DIRECTORATE GENERAL FOR INTERNAL POLICIES GENDER …

DIRECTORATE GENERAL FOR INTERNAL POLICIES POLICY DEPARTMENT C: CITIZENS' RIGHTS AND

CONSTITUTIONAL AFFAIRS

GENDER EQUALITY

Women and Girls as Subjects of Media's

Attention and Advertisement Campaigns:

The Situation in Europe,

Best Practices and Legislations

STUDY

Abstract

This study focuses on the mechanisms through which gender representation on the media (TV, advertising, news and new media) hampers the achievement of gender equality. It provides an overview of the main definitions, theories and studies and explores the regulatory acts existing in EU 27 Member States exploring the most interesting experiences (good practices) in order to present under what conditions they are more effective. A stakeholder mapping in the EU 27 Member states is also included.

PE 474.442

EN

This document was requested by the European Parliament's Committee on Women's Rights and Gender Equality.

AUTHORS Fondazione Giacomo Brodolini Ms Elisa Giomi Ms Silvia Sansonetti Ms Anna Lisa Tota

RESPONSIBLE ADMINISTRATOR Ms Claire Genta Policy Department C - Citizens' Rights and Constitutional Affairs European Parliament B-1047 Brussels E-mail: claire.genta@europarl.europa.eu

LINGUISTIC VERSIONS Original: EN

ABOUT THE EDITOR To contact the Policy Department or to subscribe to its newsletter please write to: poldep-citizens@europarl.europa.eu European Parliament, manuscript completed in March 2013. ? European Union, Brussels, 2013. This document is available on the Internet at:

DISCLAIMER The opinions expressed in this document are the sole responsibility of the authors and do not necessarily represent the official position of the European Parliament. Reproduction and translation for non-commercial purposes are authorized, provided the source is acknowledged and the publisher is given prior notice and sent a copy.

Women and Girls as Subjects of Media's Attention and Advertisement Campaigns: The Situation in Europe. Best Practices and Legislation

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CONTENTS

LIST OF ABBREVIATIONS

5

LIST OF TABLES

6

LIST OF FIGURES

6

EXECUTIVE SUMMARY

7

CONTEXT ANALYSIS

11

1.1. Literature Review

13

1.1.1. Gender, gender roles, gender stereotypes

13

1.1.2. Media representation of gender roles and gender stereotyping on the

media: TV, advertising, news and new media

14

1.1.3. Influence of media representations of gender on the audience

23

1.1.4. National literature review of the most relevant publications in the field in

EU27 Member States

29

1.2. Relevant examples of legislations outside the EU

37

1.2.1. United States of America

38

1.2.2. Canada

38

1.2.3. Australia

39

1.2.4. Latin America

40

1.3. Overview of the recent initiatives promoted at European level

42

1.4. Mapping of the Primary Stakeholders at Member States' Level

46

1.4.1. Competent authorities for media and communication

47

1.4.2. Media Industry Associations

47

1.4.3. The gender equality bodies/ ministries of Equal opportunities

47

1.4.4. Women's NGOs

47

2. CRITICAL OVERVIEW OF THE REGULATORY ACTS IN EU 27 MEMBER

STATES

49

2.1. Regulatory acts in EU 27 Member States

50

2.1.1. State of the art: previous reports on the situation in the EU 27 Member

States in relation to women's and girls' representations on the media 50

2.1.2. Regulatory acts in EU 27 Member States

52

2.1.3. Laws/Legislation

56

2.1.4. Regulations issued by authorities competent for media and

communication

58

2.1.5. Codes of conduct and Protocols

59

2.1.6. References to the media sector included in Gender Equality Plans

60

2.1.7. Implementation of the Directive 2010/13/UE

63

3

Policy Department C: Citizens' Rights and Constitutional Affairs

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3. IN-DEPTH ANALYSIS IN SELECTED MEMBER STATES 3.1. Methodology for Identifying Best Practices 3.1.1. Introduction 3.1.2. Study-tailored assessment criteria 3.1.3. The assessment criteria grid 3.2. Presentation of the Good Practices in the national context 3.2.1. Introduction 3.2.2. Ireland 3.2.3. Malta 3.2.4. Spain 3.2.5. Sweden

4. CONCLUSIONS AND RECOMMENDATIONS REFERENCES Annex A Annex B Annex C

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Women and Girls as Subjects of Media's Attention and Advertisement Campaigns: The Situation in Europe. Best Practices and Legislation

____________________________________________________________________________________________

LIST OF ABBREVIATIONS

BPfA Beijing Platform for Action ECHR European Convention on Human Rights EU 27 European Union

NGO Non-Governmental Organisation

5

Policy Department C: Citizens' Rights and Constitutional Affairs

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LIST OF TABLES

Table 1

Regulatory acts collected in EU Member States by type and sub-type

55

Table 2

Judgement criteria

69

Table 3

Assessment criteria grid

71

Table 4

Assessment criteria grid for the first good practice Ireland

74

Table 5

Assessment criteria grid for the second good practice Malta

78

Table 6

Assessment criteria grid for the third good practice Spain

82

Table 7

Assessment criteria grid for the fourth good practice Sweden

86

LIST OF FIGURES

Figure 1

Regulatory acts collected in EU Member States by type

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