The Ministry of the Interior and the National Chamber of Industry of Radio and Television (CIRT) signed an agreement to “promote in the media gender equality and combating violence against women” on Monday . If the terms of that document might be fully in the years to come, we would be facing a revolution in media content, especially tv, which are based largely on so-called “stereotypes género".
"HeForShe"
El document signed by Interior and the CIRT has, as often happens in this kind of texts a kilometric name: “Convention concerted action to incorporate in the media a perspective of equality and non-discrimination, as well as work of equal gender and combating violence against women and girls “.
the initiative came from the Interior Ministry, on 22 February this year joined the HeForShe international campaign (translated They like us here) driven by UN-Women. That day, Miguel Osorio Chong “instructed” Undersecretary of Normativity and Media, Andres Chao, to “bind dealers radio and television” with that campaign. The CIRT, apparently, he had no choice but to participate: “It is an honor for me to attend the call that makes us the Interior Ministry, to sign an agreement of the utmost importance to social harmony,” he said halfheartedly the president of the industrial camera, Edgar Pereda Gomez on July 11 during the ceremony in which the agreement was signed.
COMMITMENTS
Both Government and the CIRT took several commitments in the framework of this agreement. A secretariat headed by Osorio Chong will be playing: 1) provide advice to the CIRT its affiliates acquire “awareness, training and updating on issues of gender equality and violence against women and girls”; 2) support the CIRT in the development of “manuals and guides for content production antidiscrimination perspective, gender-neutral, inclusive and free of gender stereotypes in the media”; 3) “assist in the extent requested, to incorporate gender perspective in the internal policies of the media” (is there any means to resort to Government to intervene in their internal policies?).
a CIRT shall: 1) disseminate information among its members to promote “a culture of gender equality and non-violence”; 2) promote the inclusion of “gender perspective in the codes of ethics of the media”; out 3) take “concrete steps to contribute to the eradication of gender violence”; 4) contribute to “sensitize communication professionals to respect and value the human rights of all persons, particularly of groups in vulnerable situations, women and girls”.
mEDIA aND PREJUDICE
in addition to complying with these obligations, the Interior and the CIRT took a couple of commitments to be jointly developed: 1) develop and promote “a strategy of information, education and communication aimed at stimulating presentation (in the media) of a balanced image of women and girls “; that “balanced picture” should highlight “the multiple roles they play in society”; 2) conduct media campaigns to encourage participation of all members of a family in housework; in them they will “emphasize gender equality and the exclusion of stereotypes based on gender roles of men and women within the family and society”.
It seems clear that the “call CIRT” to sign this agreement, the Interior started from the idea that today the media in general do not contribute to “fight” gender bias and even stimulate . This was suggested Osorio Chong during his speech at the ceremony where the document was signed: “It is fully aware about in the press, radio, cinema, advertising or tv gender roles are played, and how certain images and expressions paid to the prejudices that hurt women. “
NEW APPROACH?
After reading the text of the agreement, questions they are: will we have in the immediate future advertising, soap operas, game shows, comedy, music, reality shows or female interests in sports broadcasting, which deviate from the “gender stereotypes” and, in contrast , introduced empowered women and men who govern their lives by the principles of the “new masculinity? Does the TV content based on the “gender perspective”? I want to see.
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