Screening Gender – Introduction to the training kit | yle.fi

Screening Gender

Introduction to the training kit

Why?

Goal: To develop new thinking about fair gender portrayal. Many studies, including the research of this project, have shown that images of men and women seen on television are more stereotyped than real life would suggest. However, since audiences have become increasingly fragmented, and thus more demanding, non-stereotypical gender representation is a vital element in quality programming. The role of public broadcasting companies is to serve equally the widest range of audiences, and diverse and fair gender portrayal equals more appealing programmes for viewers. That is why it is good business!

“On average almost three times as many men speak on television as women.“
– Who Speaks Research

History: In 1996, five European public broadcasting companies -- YLE/Finland, SVT/Sweden, NOS/Netherlands, DR/Denmark and NRK/Norway -- decided to pool resources to encourage greater diversity in their programming. This Gender Portrayal Network (GPN) was later joined by ZDF/Germany. Together, the companies launched the Screening Gender project. From 1997 to 2000 the project received financial support from the European Commission's Fourth Community Action Programme on Equal Opportunities for Women and Men.

“There is not a single genre in which women are better represented than men.“
– Who Speaks Research

What?

Video: Who‘s in the Picture? consists of programme examples from the partner companies, to demonstrate the ways in which images of gender are constructed. Be prepared to be surprised!
Video: The Wider Picture shows sequences -- including some specially produced for this kit -- from drama to talk shows to news, to illustrate the improvement in quality gained by paying attention to gender portrayal.
Video: This is My Picture includes personal accounts from programme-makers who have dealt with the challenges raised by Screening Gender.
Research: Who Speaks in Television? A European study of male and female participation in television programmes.
Written Materials: Texts for each video item, suggesting various training approaches and discussion points; fact sheets for trainees, providing additional information and further references.

“Screening Gender is Good Business!“
– GPN

How?

Approach: Based on the project‘s own research, we have selected programme examples to illustrate common patterns in gender portrayal. The material also demonstrates alternative approaches to programme production.
Target groups: The kit is primarily aimed at media professionals for use in training, as well as in programme development and evaluation. The material will also be helpful to journalism and communication students, consumer associations and other groups concerned with how the media operate.