We present some of the CRC's findings that seek to eliminate gender-based violence in audiovisual practices in its guide called Purple Lens.
CRC
The Colombian Communications Regulatory Commission, CRC, published Lente Púrpura, a guide that seeks to provide good audiovisual practices for the elimination of gender violence.
The document highlights that "This is a resource aimed especially at the audiovisual content industry, and seeks to contribute to the elimination of gender violence and challenges the reproduction of stereotypes that have a negative impact, particularly on women. In its elaboration, through a rigorous dialogic and collaborative exercise, various actors, organizations and institutions were involved. This made it possible to compile various practices that are benchmarks in the sector, as it is expected that the reflections materialized will positively influence the perceptions and attitudes of society as a whole, by promoting a more equitable, respectful and inspirational representation of women in open television in Colombia and, by extension, in other media."
This guide is conceived as a pedagogical reference for a variety of actors. It offers definitions, examples and concrete recommendations to help people, creators, operators, organisations and institutions to identify, prevent and eliminate practices that perpetuate violence against women and other identities from their representation in audiovisual content.
Regulation in the region
Regarding the regulation of women's representation in television programs and advertising, the document was able to compare the different regulations that promote the presence of women in the media, in which approaches vary significantly in the Americas.
Some countries have established specific standards to address these issues, while others have opted for legal definitions of gender equality that indirectly support these goals. The fight for equal representation of women in the media continues to be a global challenge, and diversity in media ownership is a crucial component in this quest for equality.
Each country addresses these issues uniquely, reflecting its specific values and legal frameworks. Interestingly, Brazil, Colombia, Peru, and the United States are some of the countries in the region where there are no binding rules related to women's representation and gender discrimination in television programs and advertising.
Here are some data that allow us to have a reading of the region:
• Argentina and Canada have adopted specific rules on the representation of women and/or against gender discrimination in television programmes and advertising.
• In Brazil and Colombia, advertising self-regulation codes prohibit discrimination on the basis of gender, among others. In Brazil, a legislative initiative is being debated in this regard.
• Chile and Mexico have specific rules on the representation of women or against gender discrimination in television programs, but not in advertising.
• In Argentina, the Law for the Protection of Women prohibits the publication and dissemination in the media of images and messages that "naturalize the subordination of women" and establishes the concept of "violence in the media" against women.
• In Canada, the Equal Representation Code, a self-regulatory code, aims to ensure that broadcasters refrain from airing unduly negative representations of people with respect to gender, including in advertising, with the approval of the regulator.
Purple Lens Tools
The guide makes available a series of tools that seek to be of interest to various actors linked to the process of creation, production and broadcasting of audiovisual content in various genres.
Tool 1: Study of Social Representations 2021- CRC
In 2021, the CRC conducted the first stage of a study on social representations on television, a phase focused on women, people with disabilities, and people of rural culture on Colombian television. Two methodologies were used, the analysis of content of programs broadcast on open television and in-depth interviews with people involved in the production of audiovisual content.
Regarding the representation of women, four main variables were identified: presence, role, situations in which they appear and demographic data. These results show that the idea that Colombian television contributes to social representations that portray Colombian women as white or mestizo, mainly young or adult, with university education and work and domestic roles, is reinforced. Although Colombian television shows advances and proposals in terms of the social representations of women, certain stereotypes still predominate.
Tool 2: Keys to dealing with gender-based violence in the audiovisual sector
In order to provide clear, practical and applicable guidelines, we chose to structure these guidelines into four categories: research, treatment, dissemination and pedagogy. The research urges an understanding of the complexity of gender-based violence, while treatment reminds us of the importance of protecting the dignity and privacy of victims. As for dissemination, it is advocated to encourage the inclusion and ethical treatment of gender violence in the news agenda, the contextualization of the news and the programming schedules. Finally, pedagogy focuses on prevention, awareness, and the promotion of authentic and diverse representation in audiovisual content.
Tool 3: Instruments for measuring gender-based violence that favor research in audiovisual creation
Measuring gender-based violence is critical to understanding the magnitude of the problem, developing effective policies, and assessing its impact. There are various tools and methods that are used to measure gender-based violence in different contexts; These are a fundamental reference when it comes to carrying out research processes that lead to the exploration of the phenomenon in the process of audiovisual creation.
Tool 4: Gender-Based Violence Iceberg
The Gender-Based Violence Iceberg is a metaphor used to illustrate how gender-based violence and gender stereotypes in the media are often much deeper and more pervasive than is superficially portrayed, because, like an iceberg, much of gender-based violence is hidden beneath the surface and not immediately visible. Only a small part of gender-based violence is evident and manifests itself in the form of visible physical or verbal abuse, while a much larger part remains hidden and can be psychological, emotional or economic.
Tool 5: Manuals associated with the prevention of gender-based violence in the audiovisual industry
In Latin American countries such as Mexico, Ecuador, Chile and Peru, protocols and guidelines have been developed to prevent gender-based violence and harassment in the audiovisual industry. These initiatives seek to create safe and discrimination-free work environments, establishing mechanisms to report and address incidents of gender-based violence.
In Colombia, various initiatives and programs have been implemented, both from the institutional framework and from civil society, to address and prevent gender-based violence in the audiovisual sector. The sector's unions have also begun awareness and prevention processes. Together, these initiatives and programs seek to create a more inclusive, safe, and respectful audiovisual industry for all people, regardless of gender.
Tool 6: Design of Universes and Plural Characters Course – CRC
As a training and support strategy for creators, content producers, students and teachers interested in the issues of pluralism and diversity in audiovisual creation, the CRC arranged this Course on Design of Plural Universes and Characters in 2023.
This training process has an autonomous approach with which participants will be able to learn about and acquire conceptual, legal and technical tools for the creation of more plural and inclusive content. The Course is a virtual training scenario where, with a practical and self-management methodology, they will be able to explore specialized content, learn about expert reflections and develop pedagogical activities.
Tool 7: Suggestions from the Presidential Advisory Office for Women's Equity
Under the "Women Free of Violence and Sexual and Reproductive Justice" axis, the Office of the Presidential Adviser for Women's Equity (CPEM) is making progress on strategies and actions that promote inter-institutional coordination and management for the full guarantee of the rights to prevention, care, protection, access to justice and stabilization of victims of gender-based violence in Colombia. among them SALVIA, the National System for the Registration, Attention, Follow-up and Monitoring of Gender-Based Violence, which is currently being created.
For the full CRC study and its Purple Lens Guide, click here.
