@Erita,
Thank you for bringing this question. From my standpoint, Gender Mainstreaming relative to the media or journalists and their work is making gender-related issues the normal and routine subject matters covered in the media. It is also, making gender the norm in media houses themselves.
This means that on a regular basis, journalists make conscious efforts to include gender in the newsroom and other programmes for broadcast (radio and TV).
In my opinion, this could be achieved through the following;
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Creating balance in management and leadership roles in media houses — in my opinion — is the starting point to mainstreaming gender. What is the ratio of women to men representation in the management structure of newspapers, radio and television stations? Are there enough women editors, producers and programme heads? Once there is some form of equality, coverage of issues naturally becomes balanced. I anticipate so, because the perspectives of a female news editor and that of a male news editor, on how an issue should be covered, would certainly be different. Power dynamics; leadership roles and decision-making must start from within the media before gender equality and mainstreaming could be guaranteed.
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Again, creating balance even for TV anchors or presenters is one essential way of achieving gender mainstreaming, and same applies to radio. In the print media, balance could be created in assigning reporters to cover events or follow-up on beats. The perspectives of a female reporter would be different from that of a male reporter — just as was highlighted in the editors example above.
The point is to have reporters cover stories from different perspectives. If it is only male reporters covering certain events, it makes reportage one-sided. In the same vein, if certain events become a reserve for female reporters, it becomes one-sided. Assessing the strengths of reporters before covering assignments is what ultimately drives editors to settle on a particular journalist to get the job done, but making the effort to gender balance roles in the newsroom should not be missed.
- In carrying out interviews on subject matters, do journalists ensure that there is balance? Featuring guests on TV or radio — in considering gender mainstreaming — requires that there is a blend of women and men. Why do guests who appear in TV and radio to discuss political and economic issues are mostly men? Can producers bring women on board? A deliberate attempt should be made to ensure that women with expertise in these areas are featured to analyse issues from their perspectives.
For print media, same principle could be applied in getting women with expertise in certain fields to speak and analyse issues, instead of men-subject-matter-specialists only.
My take! I would love to hear the thoughts of @somedshahadu and other media persons here on this subject matter.