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
____________________________________________________________________________________________
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
____________________________________________________________________________________________
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
66
67
67
67
70
72
72
72
76
80
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88
95
105
112
114
4
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
____________________________________________________________________________________________
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
50
6
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