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Promotion of gender equality through the use of the UNESCO Gender Sensitive Indicators for Media: policies and content in related organizations

Year when project approved: 
Approved budget: 
US$15 000.00

This project aims to promote gender equality and women’s empowerment through print media and television. It will provide training to individuals from the press, radio, television, journalists’ associations and universities in order to encourage these organizations to adopt practices and policies that focus on gender equality.

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Project details
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Beneficiary name: 
Paraguayan branch of Asociación Global (Global Association)
Beneficiary description: 

For the next five years, the Global Association aims to promote innovative actions, among people and communities, to build an informed and critical citizenship. Citizens that become more participative and that assume an active role in their development, citizens that live in a democracy, with dignity, respect and exercise of their rights. Global has two areas of specialization, Global Childhood and Eco Global, and a permanent staff of ten (10) professionals, five (5) of which work in administrative and institutional strengthening activities. In addition, Global worked with ten (10) volunteers in 2011. Global Association was created in 1995, and has an average annual income of US$ 600,000 thanks to contributions from international cooperation, companies and individual donors. This initiative will be implemented by the Global News Agency, member of the ANDI Latin America Network, which has been working since 2004 to help build a culture that prioritizes the rights of children and adolescents. The Agency has been consolidating and positioning itself as a referent in the field of monitoring news, especially through the analysis of certain institutions’ image, the monitoring of corporate social responsibility in the Paraguayan press, the monitoring of economic and political issues, and the thematic monitoring of childhood. Global has also strengthened its skills in the field of communication by supporting various social organizations, especially the National Secretariat for Children and Adolescents, by working with them in matters related to access to public information. Global has a track record and credibility that will facilitate links with media and other institutions, and a qualified technical staff that will develop the research proposal, which will also be strengthened with the proposed creation of a group of experts on gender equality issues.

Beneficiary address: 
Avenida Defensores del Chaco 268 Edificio Balpar. Planta Alta. Asunción

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Beneficiary phone: 
595 21 510624 / 595 21 500645

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Location and contacts

UNESCO Field Office:

Project contacts: 

Marta Benítez - Director of Global Infancia: global@globainfnacia.org.py

Project place: 
Asunción, Paraguay
Follow-up and achievments
Summary of the project implementation: 

Implementation began in June 2015 with the formation and organization of the technical team and their familiarization with the UNESCO indicators. The team began by focusing on Outcome 2 (the qualitative description of gender equality in the journalistic content produced by written and digital media and advertising guidelines in newspapers and on prime time television programmes). The indicators were translated into two analysis matrices (one for news and one for advertising), adapted to and integrated into the methodological strategies and software classification of the ANDI Latin America Network. These matrices were shared and discussed with experts from the office of UN Women in Paraguay, who made adjustments and conceptual clarifications from the perspective of gender and rights. Progress has also been made on a conceptual and methodological framework to structure and limit the scope of the study, clearly defining the sub-indicators so that they are used appropriately by the technical team. The sample period was set at one working week, as recommended by the instrument of UNESCO. The monitoring was done between 21st and 25th June 2015, analyzing a total of 1,151 newspaper articles and 410 advertising pieces.