PROJECT “MASS MEDIA IN (RE)DISTRIBUTION OF POWER”

The project is funded by the European Union in terms of the Community Framework Strategy on Gender Equality (2001-2005)

Duration: December 2003 – February 2005

Budget: EUR 524 288,58 (80% funded by the European Commission, 20% partner co-financing)

Project promoter: Ministry of Welfare of Latvia

International partners: Danish Research Centre on Gender Equality, Estonian Ministry of Social Affairs, Giacomo Brodolini Foundation

National partners: Latvian Independent Production Company “Divi putni”, Coalition for Gender Equality in Latvia, Public Policy Centre “Providus”, Gender Studies Centre of University of Latvia, Public Policy Institute

Women and men have different starting positions when planning to become involved into decision-making positions and politics. These stem from traditionally accepted gender roles and behaviour models which are reinforced by the mass media. By reproducing those gender stereotypes both sexes, especially, women are discouraged to take positions in decision-making, such as, in boards of state enterprises or joint ventures, resulting in a gender disbalance in those positions.

By challenging and changing existing stereotypes, the project aims to reach a situation when both genders are motivated and enjoy equal opportunities to participate in decision-making on issues important for the whole society.

• To raise awareness of media practitioners, policy makers and general society about existing gender stereotypes that prevent full and equal representation and participation of both genders, especially, women in the decision-making process on issues important for the whole society.
• To contribute to the change of media practitioners’ and policy-makers’ gender stereotypes that prevent full and equal participation of both genders in political decision-making.
• To increase balanced representation and participation of both genders in the decision-making process through a balanced and non-stereotypical portrayal of women and men in the media.

• International Steering Group and National Steering Group meetings.
• Research study on gender stereotypes in media.
• Research studies about opportunities of both genders to enter decision-making position in politics.
• Development of social advertisements.
• Seminars and round table discussions on gender issues and mass media for policy makers, media practitioners and PR experts.
• Concluding Conference about mass media as a tool for equal opportunities in decision-making.