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The Media Mindful campaign will support girls and young women to challenge sexism and negative gender stereotypes in the media.
A new campaign has been launched to call out sexism in the media.
Girlguiding Scotland has launched its new Media Mindful campaign to support girls and young women to challenge sexism and negative gender stereotypes in the media.
Created by Girlguiding Scotland’s Speak Out champions – a group of young women aged 15-23 – the campaign aims to challenge sexism and negative gender stereotypes in the media. This issue was identified by the group as being a key contributor to girls’ unhappiness and poor mental health. The group have created an activity pack designed to help girls develop media literacy skills, developed with support from University of Strathclyde and Gender Equal Media (GEM) Scotland. Girlguiding members can earn the Media Mindful badge by completing activities in the pack.
The campaign comes in response to Girlguiding Scotland’s Girls in Scotland 2018 research that found high levels of unhappiness and appearance worries among girls and young women. The forthcoming Girls in Scotland 2020 research also found 68% of girls aged 11-21 feel newspapers, magazines and influencers on social media need to do more to stop reinforcing gender stereotypes.
As part of the campaign, the organisation is calling on both traditional and social media outlets, as well as individuals such as bloggers and influencers, to commit to taking a gender-sensitive approach when creating content. They want to see the media promote a more diverse range of women, focusing on what women and girls can accomplish rather than their value being solely around their appearance.
They’re also calling for social media platforms to urgently address the ways in which is users reinforce appearance pressures and have greater transparency on how girls and young women can be engaged and empowered to raise and report concerns where they see them.
Speak Out champion, Leah Bartlett, age 17, said: “As a group we realised that from a young age a lot of what we see in the media is unrealistic and this is having a negative impact on girls’ happiness and mental health. We decided that we needed to take action. That’s why we’ve developed the Media Mindful campaign to support girls and young women across Scotland to develop their resilience and think critically about the media they consume.”
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