Online Reporter
Sifelani Tsiko-Fact Check Editor
This year marks a particularly important period for the global gender equality movement as the world will commemorate key milestones.
Firstly, it is the 30th anniversary of the Beijing Declaration and Platform for Action, widely seen as the most comprehensive and visionary agenda ever for gender equality and the human rights of all women and girls.
In addition, this year will also see the commemoration of 25 years of the UN Security Council Resolution 1325 on Women, Peace and Security and 15 years since the creation of UN Women, some milestones which women empowerment activists see as an opportunity to reflect, to regroup, and to recommit to advancing women’s empowerment in the wake of several setbacks.
As a background to this, UN Women, the Association of Media Women in Kenya (AMWIK), Nala Feminist Collective, Kenya Editors Guild and other women’s coalition groups organised Generation Equality Media and Commitment Makers Forum in Nairobi, Kenya recently to discuss ways in which the African media can promote an informed and gender responsive society on the continent.
The event gathered youth leaders, media organisation, government representatives, civil society organisations and journalists from east and southern Africa to look more deeply into the question of gender equality in Africa’s media sector, focusing on how women are portrayed in media content, their current representation in the media workforce and how the media can contribute to the empowerment of women and girls.
Moderated by Sharon Kechula of AMWIK, Aijamal Duishebaeva of UN Women and other gender equality experts, the dialogue began with a reminder of the importance of 2025 in the global gender equality agenda.
Kechula highlighted the urgency of this moment for Africa’s development trajectory, saying the media had an important role to play in the lead up to the critical global women’s summits.
“This year presents a unique opportunity to deepen our collective efforts towards the rights, empowerment and equality of all women and girls,” she said.
“Recognising the powerful influence of the media in shaping narratives, holding institutions accountable and amplifying critical issues, this media forum aims to forge stronger partnerships between the media and the Generation Equality ecosystem.”
The forum in many ways managed to create dialogue space for bold conversation on commitment makers for gender-sensitive reporting, equipping media professionals with the necessary skills and knowledge to effectively cover gender equality issues.
In view of the huge changes in how African people now access, consume and contribute to the media, the forum also addressed the opportunities and risks connected with digitalisation — including the new possibilities for activism, and the threat presented by cyber-violence — and broader issues of digital inclusion.
Women’s empowerment activists said that, despite some progress made in the advancement of women’s rights in Africa, women are still vastly under-represented in news coverage, which does not reflect their actual roles in public, social and cultural life.
Civil society participants expressed concern about the African media’s low coverage of issues affecting women —widespread precarity, discrimination in pay, hiring and promotion, unpaid work, sexist working cultures, including sexual harassment and bullying and the absence — or ineffective enforcement — of codes of practice and regulations.
They said gender stereotyping in the media and advertising in Africa still propagated harmful attitudes about masculinity and the position of women that perpetuated discrimination, sexual objectification and gender-based violence.
“Across our region, we are facing growing challenges — from the climate emergency and conflict, to shrinking civic space — that continue to disproportionately affect women and girls. These crises are accompanied by rising threats, pushbacks, and reversals to hard-won gains in women’s rights,” said Anna Mutavati, UN Women regional director for East and Southern Africa.
“We are also witnessing a time of unprecedented funding shrinkage, where many women’s organisations are stretched to the brink. And yet, time and time again, in every crisis and corner of our communities, women-led and women’s rights organisations step up.
“They deliver life-saving services, defend rights, support communities — often under immense pressure, and with extremely limited resources. They reach the unreachable, craft local solutions, and ensure women’s voices are heard.”
In times like these, she said, women’s coalitions and the media should stand together by pulling resources, expertise and commitments to advance women’s empowerment.
“As we all know, the media is not just a mirror of society — it is a powerful force that shapes it. Journalists, editors, content creators: you have so much power and hold incredible influence when you sit behind your microphones, in your newsrooms, on your platforms,” Mutavati said.
“The way stories are told — or not told — determines what societies value, what gets funded, and what policies are pursued. Yet too often, the voices and stories of women and girls —especially from grassroots communities, especially in conflict settings, especially those who are most vulnerable (like survivors of violence) — remain underrepresented or misrepresented.
“That is why this Media Forum is so important. This is not just about coverage — it’s about collaboration, about building something that lasts, about shifting the narrative and shaping a better future for the generations to come.”
Said Queenter Mbori, executive director AMWIK: “There is a lot of misrepresentation of women in the media. The under-representation of women still persists in the media today. The media has immense power to champion change.
“Our reporting should shift narratives and amplify women’s voices.”
Recommendations for changing the picture for women in the media include: upscaling gender sensitive reporting, strengthening collaboration between women’s groups and the media, consistent coverage of gender equality issues and promoting balanced media representation of women.
In addition, participants also said it was important to foster diverse and inclusive newsrooms, avoid gendered language and imagery and focus on professional achievements and policies.
The African media was also urged to challenge double standards, provide opportunities for women leaders to share their perspectives and address online harassment and abuse on social media platforms.
By implementing these strategies, African journalists can promote gender equality, support women in various sectors and create a more nuanced and balanced representation of women.
This should, hopefully contribute to increased coverage, continued visibility and growth of women in various social and economic sectors.
By shifting away from gendered narratives and highlighting women’s contributions, the media can help dismantle stereotypes, foster gender equality and promote inclusivity, the participants said.
