As part of the International Women’s Day celebration, the Croatian Romani Union “KALI SARA”, in collaboration with the Agency for Electronic Media and the Ombudsperson for Gender Equality of the Republic of Croatia, organized a roundtable discussion titled “Romani Women and the Media”. Anita Malenica, a member of the Council for Electronic Media, as well as a longtime journalist and editor, provided clear and relevant insights in her presentation on the topic “(In)visibility of Romani Women in Croatian Media”. This occasion also allowed us at Phralipen to speak further with her about gender stereotypes in electronic media, the Women and Media portal, and support programs within the Fund for Media Pluralism and Diversity, as well as the Promotion of Journalistic Excellence Program.
You, along with your colleague Vanja Gavran, have continued the work of the Mediterranean Network of Regulatory Authorities (MNRA), which was initiated by your colleagues Kunac and Simonović. The first studies conducted by the Agency focused on sexism and stereotypes in advertising, and in 2015, it was found that gender stereotypes were present in more than half of the analyzed commercials, with 80 percent of the detected stereotypes related to women. What is the current situation? Has there been any progress?
Since 2014, the Agency for Electronic Media has been a signatory of the “MNRA Declaration on Promoting Gender Equality and Combating Gender Stereotypes”, actively participating in the network’s activities. These efforts are coordinated through the working group “Gender and Media”, primarily focusing on media content analysis regarding the representation of women and men and how women are portrayed in the media. Unfortunately, sexism and gender stereotypes remain pervasive, both in public discourse and in the media. In traditional electronic media, such as television and radio, the situation is relatively better compared to electronic publications and online portals. The worst situation is on social media, which, as we all know, is very difficult to regulate. Regarding advertisements specifically, we do not have a more recent study, but it is noticeable that large companies have become more cautious when crafting their advertising messages, especially those intended for television. They are aware that sexist messaging could harm their reputation. There has even been some progress in avoiding gender stereotypes, for instance, we can now see men featured in vacuum cleaner commercials. However, it is important to recognize that the advertising industry operates on the principle of delivering short and impactful messages that capture attention. Unfortunately, stereotypes and sexism are often tools used to achieve this goal, which is why they remain deeply ingrained. Additionally, advertising strategies have become increasingly sophisticated, often embedding ambiguous messages that can be interpreted in different ways.
Within the MNRA network, you also conducted an analysis of women’s media presence in sports. What were the findings, what actions have been taken, and what are the results?
The first studies conducted by the Agency for Electronic Media (AEM) on the representation of men and women in the media revealed that women were significantly underrepresented in news coverage related to economics, politics, security, and sports. Given the impressive achievements of Croatian female athletes and the fact that women win approximately 50 percent of Croatia’s medals in major competitions, AEM decided to conduct an analysis in 2016 on the coverage of sports content in prime-time news broadcasts on HTV, Nova TV, and RTL. The findings showed that:Female athletes received minimal coverage, Women’s team sports representation was only 3.6 percent of total sports content. Following these results, the Agency, along with several partners, launched a public awareness campaign advocating for increased media visibility of female athletes and women’s sports. Actions taken included: Roundtable discussions with media representatives, recommendations for improved coverage of women’s sports, over 20 promotional videos featuring Croatian female athletes, aired on national and local television, workshops for media professionals on gender-sensitive reporting. A follow-up 2021 study on gender representation in news programs showed a slight improvement in sports coverage, with women’s representation increasing to 6 percent. In 2022, a specialized analysis of sports content on public television (HTV) and the specialized sports channel SPTV revealed further progress: HTV increased its coverage of female athletes from 5 percent (2016) to 18 percent (2022), SPTV dedicated 13 percent of its broadcasts to women’s sports. Additionally, in 2023, the Council for Electronic Media amended the List of Significant Events, ensuring equal broadcasting rights for men’s and women’s sports competitions on public television. Sports play a vital role in women’s participation in public life and empowerment, which is why it is important to encourage more Romani women to engage in sports.
What do you see as particularly significant in MNRA’s work, and what are you currently working on?
Participation in the “Gender and Media” working group has provided the Council and the Agency with valuable guidance and motivation. This platform facilitates the exchange of best practices among media regulators across Mediterranean countries, offering valuable ideas for future initiatives. In Croatia, we established our own working group, “Women and Media”, which has since, grown into a larger project, collaborating with over twenty partners from state institutions and civil society, including the Croatian Romani Union “KALI SARA”. Our partnership extends beyond the „Women and Media“ portal, it has also resulted in AEM’s recent study on the representation of Romani women in electronic media. We plan to share these findings with other MNRA members, as it may inspire similar research in their countries. This is an excellent example of mutual cooperation between media regulators.
Are you aware of any television or radio programs specifically featuring Romani women as protagonists?
The gender equality category covers a broad range of topics with a focus on women, and over the past 20 years, some programs have occasionally featured Romani women. However, the Fund does not maintain detailed records categorizing content in this manner. Media outlets that receive funding through other categories also cover Romani women. For example, in the National Minorities category, the program Perspektiva (Exercising citizens’ right to public information), produced by the Croatian Romani Union “KALI SARA,” highlights Romani women working as teaching assistants and foster caregivers.
Since you joined the Council for Electronic Media, how many gender equality programs have been funded?
Since 2017, the Council for Electronic Media and the Agency for Electronic Media have funded 283 projects under the category “Encouraging Awareness of Gender Equality and Other Constitutional Values.”
How can media outlets be encouraged to focus more on issues affecting minority women?
The first step is to assess the current state of media coverage. Regarding the Roma minority, we took a small step by conducting a content analysis of 32 news portals, examining 93 articles featuring the terms “Romani women”, “Roma” and “Romani.” This analysis can serve as a guide for publishers, editors, and journalists, indicating which directions to take and what improvements are needed. It is essential to recognize that minority women, especially Romani women,face a higher risk of multiple discrimination and require greater media sensitivity. Equally important is highlighting positive role models, emphasizing integration while respecting cultural heritage. Beyond the Fund for Media Pluralism, the Agency for Electronic Media also promotes these topics through the Journalistic Excellence Program, encouraging journalists to investigate and report on issues of public interest, including national minorities and women’s perspectives. For media outlets, this represents a direct contribution to high-quality content, while also setting an example of the kinds of topics that deserve more attention.
