A new methodology to monitor gender equality in media in Ukraine

posted on 25 May, 2021   (public)

A new gender-related monitoring methodology to make media more sensitive and accountable

At the request of the National Council of TV and Radio Broadcasting of Ukraine, the National Democratic Institute (NDI) - a non-profit, non-partisan and non-governmental organisation -  has drafted a methodology for monitoring gender issues in the media, as part of its project “Promoting Equality and Combating Discrimination in Ukraine” launched by Sweden.

Even though recent changes at legislative level have been introduced in Ukraine regarding gender-related issues, more can be done to comply with relevant European standards and the National Council, within its powers and remit, intends to do its best to make the media be more sensitive and accountable for the spread of discrimination, sexism and stereotypes.

Released in early April 2021, this methodology consists of a horizontal model applying to six types of content (advertising, films, news programmes, entertaining, cognitive, informative and analytical programmes), combining both qualitative and quantitative analysis.

Within the framework of the Media Change Ukraine Project (launched by the National Council in early 2020), a series of trainings with representatives of regional and local broadcasters and the regional representatives of the Regulator is planned to introduce the document to participants and to explain how to implement this tool in practice.

Reporting materials on the results of systematic monitoring of gender issues in the media will be published on the Regulator’s website. The first results are already available here [UA].


Further details on the methodology:
- The horizontal model of the methodology allows to work with 6 types of video products: advertising, films, news programmes, entertaining, cognitive, information and analytical programmes;
- Qualitative and quantitative content analysis are combined, they are consistently used at different stages of an assessment;
- Both video and audio tracks are evaluated;
- A 7-gradation rating scale from -3 to +3 is used (where 0 points refer to neutral material);
- Elaboration of conclusions and analytical comments related to language, gender stereotypes is foreseen;
- Within monitoring, it is possible to use a research strategy of triangulation (when several persons analyse the same video product, encode the values ​​in the table and then compare the results. Thus, the encoders come to the final assessment together. Since there may be a certain subjective factor within the use of qualitative analysis, the strategy of triangulation assumes that in the process of monitoring content, analysts score points, and then compare them, discuss, comment and form an average score).

Source: The National Council of TV and Radio Broadcasting of Ukraine