London Metropolitan University Research Institutes
 

Gender mainstreaming in the mass media: European and global gender profile

Author(s) Koutselini, M., Papastephanou, M., Papaioannou, M.  
Publisher CiCe Publications  
Year 2006  
Editor A. Ross, Citizenship Education: Europe and the World  
Language English  
Age group -  
Keywords/Abstract
This research on gender profiles in Cyprus TV comparrd to European policy on gender mainstreaming shows effective mainstreaming requires an infrastructure of political, financial and professional support in a developmental cycle. Female and male representation is analysed from randomly selected epispdes from Cypriot television series, consisting of meaningful referrnces to daily happenings in Cypriot society, with scripts Cypriot men and women. The overall results shows the profile of the two genders, as cultural constructions, are presented as differentiated with great many negative stereotypes. Considering the European Union’s policy on gender mainstreaming, Cypriot broadcasting is seen negatively, as televised stereotypes show behaviour and generalistions of gender discrimination.
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