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BASICS OF GENDER -FAIR COMMUNICATION Gina A. Opiniano, PhD Chief Education Program Specialist...
BASICS OF GENDER -FAIR COMMUNICATION Gina A. Opiniano, PhD Chief Education Program Specialist Research, Education, and Innovation Division Philippine Tax Academy PCW National GAD Resource Pool Member National GAD Resource Program Philippine Commission on Women Good morning, to the manpower of the different government agencies, the chairmen of the GFPS of various agencies, media men, ladies and gentlemen, thank you very much for being here today. National GAD Resource Program Philippine Commission on Women Good morning, to the manpower of the different government agencies, the chairmen of the GFPS of various agencies, media men, ladies and gentlemen, thank you very much for being here today. National GAD Resource Program Philippine Commission on Women Objectives ❖ To provide an overview of concepts of Gender-Fair Communication (GFC). ❖ To discuss the GAD-related policies and guidelines in promoting gender-sensitive communication. National GAD Resource Program Philippine Commission on Women Discussion Points ✔ Gender-Fair Communication (GFC) ✔ Agents of Gender Socialization in GFC ✔ Standards of GFC National GAD Resource Program Philippine Commission on Women Gender-Fair Language National GAD Resource Program Philippine Commission on Women Poll Questions National GAD Resource Program Philippine Commission on Women 1. How is a PhD holder who is female formally addressed? a. Doc b. Doctor c. Doctor National GAD Resource Program Philippine Commission on Women 2. How is a legislator most formally addressed? a. Cong b. Congressman c. Congressional Representative National GAD Resource Program Philippine Commission on Women 3. An officiant properly addressed a newlywed couple when they say, “I now pronounce you ________ and ________? a. Man, wife b. Husband, wife c. Man, wife National GAD Resource Program Philippine Commission on Women 4. Which of the following terms is NOT gender biased? a. Humanity b. Manpower c. Motherhood statement d. Layman’s term National GAD Resource Program Philippine Commission on Women LANGUAGE COMMUNICATION National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Why concern about mere words? Language articulates consciousness Language reflects culture Language affects socialization National GAD Resource Program Philippine Commission on Women Language is a choice that we constantly make. Language influences the way we relate to men and women. National GAD Resource Program Philippine Commission on Women Gender-Fair Language Language used with the intention of reducing gender bias in one's mental representation, or mental understanding of an idea. Aims at reducing gender stereotyping and discrimination. Minimizes unnecessary concern about gender in your subject matter, allowing both you and your reader to focus on what people do rather than on which sex they happen to be (Redfern,___). National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Schema Cognitive framework Describes patterns of thinking and behavior that people use to interpret the world. It includes the person’s or group’s main characteristics, from the perceiver’s point of view, and the relationship among those features.” (Valian 1998) (Social) Schemas encode knowledge and also provide scripts for interaction with each other and our environment (Haslanger, 2007) National GAD Resource Program Philippine Commission on Women What it means to be Gender-Fair in Communication? In media, recognizing that both women and men have stories to tell. Producing content that does not subject women to injustice. Being aware that the media content that one produces can have varying impacts to women and men. Being conscious about writing to uplift and empower all audiences, and not devalue certain sectors. (Gender-Fair Media Guidebook, 2017) From Kim Harold Peji’s presentation on National GAD Resource Program Gender Fair Communication Philippine Commission on Women GFL aims to abolish asymmetries in referring to and addressing women and men, for example, by replacing masculine forms (policeman) with gender-unmarked forms (police officer), using both masculine and feminine forms (i.e., the applicant... he or she instead of the applicant... he) National GAD Resource Program Philippine Commission on Women GENDER AND DEVELOPMENT (GAD) Seeks to achieve gender equality as a fundamental value that should be reflected in development choices and contends that women are agents of development, not just passive recipients of development (PCW, 2011) DEVELOPMENT FOR ALL; It must benefit both men and women; Hence, it is everybody’s concern. National GAD Resource Program Philippine Commission on Women Any discussion on GAD starts with the difference between sex and gender. National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Sex Biological attributes assigned to individuals at birth based on physical characteristics such as genitalia, chromosomes, and hormone levels. The binary understanding of sex often categorizes individuals as male or female, but it's essential to recognize that biological diversity exists beyond this binary. National GAD Resource Program Philippine Commission on Women Gender A complex interplay of cultural, societal, and personal factors that influence how individuals perceive themselves and their roles in society. Unlike sex, gender is not a binary concept and can be understood as a spectrum. National GAD Resource Program Philippine Commission on Women Societal aspects of gender Gender roles and norms ○ Societies often prescribe roles and behaviors considered appropriate for individuals based on their perceived gender. ○ These roles can differ significantly across cultures and time periods. National GAD Resource Program Philippine Commission on Women Communication the transactional process of using symbolic language to stimulate shared meaning. National GAD Resource Program Philippine Commission on Women Communication The process by which an individual transmits stimuli to modify the behavior of other individuals (Black and Bryant, 1992) Transmission of information, ideas, attitudes, or emotion from one person or group to another (or others) primarily through symbols (Theodorson and Theodorson, 1969) Social interaction through messages (Gerbner, 1967) From Kim Harold Peji’s presentation on National GAD Resource Program Gender Fair Communication Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Communication Process Linear: The sender said something to the receiver. The receiver then processed the message to understand it. Circular: The sender sends a message to the receiver, and then the receiver sends a message back to the sender as feedback to what was said. Transactional: multiple messages flowing simultaneously between people. National GAD Resource Program Philippine Commission on Women Communication Package Verbal communication consists of language (words, meaning, syntax, grammar), and nonverbal communication consists of non-language communication variables (vocal traits, gestures, posture, and many more). According to Albert Mehrabian (1981), in emotional expression, verbal communication is about 7% of our overall communication package, and nonverbal is about 93% of the overall package. National GAD Resource Program Philippine Commission on Women Communication and its Impacts National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Sexism is prejudice or discrimination against a person or group based on their sex or gender. It primarily affects women and girls, and it is the root cause of gender inequity worldwide. National GAD Resource Program Philippine Commission on Women Types of Sexism: HOSTILE This refers to beliefs and Examples of hostile sexism include: using sexist language or insults behaviors that are openly making threatening or aggressive comments based on a person’s hostile toward a group of gender or sex people based on their sex or harassing or threatening someone for defying gender norms, online or gender. Misogyny, or the offline treating people as subordinates hatred of women, is an based on their sex or gender and punishing them when they “step out example of hostile sexism. of line” believing that some victims of sexual assault “ask for it” due to their behavior or clothing engaging in physical or sexual assault National GAD Resource Program Philippine Commission on Women Types of Sexism: BENEVOLENT Some examples of benevolent sexism Includes views and include: behaviors that frame women basing a woman’s value on her role as a mother, wife, or girlfriend as innocent, pure, caring and focusing attention and praise on someone’s appearance rather than their nurturing, fragile and in need other attributes believing that people should not do things of protection, beautiful. for themselves, such as manage money or drive a car, because of their gender assuming that a person is a nurse, assistant, or secretary — not a doctor, executive, or manager — based on their gender supporting policies that make it difficult for women to work, have independence, or deviate from traditional gender roles National GAD Resource Program Philippine Commission on Women Types of Sexism: AMBIVALENT This is a combination of Some examples of ambivalent benevolent and hostile sexism include: sexism. glorifying traditionally feminine behavior and demonizing People who engage in “unladylike” behavior ambivalent sexism may vary hiring someone because they between seeing women as are attractive, then firing them if they do not respond to sexual good, pure, and innocent advances and seeing them as differentiating between “good” manipulative or deceitful, women and “bad” women based depending on the situation. on how they dress National GAD Resource Program Philippine Commission on Women AGENTS OF SOCIALIZATION Gender Socialization-the process Family by which individuals are informed about norms, traditions, behaviors School and attitudes associated with the assigned sex. Religion Institutions that can impress social norms upon an individual Workplace State/Government Mass media National GAD Resource Program Philippine Commission on Women Family when parents use different words with boys and girls to describe the same behavior. telling children what they are and what is expected of them. boys don't cry, girls are talkative National GAD Resource Program Philippine Commission on Women Four Elements of Gender Socialization Manipulation – a way for parents to influence their children. They can easily encourage or discourage ways of behaving in their children on the basis of their own consideration of good and bad for a male or female child. Canalisation (Sociology) – children are persuaded to show more interest to some particular toys. Adults have their conceptions of toys that are appropriate for a girl and unacceptable for a boy. Verbal appellations – this is the use of language. Parents are usually providing their children with names for toys, pets etc. Through verbal appellation in gender socialization, children can be stimulated to usage of certain gender. Different activities – Girls are encouraged to participate in indoor activities which are often ‘domestic’ in nature. Boys are encouraged to participate in more outdoor activities (Oakley, 1979). National GAD Resource Program Philippine Commission on Women What toys were you allowed to play? National GAD Resource Program Philippine Commission on Women What characteristics were you taught to develop? National GAD Resource Program Philippine Commission on Women School the representation of male and female in the lessons, syllabus, teaching styles perpetuate gender bias. National GAD Resource Program Philippine Commission on Women Religion There are texts and verses that glorify sufferings, oppression, and subordination. Gender differentiation and inequality between women and men are preached and conveyed in religious doctrines and symbols. National GAD Resource Program Philippine Commission on Women Government Laws Policies Commitments and Principles National GAD Resource Program Philippine Commission on Women Workplace Unequal pay Multiple burden of women Existence and persistence of gender issues Power relations National GAD Resource Program Philippine Commission on Women MEDIA Of the many influences on how we view men and women, media are the most pervasive and one of the most powerful. Woven throughout our daily lives, media insinuate their messages into our consciousness at every turn (Wood, 1994) National GAD Resource Program Philippine Commission on Women Types of Media 1. Print Media 2. Broadcast Media 3. Internet Media 4. Out of Home Media National GAD Resource Program Philippine Commission on Women Print media Includes newspapers, magazines, books, and direct mail (including flyers and postcards). Oldest form of media, and it used to be the only medium of entertainment back in the 80s and 90s. National GAD Resource Program Philippine Commission on Women Broadcast Media/Mass Media They are the mediums through which information, whether essential or entertaining, is reached to the masses using specific methods. Television, radio, movies are the primary forms of Broadcast media. National GAD Resource Program Philippine Commission on Women Internet Media Information Broadcasting It is an attractive two-way communication where the users get to stay active and produce information. The video or audio content delivered and communicated online comes in Internet Media. Graphics, interactive elements, words, and images can be included in this type of media. The types of internet media are Emails, Social Media, podcasts, online forums, blog websites, classified ads, etc. National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Out of Home Media It is also known as outdoor media Advertisements are promoted through display on vehicles, streets, etc., which also acquaints the customers with the new arrival of products. They help in encouraging the masses to contribute to a social cause or a development in society. It is highly used for advertisements associated with public welfare and commercials in general. Types: posters, billboards, distribution of brochures, etc. National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Communication Failure National GAD Resource Program Philippine Commission on Women Communication In communication, all participants have some responsibility for the success or failure of the communication. The person speaking has a responsibility to send a clear, organized, understandable message; and the listener has a responsibility to attend to the message, interpret it, respond to it, and if they do not understand it, to ask for clarification. National GAD Resource Program Philippine Commission on Women IMPACTS OF COMMUNICATION National GAD Resource Program Philippine Commission on Women CLEAR BAD EXAMPLE GOOD EXAMPLE Hi John, Hi John, I wanted to write you a quick note about Daniel Kedar, who's working in your department. In recent weeks, he's helped the IT department I wanted to write you a quick note about through several pressing deadlines on his own Daniel, who's working in your department. time. He's a great asset, and I'd like to talk to you We've got a tough upgrade project due to run more about him when you have time. over the next three months, and his knowledge and skills would prove invaluable. Could we Best, please have his help with this work? I'd appreciate speaking with you about this. When is it best to call you to discuss this further? Best wishes, National GAD Resource Program Philippine Commission on Women CONCISE Are there any adjectives or "filler words" that you can delete? You can often eliminate words like "for instance," "you see," "definitely," "kind of," "literally," "basically," or "I mean." Are there any unnecessary sentences? Have you repeated the point several times, in different ways? National GAD Resource Program Philippine Commission on Women CONCRETE When your message is concrete, your audience has a clear picture of what you're telling them. There are details (but not too many!) and vivid facts, and there's laser-like focus. Your message is solid. National GAD Resource Program Philippine Commission on Women CORRECT Do the technical terms you use fit your audience's level of education or knowledge? Have you checked your writing for grammatical errors? (Remember, spell checkers won't catch everything). Are all names and titles spelled correctly? National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women COHERENT When your communication is coherent, it's logical. All points are connected and relevant to the main topic, and the tone and flow of the text is consistent. National GAD Resource Program Philippine Commission on Women COMPLETE In a complete message, the audience has everything they need to be informed and, if applicable, take action. Does your message include a "call to action," so that your audience clearly knows what you want them to do? Have you included all relevant information? National GAD Resource Program Philippine Commission on Women COURTEOUS Courteous communication is friendly, open and honest. There are no hidden insults or passive-aggressive tones. You keep your reader's viewpoint in mind, and you're empathetic to their needs. National GAD Resource Program Philippine Commission on Women COURTEOUS BAD EXAMPLE GOOD EXAMPLE Hi! Hi, Jane, I wanted to let you know that I don't appreciate how your I wanted to write you a quick note to ask a favor. During team always monopolizes the discussion at our weekly our weekly meetings, your team does an excellent job of meetings. I have a lot of projects, and I really need time to get highlighting their progress. But this uses some of the my team's progress discussed as well. So far, thanks to your time available for my team to highlight theirs. I'd really department, I haven't been able to do that. Can you make appreciate it if you could give my team a little extra time sure they make time for me and my team next week? each week to fully cover their progress reports. Thanks so much, and please let me know if there's Thanks, anything I can do for you! Phil Best, Phil National GAD Resource Program Philippine Commission on Women IMPACTS OF COMMUNICATION National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women Why communication (GFC) matters? "One cannot not communicate" (Watzlawick, 1967) National GAD Resource Program Philippine Commission on Women Standards of Gender-Fair Communication (Media) Content that Empowers Non-derogatory Portrayal Balanced Representation Avoiding Stereotypes Use of Non-Sexist Language National GAD Resource Program Philippine Commission on Women Content that Empowers Guidelines on content planning & development: 1. Put emphasis on the story and not the sex or gender identity of the subject; 2. Guarantee that women’s stories are illustrated fairly and truthfully 3. Acknowledge the changing roles of women and men in today’s society 4. Give more space and time for voices of women on issues of concern and interest to women National GAD Resource Program Philippine Commission on Women Non-derogatory Portrayal When creating content that deals with women and children who are victims of violence: 1. Protect their image and identity 2. Do not sensationalize 3. Avoid victim blaming National GAD Resource Program Philippine Commission on Women Non-derogatory Portrayal AVOID:...stories that depict women as helpless victims...promoting pornography, sexual harassment, or VAWC...glamorizing acts of violence/harassment towards women...stories that incite violence or hatred towards people of a certain sex, gender identity or sexual orientation National GAD Resource Program Philippine Commission on Women Balanced Representation Ensure equal proportion of men and women appearing: As sources of information and/or opinion directly interviewed or quoted As spokespersons, experts, and ordinary citizens whose views are solicited In different settings - put more women in male-dominated work settings; and more men in female-dominated home settings Get more men to talk about traditionally female subjects like parenting, and vice versa. Focus on the story and not the "role reversal“. National GAD Resource Program Philippine Commission on Women Avoiding Stereotypes The practice of ascribing specific attributes, characteristics, or roles distinctly to men and particular traits, characteristics, roles distinctly to women (United Nations). Assumption: The ascribed attributes of men apply to all men and that of women apply to all women in a given society. National GAD Resource Program Philippine Commission on Women Avoiding Stereotypes Portray tasks usually associated with women or girls as equally important as traditional male tasks. Show both women and men or boys performing these tasks. Emphasize gender equality and non-stereotyped gender roles of women and men, boy and girls, within the family, in the workplace and in the community. National GAD Resource Program Philippine Commission on Women ❑Gender-discriminatory or sexist language is the opposite of gender- sensitive language. It includes words, phrases and/or other linguistic features that foster stereotypes or demean or ignore women or men. ❑At its most extreme it fails to treat the genders as equal in value, dignity, integrity, and respect. From Kim Harold Peji’s presentation on National GAD Resource Program Gender Fair Communication Philippine Commission on Women 1. Source Analysis 2. Content Analysis 3. Media Analysis 4. Audience Analysis 5. Effect Analysis National GAD Resource Program Philippine Commission on Women Femvertizing or feminist advertising Advertising that employs pro-women talent, messages or imagery that empower women and girls (SheKnows Media) Aims at overcoming gender stereotypes and promoting inclusiveness and gender equality National GAD Resource Program Philippine Commission on Women Femvertizing or feminist advertising Leverages women empowerment, resourcefulness, strength and independence of modern women. Seeks to convey inclusive messages National GAD Resource Program Philippine Commission on Women National GAD Resource Program Philippine Commission on Women “Gender-Fair Communication has the potential to make significant contributions to the reduction of gender stereotyping and discrimination.” National GAD Resource Program Philippine Commission on Women "One cannot not communicate” so let’s communicate right. Remember GFC! National GAD Resource Program Philippine Commission on Women
