Ms.

Noreen Capili

Gender-fair Content

 Be concious about the way women are projected in the content

 Avoid stereotypes
 Find positive, empowering angle
 Emphasis on benefits and services that cater to both men and women
 Promote the view that the roles of women and men – whether at work, in the house, or in the
community – are equally valuable
 Focus on human interest and success stories
Atty. Eric Paul D. Peralta

Gender portrayal in media

International laws and policies

 CEDAW – 1979 – instituted on 1981Convention on the elimination of all forms of discrimination

against women
 PH is bound by the contents of CEDAW
o Sex-based discrimination
o PH is the first ASEAN country ratify
 BEIJING PLATFORM FOR ACTION (BPFA) 1995
o Calls for action on 12 areas of concern affecting women and girl-children
 Women and poverty
 Women and education and training
 Women and health
 Violence against women
 Women and armed conflict
 Women and media
 Increase the participation and access of women to expression and
decision-making in and through the media and new technologies of
communication
 Promote a balanced and non-stereotyped portrayal of media in the
media
 SDG – Goal No. 5: Achieve gender equality and empower all women and girls
o Adopted in the USA
 o 2015

National mandates

 PH Consti
o Section 14 role of women in nation building and ensure the fundamental equality before
law of women and men
 Magna Carta of Women (RA 9710)
o Non discriminatory and non derogatory portrayal of women in media and film
o Regular training on gender equality and gender-based discrimination, create and use
gender equality guidelines
o Promote gender mainstreaming as a framework and affirmative action as a strategy and
monitor and evaluate the implementation of the guidelines
o Portrayal of women in a discriminatory demeaning way is not allowed

Salient penal laws

 Safe Spaces Act – Bawal Bastos Law

Geneder-based online sexual harassment (GBOSH)

Emma Rose ‘Mae’ Quesada-Medina

Gender Issues in Media Reporting and Other Platforms

What message does this video convey?

How does this kind of advertising impact the people?

How can advertising be more truthful, accurate and responsible?