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14508/09 ADD 1 PL/vk 1 DG G COUNCIL OF THE ... - Europa

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In Spain, a specific institute (Observatorio de la Imagen de las Mujeres) conducts yearly studies on<br />

advertisement and comes up with recommendations to publishers who disseminate discriminatory<br />

material on how to modify or change their campaigns in a more gender-sensitive way. In addition,<br />

several instruments have been enacted against the discriminatory portrayal of women in media, and<br />

a commission – La Comisión Asesora de la Imagen de las Mujeres en los Medios de Comunicación<br />

y la Publicidad [The Portrayal of Women in Mass Media and Advertisement] – has been set up. A<br />

Strategic plan for Gender Equality also lists five objectives in order to achieve gender equality<br />

within the field of media: the portrayal of women as active subjects, the proliferation of non-sexist<br />

pictures in mass media and advertisement, the promotion of role models, and assisting public and<br />

private media to live up to the goals listed in the gender equality law.<br />

In France, similarly, a Commission has been established to reflect on the portrayal of women in the<br />

media. Not only are women under-represented in the media, the French report notes, they are also<br />

frequently presented in a gender-stereotyped way. Legal enactments on the prohibition of<br />

advertisements with pornographic content or for services provided for the satisfaction of sexual<br />

desire, including prostitution, have been adopted in some MS (EE, LT). The training of journalists<br />

and communications experts is highlighted in many reports, including those from Hungary and<br />

Bulgaria. In the Finnish report, a training toolkit referred to as “Screening Gender” is a co-<br />

production between five public service broadcasting organisations in the Netherlands, Norway,<br />

Sweden, Finland and Germany. This kit contains tools designed to provide insight into gender and<br />

gender portrayal on television. The materials can be used in a wide range of training contexts, for<br />

example in courses on various aspects of programme making (interviewing techniques, script and<br />

scenario writing, commentary, visual grammar, and so on), in seminars to raise awareness among<br />

decision-making groups and in discussions with trainers themselves in the hope of focusing on<br />

training themes and priorities.<br />

References<br />

Council Conclusions May 2008 (Eliminating Gender Stereotypes in Society)<br />

European Commission (2008) Report on equality between women and men – 2008.<br />

http://ec.europa.eu/employment_social/publications/2008/keaj08001_en.pdf<br />

<strong>14508</strong>/<strong>09</strong> <strong>ADD</strong> 1 <strong>PL</strong>/<strong>vk</strong> 117<br />

ANNEX <strong>DG</strong> G EN

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