CHAPTER ONE: INTRODUCTION

1.1 Overview

The media plays a pivotal role in shaping public perceptions, influencing societal norms, and
advancing conversations on critical issues. Among these issues, gender equality and diversity
stand as pillars of a just and inclusive society. In the Zambian context, a nation characterized
by its rich cultural diversity and complex socio-economic landscape, the role of media in
addressing gender and diversity issues is of paramount importance. This research embarks on
a comprehensive exploration of how various media outlets in Zambia approach and engage
with these matters in their reporting and representation.

It seeks to unveil the patterns and practices that underlie the media’s contribution to ongoing
discourses on gender equality and diversity in Zambia. Through a systematic analysis of
content, narratives, approaches, this study endeavors to contribute valuable insights that can
inform media practices and policies in Zambia, ultimately promoting a more equitable and
representative media environment.

1.2 Background
Zambia, located in Southern Africa, is a country celebrated for its cultural diversity,
comprising of over 70 district ethnic groups. Hence, like many societies it straggles with
persistent challenges related to gender inequality and limited diversity representation across
various sectors.
Like many countries, it struggles with gender disparities in various aspects of life. Women
continue to be underrepresented in political leadership roles, constituting only 15% of the
National Assembly as of 2021(parliament of Zambia, 2021). Additionally, the nation has
struggled with high rates of gender-based violence (GBV), a pressing issue that affects not
only women but also men.
 Data from the Demographic and Health Survey has revealed that nearly half of Zambian
women had experienced some of physical or sexual violence (central statistical office Zambia
,2018).
Media, as a critical source of information and a potent influencer of public opinion, plays a
pivotal role in both reflecting and shaping social values. The media landscape in Zambia
comprises a variety of outlets, including state owned, private and community-based
broadcasts, newspapers and online platforms. Their influence extends to urban and rural
areas, making them instrumental and molding public perceptions and attitudes (Mwesige
2018)

The media is both a mirror and shaper of society and it aims to explore how to contribute to
or challenge prevailing norms related to gender and diversity Furthermore, this study
recognizes that as the media landscape evolves, the opportunities for change and
improvement also evolve, making it an opportune moment to analyze and influence the
course of media engagement with these critical issues.

1.3 Statement of the problem

The media holds a powerful position as both a reflection a reflection of societal values and a
catalyst for change. However, as Zambia struggles with issues of gender inequality and limited
diversity representation in various sectors, it becomes crucial to scrutinize the role of media
outlets in addressing, perpetuating or challenging these challenges.

Despite progress made in the recent years, gender disparities persist, with women
underrepresented in political leadership facing higher rates of violence, and navigating limited
economic opportunities. The media’s portrayal of gender and diversity issues, shaped by its
content, narratives and framing significantly influences public perceptions and societal norms.
Consequently, understanding how different media outlets in Zambia approach these issues
becomes a paramount concern.
1.4 Purpose of the study

The purpose of this study is to comprehensively examine how various media outlets in Zambia
address and engage with issues of gender and diversity in their reporting and representation. It is
to also gain a deeper understanding of the practices, strategies, and approaches employed by
different media outlets in Zambia when covering gender and diversity related topics.

1.5General objective

The main purpose of this research is to critically examine and assess the practices, impact and
implications of how different media outlets address issues of gender and diversity in their
reporting and representation. It seeks to provide a comprehensive understanding of the media’s
role in shaping narratives, perceptions and societal norms related to gender and diversity, with
the ultimate goal of contributing to a more inclusive and equitable Zambian media landscape.

1.6 Specific objectives.

The study sought to achieve the following specific objectives:

1.To investigate and document the specific practices, strategies and approaches employed by
diverse media outlets in Zambia when reporting on issues related to gender and diversity.

2. To evaluate the extent to which media outlets represent and amplify the voices, perspectives
and experiences of women, ethnic minorities and other marginalized groups in their content.

3. To conduct an in-depth analysis of the narratives framing techniques used in media coverage
of gender and diversity issues, aiming to uncover underlying themes and storylines.

1.7 Research questions

1. What are the specific practices, strategies and approaches employed by different media outlets
when reporting on gender and diversity related topics?

2. To what extent do various media outlets represent and amplify the voices, perspectives and
experience of women, ethnic minorities and marginalized groups in their content?

3. How do media outlets construct narratives and employ framing techniques in their coverage of
gender and diversity issues, and what are the prevailing themes and storyline?

1.8 Significance of the study

The significance of this study holds a substantial importance on multiple fronts, contributing to
both academic understanding and practical advancement in the media landscape. It is to also get
an insight into the current practices regarding gender and diversity reporting. By identifying
strengths and weaknesses, media organizations can refine their approaches, fostering more
inclusive and equitable content.