Every year, International Women’s Day offers an opportunity to take stock. But beyond the speeches and statements of intent, where do we really stand? Women in the media are still too often overlooked, confined to stereotypical roles or relegated to the background.
The figures speak for themselves: too few female experts appear on television, and too few female leaders are given prominent platforms. When a woman reaches a position of power, the way she is scrutinised can also be shaped by gender. This is not inevitable. The media and brands have a role to play in accelerating change. It is not simply about “giving women a voice”, but about enabling them to assert themselves and take their rightful place in the media landscape.
Breaking the silence: women must be heard
Women can no longer remain invisible in the media. The Mazan rape case is a powerful reminder of the role media exposure can play in bringing issues into the public consciousness. Without that visibility, important debates can remain confined to activist or specialist circles, limiting their ability to contribute to broader changes in attitudes.
Social media demonstrated its power with #MeToo, but speaking out can come at a price: online harassment, intimidation and personal attacks. Women who choose to speak publicly can face considerable hostility. Platforms and media organisations therefore have a responsibility not only to provide space for women’s voices, but also to consider how those who speak out can be better protected.
The new heroines: rethinking female role models
Pop culture is changing. From Disney princesses to the complex female characters portrayed in contemporary television series, representations of women are evolving. But what about women in positions of power — leaders and entrepreneurs who are not constantly defined by their gender? Where are the role models whose leadership is recognised without their identity being reduced to supposedly feminine characteristics?
Artists such as Angèle and Shay have established powerful voices in the music industry, yet advertising still too often falls back on familiar stereotypes. It is time for brands to make a genuine commitment to showcasing powerful and ambitious women without relying on tired clichés. Let us celebrate modern heroines, including those we encounter in everyday life — women whose strength lies in their talent, expertise and achievements, not their gender.
The media’s quest for inclusivity: there is still a long way to go
Despite the progress made, men continue to be overrepresented in many areas of the media. When the subject becomes technical, financial or political, male voices still too often dominate the conversation. This is not because there is a shortage of qualified female experts, but because longstanding habits and practices can be difficult to change.
Newsrooms, agencies and advertisers all have the power to help change this. More female experts need to be identified, supported and given opportunities to contribute to the media. Efforts must go beyond good intentions if we are to create a more balanced media landscape and achieve more representative coverage.
Gender stereotypes are not confined to the media; they also shape political coverage. During Kamala Harris’s presidential campaigns, for example, gender itself was widely discussed as a factor in how voters and commentators perceived her candidacy. Women in leadership positions can also find themselves facing questions about personality, family life or their ability to balance work and parenthood in ways that their male counterparts do not. The media can help move the conversation forward by focusing more consistently on women’s ideas, achievements, impact and strategies rather than their appearance or personality.
Time to act
It is time for the media, brands and society as a whole to create a fairer and more equitable space for women. Brands can play their part through campaigns that challenge established representations, while women must be able to claim their place without having to conform to outdated expectations.
Giving a platform to a handful of high-profile women is not enough. The real challenge is to transform the media ecosystem so that women are visible and heard wherever their expertise, achievements and perspectives belong.
