Pakistan: Women media complaint cell ensures gender responsiveness within media

Source: Daily Times, Islamabad

Date published: March 6, 2014

Pakistan flagPakistan Women Media Complaint Cell (PWMCC) is helping to promote and ensure gender responsiveness within media houses and the journalistic endeavours.

Complaint Cell, a joint effort of National Commission on the Status of Women (NCSW) and Uks Research Centre became functional from March 1, 2014- as a trial run for three months and may be extended afterwards, official sources told APP, here on Wednesday.

“NCSW is working in various directions with different partner organisations to improve the status of women in the country”. The official said PWMCC aims to respond to the 2010 Global Media Monitoring Project’s (GMMP’s) findings on the perpetuation of gender-biased media, gender stereotyping and women’s significant under-representation in the Pakistan’s news media. “The GMMP results show that there is growing concern for gender responsiveness in journalistic practices,” said he adding, “Now is perhaps the best time to put forward a forceful and persuasive advocacy planning to strengthen gender-sensitive portrayal of women in content as well as gender balance in representation". 

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Uks is the Pakistan country coordinator for the Global Media Monitoring Project
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Advancing gender equality in media

In my opinion, the most effective strategy to achieve gender-sensitive media is:

Increased gender-awareness training of media professionals
Greater action by audiences to hold their media accountable
Stricter enforcement of gender-focussed media codes and policies
More female journalists, editors and media house managers


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