Women's Voices in the Media: A Look at Central Europe
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Women’s Voices in the Media: A Look at Central Europe
2 | Women’s Voices in the Media: A Look at Central Europe
Authors
Lead author:
Sofiia Shevchuk, Independent The CEE Her Initiative,
Consultant in Foreign Policy, powered by GLOBSEC, aims to
Security and Diplomacy amplify expert female voices
in influential policy-making
Co-authors: debates. The goal is also to
create a public resource for
Linda Tothova, Former conference organisers, think
Coordinator of the CEE Her tanks, non-profits and public
Initiative institutions to find women
experts from and interested
Malwina Talik, Research in the Central and Eastern
Associate, Institute for the Europe+ region for their panels,
The CEE
articles and Her Initiative,
discussions and
Danube Region and Central powered by GLOBSEC, aims
Europe (IDM) to bolster a creation of a vivid
to amplify expert female
network of female experts who
voices
seek more indiverse
influential policy-
debates
Zsofia Biro, International Project
making debates.
and can provide a valuableThe goal
Assistant, Equilibrium Institute
is also to create a
perspective on contemporarypublic
resource
societal for conference
issues. Through this
Nikoleta Nemeckayova, Project
organisers,
initiative, GLOBSECthink strives
tanks, non-
Assistant, Democracy and
Resilience Centre, GLOBSEC to contribute towardsinstitutions
profits and public a more
to find womengoal
comprehensive experts from
of changing
and interested in the
narratives and policies in CEE+Central
Support to authors: and Eastern
where Europe+can
gender equality region
lead
Viktoria Vanova, Project to more stable, secure, andand
for their panels, articles
discussions
prosperous and to bolster a
region.
Assistant, Centre for Global creation of a vivid network
Europe, GLOBSEC of female experts who seek
more diverse debates and
Edited by: can provide a valuable
perspective on contemporary
Vladislava Gubalova, Senior societal issues. Through
Fellow, Centre for Global this initiative, GLOBSEC
Europe, GLOBSEC strives to contribute towards
a more comprehensive
goal of changing narratives
Design by: and policies in CEE+ where
Dominika Rafayova, gender equality can lead
Graphic Designer, GLOBSEC to more stable, secure, and
prosperous region.
Financial support by: © GLOBSEC
Women’s Voices in the Media: A Look at Central Europe | 3
Executive
summary
The Women’s Voices in the The media industry has been
Media: A Look at Central impacted by numerous social Share of articles
Europe report aims to shed light shifts in recent years including authored by
on progress towards gender digitalisation, increased
equality and women’s media connectivity, and demographic women
participation in Central Europe and human behavioural
(CE) and advance a series changes. This report,
of recommendations for the consequently, predominantly Slovakia
creation of a more inclusive and focuses on digital media
equitable press landscape. The outlets including primarily
report further seeks to raise the most popular and cited
public awareness regarding news platforms in the region
societal benefits, including (specifically scrutinizing media
inclusion and tolerance, that outlets based in Czechia,
come from female media Hungary, Poland, and Slovakia).
participation. It additionally These case studies provide
contributes to addressing the a representative sample to
data void on women’s voices draw conclusions about the Czechia
in CE media. The promotion of presence of women’s voices in
more comprehensive narratives the media sector in the Central
and policies on gender equality European region more broadly.
in Central Europe, fostered The analysis especially puts a
by the report, can contribute spotlight on the gender ratio
to a more stable, secure, and between men and women
prosperous region. authors, the thematic focus
of articles written by men and
Several pressing questions are women, and the organisational
explored: staff structures of media outlets.
Poland
1. Why is there a need to Among the four monitored
examine women’s status in the countries, the percentage
media? What are the benefits of of female authors is close to
their participation in media? parity in three (Slovakia at
51%; Czechia at 43%; Poland
2. What is the current at 42%), with Hungary (women
representation of women as authored only 25% of articles
authors and contributors at CE in the country) an outlier. There
media outlets? is, that said, a discrepancy
concerning the topics covered Hungary
3. What are the identifiable by women and men across
barriers for women to the region. Affirming broader
participate in media as authors European patterns, women tend
and contributors? And what are to publish articles on topics
some positive developments? related to health, culture, and
society. Women’s voices on
4. How can women as authors economics, finance, and science
and contributors in the media and technology, meanwhile, are
become more involved and lacking.
influential?4 | Women’s Voices in the Media: A Look at Central Europe
It is notable that women
comprise a majority of university
journalism graduates. But this Affirming broader European patterns,
success has not yet translated
to equitable job representation
women tend to publish articles on topics
in the media industry. And even related to:
though near gender parity
has been attained, with few
exceptions, when it comes to the
entire organisational structure
of media outlets in the region,
women still represent a minority Health Culture Society
(or are not present at all) in
management and decision-
making positions.
Barriers to the participation of
women in the media sector Women’s voices on economics,
include harassment and bullying, finance, and science and technology,
cultural norms and expectations, meanwhile, are lacking.
the generation gap, and
insufficient social security
benefits. A few best practices
and constructive developments
across the CE region can also be
identified though. These include
Finance Economics Science and
the development of practical
technology
tools such as (1) databases
that feature women experts in
particular areas and (2) initiatives
and advocacy campaigns
targeted towards monitoring and
Barriers: Best
evaluating media content that
deploy gender stereotypes and
practices:
sexist language.
The report puts forward harassment and
concrete recommendations bullying databases that
that can be implemented at
the national, regional, and • feature women
local levels. They encompass experts in particular
promotion of women’s voices cultural norms and
areas and
and gender-sensitive language, expectations
legal protections, and inclusive •
workspace. •
initiatives and
the generation gap advocacy campaigns
• targeted towards
monitoring and
insufficient social evaluating media
security benefits content that deploy
gender stereotypes
and sexist languageWomen’s Voices in the Media: A Look at Central Europe | 5
Main
findings
Women are In the media Journalism is
underrepresent- sector, women still considered a
ed in the media are still portrayed risky profession
industry across all in traditional and (particularly for
CE countries sexualised roles women) due
(particularly at more often than to harassment,
senior and mana- men. bullying, and
gerial levels). gender-based
violence, thereby
hindering
There is lack of inclusion.
Women as transparency when
authors and it comes to organi-
experts are es- sational structures
pecially under- within media out- Cultural norms
represented on lets. and expectations
topics related to in CE continue to
economics, inter- hinder inclusion
national affairs, of women in the
and science and The journalism media sector.
technology. profession pro-
vides inadequate
social security
benefits and flex- Positive shifts
Men are still the ibility, with long- are occurring
main decision- term contracts among younger
makers in the and full-time journalists -
media sector employment diffi- they tend to
and generally cult to obtain and be bolder and
enjoy a more not inclusive for more outspoken
predominant role employees with than their older
in shaping public families. colleagues.
opinion.6 | Women’s Voices in the Media: A Look at Central Europe
Introduction
Studies suggest that where The greatest gender disparities
gender equality has been in the region indeed concern Why do we
embraced, clear benefits can leadership roles, unpaid labour,
be felt in the public and private
sectors. Yet even as we march
legal protection, and political
representation. According to
focus on the
ever closer towards equality,
there are still major gaps1,2,3. The
a 2018 Eurostat survey, nearly
70% of women in the CE region
media sector?
COVID-19 pandemic, moreover, performed household chores The media, which generally
has exacerbated barriers4. It is daily and nearly 40% of women serves as an important vehicle
especially alarming that Central engaged in unpaid care work through which people obtain
Europe continuously performs daily (e.g. looking after children, news and information, can play
below the EU average in the the elderly, and/or people with an important role in shaping
Gender Equality Index and disabilities). These findings societal perceptions, opinions,
that women’s participation in suggest that women essentially and behaviours. As an influential
leadership and decision-making cover a “double shift”.8 actor, the press indeed must
processes in both the public be a key partner to achieving
and private sectors remains A 2019 Pew Research Centre gender equality. The media
insufficient5,6. survey further revealed that can, for example, combat sexist
85% of Hungarians, 70% of stereotypes and discuss the
Even though women account Czechs, 69% of Poles, and diverse realities of the lives of
for more than 60% of college 67% of Slovaks - significant women and men. The media, in
graduates in the CE region, majorities - believe that gender this way, carries a responsibility
they make up just 45% of the equality is very important (i.e. to society.
labour force and only 37% of men and women should be able
managers. The failure to provide to exercise the same rights).9
an adequate work-life balance Despite these attitudes, around
constitutes one of the potential half of respondents, according
reasons explaining this gap at to the same survey, noticed very
the top, with 27% of women few improvements in women’s
listing this factor as important social and legal rights since the
(compared to 10% of men)7. fall of communism.
1 https://eige.europa.eu/gender-equality-index/2021
2 https://www.oecd.org/gender/OECD-ILO-2021-Women-at-Work-P%C3%B6licy-Action-Since-2020-G20-Italy.pdf
3 https://www3.weforum.org/docs/WEF_GGGR_2021.pdf
4 Ibid.
5 https://www.globsec.org/wp-content/uploads/2021/03/Absent-Voices-Missing-Female-Perspective-in-CEE-CEE-Her-Report.pdf
6 https://www.mckinsey.com/featured-insights/europe/closing-the-gender-gap-in-central-and-eastern-europe
7 Ibid.
8 Ibid.
9 https://www.pewresearch.org/global/2019/10/14/gender-equality-2/Women’s Voices in the Media: A Look at Central Europe | 7
“(Women in Hungary and 31% in Poland.
Thematically, women are most
Women remain significantly
underrepresented in the
media) can underrepresented in politics media sector, especially at
and economics news reporting the decision-making level.
serve as role at 38% and 39%, respectively, Research conducted by the
models through in the EU.10 Women appear European Institute for Gender
as subjects in around only Equality in 2021 revealed
demonstrating a quarter of news articles in generally lacklustre progress
their ability to Poland and Hungary. The
media, through this approach,
concerning women’s placement
on the boards of main public
take responsibility reproduces an unequal media broadcasters in Central
representation of women across Europe (Hungary at 43%;
for maintaining those sectors and strengthens Slovakia at 22%; Poland at
democratic values. gender stereotypes around 20%; and Czechia at 15%). And
women in power, politics, and not a single woman serves
The media have economics. This all holds true as president of any of these
considerable despite the fact that women
account for around 70% of
boards. An examination of
the gender diversity of chief
power in their graduates in journalism and the executive, executive, and non-
social sciences.11 executive positions (highest
hands and this decision-making bodies) wields
power should be “There were similar results. Only Poland
achieved gender parity among
distributed in a 80 students public broadcasting CEOs (no
gender-balanced – of which 60
women held these positions in
other countries). A total of 29%
way.” were girls - who of women (the highest in the
region) held executive positions
(Michaela Žureková, majored in within the public media
SME, 2022) broadcasters in Hungary but
communication only 11% in Czechia (the lowest
As much as the media could
contribute towards more in my graduating in the region).12
gender equality, however, class. It’s not that This gender imbalance,
it could also further the
inequality gap through the women or young importantly, comes to be
reflected in the media content
underrepresentation of women
in journalism, editorial, and
girls don’t care published by these outlets.
Women’s voices are often
management positions. The about the media vulnerable to portrayals that
research conducted for this
report underscored that women or journalism, but view them through sexist
stereotypes (e.g. presumed
are less cited than men in rather they get domestic role and family-
articles and experience under-
representation in interviews and lost somewhere orientation) and sexualised
lenses. These depictions further
as news subjects (apart from
certain women’s magazines and
between contend that women lack
managerial skills, assertiveness,
advertising). graduation and and capabilities compared to
According to a 2018 European looking for a job.” their male colleagues.
Parliament Research
(Ildikó D. Kovács,
Centre report, women are
24.hu, 2022)
underrepresented among
reporters and as subjects
in news covers. Women
as reporters constitute a
minority across all EU member
states including 41% in
10 https://epthinktank.eu/2018/03/07/spotlight-on-gender-equality-in-the-media-and-digital-sectors/
11 https://www.newtonmedia.cz/zeny-ve-vedeni-medii-a-mohla-bych-je-videt/ ; https://stat.gov.pl/obszary-tematyczne/edukacja/eduk-
acja/szkolnictwo-wyzsze-w-roku-akademickim-20202021-wyniki-wstepne,8,7.html
12 https://eige.europa.eu/gender-statistics/dgs8 | Women’s Voices in the Media: A Look at Central Europe
“Diversity – which often
remains just a slogan
– gains true meaning
when the audience can
understand a story from
a different perspective.
For example, a story about
the coronavirus pandemic
is completely different
from the angle of a single
mother working in an
essential service sector
than from the point of view
of a white-collar single
male executive.”
(Hungarian journalist)Women’s Voices in the Media: A Look at Central Europe | 9 Representation of women as authors and contributors in CE media outlets
10 | Women’s Voices in the Media: A Look at Central Europe
Czechia
A total of 43% of all articles particular success stories. two-thirds of the top positions.
published by Czech media And, interestingly, women are This finding underlines a
outlets monitored in this study more likely to publish articles persistent power imbalance in
were written by women. on international affairs (24%) in the Czech press. Men continue
Czechia compared to the EU to enjoy their status as the
While the 43% overall figure more broadly. But science and primary decision-makers in
is close to parity, careful technology remains a major the media sector and play an
scrutiny reveals significant laggard in 2022. outsized role in shaping public
gaps in specific thematic areas. opinion.
Women as authors are still Alarmingly, women are still
underrepresented in articles underrepresented in positions of
covering government and power within the media. Among
science and technology issues the selected media outlets,
at, respectively, 31% and 21%. women occupy only 36% of
top management positions (this
Articles related to health data excludes iDnes which lacks
(women represent a majority a public organisational chart).
of authors) and culture and While women, therefore, make
society (parity between male up nearly half of the overall staff
and female authors) are of these outlets, men still hold
Share of articles authored Share of articles authored
by women in Czechia by women in Czechia
(arranged by outlet) (arranged by theme)
Deník N Health
Aktuálně International
Affairs
iDnes Government
Seznam Culture
Zprávy and Society
CNN/Prima Economy
News and Finance
Science and
TOTAL
TechnologyWomen’s Voices in the Media: A Look at Central Europe | 11
Hungary
Women are highly 30%. The lowest female share, According to the available
underrepresented in journalism at 20%, occurred on Monday. data, women also occupy only
in Hungary, with this report 20% of the management staff
finding that women authored Turning to general themes, the of these five media outlets,
only 25% of published articles. most frequent topic covered indicating that women are
by women concerned internal underrepresented in higher level
During the seven-day study affairs and government - positions in Hungary. Among
period, the share of articles women drafted 197 articles these five media outlets, three
authored by women exceeded related to Hungary (40% of currently lack any women on
50% at only one outlet and on all articles falling under this their management boards.
one particular day (51% at Telex theme). Meanwhile, international
on January 16th, a Sunday). The affairs and culture and society
lowest share was measured saw women writing 17% of all
the same day at 444.hu - the articles; economy and finance
percentage of articles written by stood at 15%; and science and
a woman amounted to a mere technology the least common at
3% of all pieces published. The 12%.
daily share of articles written by
women peaked on Tuesday at
Share of articles authored Share of articles authored
by women in Hungary by women in Hungary
(arranged by outlet) (arranged by theme)
Internal
Telex Affairs and
Government
24.hu
Culture
and Society
Magyar
Nemzet
International
Affairs
444.hu
Economy
and Finance
Index
Science and
TOTAL
Technology12 | Women’s Voices in the Media: A Look at Central Europe
Poland
The share of articles authored outlets were overwhelmingly GW14, for its part, features only
by women in Poland sits at 42% oriented towards politics, one female deputy editor (of
but varied widely in the analysed economics, legal affairs, and six total) and five women as
period. health.13 section heads (out of 14 sections
altogether). According to EIGE,
Female authorship ranked The five media outlets, all management boards are
highest at Interia (58%) and GW furthermore, display the “glass dominated by men: RASP (Onet)
(48%) – these were followed by ceiling” phenomenon, with at 100%, Interia at 100%, Gremi
WP (43%) and Rzeczpospolita men filling all executive editor Media (Rzeczpospolita) at 100%,
(35%). The most influential positions. Rzeczpospolita’s Wirtualna Polska Holding at 75%,
medium Onet, meanwhile, three deputy editors are also and Agora S.A. (GW) at 60%.
boasted the smallest percentage all men and so too are eight of
of women authors (29%). These its nine section heads (the legal Two of six analysed issues of
publications across the different section is the only exception). GW saw women take the role of
lead editor – these two releases
(January 11th and 14th) coincided
Share of articles authored Share of articles authored also with the highest percentage
by women in Poland by women in Poland of articles written by women
(arranged by outlet) (arranged by theme) authors. No similar pattern
was discerned with respect to
Rzeczpospolita (where a woman
only once served as lead editor)
Interia Politics though. The media outlet staff
are also dominated by men,
with 36 men and 16 women
journalists based at Onet (News)
Culture, and the wider discrepancy of
Gazeta travels, 27 men and 7 women editors.15
Wyborcza other Interia Wiadomości (News)
and Interia Biznes (Business),
meanwhile, listed 30 men and
Health care/ 18 women as authors on the
Wirtualna
Covid website. The organisation charts
Polska
for other media outlets are not
publicly accessible, a decision
that raises questions regarding
Economics media transparency and
Rzeczpospolita accountability when it comes to
gender parity.
Legal affairs
Onet
Education/
TOTAL Society
13 One reason could be related to the fact that the print editions of Rzeczpospolita and GW advance a strong focus on these issues.
Moreover, the leading topics during the week screened included the use of Pegasus spyware in Poland against the opposition,
the implementation of the “Polish Deal” (an economic programme for recovery from the pandemic) and the deteriorating Covid-19
situation.
14 https://wyborcza.pl/centrumpomocygw/0,134959.html?gclid=Cj0KCQiArt6PBhCoARIsAMF5wagueLvPA8KrUK9wiIju-1ZmRuPcDG-
2bOjXaHdgHLZit3jvMSigejDwaAgjAEALw_wcB&disableRedirects=true
15 https://wiadomosci.onet.pl/autorzyWomen’s Voices in the Media: A Look at Central Europe | 13
Slovakia
An overall 51% of all authored society – these topics amount areas of international affairs
articles published by Slovak to 30% of all articles, opinion (7%), economics and finance
media outlets analysed herein pieces, and other contributions (6%), climate change and
were written by women. written by women. The umbrella sustainability (5%), and science
term encompasses literature, and technology (2%) made up
A wide range of gender ratios lifestyle, education, family life, a considerably smaller share
were displayed related to architecture, municipal public of articles penned by women.
publishing. Pravda (75%) and policy, interviews with non- These topics, moreover, saw
Hospodárske Noviny (60%) political figures, and issues greater male publication
stand out in boasting majority concerning minorities and dominance.
female authorship. By contrast, gender-based violence. The next
SME (42%), Aktuality.sk (40%), largest category of coverage by
and Denník N (39%) share fewer women included government
“I believe Slovakia
articles written by women. related developments (29%) has many influen-
such as parliamentary affairs
This general parity, however, is and corruption cases. The tial women voic-
not mirrored within all thematic
areas.
public health category sits
third (22%) incorporating public
es in the media
health broadly defined and whether it is on-
Women mostly cover issues the COVID-19 pandemic. The
associated with culture and line, print, televi-
sion or radio. Their
Share of articles authored
by women in Slovakia
Share of articles authored
by women in Slovakia
representation is
(arranged by outlet) (arranged by theme) relatively balanced
overall. However,
Pravda Culture and there are fewer
Society women in deci-
sion-making posi-
Hospodárske Government tions.”
Noviny (Michaela Žureková,
SME, 2022)
Health
Organisational data from media
SME platforms where this information
is available (SME, Denník N,
International Pravda) reveal that women
Affairs make up 46% of all journalists.
This figure remains the same
Aktuality.sk when it comes to the share of
Economy women in publishing. Only 15%
and Finance of top management and editor-
in-chief positions are held by
women, however, underlining
Denník N Climate the powerful decision-making
Change and powers that men enjoy at these
Sustainability institutions.
Science and
TOTAL
Technology14 | Women’s Voices in the Media: A Look at Central Europe Barriers and positive developments for women in media
Women’s Voices in the Media: A Look at Central Europe | 15
Barriers
While this report is primarily focused on women’s representation,
this issue is only one component of gender (in)equality in the media.
Multiple barriers, notably, recurred across all researched countries.
victims of attacks, indeed The politicisation of the
“I have often re- disproportionately affirmed that media sector should be
ceived “bullying” they had been subject to abuse. also considered as a factor
In the CE region particularly, compounding these processes
comments that re- women journalists are more (especially in the CE region).
ferred to my femi- likely to be judged based on The press has become a
their physical appearance and constant political target. The
ninity. My male col- attacked in highly sexualised potentially dangerous nature of
leagues also receive terms.16 the profession further hinders
progress on inclusivity.
such disgusting
letters, but these “There was more
are less concerned feedback from Insufficient
readers that I, as
about their ‘blond-
a woman, don’t
social security
ness’ or their looks.”
(Veronika Munk,
understand a top- benefit
Telex, 2022) ic or I’m stupid or guarantees
something. But that
Harassment wasn’t because I
The journalism profession
provides insufficient social
was a journalist.
and Bullying Simply, these peo-
security benefit guarantees,
with long-term contracts and
full-time employment difficult
According to a Reuters Institute
for Study Journalism poll, 65%
ple think that in to obtain. Many journalists
rather are forced to work
of all surveyed journalists in any profession, if a as freelancers, a precarious
Central and Eastern Europe
reported they had been
woman speaks, she arrangement that enables
employers to seamlessly
threatened or harassed in their will never be as le- terminate cooperation at any
professional work. More than
83% of these respondents said
gitimate as a man” moment of their choosing. This
job insecurity can be particularly
the attacks had occurred online (Ildikó D. Kovács, challenging for single mothers
and just over half reported 24.hu, 2022) and influence their professional
offline abuse. Female journalists, choices. Some interviewed
who are often the primary journalists suggested that
16 https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2020-01/MSelva-Journalism_Under_Assault_FINAL_0.pdf16 | Women’s Voices in the Media: A Look at Central Europe
mothers are often given a cold
shoulder during job interviews
overwhelmingly report on
international affairs, economics,
“From my expe-
and are less welcomed after finance, and especially rience, I know
maternity leave. The frantic pace science and technology. The
of daily newspapers demands underrepresentation of women that you should
generally availability and in media circles reflects broader accept invitations
flexibility, a condition that poses societal patterns that have seen
an obstacle when the burden of women also underrepresented to interviews, pro-
domestic work and childcare is
placed solely on women.
in high-skilled jobs in finance,
trade, technology, and science.
grams and con-
This conclusion aligns with duct and organize
Inflexible work, GLOBSEC’s 2021 Report
on Absent Voices: Missing debates yourself,
which is inherently Female Perspective in CEE. not counting that
a part of journalism, The media is not immune to
the vicious cycle of women’s the situation will
makes the field dif- underrepresentation; greater change by itself.
ficult for women, as attention must be placed on
the diversification of reporting Young women and
the ad hoc nature methods.17
girls should also
of the industry is
be encouraged to
the complete oppo- Generation be more audacious
site of what most
women are seeking,
Gap in the media and
keeping in mind the As one journalist pointed educated about
double shift they
out, regional media outlets
are particularly laggards on
self-presentation.”
work at home (so- gender equity. Generational (Sylwia Chutnik,
Writer and Activist, 2022)
differences were also mentioned
cial reproduction as a potential barrier. But
and child/elderly change could be underway, Internship programmes could
provide a vehicle for integrating
with young women in the
care). profession typically bolder and a new generation into the media
(Veronika Munk, more outspoken than their industry but they are currently
Telex, 2022) older colleagues and male few in number. Although some
counterparts becoming more newspapers have started
Cultural
open to women covering topics offering internships, young
reserved “traditionally” for men. journalists are impeded by
generally limited opportunities.
norms and “Mentoring is
expectations important, to have
The media sector is still experts in the field
treated like a man’s world - top who are willing
management are predominantly
men and cultural norms and to embrace and
expectations can hinder many
women from questioning
pave the way for
the status quo. Women are their younger col-
often pigeonholed into topics
perceived as less important leagues.”
and as “soft” issues, a finding (Veronika Munk,
underscored in research Telex, 2022)
conducted as part of this report.
Male journalists, by contrast,
17 https://www.globsec.org/publications/ceeher-report-absent-voices-missing-women’s-perspective-in-cee/Women’s Voices in the Media: A Look at Central Europe | 17
18 | Women’s Voices in the Media: A Look at Central Europe
Positive developments
and best practices
Not all is bad news - some initiatives have been developed that are
aimed at overcoming barriers and promoting gender equality in the
media sector.
Databases Gender- Calling out
Two Polish databases, Ekspertki
and Znane ekspertki, have
balanced sexist and
spotlighted female experts for
years. The platforms aim to
content gender
enhance women’s participation
in media discussions. The
algorithm stereotypes
CEEHer tool from Slovakia (but RASP (Onet), based in Poland, The Czech campaign, Sexisticke
covering the entire Central and initiated the Equal Voices project prasatečko (Sexist Piggy), has
Eastern Europe region), AMO’s that deploys an algorithm to sought to raise awareness
Database of Women Experts in measure the extent to which concerning sexism and gender
Czechia (#Ženyjsou) and The their own publications are stereotypes. The project, for
Brussels Binder at the European gender-balanced. RASP also example, scrutinizes Czech
level all promote a wide range of plans to implement the project advertisements for sexist
female experts in different areas in its publications offered on the elements and then empowers
globally. Slovak, Hungarian, and Serbian the public vote on the most
markets.18 sexist one. The initiative thereby
helps reveal Czech perceptions
about sexism and gender
inequality. It also facilitates
mapping and comparing the
development of public attitudes
on the issue.
18 https://www.ringieraxelspringer.com/press_room/women-more-visible-in-media-ringier-axel-springer-polska-launches-the-equal-
voice-initiative/Women’s Voices in the Media: A Look at Central Europe | 19
Recommendations
Gender inequality is a problem that affects all of society and nearly
every industry. Gender pay gaps and gender-based discrimination
and harassment still typify European media companies. The
achievement of women’s emancipation remains unfulfilled. But some
recommendations, if heeded, could lead to swifter and more effective
inclusion in the media sector both in CE and in Europe.
General recommendations ⊲ Adapting working structures, ⊲ Implementing monitoring
include media campaigns, norms, and practices to provide mechanisms to ensure the
targeted legislation at the EU an inclusive environment for enforcement of gender equality,
and national levels, online women. mapping gender equality
databases with women experts progress in the media, and
and journalists (who otherwise ⊲ Applying, where necessary, introducing better collection of
appear less frequently in media gender quotas (this approach sex and gender disaggregated
coverage), training courses has proven to be an effective data pertaining to content and
on gender-sensitive content, temporary solution towards proportions of articles written by
anti-harassment practices addressing gender imbalances). women.
directed at media professionals This is particularly pertinent
from the bottom to the highest when it comes to managerial, ⊲ Fostering greater use of
organisational levels, and board, and decision-making databases that promote women
relevant gender-sensitive data positions and topical areas experts and contributors to
collection. But more specifically: where women voices are cover topics where editorial
underrepresented (economics office diversity is lacking.
and finance, international affairs,
More women and science and technology). ⊲ Effective and swift responses
authors, to gender inequality on digital
⊲ Expanding and further media platforms as they
journalists, and developing initiatives related to constantly evolve and expand.
experts in the traineeships, mentorships, and
networking for women aimed at
media assisting and supporting women
in overcoming systemic entry
⊲ Advocating for more women barriers and disadvantages in
journalists and the guarantee of the media sector and facilitating
safe working spaces for these their promotion to more senior
employees. levels.20 | Women’s Voices in the Media: A Look at Central Europe
Diversifying Legal protections Inclusive working
content and against conditions for all
language for a harassment, ⊲ Enacting sufficient provisions
more diverse gender-based and ensuring adequate
conditions for parents with
audience violence, and childcare responsibilities
⊲ Using gender-sensitive bullying – these may include social
security, permanent contracts,
language and refraining from the and flexible arrangements for
use of gender stereotypes and ⊲ Enforcing internal surveys
and binding codes of conduct parents.
sexist language and visuals.
and trainings related to gender-
⊲ Introducing changes to
⊲ Raising awareness and based discrimination and
content publishing during
incorporating the business inequality, sexual harassment,
weekends to reduce pressure
case for more gender equal bullying, and implicit bias. These
on all authors and enable both
and diverse workforces in latter practices additionally
men and women to devote time
media outlets – this change will detrimentally affect media
to their families and domestic
contribute to more compelling content. Legal consequences
duties.
media content that appeals to a should follow any violations and
broader range of consumers. not result in undue career risks
⊲ Improving the transparency
for women.
of the staff organisational
⊲ Setting internal benchmarks charts of media companies, the
such as Key Performance ⊲ Strengthening journalist trade
recruitment process, and work
Indicators (KPIs) with a specific unions to improve social security
contracts.
number of articles and other and enhance the protection of
content focused on women’s employee rights including those
expertise and perspectives. of women.
⊲ Diversifying content and ⊲ Confronting gender-based
expanding traditional sections violence in the media sector
heeding the role that women and developing a viable support
may serve in filling these gaps system for women who find
(e.g. focusing more on often themselves facing virtual or
overlooked environmental physical harassment.
issues in the region).
“As a journalist, I feel like I can help the
situation by promoting other women
in my stories. Female experts must be
quoted across the disciplinary spectrum,
not only regarding fashion or raising
children. It’s not only about us, female
reporters, but also about other female
experts, scholars or other authorities who
need space to raise their voices.”
(Kristina Bohmer, Denník N, 2022)Women’s Voices in the Media: A Look at Central Europe | 21
Methodology
The report focuses on four CE The organisational structures
countries: Czechia, Hungary, of the identified outlets were
Poland, and Slovakia. Data was retrieved through open sources
collected through fieldwork, and written requests. Not all
interviews, and existing organisational staff charts could
research. be scrutinized due to a lack of
transparency in some cases.
Fieldwork involved the
screening of five media portals
in each country ranked based All data was complemented by contributions from women
on their viewership and citation journalists from the CE region.
records and ensuring an
appropriate balance between
different parts of the political
Czechia Poland
spectrum.
Duration of fieldwork: Duration of fieldwork:
17-23 January 2022 10-16 January 2022
The media outlet analysis was
conducted through a seven-
Media outlets screened: Media outlets screened:
day screening period (the
period was selected during the
⊲ Aktuálně ⊲ Onet,
timeframe of January 10th-
23rd, 2022). The research was ⊲ CNN/Pima News ⊲ Wirtualna Polska (WP)
concentrated on ascertaining
the share of articles authored ⊲ Deník N ⊲ Rzeczpospolita
by women, the topics (not)
garnering coverage by female ⊲ iDnes ⊲ Gazeta Wyborcza (GW)
journalists, and the relative
placement of women within ⊲ Seznam Zprávy ⊲ Interia
the organisational structures of
media outlets including at the
highest echelons. Hungary Slovakia
The articles were divided into Duration of fieldwork: Duration of fieldwork:
different news topics including: 10-16 January 2022 10-16 January 2022
international affairs; internal
affairs and government; health; Media outlets screened: Media outlets screened:
culture and society; climate
change and sustainability; ⊲ 24.hu ⊲ Aktuality.sk
economics and finance; and
science and technology. ⊲ Telex ⊲ Denník N
Considering that many of the
analysed media outlets feature ⊲ Index ⊲ Hospodárske Noviny
anonymous articles, the share of
publications written by women is ⊲ 444.hu ⊲ Pravda
calculated only compared to all
texts where the author’s name is ⊲ Magyar Nemzet ⊲ SME
provided.22 | Women’s Voices in the Media: A Look at Central Europe
“As a woman in the media:
trust in your abilities and use
opportunies you are given
find your own journalistic area of
interest and focus on it thoroughly
don’t be afraid to bring different
perspectives than the others
don’t be afraid to speak up if you
believe you are treated unfair
use your voice to bring awareness
to specific women´s problems –
whether it is health issue, impact of
political decisions on their lives or
violating their human rights”
(Michaela Žureková, SME, 2022)Vajnorská 100/B +421 2 3213 7800 831 04 Bratislava info@globsec.org Slovak Republic www.globsec.org
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