law.‣ Ensure that sexual harassment is listed as ‘misconduct’ in theservice rules of the company.‣ Lobby to ensure union representation on the Complaints Committee,counter any trends towards anti-labor practices.‣ Conduct workshops to promote gender sensitivity among unionmembers.‣ Conduct workshops in self-defense and personality development inorder to boost the confidence of women union members.‣ Set up Gender Councils to take the issue forward.6 Laxmy Murthy, journalist, extract from Europe-India- a handbook on gender equality in journalism, IFJ13

‣ Support any woman who complains about sexual harassment, andassist her in pursuing justice.F. Checklist for gender equality in media unionsDetermine whether gender equality exists in your union through thischecklist.‣ The Organization’s Policy: Does the organization have a clearpolicy on all aspects of gender equality including a policy to promotethe integration of women?‣ Use of funds: Is adequate funding provided to carry out all aspectsof gender policy?‣ Procedures, putting policy into practice: How is the genderpolicy put into practice? Does it really guide all of your activities?‣ Understanding needs: Are there significant gaps in yourmembership? How do you consult members? Do your consultationpractices help you to understand the needs of women?‣ Decision-making: When making decisions or setting priorities arewomen well represented? Do you routinely consider the impact ofyour activities on your women members?14

‣ Monitoring information: Do you collect enough information aboutwomen and men to monitor activities by gender? Do you consultmonitoring figures when making decisions? Do you regularly usethis data to assess the effectiveness of your core activities?‣ Visibility: Can a woman’s voice be heard or seen in all your reports,speeches, meetings and publications?‣ Breaking down barriers: Do you fully understand the barriers,which deter women from joining, taking part, speaking out orcompeting for leadership in your union?‣ Leadership: Are men in leadership active in promoting change?How do you ensure men to develop an understanding of genderissues?‣ Women’s structures: Are women’s structures and representativesof women members fully integrated into union decision-makingstructures?‣ Targeting: Do you target your activities and services? Are womenchallenged to get more involved? Do you recognize that positiveaction may be necessary if you want just results? 77 Extract from Achieving Gender Equality, a Trade Union Manual, ITUC15

VIII. RecommendationsA. Monitoring and TrainingSection J of the United Nations Beijing Platform for Action recognizedthe importance of media monitoring as a tool for change. It encouragesNGOs and media professional associations to establish ‘media watchgroups that can monitor the media and consult with media to ensure thatwomen’s needs and concerns are properly reflected.The Global Media Monitoring Project (GMMP) began prior to the BeijingDeclaration. The 1994 Bangkok international conference on ‘WomenEmpowering Communication’ organized by the World association forChristian Communication (WACC) in association with the InternationalWomen’s Tribune Center in New York and ISIS Manila conceived the ideaof a one day study of the representation and portrayal of women in media.To undertake gender and media monitoring initiatives, the followingspecific actions may be taken:a. Train trainers in media monitoringb. Develop a training manual for gender and media monitoring.c. Produce statistics and reference databases on the gender dimensionsof news, advertising, entertainment, soap operas and telenovelasrunning over extended periods of time.d. Disseminate the results of studies by media observatories using16

audiovisual products that show the lack of coherence between mediamessages, country realities and the need for awareness of a reflectiveand critical approach to media.e. Share tools and experiences in policy and media monitoring.f. Establish media monitoring working groups to undertake ongoing andconsistent media monitoring at national levelg. Work with media councils and media associations to implement actionplans using the results of national media monitoring as evidence. 8B. Mainstreaming Gender Equality in Media Awards1. Add gender equality in content and programming as a criterion formedia awards.2. Encourage all award giving bodies to create a category on Gendersensitivity.3. Encourage all award giving bodies to recognize the contribution ofwomen to the community and society.8 Who makes the news GMMP 201017

GENDER EQUALITYGUIDE

GENDER EQUALITY GUIDEI. IntroductionThe recently passed Magna Carta of Women addresses the stereotypedportrayal of men and women as well as the invisibility of women in themedia.The Global Media Monitoring Project (GMMP) initiated by the WorldAssociation of Christian Communicators is an overview of the representationand portrayal of women and men in world news. It is based on print andbroadcast news media taken on a single day.GMMP findings in 2005 from 76 countries showed that “The world we seein the news is a world in which women are virtually invisible”. Since thefirst GMMP in 1995, worldwide one day media surveys every five yearsreveal that the world reported in the news is mostly male. 1 Thus, with theGender Equality Guidelines more women’s voices, more space and time,more participation in public discussion from half the world’s population areexpected to be the norm in the future.II. ApplicabilityThese Gender Equality Guidelines are applicable to the agencies, offices,schools, but not limited to the following:1. Government offices that involve mediaFilm Academy of the Philippines (FAP), Film Development Council of thePhilippines (FDCP), Philippine Information Agency (PIA),1 GMMP 2010).1

Presidential Communications Operations Office (PCOO), NationalTelecommunications Commission (NTC), Movie and Television Reviewand Classification Board (MTRCB), Optical Media Board (OMB), PhilippineBroadcast Services (PBS), spokespersons/speechwriters of governmentagencies and the Commission for Higher Education and Development(CHED) in its capacity to supervise schools of journalism and communication.2. National Media federations and associationsPhilippine Press Institute (PPI), Center for Media Freedom and Responsibility(CMFR) Center for Community Journalism and Development (CCJD),National Union of Journalists of the Philippines (NUJP), Kapisanan ng mgaBrodkaster ng Pilipinas (KBP), AdBoard, National Press Club (NPC).3. Schools of Journalism and CommunicationThis is applicable to all state colleges and universities and privateinstitutions offering journalism and communications courses. This alsoincludes the Philippine Association of Communication Educators (PACE)and the Women’s Studies Association of the Philippines (WSAP) and othersimilar associations of gender and media educators.III. Objectives1. To provide guidance in upholding the dignity of women and recognizingthe role and contribution of women in the family, community, and thesociety through the use of mass media.2. To serve as a guide on gender equality in all aspects of management,training, production, information, dissemination, communication, andprogramming.2

3. To help develop gender-fair policies and instructional materials inschools of Journalism and communication including InformationTechnology to eliminate gender biases and discrimination.4. To formulate standards and develop information, education,communication, and advocacy strategies to increase women’s voicesand address the invisibility of women in the media.IV. Definition of TermsDiscrimination – is defined by CEDAW as: “Any distinction, exclusion orrestriction made on the basis of sex which has the effect or purpose ofimpairing or nullifying the recognition, enjoyment or exercise by women,irrespective of their marital status, on a basis of equality of men and women,of human rights and fundamental freedoms in the political, economic,social, cultural, civil or any other field.”Women Empowerment – refers to the provision, availability, andaccessibility of opportunities, services, and observance of human rightswhich enable women to actively participate and contribute to the political,economic, social, and cultural development of the nation as well as thosewhich shall provide them equal access to ownership, management, andcontrol of production, and of material and informational resources andbenefits in the family, community, and society 2Gender Discrimination – refers to any distinction, exclusion or restrictionmade on the basis of socially constructed gender roles and norms thatprevent a person, female or male, from enjoying full human rights. 3Gender and Development (GAD) – refers to the approach that recognizesthat all development planning, policies and projects must reflect gender2 Section 4(a), Chapter 2 of RA 9710.3 IPS Gender and Development Glossary3

sensitivity about and gender awareness of the different roles that men andwomen play in societies, differences in their access to and control overresources and the differential impacts of development processes on menand women.The GAD approach is different from the Women in Development (WID)approach, which by the late 1970s was being questioned for focusingresources, programmes and projects on women in isolation and away frommainstream development. 4Gender Equality – refers to the principle asserting the equality of men andwomen and their right to enjoy equal conditions realizing their full humanpotentials to contribute to and benefit from the results of development,and with the State recognizing that all human beings are free and equal indignity and rights. 5Gender Equity – refers to the fairness and justice in the distribution ofbenefits and responsibilities between women and men.Gender equity recognizes that men and women have different needs andpower and that these should be identified and addressed in a manner thatrectifies the imbalance between them. Thus, women-specific programs andpolicies may be needed to reach equality.Gender Sensitivity – refers to the ability to understand and consider thesocio-cultural factors underlying gender-based discrimination, socializationof men and women into certain behaviors or opportunities, power relationsbetween men and women, as well as the different needs, problems andlevels of access to resources that they have. 64 IPS Glossary5 MCW, chapter II, sec. 4(f)6 IPS Glossary4

Marginalization – refers to a condition where a whole category of peopleis excluded from useful and meaningful participation in political, economic,social and cultural life. 7Patriarchy – refers to the dominance of men over women that occur inseveral spheres of life including, but not limited to, the economic, politicaland cultural spheres.Sexual Orientation – refers to the preference of one sex to another as apartner in sexual relations.Sexual orientation, also called sexual preference, reflects the opinion thatpeople do not control or influence their sexual or romantic attractions.Sexual preference reflects the opinion that people can and do have theability to control or influence their sexual or romantic attractions and theirsexual orientations.V. Historical Bases: Towards Gender EqualityA. Convention on the Elimination of All Forms of Discrimination againstWomen (CEDAW)The United Nations General Assembly adopted the CEDAW in 1979.The Philippines ratified the same in 1981. CEDAW is a human rightstreaty that lays down governmental obligations on matters related toany form of discrimination against women in terms of individual rightand freedom.The Convention aims at equality between men and women throughthe assurance of equal access to and equal opportunities in public life,education, health, employment. It is the first treaty that targets harmful7 MCW, chapter II, sec. 4(c)5

6cultural and traditional practices that shape gender roles. Countriesthat have ratified the Convention are legally bound to implement itsprovisions and submit reports at least every four years. 8B. World Conference on Human Rights, Vienna, 1993One hundred seventy one (171) states committed to the ViennaDeclaration and Program of Action in promoting and protecting humanrights, particularly the rights of women, children and IndigenousPeoples. It recognized “Women’s rights as human rights” and createda Special Rapporteur on Violence Against Women.C. Fourth World Conference on Women, Beijing, 1995The United Nations conference held in the Chinese capital produceda declaration of the international community’s commitment to theadvancement of women and a platform of action that set out measuresfor action by 2000. The conference provided a clear commitment thatthe protection and promotion of the rights of women and girl childrenare a key part of universal human rights. 9Section J of the Beijing Platform of Action is on Women and the Media,one of the 12 areas of concern of the conference.VI. LEGAL MANDATESA. 1987 Philippine Constitution1. Section 14, Article 2 of the 1987 Philippine Constitution provides thatthe State recognizes the role of women in nation-building, and shall ensurethe fundamental equality before the law of women and men.2. Section 24, Article 2 of the 1987 Philippine Constitution recognizes thevital role of communication and information in nation-building.8 IPS Glossary9 IPS Glossary

3. Section 4, Article 3 of the 1987 Philippine Constitution, “No law shall bepassed abridging the freedom of speech, of expression or of the press, orthe right of the people to peaceably assemble and petition the governmentfor redress of grievances.B. Magna Carta of WomenRationale: The enactment of Republic Act No. 9710 (RA 9710) or theMagna Carta of Women fulfills the commitment of the government to theConvention on the Elimination of all forms of Discrimination Against Women(CEDAW) which the Philippines ratified in 1981. This Act categoricallydefines discrimination against women. This is also a comprehensive lawthat upholds and protects human rights of women in all spheres.This law and the rights of women need to be disseminated to improvethe status of women in Philippine society. Recognizing the power of mediato inform and effect this change,, Section 16, Chapter IV of RA 9710provides: “Non-discriminatory and Non-derogatory Portrayal of Womenin Media and Film – The State shall formulate policies and programsfor the advancement of women in collaboration with government andnongovernment media-related organizations. It shall likewise endeavorto raise the consciousness of the general public in recognizing thedignity of women and the role and contribution of women in the family,community, and the society through the strategic use of mass media.”In addition, Section 19 of the Implementing Rules and Regulations (IRR) ofRA 9710 also states that:a. For this purpose, the State shall ensure allocation of space,airtime and resources, strengthen programming, production, andimage-making that appropriately present women’s needs, issues,and concerns in all forms of media, communication, information7

dissemination, and advertising;b. The State, in cooperation with all schools of journalism, information,and communication, as well as the national media federationsand associations, shall require all media organizations andcorporations to integrate into their human resource developmentcomponents regular training on gender equality and gender–baseddiscrimination;c. Create and use gender equality guidelines in all aspects ofmanagement training, production, information, dissemination,communication, and programming;d. Convene a gender equality committee that will promote gendermainstreaming as a framework and affirmative action as a strategy;ande. Monitor and evaluate the implementation of gender equalityguidelines.The dignity of women and their roles and contributions in all spheres ofprivate and public life shall be promoted. The portrayal of women in adiscriminatory, demeaning and/or derogatory manner in advertisements,shows and programs is not allowed. It shall not induce, encourage and/orcondone violence against women in any form and/or the violation of theirhuman rights.Furthermore, Section 29 of the same IRR states that All governmentagencies, instrumentalities, and LGUs shall develop and make availableinformation, education and communication (IEC) materials on their specificprograms, services and funding outlays on women’s empowerment andgender equality. These information shall be translated in major Filipinodialects and disseminated to the public, especially in remote or rural areas.8

C. Government Entities/ Agencies1. The Philippine Commission on Women (PCW), in coordinationwith concerned agencies and media organizations, shallformulate media guidelines to protect women againstdiscrimination in media and film.2. The Office of the Press Secretary (OPS) 10 and its attachedagencies shall ensure the formulation of policies andimplementation of programs pursuant to the Act and theseRules and Regulations. It shall also:a. Provide over-all direction, guidance and monitoring as leadagency of government mass media in the implementation ofthe Act and these Rules and Regulations;b. Formulate and implement a national communication planand advocacy activities on the Act and these Rules andRegulations and relevant gender issues/concerns; andc. Create a Gender Equality Committee composed ofrepresentatives from the OPS, PCW, various self-regulatorybodies and the National Telecommunications Commission(NTC), Movie and Television Review and ClassificationBoard (MTRCB), Film Academy of the Philippines (FAP),Film Development Council of the Philippines (FDCP), OpticalMedia Board (OMB), National Commission for Culture andthe Arts (NCCA), representatives of women’s media NGOsto promote gender mainstreaming, formulate the GenderEquality Guidelines and Code of Ethics for media, monitorand evaluate the implementation thereof.10 PCOO9

3. The NTC, MTRCB, FAP, FDCP, OMB, NCCA shall ensure thatthe media and film industries comply with the Act and theseRules and Regulations, including:a. Formulation of policies and programs to raise consciousnessof the general public in recognizing the dignity of womenand the role and contribution of women in all spheres ofprivate and public life;b. Allocation of space, airtime and resources for the airing ofadvertisements that promote women’s human rights;c. Enhancement of programming, production and imagemaking that presents women’s needs, issues and concerns;andd. Ensuring that, in cooperation with all schools of journalism,information and communication, and national mediafederations and associations, regular trainings on genderequality and gender-based discrimination are integrated inthe human resource development components of mediaorganizations and corporations.4. The Department of Education (DepEd), Commission on HigherEduation (CHED) and the Technical Education and SkillsDevelopment Authority (TESDA) shall:a. Develop and promote gender-sensitive curriculum;b. Develop gender-fair instructional materials;10c. Ensure that educational institutions implement acapacity building program on gender, peace andhuman rights education for their officials, faculty and

non-teaching staff and personnel;d. Promote partnerships between and among playersof the education sector, including the private sector,churches, and faith groups in the pursuit of theobjectives of this section;e. Encourage advertising industry and other similarinstitutions to provide free use of space andinstallation of displays for schools, colleges anduniversities for campaigns to end discrimination andviolence against women; andf. Guarantee that educational institutions providescholarship programs for marginalized womenand girls. Conditions such as age, pregnancy,motherhood, disabilities, or lack of consent ofhusband shall not be grounds for disqualification inthe grant of scholarships.5. Creation of Local Media Board (LMB) in all Local GovernmentUnits (LGUs) to monitor the implementation of these Rules andRegulations shall also be encouraged.D. Media Organizationsa. Self-regulatory bodies, groups, and associations for media,television, cable, film, and advertising shall also ensurecompliance with the Act and these Rules and Regulations, suchas:Formulation of policies and programs to raise consciousnessof the general public in recognizing the dignity of women andthe role and contribution of women in all spheres of private andpublic life.11

a. Allocation of space, airtime and resources for the airing ofadvertisements that promote women’s human rights;b. Enhancement of programming, production and image makingthat presents women’s needs, issues and concerns; andc. Encourage the advertising industry and other similar institutionsto provide free use of space and installation of displays forschools, colleges and universities for campaigns to enddiscrimination and violence against women.Rights of WomenThe following rights of women should be considered in their portrayal inmedia:1. Right in all sectors to participate in policy formulation, planning,organization, implementation, management, monitoring andevaluation of all programs, projects and services;2. Right to be free from all forms of violence;3. Right to be free from multiple barriers to their empowerment andadvancement such as race, age, language, ethnicity, culture,religion, or disability or by reason that they are indigenouspeople;4. Right to protection and security in times of disasters, calamitiesand other crisis situation and in situations of armed conflict andmilitarization;125. Right to freely participate in the cultural life of the community, toenjoy the arts, indigenous traditions and to share in educational,

scientific, economic, and cultural advancement and theirbenefits;6. Right to freedom of thought, conscience, religion and belief - thiscontributes to the moral, ethical, spiritual and intellectual needsof women and men, individually or in community with others andthereby guaranteeing them the possibility of realizing their fullpotential in society and shaping their lives in accordance withtheir own aspirations; and7. Right to Non-Discrimination against women - discriminationviolates the principles of equality of rights and respect for humandignity that hampers women’s participation, on equal terms withmen, in all fields for development and peace.VII. GENDER EQUALITY GUIDEA. PORTRAYAL1. Women and men should be portrayed and represented withdignity coming from our indigenous culture the most profoundinsights of gender equality.2. Women and men should be portrayed in a wide range of roles,both traditional and non-traditional, in paid work, social, familyand leisure activities. Women and men should both be seen astaking decisions to support the family and in household tasksand home management, in academics, business, and livelihoodactivities as well as in socio-political and cultural/religiousendeavors.3. Radio and television programs, advertisements and filmsshould portray diversity in family structures, that is, not only13

marriages between women and men, but also single parentsand extended families, without prejudice to adopted childrenand children born out of wedlock. Indeed, the portrayal ofdifferent family structures should be done in such a manner asto avoid ‘victimization’ of atypical structures. It is imperative thatthese are not depicted in a pitiful/deplorable condition/state;4. Tasks usually associated with women must be portrayed asequally important as that of traditional male tasks and shouldbe carried out by both genders;5. Certain subjects like family planning, reproductive rights, welfare,health of the mother and the child, education and upbringing ofchildren, should be directed at both men and women;6. Media practitioners should emphasize gender equality and nonstereotypedgender roles of men and women within the family,in the workplace and in the community;7. Presentation of women as inferior beings, sexual objects,negative sex-role, negative comments on role of women andmen should be eliminated;8. Radio and television programs, advertisements and films shouldportray men and women to have equally powerful roles ;9. People should not be ridiculed and stigmatized or given lessimportance by reason of gender and sexual orientation, physicalattributes such as appearance and disabilities; and1410. Women should be equally visible on the screen. Women’sthinking abilities and men’s caring abilities should be emphasizedin radio and television programs, advertisements and films.

B. MEDIA CONTENT AND COVERAGE OF WOMENIn the end, the image of women comes down to how they are depictedand/or how their concerns are reported and represented in the media. Toascertain that women and their issues are properly promoted:1. Emphasize on the story;2. Resist stereotyping along the lines of gender, race, religion,ethnicity, language, sexuality, age and class;3. Ensure fair and balanced reporting which means that both maleand female views/perspectives/voices are reflected in all stories;4. Ensure parallel treatment of male and female sources or newssubjects (i.e. if a male source or subject is identified by hisprofession in the headline, text or caption of the story, makesure the female source or subject is also similarly identified);5. Acknowledge the changing roles of women and men in today’ssociety;6. Try to achieve balance in the presentation of women and menas experts, authorities and commentators on the full range ofsubjects covered;7. Give equal prominence to the achievements of women acrossall issues covered;8. Protect the image of women in reporting incidents which involveviolence against them;15

9. Guarantee that women stories are illustrated fairly and truthfully;and10. Include a comprehensive analysis of underlying issues in theportrayal, coverage and representation of women. 11C. SPACE AND TIMEGive more space and time for voices of women on issues of concern andof interest to women.D. WORKPLACEInvolve more women in production work, consider her needs in theworkplace and provide equal opportunities for training and promotion.E. GUIDELINES FOR SPECIFIC GROUPS BASED ON THE BEIJINGPLATFORM FOR ACTIONStrategic Objective J.1Increase the participation and access of women to expression and decisionmakingin and through the media and new technologies of communication.Strategic Objective J.2Promote a balanced and non-stereotyped portrayal of women in the media1. Government Entities dealing with Mediaa. Support women’s education, training and employment topromote and ensure women’s equal access to all areas andlevels on the media;11 Women in the News: A Guide for Media, A Gender Equality Toolkit, ISIS International Manila 200416

. Support research into all aspects of women and the media soas to define areas needing attention and action and reviewexisting media policies with view to integrating a genderperspective;c. Promote women’s full and equal participation in the media,including management, programming, education, trainingand research;d. Aim at gender balance in the appointment of women and mento all advisory, management, regulatory or monitoring bodies,including those connected to the private and State or publicmedia;e. Encourage, to the extent consistent with freedom of expression,these bodies to increase the number of programs for and bywomen to see to it that women’s needs and concerns areproperly addressed;f. Encourage and recognize women’s media networks,including electronic networks and other new technologiesof communication, as a means for the dissemination ofinformation and the exchange of views, including at theinternational level, and support women’s groups active in allmedia work and systems of communication to that end. 122. National Machinery for the Advancement of Women:a. Encourage the development of educational and trainingprograms for women in order to produce information forthe mass media, including funding of experimental efforts,and the use of the new technologies of communication,cybernetics space and satellite, whether public or private;12 Beijing Platform for Action Sec. J.1. 239.17

. Encourage the use of communication systems, includingnew technologies, as a means of strengthening women’sparticipation in democratic processes;c. Facilitate the compilation of a directory of women mediaexperts;d. Encourage the participation of women in the developmentof professional guidelines and codes of conduct or otherappropriate self-regulatory mechanisms to promotebalanced and non-stereotyped portrayals of women by themedia.3. By Governments and International organizations, to theextent consistent with freedom of expression:a. Promote research and implementation of a strategy ofinformation, education and communication aimed atpromoting a balanced portrayal of women and girls and theirmultiple roles;b. Encourage the media and advertising agencies to developspecific programs to raise awareness of the Platform forAction;c. Encourage gender-sensitive training for media professionals,including media owners and managers, towards creationand use of non-stereotyped, balanced and diverse imagesof women in the media;d. Convince the media to present women as creative humanbeings, key actors and contributors to the beneficiaries of18

the process of development;e. Promote the concept that the sexist stereotype displayedin the media are gender discriminatory, degrading in natureand offensive; andf. Take effective measures or institute such measures,including appropriate legislation against pornography andthe protection of violence against women and children inmedia 13 .4. Schools of journalism and communicationa. Build a new social imagination of gender-fair, gender-balancedmedia as a part of women’s human rights. Specific actions:1. Re-train media consumers to understand that violencein the media contributes to and reinforces a culture ofviolence.2. Re-train media consumers to challenge media thatpromote, incite, glorify, glamorize, eroticize or trivializeviolence against girls and women.3. Train communities – women and men – in criticalmedia literacy to ‘read’ media content from a genderperspective.4. Create an interactive gender and media monitoringwebsite for media users. 14Under the lead of media trainers, journalism training institutions13 BPA J.2 24314 Who makes the news? GMMP 201019

and researchers with support from governments, regionalorganizations and international organizations:b. Create ‘gender and media’ curricula and modules in schools,journalism traininginstitutes and centers; andc. Equip managers and instructors with skills to apply the modulesto train gender sensitive media professionals.5. Media Federations and Associationsa. Promote women’s leadership in media1. Encourage training and re-training of women mediaprofessionals.2. Support the creation of news agencies which originate inwomen’s networks and organizations for new practicesin the media portrayal and representation of women toemerge. 15b. By non-governmental organizations and media professionalassociations:1. Encourage the establishment of media watch groups thatcan monitor the media and consult with the mediato ensure that women’s needs and concerns are properlyreflected;2. Train women to make greater use of informationtechnology for communication and the media, includingat the international level;15 GMMP20

3. Create networks among and develop informationprograms for non-governmental organizations, women’sorganizations and professional media organizations inorder to recognize the specific needs of women in themedia, and facilitate the increased participation of womenin communication, in particular at the international level;4. Encourage the media industry and education and mediatraining institutions to develop, in appropriate languages,traditional, indigenous, and other ethnic forms of media,such as story-telling, drama, poetry and song, reflectingtheir cultures, and utilize these forms of communicationto disseminate information on development and socialissues. 16c. By the media, non-governmental organizations and theprivate sector, in collaboration, as appropriate, with nationalmachinery of the advancement of women:1. Promote the equal sharing of family responsibilitiesthrough media campaigns that emphasize gender equalityand non-stereotyped gender roles of women and menwithin the family and that disseminate information aimedat eliminating spousal and child abuse and all forms ofviolence against women, including domestic violence;2. Produce and/or disseminate media materials on womenleaders, inter alia, as leaders who bring to their positionsof leadership many different life experiences, includingbut not limited to their experiences in balancing work andfamily responsibilities, as mothers, as professionals, as16 Beijing Platform of Action, Sec J.1, 24221

managers and as entrepreneurs, to provide role models,particularly to young women;3. Promote extensive campaigns, making use of public andprivate educational programs, to disseminate informationabout and increase awareness of the human rights ofwomen;4. Support the development of and finance, as appropriate,alternative media and the use of all means ofcommunications to disseminate information to and aboutwomen and their concerns; and5. Develop approaches and train experts to apply genderanalysis with regard to media programs. 17F. MONITORING MECHANISMS1. The Philippine Commission on Women (formerly NCRFW), isthe primary policy-making and coordinating body of the women andgender equality concerns under the Office of the President. ThePCW shall be the overall monitoring body and oversight to ensurethe implementation of this Act. In doing so, the PCW may direct anygovernment agency and instrumentality, as may be necessary, toreport on the implementation of this Act and for them to immediatelyrespond to the problems brought to their attention in relation to thisAct. The PCW shall also lead in ensuring that government agenciesare capacitated on the effective implementation of this Act.To the extent possible, the PCW shall influence the systems,processes, and procedures of the executive, legislative and judicial17 BPA J.2, 245 Source: http://www.un.org/womenwatch/daw/beijing/platform/media.htm22

anches of government vis-a-vis GAD to ensure the implementationof this Act. 182. The Commission on Human Rights, as the Gender andDevelopment Ombud, consistent with its mandate, shall undertakemeasures, such as but not limited to the following:a. Monitor with the PCW and other state agencies, amongothers, in developing indicators and guidelines to complywith their duties related to the human rights of womenincluding their right to nondiscrimination guaranteedunder this Act;b. Designate one commission and/or its Women’s HumanRights Center to be primarily responsible for formulatingand implementing programs and activities related tothe promotion and protection of the human rights ofwomen, including the investigations and complaints ofdiscrimination and violations of their rights brought underthis Act and related laws and regulations; 19 andc. Penalties: The sanctions under administrative law, civilservice, or other appropriate laws shall be recommendedto the Civil Service Commission and/or the Department of theInterior and Local Government.If the violation is committed by a private entity or individual, theperson directly responsible for the violation shall be liable to paydamages.18 .MCW sec. 3819 MCW Sec. 3923

24Filing a complaint under this Act shall not preclude the offendedparty from pursuing other remedies available under the law and toinvoke any of the provisions of existing laws protecting women andchildren including the Anti-Sexual Harassment Act, Anti-Rape, Anti-Trafficking in Persons Act and the Anti-Violence Against Womenand their Children Act. 203. Gender and media monitoring initiatives in schools and by mediaorganizationsa. Train trainers in media monitoring;b. Develop a training manual for gender and media monitoring;c. Produce statistics and reference databases on the genderdimensions of news, advertising, entertainment, soap operas andtelenovelas running over extended periods of time;d. Disseminate the results of studies by media observatories usingaudiovisual products that show the lack of coherence betweenmedia messages, country realities and the need for awareness of areflective and critical approach to media;e. Share tools and experiences in policy and media monitoring;f. Establish media monitoring working groups to undertake ongoingand consistent media monitoring at the national level; andg. Work with media councils and media associations to implementaction plans using the results of national media monitoring asevidence. 2120 MCW Sec 4121 Who makes the news? GMMP 2010

4. Incentives and Awardsa. Establish incentives and awards systems which shall be administeredby a board under such rules and regulations as may be promulgatedby the PCW to deserving entities, government agencies and localgovernment units for their outstanding performance in upholding therights of women and effect implementation of gender-responsiveprograms; 22b. Establish annual gender media awards in recognition of bestpractices in gender-fair, gender-balanced media practice; andc. Mainstream the gender equality criteria of gender balance in contentand programming, gender fair language, positive portrayal ofwomen in media and film awards and other works by professionalsand students.G. CHECKLIST FOR GENDER EQUALITY1. Addressing sexism and discrimination in the educational systemChecklist of Guide QuestionsStepsReview of the formulation ofthe course title for possiblegender biasGuide QuestionsIs the course title stated in a gender fairmanner? An example of a sexist coursetitle is “History of Mankind.”22 MCW Sec. 4225

Review of the courseobjectives and description• Can the course objectives, asoriginally formulated, promote thestudents’ learning and appreciation ofthe human rights and gender equalitydimensions of the subject matter?• Are sexist words or statements inthe formulation of the objectives anddescription?• Can the course description, asoriginally formulated, reflect theintegration into the course contentsof human rights and gender equalitytopics?26

Analysis of gender biases inthe theories and perspectivesdiscussed in the coursecontent• Do the theories and perspectivesincluded in the original course syllabusexplicitly or implicitly legitimize genderrole stereotyping, gender inequality aswell as phallocentric and misogynistideas?• Are there available feministcommentaries that challenge the sexistelements of these theories that can beincluded in the course syllabus?• Are there other theories andperspectives that can replace thoseused in the course to better highlightthe principles of human rights andgender equality?For example, there are many theoriesof cultural evolution in anthropology(e.g. the “man the hunter theory” andthe theory that modern societies cameabout through survival of the strongestand most aggressive groups. Thesetheories can be replaced by thosethat privilege group cooperation andexchange as well as peace buildingefforts.)27

Integration of topics in thecourse syllabus that canhighlight human rights andgender equality principles• In what sections of the syllabus canCEDAW or CEDAW-related topics beincluded?• Are there sexist words and statementsin the formulation of the course outline?• Are there topics that have to beremoved because of their outrightsexist, phallocentric and misogynistcontents and analyses?• What other topics can be includedin the course outline to highlight theprinciples of human rights and genderequality?Review of activities forpossible gender biases• Do class activities reproduce genderrole stereotyping and explicitly orimplicitly promote gender inequality?• Do the activities tend to discriminateagainst female students?• Do they discriminate against femalestudents because of their maritalstatus, sexual orientation, class status,ethnic or racial background and age?• Do the class activities expose femalestudents to physical and sexual risks?28

Review of reading materialsReview of class policies forpossible gender biases• Are there reading materials in theoriginal syllabus that explicitly orimplicitly carry sexist and discriminatoryideas?• What additional reading materials canbe included to ensure that the studentslearn and appreciate the human rightsand gender equality dimensions of thecourse?• Are the class policies applied fairlyand justly to female and male students?• Are there gender biases ordiscriminatory aspects of the classpolicies related to attendance, gradingand submission of class requirements,participation in class activities, etc.?Source: Carolyn Sobritchea, “Integrating CEDAW in the Teaching, Research andExtension Programs of the Regional Gender Resource Centers,” UPCWS, University ofthe Philippines, Quezon City, 2006.2. Complying with MCW is not limited to media portrayal only. Reviewof existing policies and programs on labor and managementaffecting women in your agency, organization or school is alsoneeded to comply with MCW provisions:‣ The Organization’s Policy: Does the organization have clearpolicy on all aspects of gender equality including policy to promotethe integration of women?29

‣ Use of funds: Is adequate funding provided to carry out all aspectsof gender policy?‣ Procedures, putting policy into practice: How is the genderpolicy put into practice? Does it really guide all of your activities?‣ Understanding needs: Are there significant gaps in yourmembership? How do you consult members? Do your consultationpractices help you to understand the needs of women?‣ Decision-making: When making decisions or setting priorities arewomen well represented? Do you routinely consider the impact ofyour activities on your women members?‣ Monitoring information: Do you collect enough information aboutwomen and men to monitor activities by gender? Do you consultmonitoring figures when making decisions? Do you regularly usethis data to assess the effectiveness of your core activities?‣ Visibility: Can a woman’s voice be heard or seen in all your reports,speeches, meetings and publications?‣ Breaking down barriers: Do you fully understand the barriers,which deter women from joining, taking part, speaking out orcompeting for leadership in your institution?‣ Leadership: Are men in leadership active in promoting change?How do you ensure that men develop an understanding of genderissues?‣ Women’s structures: Are women’s structures and representativesof women members fully integrated into decision making structures?30

‣ Targeting: Do you target your activities and services? Are womenchallenged to get more involved? Do you recognize that positiveaction may be necessary if you want just results? 2323 Achieving Gender Equality, a Trade Union Manual, ITUC31

EXCERPTS FROM THE IPS GENDER AND DEVELOPMENTGLOSSARYThird EditionEqualityThe exact same measure, quantity, amount or number as another andaffecting of all objects in the same way. It is not a synonym for equity.EquityFair and impartial treatment of all classes of people without regard togender, class, race, ethnic background, religion, handicap, age or sexualpreference. Equity, like the word ‘fair’ is subjective and does not necessarymean equal.GenderA concept that refers to the differences between males and females thatare socially constructed, changeable over time and have wide variationswithin and between cultures.As opposed to biologically determined characteristics (sex), gender refersto, learned behavior and expectations to fulfill one’s image of masculinityand femininity. Gender is also a socio-economic and political variablewith which to analyze people’s roles, responsibilities, constraints andopportunities . Gender and women are not synonyms.Gender and Development (GAD)The approach that recognizes that all development planning, policies andprojects must reflect gender sensitivity about and gender awareness ofthe different roles that men and women play in societies, differences intheir access to and control over resources and the differential impacts ofdevelopment processes on men and women.32

The GAD approach is different from the Women in Development (WID)approach, which by the late 1970s was being questioned for focusingresources, programmes and projects on women in isolation and awayfrom mainstream development.Gender DiscriminationAny distinction, exclusion or restriction made on the basis of sociallyconstructed gender roles and norms that prevent a person, female ormale, from enjoying full human rights.Gender EqualityThe equal treatment of women and men in laws and policies, and equalaccess to resources and services, including education, health andoccupational positions, within families, communities and society.Gender equityFairness and justice in the distribution of benefits and responsibilitiesbetween women and men.Gender equity recognizes that men and women have different needs andpower and that these should be identified and addressed in a manner thatrectifies the imbalance between them. Thus, women-specific programmesand policies may be needed to reach equality.Gender fair reportingGender fair reporting means insisting on having multiple sources for astory and ensuring that voices of women are heard not only as victims orpart of the marginalized, but as professionals, economists, and students,among others.(Women in the news: A guide for media)33

Gender rolesThe socially determined behaviors, tasks and responsibilities for men andwomen based on socially perceived differences that define how they shouldthink, act and feel based on their perspective sex.Gender roles can do change through individual choice and in responseto events and process such as economic crises, declining fertility rates,increasing educational levels for economic crises, declining fertility rates,increasing educational levels for women changes in migration patterns andin information system.Gender FriendlySensitive in the portrayal, depiction, reference and treatment of womenand men.(Women in the news: A guide for media)Gender MainstreamingThe integration of gender into the entire spectrum of activities fundedby or executed by an organization, and equitable and full delegation ofresponsibility for gender to all staff.It can also involve strategies to increase the number and diversity of womenon staff about gender and to review or develop internal procedures to includegender issues and responses. In news organizations, mainstreamingmeans the integration of the concepts of gender, equality and women’srights into all aspects of editorial coverage and ensuring that these issuesinfluence the news agenda, planning, sourcing, writing to copyediting.Gender perspectiveThe investigation of how men and women affect and are affected byeconomic, political, social legal and cultural events and processes indifferent ways. In news writing, the simplest form of gender perspective is34

the inclusion of women’s and girls’ voices, which are not always heard instories.Gender sensitivityThe ability to understand and consider the socio-cultural factors underlyinggender-based discrimination, socialization of men and women into certainbehaviors or opportunities, power relations between men and women, aswell as the different needs, problems and levels of access to resources thatthey have.PatriarchyThe dominance of men over women that occurs in several spheres of lifeincluding, but not limited to, the economic, political and cultural spheres.SexismThe supposition, belief or assertion that one sex is superior to the other,often expressed in the context of traditional stereotyping of social roles onthe basis of sex, with resultant discrimination practiced against members ofthe supposedly inferior sex.SexualityThe central aspect of being human that encompasses sex, gender,identities and roles, sexual orientation, eroticism, pleasure, intimacy andreproduction.Sexuality is experienced and expressed in thoughts, fantasies, desires,beliefs, attitudes, values, behaviors, practices, roles and relationships. It isinfluenced by the interaction of biological , psychological, social, economic,political, cultural, ethical, legal, historical, and religious and spiritual factors.Sexual OrientationThe preference of one sex to another as a partner in sexual relations.35

Sexual orientation, also called sexual preference, reflects the opinion thatpeople do not control or influence their sexual or romantic attractions.Sexual preference reflects the opinion that people can and do have theability to control or influence their sexual or romantic attractions and theirsexual orientations.Violence Against Women“Any act of gender-based violence that results in, or is likely to result in,physical, sexual or mental harm or suffering to women, including threats ofsuch acts, coercion or arbitrary deprivation of liberty, whether occurring inpublic or in private life,” as defined by the United Nations Declaration on theElimination of Violence against Women.It also includes “physical, sexual and psychological violence occurring inthe family and in the general community including battering, sexual abuseof female children, dowry-related violence, marital rape, female genitalmutilation and other traditional practices harmful to women, non-spousalviolence and violence related to exploitation, sexual harassment, andintimidation at work, in educational institutions and elsewhere, traffickingin women, force prostitution, and violence perpetrated or condoned by thestate. “NON-SEXIST LANGUAGEHere is a selected list of terms that should be avoided because either theyare sexist, exclude women, or are demeaning, most often to women andgirls. Alternatives include sex-specific terms and gender-neutral pluralforms. It is good to remember that while gender –neutral terms avoidsexism, they can keep women invisible. In cases where the use of a wordhas reinforced a perception that only men perform a task role, sex specificalternatives to it are noted.36

TERMS TO AVOIDactressaged (elderly)airline stewards/essesanchormanbachelorette, spinsterbarrenbellboyblacks (N. American)broken homebrotherhood of manbusboybusinessmancameramancomediennechairmanchambermaidjanitressALTERNATIVESactorolder women, older men, olderadults, senior citizens, elderlyflight attendantsanchorsingle womaninfertilebellhopAfrican American women/girlsAfrican American men/boysAfrican Americanssingle-parent familyhumanitywaiter’s assistantbusinessman, businesswoman,entrepreneur, businesscommunitycamera operator, photographercomedianchairman,; chairwomen,moderator, chairperson or chairhotel workercleaners37

congressmancraftsmandoormandykeearly maneffeminatefemale lawyerfiremenfishermenfishwivesforefathersforemangentleman’s agreementgirl Fridayhandymanheroinehookerlady Doctorlady guardcongressional representatives;members of congress;congressman andcongresswomancraftsman, craftswoman,artisansdoorkeeperlesbianearly peoples, early men andwomendelicate, feeble, soft, affectedlawyerfirefightersfisherwomen, fishermen,fishers,fishing trade/communityfisherfolkfish sellersancestorssupervisorunwritten agreementadministrative assistantrepairer, maintenance workerheroprostitute, commercial sexworkersdoctor, physicianguard, security guard38

laymanlayman’s languagelumberjackmaidmailmanmale nurseman, mankindman a projectman-hoursmanhoodman and wifeman- mademanpowerman-sizedmiddlemanNewsman/newshenmediamanombudsmanpolicemanpressmennon-expert, non-specialistLay as opposed to religiousclergyconversational, not technicallumberman, lumberwoman,lumber cutters, dockershousehold worker/helper,domestic workermail carriernursehumanity, human species,humans, humankind, humanbeings, peoplesstaff a project, hire personnelwork hours, labor timeadulthoodhusband and wife, wife andhusbandartificialhuman resources, labor force,personnelbig, hugeintermediary, agentreporter, journalist, male orfemale journalistombud, protector,representativepolice officer, constablepress operators39

epairmensalesmen/girlservantseamanseamstressspokesmenstatesmenstatesmanshipstockmanunmarried/unwedmotherusherettewaitresswatchmanweathermanworkmen’scompensationwhorewoman driverwoman engineerwoman writerrepairman, repairwomen,repairerssalesman, saleswoman,salespeoplehousehold worker, domesticworkermariner, sailor, seafarersewer,menderspokesman, spokeswoman,spokens persondiplomats, political leadersdiplomacystockworkersingle mother, solo parentusherwaiterguard, security guardweather reporter, meteorologistworker’s compensationprostituted woman sex workerdriverengineerwriter40

References:Johanna Son, ed., IPS Gender and Development Glossary 3 rd Edition ATool for Journalists and Writers, IPS-Asia Pacific, 2010.Pennie Azarcon dela Cruz, ed., Women in the News: A Guide for Media AGender Equality Toolkit, ISIS International- Manila, 2004.Sexism in Language & Gender Fair Communication, PowerpointPresentation Women and Gender Institute (WAGI), Miriam College, 2005.Compiled by Women’s Feature Service Phil.,Inc.March201141