Although in the last decade roles for women in media industries have become more varied and complex, there are still serious concerns regarding stereotypical depictions of women on television and in film, and the negative social norms that they enforce.
Actress Geena Davis, founder of the Geena Davis Institute on Gender in Media is quoted as saying “The fact is women are seriously under-represented across nearly all sectors of the globe. Not just on-screen, but for the most part we’re simply not aware of the extent, and media images exert a powerful influence in creating and perpetuating our unconscious biases. However, media images can also have a very positive impact on our perceptions in the time it takes to make a movie. We can change what the future looks like. There are woefully few women CEOs in the World, but there can be lots of them in films. How do we encourage a lot more girls to pursue science, technology, and engineering careers? By casting droves of women in STEM, politics, law and other professions today in movies.”
Now is the time for us to re-commit to the ideals expressed in the 1995 Platform for Action, and to make a conscious decision to seriously advocate for gender balanced representation in media industries.