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The media role in forming opinions on gender issues and women’s rights as well as in the process of elimination of related gender stereotypes and misconceptions in the society is indispensable. However, it is with regret that the majority of communication products are developed by the journalists that predominantly seek to present the sensations instead of focusing on the language that could have served preventative and educational objectives in this respect.  Therefore, the evaluation of the ways on how media addresses cases of GBV can provide valuable information on the types of messages the society receives about such an important issue.

Taking into account the lack/absence of evidence-based data in this regards, the CGBV PCU has included a separate component on media monitoring into the project activities to be implemented within the third project year.

The media monitoring was conducted from 10th of March to 15th of April 2010. The local media agency “Press Preview MMC” was selected for the performance of the subject assignment.

The agency conducted media monitoring of all visual and print materials on GBV produced on 7 TV channels (AzTv1, Space, Lider, ANS, ITV, ATV, Khazar) as well as 18 daily (including some weekly) newspapers. The respective parameters and “key words” that were going to be used for the preparation of media monitoring report were developed in close cooperation with the CGBV PCU.

The monitoring report has revealed that overall there were 142 articles and information materials on the topic of GBV published in the newspapers during the specified period. The predominant majority of the material was related to the cases of physical violence against women. As it was expected, almost 89,5% of the publications were of informational character only.

The monitoring of television channels revealed 110 TV programs and informational plots on violence during the specified period of time, while 60% of the cases were on physical violence, 39% on economic violence and the rest were divided between psychological and sexual violence cases. It is of particular consideration that almost 21% of TV programs were of investigative nature as compared to 4% of newspaper publications. However, it was very interesting to observe that there was nothing on violence against women broadcasted on one of the monitored TV channels.

So, the results of the monitoring have demonstrated that more efforts should be directed towards work with media representatives. Media is a very powerful tool and an agent of social changes if the issues at stake are properly tackled by the media specialists fully sensitised and equipped with relevant knowledge. Being led by such an incentive, the CGBV PCU is planning to conduct more coordinated work with media representatives during the upcoming months.