l.

Introduction

The recentlypassedMagnacarta of women addressesthe stereotyped

portrayalof men and womenas well as the invisibility
of womenin the
media.

The GlobalMedia MonitoringProject(GMMP)initiatedby the world

Association
of Christian
Communicators
isanoverviewoftherepresentation
and portrayalof womenand men in [Link] is basedon printand
broadcastnewsmediatakenon a singleday.

GMMPfindingsin 2005from76 countries showedthat"Theworldwe see

in the newsis a worldin whichwomenare virtuailyinvisible".since the
firstGMMPin 1995,worldwideone day mediasurveyseveryflve years
revealthat the worldreportedin the newsis mosilymale.1Thus,with the
GenderEqualityGuidelines morewomen'svoices,morespaceand time,
moreparticipationin publicdiscussion fromhalftheworld'spopulation
are
expectedto be the normin the future.

ll. ApplicabiliW

TheseGenderEqualityGuidelines are applicable

to the agencies,
offices,
schools,butnotlimitedto thefollowing:

1. Governmentofficesthat involvemedia

FilmAcademyof the Philippines

(FAp),FirmDevelopmentcouncilof the
(FDCP),Philippine
Philippines lnformation
Agency(ptA),

GMMP2010).
PresidentialCommunications OperationsOffice (PCOO), National
TelecommunicationsCommission (NTC),[Link] Review
Board(MTRCB),
andClassification OpticalMediaBoard (OMB), Philippine
BroadcastServices(PBS),spokespersons/speechwritersof government
agenciesand the Commission for HigherEducationand Development
(CHED)initscapacity schools
tosupervise ofjournalism
andcommunication.

2. NationalMediafederationsand associations

Institute(PPl),
PhilippinePress CenterforMedia FreedomandResponsibility
(CMFR)Centerfor CommunityJournalismand Development (CCJD),
NationalUnionof Journalists
of the (NUJP),
Philippines Kapisananng mga
Brodkaster (KBP),AdBoard,NationalPressClub
ng Pilipinas (NPC).

3. Schoolsof Journalismand Communication

This is applicableto all state collegesand universities and private

offeringjournalismand communications
institutions [Link] also
includesthe Philippine Association
of Communication (PACE)
Educators
andtheWomen'sStudiesAssociation (WSAP)andother
of the Philippines
similarassociationsof genderandmediaeducators.

lll. Objectives

1. Toprovideguidance thedignityof womenandrecognizing

in upholding
the roleand contribution and the
of womenin the family,community,
societythroughthe useof massmedia.

2. To serveas a guideon genderequalityin all aspectsof management,

training,production,
information,
dissemination, and
communication,
programming.

2
3 . To help developgender-fairpoliciesand instructional
materialsin
schools of Journalismand communication includingInformation
Technology genderbiasesanddiscrimination.
to eliminate

4. To formulate standards and develop information,education,

communication,
and advocacystrategies to increasewomen'svoices
andaddressthe invisibility
of womenin the media.

lV. Definitionof Terms

Discrimination- is definedby CEDAWas: "Anydistinction, exclusion or
restrictionmade on the basisof sex which has the effector purposeof
impairingor nullifying the recognition,
enjoymentor exerciseby women,
irrespective marital
of their status,ona basisof equality
of menandwomen,
of humanrightsand fundamental freedomsin the political,economic,
social,cultural,civilor anyotherfield."
Women Empowerment- refers to the provision,availability,and
accessibilityof opportunities, services,and observance of humanrights
whichenablewomento activelyparticipate and contributeto the political,
economic, social,and culturaldevelopment of the nationas wellas those
whichshallprovidethem equalaccessto ownership, management, and
controlof production, and of materialand informationalresourcesand
benefitsin the family,community, andsociety2
GenderDiscrimination- refersto anydistinction, exclusion or restriction
madeon the basisof sociallyconstructed genderrolesand normsthat
preventa person,femaleor male,fromenjoyingfullhumanrights.3

Genderand Development (GAD)- refersto theapproachthatrecognizes

planning,
thatall development policiesandprojectsmustreflectgender

Section4(a),Chapter2 of RA 9710.
IPS Gender and DevelopmenlGlossary
 aboutandgenderawarenessof the differentrolesthat menand
sensitivity
women play in societies,differencesin their accessto and controlover
resourcesand the differentialimpactsof development processeson men
andwomen

The GAD approachis differentfrom the Womenin Development (WlD)

approach,whichby the late 1970swas beingquestionedfor focusing
programmes
resources, and projectson womenin isolationandawayfrom
mainstreamdevelopment.a

GenderEquality- refersto theprinciple assertingtheequalityof menand

womenand theirrightto enjoyequalconditions theirfull human
realizing
potentialsto contributeto and benefitfrom the resultsof development,
andwiththe Staterecognizing thatall humanbeingsarefreeandequalin
dignityand rights.s

GenderEquity- refersto the fairnessand justicein the distribution

of
betweenwomenand men.
benefitsand responsibilities

Genderequityrecognizes thatmenandwomenhavedifferentneedsand
powerandthattheseshouldbe identified in a mannerthat
andaddressed
rectifies
the imbalance
between programs
[Link],women-specific and
policiesmaybe neededto reachequality.

GenderSensitivity- refersto the abilityto understandand considerthe

socio-culturalfactors gender-based
underlying socialization
discrimination,
of menandwomenintocertainbehaviors powerrelations
or opportunities,
betweenmenand women,as well as the differentneeds,problemsand
levelsof accessto resourcesthattheyhave.6

IPSGlossary
5 MCWchapter ll, sec.4(0
6 IPSGlossary

4
Marginalization- refersto a conditionwherea wholecategoryof people
is excluded
fromusefuland meaningful participation
[Link],
economic,
socialandculturallife.?

Patriarchy- refersto the dominanceof men over womenthat occurin

severalspheresof lifeincluding, political
but not limitedto, the economic,
andculturalspheres.

SexualOrientation- refersto the preferenceof one sex to anotheras a

partnerin sexualrelations.

Sexualorientation, alsocalledsexualpreference,
reflectsthe opinionthat
peopledo not controlor influencetheir sexualor romanticattractions.
Sexualpreferencereflectsthe opinionthat peoplecan and do have the
abilityto controlor influence
theirsexualor romanticattractions
and their
sexualorientations.

V. Historical Bases: Towards Gender Eoualitv

A. Convention
on the Elimination
of All Formsof Discrimination
against
Women(CEDAW)

The UnitedNationsGeneralAssemblyadoptedthe CEDAWin 1979.

The Philippines ratifiedthe samein [Link] a humanrights
treatythat lays down governmental obligationson mattersrelatedto
any form of discrimination againstwomenin termsof individual right
andfreedom.

The Conventionaims at equalitybetweenmen and womenthrough

theassurance
of equalaccessto andequalopportunities in publiclife,
education,
health,[Link] is thefirsttreatythattargetsharmful

MCW chapterll, sec.4(c)

 culturaland traditionalpracticesthat [Link]
that have ratifiedthe Convention are legallyboundto implementits
provisionsand submitreportsat leasteveryfouryears.

B. WorldGonferenceon HumanRights,Vienna,1993
One hundredseventyone (171) states committedto the Vienna
Declarationand Programof Actionin promotingand protectinghuman
rights,particularlythe rights of women, childrenand Indigenous
[Link] recognized"Women'srightsas humanrights"and created
a SpecialRapporteur on ViolenceAgainstWomen.

c. FourthWorld Conferenceon Women,Beijing,1995

The UnitedNationsconference heldin the Chinesecapitalproduced
a declarationof the internationalcommunity's commitmentto the
advancement of womenanda platformof actionthatset out measures
for actionby [Link] conferenceprovideda clearcommitment that
the protectionand promotion
of the rightsof women and girl children
area keypartof universalhumanrights.e

Platformof Actionis on Womenandthe Media,

SectionJ of the Be'rjing
one of the 12 areasof concernof the conference.

VI- LEGAL MANDATES

Constitution
A. 1987Philippine
1. Section14,Article2 of the 1987Philippine provides
Constitution that
theStaterecognizes andshallensure
the roleof womenin nation-building,
thefundamental equalitybeforethe lawof womenandmen.
2. Section24,Article2 of the 1987PhilippineConstitution the
recognizes
vitalroleof communication in nation-building.
and information
8 IPSGlossary
9 IPSGlossary
6
3. section4, Article3 of the 1987Philippine "Nolawshallbe
constitution,
passedabridging thefreedomof speech,of expression or of the press,or
the rightof thepeopleto peaceably assemble andpetitionthegovernment
for redressof grievances.

B. MagnaCartaof Women

Rationale:The enactmentof RepublicAct No. 9710 (RA 9710)or the

Magnacarta of womenfulfillsthe commitment of the governmentto the
ConventionontheElimination
of allformsof Discrimination
AgainstWomen
(CEDAWwhichthe Philippines ratifiedin [Link] Act categoricaily
definesdiscrimination
[Link] is alsoa comprehensive law
thatupholdsandprotectshumanrightsof womenin all spheres.

This law and the rightsof womenneedto be disseminated to improve

the statusof womenin Philippine [Link] the powerof me-
dia to informand effectthischange,,section16, chapterrV of RA 9710
provides:"Non-discriminatory and Non-derogatory portrayalof women
in Mediaand Film - The state shallformurateporiciesand programs
for the advancement of women in collaboration with governmentand
nongovernment media-related [Link] shall likewiseendeav-
or to raisethe consciousness of the generalpublicin recognizing the
dignityof womenand the role and contribution of womenin the family,
community, and the societythroughthe strategicuse of mass media."

ln addition,
section19of the lmplementing
RulesandRegulations
(lRR)of
R49710alsostatesthat:
a. For this purpose,the State shall ensureallocationof space,
airtimeand resources, strengthenprogramming,
production,and
image-making that appropriately
presentwomen'sneeds,issues,
and concernsin all formsof media,communication, information
 dissemination,
andadvertising;
b. TheState,in cooperationwithallschoolsofjournalism,
information,
and communication, as well as the nationalmediafederations
and associations, shall require all media organizations
and
corporationsto integrateinto their humanresourcedevelopment
components regulartrainingon genderequalityandgender-based
discrimination:

c. Createand use genderequality guidelinesin all aspectsof

managementtraining, production,information,dissemination,
and programming;
communication,

d. Convenea genderequalitycommitteethat will promotegender

mainstreaming
as a frameworkandaffirmative
actionas a strategy;
and
of gender equality
e. Monitorand evaluatethe implementation
guidelines.

The dignityof womenand theirrolesand contributions in all spheresof

privateand publiclife shallbe promoted.
The portrayal
of womenin a
discriminatorydemeaning and/orderogatorymannerin advertisements,
showsand programsis [Link] shallnot induce,encourage and/or
condoneviolenceagainstwomenin anyformand/orthe violationof their
humanrights.

Furthermore,Section29 of the same IRR statesthat All government

agencies,instrumentalities,
and LGUsshalldevelopand makeavailable
information,
educationandcommunication (lEC)materialsontheirspecific
programs, servicesand fundingoutlayson women'sempowerment and
[Link] shall be translatedin majorFilipino
dialectsanddisseminatedto thepublic,especially
in remoteor ruralareas.

8
c. Government
Entities/Agencies

1. The Philippine
Commissionon Women(PCW),in coordination
with concernedagenciesand media organizations,sl"rall
formulate media guidelinesto protect women against
discrimination
in mediaandfilm.

2. The Office of the Press Secretary(OPS)10

and its attached
agencies shall ensure the formulationof policies and
implementation of programspursuantto the Act and these
Rulesand [Link] shallalso:

a. Provideover-alldirection,
guidanceand monitoring
as lead
agencyof government massmediain the implementation
of
theAct andtheseRulesand Regulations;

b. Formulateand implementa nationalcommunication plan

and advocacyactivitieson the Act and these Rules and
Regulations
and relevantgenderissues/concerns;and

c. Create a Gender Equality Committeecomposed of

representatives
fromthe OPS,PCW variousself-regulatory
bodiesand the NationalTelecommunications Commission
(NTC),Movie and TelevisionReviewand Classification
Board(MTRCB),FilmAcademyof the Philippines (FAp),
FilmDevelopment Councilof (FDCP),
thePhilippines Optical
MediaBoard(OMB),NationalCommission for Cultureand
theArts (NCCA),representatives
of women'smediaNGOs
to promotegendermainstreaming, formulatethe Gender
EqualityGuidelines
and Codeof Ethicsfor media,monitor
andevaluatethe implementation
thereof.
 3 . The NTC,MTRCB,FAP,FDCP,OMB,NCCAshallensurethat
complywith the Act and these
the mediaand film industries
Rulesand Regulations,including:

a. Formulation andprograms
of policies to raiseconsciousness
of the generalpublicin recognizingthe dignityof women
of womenin all spheresof
and the role and contribution
privateandpubliclife;

b. Allocationof space,airtimeand resourcesfor the airingof

advertisements thatpromotewomen'shumanrights;

c. Enhancementof programming,productionand image

makingthatpresents
women'sneeds,issuesandconcerns;
and

d. Ensuring withall schoolsof journalism,

that,in cooperation
informationand communication, and national media
federationsand associations,regulartrainingson gender
equalityand gender-based discriminationare integratedin
the humanfesourcedevelopment components of media
organizationsandcorporations.

(DepEd),
of Education
4 . The Department on Higher
Commission
Eduation(CHED)and the TechnicalEducationand Skills
(TESDA)shall:
Authority
Development
a. Developandpromotegender-sensitive
curriculum;
b. Developgender-fair materials;
instructional
c. Ensurethat educationalinstitutionsimplementa
capacitybuildingprogram on gender, peaceand
humanrightseducation facultyand
fortheirofficials,
L0
 non-teaching
staffand personnel;

d. Promotepartnerships betweenand amongplayers

of the education sector,including
the privatesector,
churches,and faith groupsin the pursuitof the
objectivesof thissection;

e. Encourageadvertisingindustryand other similar

institutionsto provide free use of space and
installation
of displaysfor schools,collegesand
universities
for campaigns to enddiscrimination
and
violenceagainstwomen;and

f. Guaranteethat educationalinstitutionsprovide
scholarshipprogramsfor marginalizedwomen
and girls. Conditionssuch as age, pregnancy,
motherhood,disabilities,or lack of consentof
husbandshallnot be groundsfor disqualification
in
thegrantof scholarships.

5. creationof LocalMediaBoard(LMB)in all LocalGovernment

Units(LGUs)to monitorthe implementation
of theseRulesand
Regulationsshallalsobe encouraged.

Media Organizations

a. self-regulatory bodies,groups,and associations for media,

television,cable, film, and advertisingshall also ensure
compliance withtheActandtheseRulesandRegulations, such
as:Formulation of policies
andprograms to raiseconsciousness
of the generalpublicin recognizingthe dignityof womenand
the roleandcontribution of womenin ail spheresof privateand
publiclife.

77
 a. Allocationof space, airtimeand resourcesfor the airing of
advertisementsthatpromotewomen'shumanrights;

b. Enhancement production,
of programming, and imagemaking
thatpresents
women'sneeds,issuesandconcerns;and

c. Encourage theadvertising andothersimilarinstitutions

industry
to providefree use of space and installationof displaysfor
schools,collegesand universitiesfor campaignsto end
andviolenceagainstwomen.
discrimination

Rights of Women

in theirportrayalin
The followingrightsof womenshouldbe considered
media:

planning,
in policyformulation,
1. Rightin all sectorsto participate
organization, implementation, management, monitoringand
evaluation of all programs,projectsandservices;

2. Rightto be freefromall formsof violence;

3. Rightto befreefrommultiplebarriersto theirempowerment and

advancement such as race, age, language, culture,
ethnicity,
religion,or disabilityor by reasonthat they are indigenous
peoPle;

and securityin timesof disasters,calamities

4. Rightto protection
andin situations
andothercrisissituation of armedconflictand
militarization;

5. Rightto freelyparticipate to
in the culturallifeof the community,
enjoythearts,indigenous traditionsandto sharein educational,
t2
 scientific,economic,and culturaladvancementand their
benefits;

6 . Rightto freedomof thought, ieligionandbelief- this

conscience,
contributes to the moral,ethical,spiritual
andintellectual needs
of womenandmen,individually or in community withothersand
therebyguaranteeing themthe possibility of realizingtheirfull
potentialin societyand shapingtheirlivesin accordance with
theirownaspirations; and

7 . Rightto Non-Discrimination
againstwomen - discrimination
violatestheprinciplesof equality
of rightsandrespectfor human
dignitythathampers women'sparticipation, on equalterms with
men,in allfieldsfor development andpeace.

A. PORTRAYAL

1 . Womenand men shouldbe portrayed

and represented
with
dignitycomingfromour indigenous
culturethe mostprofound
insightsof genderequality.

2 . Womenand menshouldbe portrayed in a widerangeof roles,

bothtraditional
and non{raditional,
in paidwork,social,family
and leisureactivities.
womenandmenshouldbothbe seenas
takingdecisionsto supportthe familyand in household tasks
andhomemanagement, in academics,
business, andlivelihood
activitiesas well as in socio-political
and cultural/religious
endeavors.

3. Radio and televisionprograms,advertisements and films

shouldportraydiversityin familystructures,
that is, not only
73
 marriagesbetweenwomenand men,but also singleparents
and extendedfamilies,withoutprejudiceto adoptedchildren
and childrenborn out of [Link],the portrayalof
differentfamilystructuresshouldbe done,insucha manneras
to avoid'victimization' that
lt is imperative
of atypicalstructures.
theseare not depictedin a pitiful/deplorable
condition/state;

4. Tasksusuallyassociatedwith women must be portrayedas

equallyimportant maletasksand should
as that of traditional
be carriedout by bothgenders;

5. Certainsubjectslikefamilyplanning,
reproductive welfare,
rights,
and upbringing
healthof the motherandthe child,education of
children,shouldbe directedat bothmenandwomen;

6. Mediapractitioners genderequalityandnon-
shouldemphasize
genderrolesof menandwomenwithinthe family,
stereotyped
in theworkplace
andin thecommunity;

7. Presentationof women as inferiorbeings,sexual objects,

negativesex'role,negativecommentson role of womenand
menshouldbe eliminated:

programs,
8. Radioandtelevision andfilmsshould
advertisements
portraymenandwomento haveequallypowerful
roles;

L Peopleshouldnot be ridiculedand stigmatized or givenless

importance by reasonof gender
andsexualorientation,physical
suchas appearance
attributes anddisabilities;
and

[Link] equallyvisibleon the [Link]'s

thinking andmen'scaringabilities
abilities shouldbeemphasized
programs,
in radioandtelevision advertisements andfilms.
t4
B. MEDIACONTENT
ANDCOVERAGE
OF WOMEN

ln the end, the imageof womencomesdownto how they are depicted

and/orhowtheirconcernsare reportedand represented
in the [Link]
ascertainthatwomenandtheirissuesare properlypromoted:

1. Emphasize
on the story;

2. Resiststereotyping
alongthe linesof gender,race,religion,
ethnicity,
language,
sexuality,
ageandclass;

3. Ensurefairandbalanced
reporting
whichmeansthatbothmale
andfemaleviews/perspectives/voices
arereflectedin allstories;

4. Ensureparalleltreatment of mareandfemalesourcesor news

subjects(i.e. if a male sourceor subjectis identifiedby his
professionin the headline,text or captionof the story make
surethefemalesourceor subjectis alsosimilarlyidentified);

5. Acknowledge
the changingrolesof womenand menin today's
society;

6. Try to achievebalancein the presentation

of womenand men
as experts,authorities
and commentators on the full rangeof
subjectscovered;

7. Giveequalprominenceto the achievements

of womenacross
all issuescovered;

8. Protecttheimageof womenin reporting

incidents
whichinvolve
violenceagainstthem;

15
 g. Guarantee fairlyandtruthfully;
thatwomenstoriesareillustrated
and

[Link] comprehensive issuesin the

analysisof underlying
portrayal,coverageand representationof [Link]

C. SPACEANDTIME

Givemorespaceand timefor voicesof womenon issuesof concernand

of interestto women.

D. WORKPLACE

Involvemore women in productionwork, considerher needs in the

for trainingandpromotion.
andprovideequalopportunities
workplace

GROUPSBASEDON THE BEIJING

FORSPECIFIC
E. GUIDELINES
PLATFORMFORACTION

StrategicObjectiveJ.1
Increasetheparticipation
andaccessofwomento expressionanddecision-
makingin andthroughthe mediaand new of
technologies communication.

StrategicObjectiveJ.2
portrayalof womenin the media
Promotea balancedand non-stereotyped
'1. GovernmentEntitiesdealingwith Media

a. Supportwomen'seducation,trainingand employmentto
promoteandensurewomen'sequalaccessto all areasand
levelson the media;
1'l women in the Newg A Guide for Media,A GenderEqualw Toolkit,lSlS IntemationalManila 2004

76
 b. Supportresearch intoall aspectsof womenandthe mediaso
as to defineareasneedingattentionand actionand review
existingmedia policieswith view to integratinga gender
perspective; :
c. Promotewomen'sfull and equalparticipation
in the media,
includingmanagement,programming, education,training
andresearch;
d. Aimat genderbalancein theappointment of womenandmen
to alladvisorymanagement, regulatoryor monitoring
bodies,
includingthoseconnected to the privateand Stateor public
media;
e. Encourage,totheextentconsistentwithfreedom
ofexpression,
thesebodiesto increasethe numberof programsfor and by
womento see to it that women'sneedsand concernsare
properlyaddressed;
f. Encourageand recognizewomen's media networks,
includingelectronicnetworksand other new technologies
of communication, as a meansfor the dissemination of
informationand the exchangeof views, includingat the
international
level,and supportwomen'sgroupsactivein all
mediaworkandsystemsof communication to thatend.i2
2. NationalMachineryfor the Advancementof Women:
a. Encouragethe development of educationaland training
programsfor women in order to produceinformationfor
the massmedia,including fundingof experimentalefforts,
and the use of the new technologiesof communication,
cybernetics
spaceandsatellite,whetherpublicor private;

BerlingPlatformfor Action Sec. J. l . 239.

77
 systems,including
the use of communication
b . Encourage
new technologies, women's
as a meansof strengthening
participation processes;
in democratic

Facilitatethe compilationof a directoryof women media

experts;

d. Encourage the participation

of womenin the development
of guidelines
professional and codesof conductor other
appropriate self-regulatorymechanisms to promote
balancedand non-stereotyped portrayalsof womenby the
media.

3. By Governmentsand Internationalorganizations,to the

extentconsistentwith freedomof expression:

a. Promoteresearchand implementationof a strategyof

information,education and aimed at
communication
promoting portrayalof
a balanced womenandgirlsandtheir
multipleroles;

agenciesto develop
the mediaand advertising
b . Encourage
specificprogramsto raise awarenessof the Platformfor
Action;

c. Encourage gender-sensitive formediaprofessionals,

training
includingmediaownersand managers,towardscreation
balancedand diverseimages
and useof non-stereotyped,
of womenin the media;

d. Convincethe mediato presentwomenas creativehuman

of
to the beneficiaries
beings,key actorsand contributors
18
 the processof development;

e. Promotethe conceptthat the sexiststereotypedisplayed

in the mediaaregenderdiscriminatory
degrading in nature
and offensive;and

f. Take effective measures or institute such measures,

includingappropriatelegislation
againstpornography
and
the protection
of viorenceagainstwomenand chirdrenin
media13.

4. Schoolsof journalismand communication

a. Builda newsocialimagination
of gender-fair,
gender-balanced
mediaas a partof women'[Link].
1' Re-trainmediaconsumers to understandthatviorence
in the mediacontributes
to and reinforces
a curtureof
violence.
2. Re{rain media consumersto challengemedia that
promote,incite,glorify,glamorize,
eroticizeor trivialize
violenceagainstgirlsandwomen.

3. Train communities - women and men _ in critical

medialiteracyto 'read,
mediacontentfrom a gender
perspective.

4. Createan interactivegenderand media monitoring

websitefor [Link]
under the lead of media trainers,journalismtraininginstitutions

BPAJ.2243

Who makesthe news?GMMP2OlO

t9
 and researcherswith support from governments,regional
organizationsand internationalorganizations:

b. Create'genderand media'curriculaand modulesin schools,

journalismtraining andcenters;and
institutes

c. Equipmanagers withskillsto applythemodules

andinstructors
to traingender sensitivemediaprofessionals.
5. MediaFederationsand Associations
in media
a. Promotewomen'sleadership
1. Encouragetrainingand re-trainingof women media
professionals.
whichoriginate
2. Supportthe creationof newsagencies in
women'snetworksand organizations for new practices
of womento
in the mediaportrayaland representation
emerge.l5

organizationsand media professional

b. By non-governmental
associations:

of mediawatchgroupsthat
theestablishment
1 . Encourage
canmonitorthe mediaandconsultwiththe media

are properly
to ensurethatwomen'sneedsandconcerns
reflected:

2 . Train women to make greater use of information

technology and the media,including
for communication
level;
at the international

IJ

20
 3. Create networks among and develop information
programs for non-governmental organizations,women's
organizations and professional mediaorganizations in
orderto recognizethe specific needs of women in the
media,andfacilitatetheincreased participation
of women
in communication,in particular
at the internationallevel;

4. Encourage the mediaindustryandeducation and media

languages,
to develop,in appropriate
traininginstitutions
indigenous,
traditional, and otherethnicformsof media,
suchas story{elling, drama,poetryand song,reflecting
theircultures,and utilizetheseformsof communication
to disseminate informationon development and social
issues.l6

c. By the media, non-governmental and the

organizations
privatesector,in collaboration, with national
as appropriate,
machineryof the advancement of women:

1. Promotethe equal sharingof family responsibilities

throughmediacampaigns thatemphasizegenderequality
and non-stereotypedgenderrolesof womenand men
information
withinthefamilyandthatdisseminate aimed
spousaland childabuseand
at eliminating all formsof
violenceagainstwomen,including violence;
domestic

2. Produceand/ordisseminate mediamaterials on women

leaders,interalia,as leaderswhobringto theirpositions
of leadershipmanydifferentlife experiences, including
butnotlimitedto their in
experiences work
balancing and
as mothers,
familyresponsibilities, as professionals,
as

Beijing Platform of Action, Sec J.1, 242

27
 managers andas entrepreneurs,
to providerolemodels,
particularly
to youngwomen;

3. Promoteextensivecampaigns,
makinguseof publicand
privateeducational
programs,
to disseminate
information
aboutand increaseawarenessof the humanrightsof
women;

4. Supportthedevelopmentof andfinance,as appropriate,

alternativemedia and the use of all means of
communications
to disseminateinformation
to andabout
womenandtheirconcerns;and

5. Developapproaches and trainexpertsto applygender

analysiswithregardto [Link]

F. MONITORING
MECHANISMS

1. The PhilippineGommissionon Women (formerlyNCRFW),is

the primarypolicy-making andcoordinating bodyof thewomenand
genderequalityconcernsunderthe Officeof the [Link]
PCWshallbe the overallmonitoring bodyand oversight to ensure
the implementation of [Link],thePCWmaydirectany
government agencyandinstrumentality, as maybe necessary, to
reportontheimplementation of thisActandforthemto immediately
respondto the problems broughtto theirattention
in relationto this
[Link] ensuring thatgovernment agencies
are capacitatedon the effectiveimplementation of thisAct.

To the extentpossible,the PCW shall influencethe systems,

processes,andprocedures of theexecutive, andjudicial
legislative
17 BPA J.2, 245 Source: [Link]

22
 branchesof government GADto ensuretheimplementation
vrs-a-vis
of thisAct.18

2. The Commission on Human Rights, as the Gender and

Ombud,consistent
Development withits mandate,shallundertake
suchas
measures, but not to thefollowing:
limited

a. Monitorwiththe PCWand otherstateagencies,among

others,in developing andguidelines
indicators to comply
with theirdutiesrelatedto the humanrights women
of
guaranteed
includingtheir right to nondiscrimination
underthisAct;

b. Designate one commission and/orits Women'sHuman

RightsCenterto be primarilyresponsible for formulating
and implementing programs and activities relatedto
the promotionand protectionof the human rights of
women,includingthe investigations and complaints of
discriminationand violations
of theirrightsbrought under
thisAct and relatedlawsandregulations;ls and

c. Penalties: law,civil
The sanctionsunderadministrative
lawsshallbe recommended
or otherappropriate
service,

of the
and/orthe Department
to the CivilServiceCommission
Interiorand LocalGovernment.

lf the violationis committedby a privateentityor individual,the

persondirectlyresponsible for the violationshallbe liableto pay
damages.
.MCW sec. 38
MCW Sec. 39
23
 Filinga complaintunderthisAct shallnot precludethe offended
partyfrompursuingotherremedies available
underthe lawandto
invokeanyof the provisionsof existinglawsprotecting
womenand
childrenincludingtheAnti-SexualHarassment Act,Anti-Rape,
Anti-
Traffickingin PersonsAct and the Anti-ViolenceAgainstwomen
andtheirChildren [Link]

3. Genderand mediamonitoringinitiativesin schoolsand by media

organizations

a. Traintrainersin mediamonitoring;

b. Developa trainingmanualfor genderandmediamonitoring;

c. Produce statistics and reference databases on the gender

dimensionsof news,advertising,
entertainment,
soapoperasand
telenovelas
runningoverextendedperiodsof time;

d. Disseminate the resultsof studiesby mediaobservatoriesusing

audiovisualproductsthat show the lack of coherencebetween
mediamessages, countryrealities
andtheneedfor awareness
of a
reflectiveand criticalapproachto media;

e. Sharetoolsandexperiences
in policyand mediamonitoring;

f. Establishmediamonitoring
workinggroupsto undertake ongoing
andconsistent
mediamonitoring
at the nationallevel;and

g. work with mediacouncilsand mediaassociations to implement

actionplans using the resultsof nationalmedia monitoringas
evidence.2l

20 MCW Sec 41
21 VVhomakes the news? GMMP 2010

24
4. Incentivesand Awards

a. Establishincentivesandawardssystemswhichshallbeadministered
bya boardundersuchrulesandregulations as maybepromulgated
by the PCWto deservingentities,governmentagenciesand local
government unitsfortheiroutstanding
performancein upholding
the
rightsof womenand effectimplementation of gender-responsive
programs;22

b. Establishannualgender media awardsin recognition of best

practicesin gender-fair,
gender-balanced
mediapractice;and

c. Mainstream
thegenderequality
criteria
ofgenderbalancein content
and programming,
genderfair language,positiveportrayalof
womenin mediaandfilmawardsandotherworksby professionals
andstudents.

G. CHEGKLIST
FORGENDEREQUALITY

1- Addressing
sexismanddiscrimination
in theeducationar
system

Checklist of Guide Questions

Steps GuideQuestions
Kevtewot theformulation of !s rnecourseilile statedrna genderfair
the coursetitlefor possible manner?An exampleof a sexistcourse
genderbias titleis "Historyof Mankind."

MCW Sec. 42

?5
 objectivesand description originally formulated,promote the
students'learningand appreciation of
the humanrightsand genderequality
dimensions of the subjectmatter?
. Are sexist words or statementsin
the formulationof the objectivesand
description?
. Can the course description,as
originally formulated, reflect the
integrationinto the course contents
of humanrightsand genderequality
topics?

26
 a

the theoriesand perspectives includedin the originalcoursesyllabus

discussedin the course explicitly
or implicitly gender
legitimize
content rolestereotyping, genderinequalityas
well as phallocentric and misogynist
ideas?
. Are there available feminist
commentaries thesexist
thatchallenge
elementsof thesetheoriesthat can be
includedin thecoursesyllabus?

. Are there other theories and

perspectivesthat can replace those
used in the courseto betterhighlight
the principlesof human rights and
genderequality?
For example,thereare manytheories
of culturalevolutionin anthropology
([Link] "manthe huntertheory"and
the theorythat modernsocietiescame
aboutthroughsurvivalof the strongest
and most [Link]
theories can be replaced by those
that privilegegroup cooperation and
exchangeas well as peace building
efforts.)

27
 Inregrauonor toptcsIn tne . In wnatsecilonsot the syllabuscan
coursesyllabusthat can CEDAWor CEDAW-related topics be
highlight
humanrightsand included?
genderequalityprinciples
.Are theresexistwordsandstatements
intheformulationof thecourseoutline?
. Are there topics that have to be
removed because of their outright
sexist, phallocentric
and misogynist
contentsandanalyses?
. What othertopicscan be included
in the courseoutlineto highlightthe
principles
of humanrightsand gender
equality?

. uo ctassacltvtues gender
reproouce
Reviewof activitiesfor role stereotypingand explicitlyor
possiblegenderbiases
promotegenderinequality?
implicitly

. Do the activities
tendto discriminate
againstfemalestudents?
. Do they discriminate
againstfemale
students because of their marital
status,sexualorientation,
classstatus,
ethnicor racialbackground
andage?
. Do the classactivities
exposefemale
students to physicalandsexualrisks?

28
Reviewot reacllngmaterlals - Are there readingmatertalsln the
original syllabus that explicitly or
carrysexistanddiscriminatory
implicitly
ideas?
. Whatadditionalreadingmaterialscan
be includedto ensurethatthe students
learnand appreciate the humanrights
and genderequalitydimensions of the
course?
Review ot class poltcles tor . Are tne classpollclesapplleoTalrly
possiblegenderbiases andjustlyto femaleandmalestudents?
. Are there gender biases or
discriminatory aspects of the class
policiesrelatedto attendance,grading
and submission of classrequirements,
participation etc.?
in classactivities,

ExtensionProgramsof the RegionalGenderResourceCenters,"UPCWS,Universityof

the Philippines,Quezon City, 2006.

2 . Complying withMCWis notlimitedto mediaportrayal

[Link]
of existingpoliciesand programson labor and management
affectingwomenin your agency,organization or schoolis also
needed to comply withMCW provisions:

The Organization'sPolicy: Does the organization have clear

policyto promote
policyon allaspectsof genderequalityincluding
of women?
the integration

29
 use of funds: ls adequatefundingprovidedto carryout ail aspects
of genderpolicy?

Procedures,putting policy into practice: How is the gender

policyput intopractice?
Doesit reallyguideall of youractivities?

Understandingneeds: Are there significantgaps in your

membership? Howdo youconsultmembers? Do yourconsultation
practices
helpyouto understand
the needsof women?

Decision-making: when makingdecisions or settingpriorities

are
womenwell represented?Do you routinelyconsiderthe impactof
youractivities
on yourwomenmembers?

Monitoringinformation:Do youcollectenoughinformation about

womenand men to monitoractivitiesby gender?Do you consult
monitoringfigureswhen makingdecisions? Do you regularlyuse
thisdatato assessthe effectiveness
of yourcoreactivities?

Visibility:Cana woman'svoicebe heardor seenin allyourreports,

speeches, meetings
and publications?

Breaking down barriers: Do you fully understandthe barriers,

which deter womenfrom joining,taking part, speakingout or
competingfor leadership
in yourinstitution?

Leadership:Are men in leadershipactivein promotingchange?

Howdo youensurethatmendevelopan understanding of gender
issues?
women's structures:Arewomen'sstructuresand representatives
ofwomenmembers fullyintegrated
intodecision
makingstructures?

30
 challengedto get more involved?Do you recognizethat positive
actionmay be necessaryif you wantjust results?23

23 AcftievingGsnderEquality,a TradeUnionManual,ITUC
31 a
 EXCERPTS
FROMTHEIPSGENDERAND DEVELOPMENT
GLOSSARY
Third Edition

Equality
The exactsame measure,quantity,amountor numberas anotherand
affectingof all objectsin the [Link] is nota synonymfor equity.

Equity
Fair and impartialtreatmentof all classesof peoplewithoutregardto
gender,class,race,ethnicbackground, religion,handicap,
age or sexual
[Link],liketheword'fair'issubjectiveand doesnot necessary
meanequal.

Gender
A conceptthat refersto the differencesbetweenmalesand femalesthat
are sociallyconstructed,changeable overtimeand havewidevariations
withinandbetweencultures.

As opposedto biologically
determined
characteristics (sex),genderrefers
to, learnedbehaviorand expectations
to fulfillone,simageof masculinity
and [Link] also a socio-economic and politicalvariable
with which to analyzepeople'sroles,responsibilities,constraintsand
opportunities
. Genderandwomenare notsynonyms.

Genderand Development (GAD)

Theapproachthatrecognizes thatail developmentplanning,policiesand
projectsmust reflectgendersensitivityaboutand genderawarenessof
the differentrolesthat men and womenplay in soiieties,differencesin
theiraccessto and controlover resourcesand the differentialimpactsof
development processes on menandwomen.

32
 (wlD)
The GAD approachis differentfrom the women in Development
afproach,whichby the late 1970swas being questioned for focusing
resources,programmesand projectson womenin isolationand away
ftommainstream develoPment.

GenderDiscrimination
exclusionor restrictionmade on the basisof socially
Any distinction,
or
constructedgenderroles and normsthat preventa person,female
male,fromenjoyingfullhumanrights.

GenderEqualitY
and equal
The equalireatmentof womenand men in lawsand policies,
accessto resourcesand services,includingeducation,health and
occupational withinfamilies,
positions, andsociety.
communities

GenderequitY
of benefitsand responsibilities
Fairnessandlustice in the distribution
betweenwomenandmen.

Genderequityrecognizesthatmenandwomenhavedifferent needsand
power thesl shouldbe identified in
andaddressed a mannerthat
"nO'tnit
theimbalancebetween [Link],women-specificprogrammes
rectifies
and policiesmaybe neededto reach equality'

Genderfair rePorting
Genderfair reportinfr""n. insistingon havingmultiplesourcesfor a
storyand ensuringthatvoicesof womenare heardnot onlyas victimsor
economists,
butas professionals,
parfofthe margin-alized, andstudents,
amongothers.
(Womenin the news:Aguidefor media)

33
Genderroles
The sociallydetermined
behaviors,tasksand responsibilities
for menand
womenbasedonsociallyperceived differencesthatdefinehowtheyshould
think,actandfeelbasedon theirperspective
sex.

Genderrolescan do changethroughindividuar choiceand in response

to eventsand processsuchas economiccrises,decliningfertilityrates,
increasingeducational
levelsfor economiccrises,declining
fertilityrates,
increasing
educational
levelsforwomenchangesin migration patterns and
in information
system.

GenderFriendly
sensitivein the portrayal,
depiction,referenceand treatmentof women
andmen.
(Womenin the news:A guidefor media)

GenderMainstreaming
The integrationof genderinto the entire spectrumof activitiesfunded
by or executedby an organization, and equitableand fuil deregation
of
responsibility
for genderto all staff.

Itcanalsoinvolvestrategies to increase
thenumberand diversity
of women
onstaffaboutgenderand to reviewordevelop proceduresto
internal include
genderissuesand [Link] news organizations, mainstreaming
meansthe integration of the conceptsof gender,equalityand women's
rightsintoall aspectsof editorialcoverageandensuringthattheseissues
influencethe newsagenda,planning, sourcing,
writingto copyediting.

Genderperspective
The investigationof how men and women affect and are affectedby
economic,political,sociallegal and culturaleventsand processesin
different
[Link] newswriting,the simplestformof genderperspective
is

A
 of women'sand girls'voices,whichare not alwaysheardin
the inclusion
stories.

Gendersensitivity
Theabilityto understand andconsider factorsunderlying
thesocio-cultural
gender-based of menandwomenintocertain
socialization
discrimination,
behaviorsor opportunities, powerrelationsbetweenmen and women,as
problems
wellas the differentneeds, and levelsof accessto resourcesthat
theyhave.

Patriarchy
The dominanceof men overwomenthat occursin severalspheresof life
political
butnot limitedto, theeconomic,
including, andculturalspheres.

Sexism
The supposition,beliefor assertionthatone sex is superiorto the other,
of socialroleson
oftenexpressedin the contextof traditionalstereotyping
thebasisof sex,withresultantdiscrimination practiced
againstmembers of
thesupposedly inferiorsex.

Sexuality
The centralaspect of being humanthat encompasses sex, gender,
and roles,sexualorientation,
identities pleasure,intimacyand
eroticism,
reproduction.

Sexualityis experienced and expressedin thoughts,fantasies,desires,

values,behaviors,
beliefs,attitudes, practices, lt is
rolesandrelationships.
influenced bythe interaction
of biological
, psychological,
social,economic,
political, andreligious
ethical,legal,historical,
cultural, andspiritualfactors.

SexualOrientation
of one sex to anotheras a partnerin sexualrelations.
The preference
sexualorientation, alsocalledsexualpreference,
reflectsthe opinionthat
peopledo not controlor influencetheir sexualor romanticattractions.
sexual preferencereflectsthe opinionthat peoplecan and do have the
abilityto controlor influence
theirsexualor romanticattractions
andtheir
sexualorientations.

ViolenceAgainst Women
"Anyact of gender-based violencethat resultsin, or is rikelyto resultin,
physical, sexualor mentalharmor suffering to women,including threatsof
suchacts,coercionor arbitrarydeprivation of liberty,whetheroccurringin
publicor in privatelife,"as definedbytheUnitedNationsDeclaration onthe
Elimination of ViolenceagainstWomen.

It alsoincludes"physical,sexualand psychologicar violenceoccurringin

the familyand in the generalcommunity includingbattering,
sexualabuse
of femalechildren,dowry-related violence,maritarrape,femalegenital
mutilationand othertraditionalpracticesharmfulto women,non-spousal
violenceand violencerelatedto exploitation, sexualharassment, and
intimidationat work,in educationalinstitutions
and elsewhere,
trafficking
in women,forceprostitution,
and violenceperpetrated or condonedby the
state."

[Link] LANGUAGE
Hereis a selectedlistof termsthatshouldbe avoidedbecauseeitherthey
are sexist,excludewomen,or are demeaning, mostoftento womenand
[Link] includesex-specific terms and gender-neutral plural
[Link] is good to rememberthat while gender-neutralterms avoid
sexism,theycankeepwomeninvisible. In caseswherethe useof a word
hasreinforceda perception that onlymenperforma task role,sex specific
alternativesto it are noted.

36
TERMSTOAVOID ALTERNATIVES
actress actor
olderwomen,oldermen,older
aged (elderly)
elderly
adults,seniorcitizens,
airlinestewards/esses fliqhtattendants
anchorman anchor
bachelorette,
spinster sinqlewoman
barren infertile
bellboy bellhop
rls
AfricanAmericanwomenigi
blacks([Link]) AfricanAmericanmen/boys
AfricanAmericans
brokenhome sinole-oarent
familv
of man
brotherhood humanity
busbov waiter'sassistant
businessman,
businesswoman,
businessman entrepreneur, business
community

cameraman cameraoperator,photographer
comedienne comedian
chairman,
; chainromen,
chairman
moderator, or chair
chairperson
chambermaid hotelworker
ianitress cleaners

37
 congressional
representatives;
congressman membersof congress;
congressmanand
congresswoman

craftsman craftsman,
craftswoman,
artisans
doorman doorkeeper
dyke lesbian
earlyman earlypeoples,
earlymenand
women
effeminate delicate,feeble, soft, affected
femalelawver lawver
firemen firefighters
fishenrvomen,fishermen,
fishermen fishers,
fishingtrade/community
fisherfolk
fishwives fishsellers
forefathers ancestors
foreman supervtsor
gentleman's agreement unwritten agreement
girlFriday administrativeassistant
handyman repairer,maintenance worker
heroine hero
prostitute,
commercial sex
hooker
workers
ladyDoctor doctor,phvsician
lady guard guard,securityguard

38
 non-specialist
non-expert,
layman Layas opposedto religious
clergy
layman'slanguage nottechnical
conversational,
lumberman,lumberwoman,
lumberjack
lumbercutters,dockers
householdworker/helper,
maid domestic worker
mailman mailcarrier
malenurse nurse
humanity,humanspecies,
man,mankind humans, human
humankind,
beings,peoples
mana project staffa project,hirepersonnel
man-hours workhours,labortime
manhood adulthood
husbandand wife,wife and
man and wife hrrsband
man-made artificial
laborforce,
humanresources,
manpower nersonnel
man-sized big,huge
middleman intermediarv,
agent
Newsman/newshen journalist,
reporter, maleor
mediaman female iorrrnalist
ombud,protector,
ombudsman
reoresentative
policeman policeofficer,constable
pressmen pressoperators

39
 repairmen repar
rman,repatrwomen,
reoairers
salesman,
saleswoman,
salesmen/girl
salespeople
householdworker,domestic
servant
worker
seaman mariner,
sailor,seafarer
seamstress sewer,mender
spokesman,spokeswoman,
spokesmen
spokensperson
statesmen diplomats,politicalleaders
statesmanship diplomacy
stockman stockworker
unmarried/unwed
mother singlemother,soloparent
usherette usher
waitress waiter
watchman quard,securitvquard
weatherman weatherreporter,meteorologist
workmen's
comoensafion
worker'scompensation
whore prostituted
womansexworker
womandriver driver
womanengineer engrneer
womanwriter writer

40
References:
JohannaSon, ed., IPS Genderand DevelopmentGlossary3d EditionA
and Writers,IPS-AsiaPacific,2010.
ToolforJournalists
PennieAzarcondela Cruz, ed., Womenin the Neurs;A Guidefor MediaA
GenderEqualityToolkit,lSlS lnternational-
Manila,2004.
Sexism in Language & Gender Fair Communication,Powerpoint
(WAGI),MiriamCollege,2005.
WomenandGenderInstitute
Presentation
by Women'sFeatureServicePhil.,lnc.
Compiled
March2O11

47
 Gender Equality Committee

-"w =2,-Phinppine
f (V I Commiesion
\l !,/ women
on

fiIe
MTRCB

dg
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ru0rcrmvorruHruPrnEt"w"
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]rd0rdd Ccr|ft [Link] arcd|ir O[tt

BIJREAU OF GOMUUNICATIONS SERVICESI
FCtl Bl&:,8lO Sar Rrfrcl tlr.,
. [Link],MeniL 1005
Tcl. Io. 784tlt0/ Fer 78il'lll8
rcbcia: [Link] c-neift phminc-boQyrhoocoo