The lack of gender sensitivity in the media is evidenced by the failure to eliminate the gender-based stereotyping that can be found in public and private local, national and international media organizations. Print and electronic media in most countries do not provide a balanced picture of women's diverse lives and contributions to society in a changing world. Programming that reinforces women's traditional roles can be equally limiting.

The media can be powerful agents of change; they can be equally powerful agents of oppression. The Beijing accord therefore seeks to:

Increase the participation and access of women to self-expression and decision-making through the media and new technologies of communication;

Promote a balanced and non-stereotyped portrayal of women in the media.

Radio, television, theatre and the Internet are powerful mediums for advocacy of gender equality and the status of women. Yet the media can also reinforce stereotyped images of women and their roles in society. Women's access to and control over the various forms of modern and traditional media is still limited in most societies.

Ensuring That Women's Voices Are Heard Many

UNFPA country programmes have included both modern and traditional communication forms in their advocacy activities. This includes special radio programmes or television spots that deal with sensitive issues. For instance, in Papua New Guinea, a twice-weekly programme on gender, adolescent sexuality and other related issues has been very well received by youth.

In Latin America, the media are widely used for advocacy and raising awareness, for instance on activities aimed at eliminating violence against women. UNFPA supported the Latin American information and media network Fempress. This network, based in Chile with correspondents in fourteen other countries of the region, aims to enhance gender awareness as a fundamental component of development and democratization, and promotes the empowerment of women. Fempress puts out a monthly magazine, Mujer/Fempress, with general information on gender issues, and prepares 90-minute tapes for radio broadcast. The network's correspondents cover gender issues, participate in seminars, organize meetings, talk to the press, etc. Fempress is also available on the Internet (www.fempress.cl).

In Mauritania, UNFPA supported the launch of a special radio station that broadcasts on various issues related to the situation of women in the country and on population issues. The station is administered by the State Secretary on Women's Condition. The programmes relate to women's health, empowerment, employment and education, and are directed at women and their families, at home or at work.

At the international level, Waris Dirie, a Somali-born model who suffered FGM at the age of five, was appointed as UNFPA's special ambassador as part of the international Face to Face campaign to increase global awareness that women's rights are human rights. Ms. Dirie gives interviews to journalists, television networks and radio stations worldwide, and undertakes extensive speaking and book promotion tours to advocate the eradication of FGM. Other special ambassadors include Linda Gray (reproductive health and rights) and Jane Fonda (adolescent reproductive health).