Zeit Raum "Using Media as a tool for Gender Equality | Page 7

Gender Balance Promotion for the Video Production
Media has an incredible impact on how we see and comprehend our surroundings. This
impact has many measurements. Even when the video or the visual material is factually
correct, there is a chance that it’s created by men, possibly about men, and could distort
the real situation of the world. We want to address this issue by changing the media
landscape and influencing media outlets to work towards gender equality. We have
some recommendations for NGO’s to consider when creating video content.
• Consider not showing men and women in a stereotypical manner in videos produced for
websites or social media. (Women in the kitchen, men driving a car, women have to
have a man to be complete, etc.).
• When presenting a family, try to promote and encourage equal participation in child
upbringing, housework, etc. Ensure there is an equal distribution of professions and
main characters in different videos.
• Take time to consult with experts in gender studies, gender historians.
• Try to use the Bechdel test (https://bechdeltest.com/) and see if the video satisfies the
following 3 criteria:
1. Two female characters (preferably named)
2. Who talk to each other
3. About something other than a man
• Prepare informative videos to highlight the importance of the balance of genders in
different spheres of life and try to cooperate with other media platforms to disseminate
them.
• Prepare your own guidebook for video production. Include examples of successful
videos. This will allow individuals in your organization to see examples of good
practice.
• try to have a focus group consisting of people from your target audience and organize a
closed screening of the video before publishing it.
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