GABORONE — Gender in Media Activist, also a facilitator for Media Parity Capacity Building Programme Pamela Dube says gender equality in media is crucial.
This she said during a five-day gender-awareness training for media practitioners from Botswana and Lesotho which is held at Gaborone in Botswana.
Ms. Dube stated that gender equality in media does not only advance societal equality, but also makes sound business sense.
She emphasised that in today’s challenging media environment marked by rising costs, shrinking revenues and the dominance of digital platforms, gender aware reporting offers unique values.
“Women, as a significant audience and consumer group, represent an untapped market that inclusive media content can effectively reach,” she highlighted.
Ms. Dube indicated that as a reflection of the society, the media has a powerful influence in shaping the perception of gender. She said media stereotypes reinforce harmful social norms, emphasizing that challenging them requires critical awareness and deliberate action by journalists. . . .
Ends/SM/ml
