Media Diversity--a growing movement.

More than 200 gender and media workers, academics, politicians, students, activists and donors gathered for the 2006 Gender and Media Summit organised by the Gender and Media Southern Africa Network (GEMSA), in Johannesburg, South Africa, in September.

[ILLUSTRATION OMITTED]

In partnership with Gender Links and the Media Institute of Southern Africa (MISA), GEMSA organised the summit themed "Media Diversity and Sustainability: Good for Business, Good for Democracy." According to GEMSA CEO, Kubi Rama, there is a perception that 'doing gender' is socially responsible and politically correct, while gender mainstreaming is ultimately about realising the rights of all citizens and acknowledging growing markets. "Women are becoming a significant part of the economy and therefore need to be factored in as a distinct media audience," said Kubi.

Taking stock of a growing movement

The sprawling, lush and serene Indaba Hotel was a perfect venue for the intellectual and provocative discourse that characterised the summit. Topics included globalisation, HIV/Aids, media management and ownership, marketing, advocacy and lobbying, training and capacity building, gender and images, research and monitoring, information and communication technologies, gender based violence, and the empowerment of women.

Kubi notes that this year's summit was different from the first summit held in 2004, which focused on an emerging movement and resulted in the formation of GEMSA. In 2004 most of the work and projects were in their initial stages. "This summit focused more on a wide range of activities and projects on gender and media in all our countries. It was consolidating work being done and looking at future plans for the sector." Kubi found the discussions on mainstreaming gender in media regulation particularly important. Linking media marketing, sustainability and management to issues of gender, and the emergence of exciting and innovative projects are two areas she defines as critical.

Sharing good practice

One advantage of such an event is the sharing of best practice models. Some of my personal favourites came from Mauritius, where participants had focused on advertising monitoring, as well as the use of creative expression to promote healing and awareness raising on gender based violence and abuse. Mauritius exemplified what can be achieved when civil society and government work together as equal partners committed to the same cause.

Even though Zimbabwe did not have a lot of good news to share, it was encouraging to meet those who work in the field. I was inspired by those, particularly women, who manage to do so much despite the restrictions and sacrifices they endure daily. Angola showed growth in the media industry; GEMSA, MISA and others are in the process of establishing chapters or partners in the country, and a number of projects have already been initiated.

A long way to go

Disconcertingly, such an event also lays bare the challenges faced by civil society and gender and media workers. We realise how we ourselves still have a long way to go in terms of understanding and internalising the messages we send. It is also difficult to review the potentially far-reaching laws and policies that many SADC countries have adopted, but dismally fail to implement.

The next summit will take place in September 2008, but Kubi Rama is of the opinion that a review is needed of how best to organise such events, to deal with the challenge of sustainability in view of the high costs involved.

After taxing days of serious brain exercise, evenings were reserved for relaxation and enjoyment of the finer things in life. A highlight was the second Gender and Media Awards, which acknowledge and celebrate the work of SADC journalists in gender, HIV/Aids, broadcasting and photojournalism, and the economy. Following the summit, about twenty gender and media workers remained in Johannesburg for a five-day Media Literacy Training of Trainers, facilitated by GEMSA, Gender Links and their associates.