Raising awareness of sexism in the audiovisual media in Albania is at the core of the project “New Technologies, Old Mentality” implemented by the civil society organization Albanian Woman in Audiovisual (AWA).
The project is part of the sub-granting scheme of the regional project »Media for Citizens, Citizens for Media«, implemented in five countries of the Western Balkans. The aim of the projects is to increase the CSOs’ capacities for promotion of MIL practices and policies at a local level. In this series we present a number of implemented projects.
The project seeks to equip the young audiences, especially the future media professionals such as students of journalism and film with knowledge about gender stereotypes, sexism in the media and its impact in the society.
The project delivered discussion forums with students at public and private universities in Tirana and Elbasan to discuss sexism, as well as a forum with representatives of the media, academia and civil society. Videos from some of the forums are available on the AWA Facebook page here.
General public was addressed with three original explanatory videos to raise awareness of the problem of sexism in the audiovisual media. The videos in Albanian feature well-known figures in the audiovisual environment (such as actors and journalists) who explain what sexism in the media is, why it is harmful and how to prevent it.
Watch the videos in Albanian:
How does sexism damage society?
What is sexism in the media?
Say no to sexism in the media! Report it! Reject it!
AWA found the strong reason for the project in the fact that studies and media monitoring reports show that gender stereotypes in the portrayal of women remain strong in the Albanian media despite different trainings of journalists on the issue. Also, education of audiences regarding critical view of media messages on gender is missing. This contributes to the strengthening of the patriarchal culture and further sexualisation of the female figures on the screen.
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The regional program “Media for Citizens – Citizens for Media: Strengthening the Capacity of NGOs for the Development of Media and Information Literacy in the Western Balkans” is implemented with the support of the European Union by partner organizations Mediacentar Sarajevo, Albanian Media Institute,Macedonian Institute for Media, Montenegrin Media Institute, Novi Sad School of Journalism, Peace Institute, SEENPM.