There is of almost equal number of women and men in the world. However, approximately 23% of women are heard or read about in the world news and with other worlds, “76% of the people heard or read about in the world’s news are male. The media remains largely a male dominated which does not reflect the actual composition of society we leave in. It does not show the various human experiences in the societies and makes the large part of our societies relatively invisible for females.
Furthermore, when women do make it to the news, they are rarely presented and involved as an expert or spokesperson. In 2010 there were only 19% spokespersons in world’s media and 20% of experts were women. In contrast, 81% of spokespersons and 80% of experts in the news were male, which again portraits media professional as men’s world, while women were more often depicted in the ordinary people categories.
In the guidelines for gender sensitive media reporting, Section 4: talks about gender equality within media organisations. It stresses that human resource policy on gender equality, securing equal treatment with respect to general working conditions/environment and rights including wages and promotion rates of women and men, equal and transparent recruitment practices (e.g. all interview panels should be gender balanced, etc.), transparent pay scale within the media company, must be taken into consideration busing the same criteria to determine pay structures for men and women; thus contributing to more inclusive and equal societies.
In summary, the media plays a very significant role in shaping public perceptions about women and men, therefore it is important that that the guidelines are ahead to avoids any form of gender stereotypes, which often limit and trivialize females and males, as well as presenting an inaccurate view of the world and its possibilities. Furthermore, the use of stereotypes reflects a mental block not only in terms of what society may expect from women and men, but also more seriously in terms of what women and men may expect from themselves. (UNESCO, 2012).