About Media Action (formerly MediaWatch)
THEN:
In the early 1980s, hair was big, skirts were long, and the film “Tootsie” was entertaining us with the fiction that the best way for an unemployed male actor to become a star was to dress up as a woman.
Canadian research proved otherwise.
A CRTC-funded study released in 1981 documented the ways in which women and girls were either barely visible, or stereotypically portrayed in Canadian broadcasting. Despite the gains women had made in other realms, on-air “weather girls” and token newspaper “ladies pages” continued to define the mainstream media’s representation of women.
Understanding the power of media to influence attitudes and set agendas, MediaWatch was established to work for change. Its mandate was “to promote social justice and equality by conducting media research and advocating for change within government, industry and the public…”
For a relatively small, not-for-profit organization, MediaWatch had significant impact on media makers and consumers over two decades by:
- Conducting research into portrayal trends and audience attitudes;
- Inspiring gender role guidelines for broadcasters and advertisers;
- Developing media literacy materials for use in schools;
- Delivering media literacy seminars to parents, teachers and students;
- Educating Canadian consumers about industry vehicles set up to permit them a voice;
- Intervening at CRTC hearings with an informed perspective on equity issues;
- Providing context about the social impacts of media through media interviews;
- Training women in Canada and around the world to conduct research and lobby for improved equity in their own media industries.
Since MediaWatch was first established, media forms and outlets have both multiplied and become more concentrated, regulation has become increasingly difficult, audiences have become more fragmented, and gender equity concerns have been pushed aside as trivial remnants of what many consider a ‘solved problem’. At the same time, government funding for equity-seeking non-profits has declined, making it difficult for MediaWatch to effectively address expanding media forms with reduced resources.
In the spring of 2005 MediaWatch closed its Toronto office in anticipation of a liaison with York University that ultimately didn’t proceed due to personnel changes. As a result, the organization has experienced a period of inactivity and review. Over the past 18 months, a small group of longtime volunteers and supporters held consultations with a broad cross-section of academics, students, activists and media producers to explore the level of support for a revitalized MediaWatch.
The consensus? The challenges MediaWatch was set up to address loom larger than ever. “Bitches and ho’s” are regular features on music television, female politicians continue to get dissed for being too sexy (or not sexy enough), and thong underwear and push-up bras are now being marketed to a seven-year-old near you.
NOW:
In response, an interim board of directors has mobilized:
- to partner with EKOS on focus group research with young women across Canada;
- to launch the renamed Media Action (Action Média) reflecting the organization’s focus on making change through constructive collaboration;
- to seek new research and media partners and volunteers;
- to build on the organization’s strong history of research, education and action.
VISION, MISSION, GOALS
Media Action envisions a media environment, which respects and reflects people in all their diversity, celebrates their capacity and contribution, and nurtures rather than erodes their self-esteem and opportunities. Media Action promotes gender equity through media analysis and action. The organization seeks to:
- Raise public awareness of the impact of media portrayals and practices on social attitudes and behaviour;
- Engage consumers in constructive dialogue with media producers about their desire to see more responsible practice;
- Challenge socially destructive myths (e.g. sexuality is the source of women and girls’ power);
- Replace denigrating portrayals with realistic and inspiring ones.
In pursuit of its goals it plans to:
- Bring humour, playfulness and innovation to a critique of media sexism;
- Celebrate and draw attention to examples of positive portrayals and responsible representations of women;
- Use new technologies and viral marketing strategies to expand reach and connect with diverse audiences in innovative ways;
- Engage and involve young women who are creating and disseminating their own media messages;
- Develop strategic, project-based partnerships to capitalize on consonance of interests with educators and media producers and build independence from government funding;
- Support individuals in making themselves heard by media organizations in ways that influence changes in practice;
- Provide links between women’s organizations, academics, and media producers, connecting people united by their concern for the issues;
- Popularize relevant research and improve its accessibility and use;
- Coach women to improve their capacity to interact with media, articulate their issues and express their perspectives.
CURRENT BOARD of DIRECTORS:
Nicole Cohen, co-founder of Shameless magazine, PhD candidate at York University
Patrizia Gentile. Assistant Professor, Women’s Studies, Carleton University
Shari Graydon, Past President, author of two award-winning media literacy books
Amanda Parriag, Independent Research Consultant (public policy and public opinion)
Leslie Shade, Associate Professor, Communications, Concordia University
Read our Board bios.
FOR MORE INFORMATION, CONTACT: info@media-action-media.com