Experts Marina Tuneva and Biljana Beykova presented key findings from the monitoring during the election campaign of the most recent parliamentary elections, focusing on the representation of women and socially vulnerable groups in online media outlets (internet portals)
Photo: Meta.mk
Paid political advertising in the last parliamentary elections was dominated by men. Women were underrepresented, and gender diversity was not emphasized. This was the conclusion that was highlighted at today’s briefing with journalists, organized by the Metamorphosis Foundation for Internet and Society and the International Foundation for Electoral Systems (IFES).
At the event, experts Marina Tuneva and Biljana Bejkova presented key findings from the election campaign monitoring of the last parliamentary elections regarding the representation of women and socially vulnerable categories in online media outlets (internet portals). The briefing examined various aspects of the portrayal of women and socially vulnerable categories in online media campaigns and in paid political advertising.
“The findings of the analysis , i.e. the monitoring of “Metamorphosis,” which included 32 portals, showed that there is a gender equality component. The monitoring data shows a gender imbalance in the coverage of the parliamentary elections. Female candidates, even those with significant positions, leaders of lists, received significantly less attention. Of the banners that were placed, women were represented in 21 percent, and the two largest parties bought two-thirds of the banners. It was confirmed that men dominate in paid political advertising. Women are less represented,” said Bejkova.
She also spoke about media content, namely the insufficient presence of women and gender equality.
“Even the female candidates, who are publicly vocal, did not use the campaign to push these issues. The reporting was mostly superficial, and the narratives reinforced gender stereotypes, with narratives about women built around patriarchal attitudes. There is no consistency in gender-sensitive language,” added Bejkova.
Professor Marina Tuneva, meanwhile, spoke about the treatment of marginalized groups in media content.
“Regarding ethnic identity, it played its role in politics and programs aimed at divisions and cohesion. There is an intercultural narrative for a society for all. Patriotism was presented as a synonym for socio-economic progress. Brussels appears as a unifying goal, while emphasizing the common future for all. Then, there is an insufficient representation of vulnerable groups in political narratives. Media outlets reported the statements of politicians, but without criticism. If there are harmful narratives on social networks, they are amplified when the texts are published. Another matrix that is noticeable is that there is no control over the political messages sent during the elections. There is an identical way of presenting those narratives, so there are very similar texts on multiple portals. No attempt is made for a more in-depth analysis of what was said, making comparisons with the past, etc.,” said Prof. Tuneva.
Regarding the recommendations, it is necessary to include provisions on inclusiveness, a ban on hate speech and respect for human dignity, as well as to ensure transparency in the distribution of state funds. The experts also expect changes to the Law on Media. According to them, independent oversight of paid political reporting is needed, as well as penalties for misuse of state funds.
“Adherence to the Code is necessary, narratives in political communication should be avoided, the budget should be allocated in an inclusive manner. Online media should adhere to the ethical framework,” they said.
When asked whether we expect to see the same picture in the upcoming local elections in terms of the representation of women and socially vulnerable categories in online media outlets (internet portals), Bejkova assessed that the situation could even be worse than what exists now.
“The situation is still bad from a gender equality perspective, but perhaps through a process of self-regulation and if there is good political will, perhaps something can be moved towards the better,” she said.
The research showed that only 21 percent of the banners featured women, and only four of the 11 parties had women on their banners at all. Of the 44 candidates from the 11 parties that were featured on banners, only nine were women. The two largest parties, VMRO-DPMNE and SDSM, featured the most women in their ads, likely due to the larger number of ads from those parties compared to smaller parties, which led to a larger number of candidates being featured in the advertising material overall, which in turn gave more space to female candidates.
Source: Meta.mk
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