Context is King – Media Reporting on Gender

Natasja Beyleveld

WINDHOEK, APRIL 10 – A couple of weeks ago I joined a panel discussion that was organised by the office of the First Lady of Namibia (FLON) in collaboration with ONE, a global organization which seeks to address social issues which have a bearing on socio-economic progress.

NaMedia contributed to the discussion via the media content analysis of more than 1,2 million statements collected across print and broadcast media (between 2014-2018), with data referring to politics, companies, economy, social – literally all considered as news shared across Namibia.

Namibia’s print and broadcast media data indicated that roughly 1,25% of the available media space covered topics relating to crime, GBV, and family issues (such as GBV, law protecting human rights, governments’ youth policy, gender equality, teenage pregnancy, domestic violence, abortion, social situation of women, murder, corruption, fraud and other crimes).

Local media covered more stories relating to the corporate sector, sponsorships, products, national politics, and the (local and global) economy.

Last week we touched on CEOs and leadership. Tying the 1,25% of media coverage into a wider context (comprising of topics such as violence against women, and gender equality); Namibia is ambitiously achieving 50-50 targets, but mostly in the political environment. Is parity perhaps not a female issue or a male issue; is it a leadership (culture) issue?

We note that only 20% of journalists in print / broadcast are female (past year, although the statistics range between 15-22% on a per annum basis for the past 5 years) although female journalists provide most reports relating to GBV and women empowerment issues. Noticeable topics from female sources include gender equality (and campaigns) (43%), murder (7%), cases of GBV (38%), and sex education (3%). About 8% of the crime/GBV coverage related to the court cases, sentences, trials of the accused (covered with 28% negative sentiment)

Based on the data, GBV campaigns in specific, only generated 7% of all coverage – usually followed by reports on public unrest relating to GBV acts of crime. It’s become a politically inspired agenda, with line ministers or political leaders setting the agenda, The top political protagonists were Doreen Sioka (minister of Gender Equality), Hage Geingob (President), Monica Geingos (FLON, 1 Economy), and Katrina Hanse-Himarwa (Minister of Education, Arts and Culture).

Deducing relevance of topics according to share of media space attained, we’re tempted to assume that material loss is still reported on with higher frequency / intensity as opposed to loss of life (or ‘stealing from life’). A small example; theft (crime), organised crime, money laundering all receives more coverage than baby dumping, rape/abuse, sexual harassment, or inappropriate early childhood development (poverty, violence). The taboo topic ‘abortion’ also generated less coverage in comparison to other ‘crimes’ such as poaching, illegal land occupation, cyber criminal activities, and tax evasion/offences.

So, coverage on corruption/fraud generated more media awareness than GBV for the years in review, albeit GBV gaining momentum in volume coverage more noticeably since 2018 (compared to previous years); it’s about who puts it onto the agenda; and who else jumps onto the wagon for change. So we’re not only questioning the positioning of leadership on the topic, but also their scope of influence (career interests).

Again let’s rephrase with some context; it’s noteworthy that more than 10% of Namibia’s media coverage directed public focus towards projects that would boost any attempt towards economic growth. Times are tough and it bares influence on all spheres of life; take one example – the impact on mental health and well-being when under extreme financial / physical/ emotional stress.

Media reports on maternal deaths remained constant (relatively high), but coverage on reported cases of death (suicide) has increased steadily since 2015.

Natasja Beyleveld

Other than the daily media, the broadcast media that ‘stood out’ in covering GBV (as a theme/issue in general) were NBC Oshiwambo Radio, NBC English, NBC Evening News, NBC GMN, and One Africa. Coverage on commercial radio stations were lower (for news bulletins specifically as it could have been a topical issue in other discussions that’s aired out of the prime news slots). NBC Oshiwambo Radio has the best reach for the largest percentage of the population, and should continuously be used as with other native languages in Northern Namibia – to raise awareness and to educate public on the institutions that could best equip them with educational material, or where they could become involved (collaboration and activation by leaders in the community for example churches, those with logistical ‘power’ to distribute to remote areas, local/traditional authorities, land owners) .

Ultimately, the increased awareness (globally, locally) on GBV has been met with increased media coverage on developing legislation, protection of human rights, youth policy (empower youth, change culture/mindsets), gender equality, teenage pregnancy (mostly statistics regarding poverty, education & drop-out, unemployment, harsh social circumstances), and alcoholism. Namibia’s media still covered domestic violence mostly in association with alcohol abuse.

Existing (awful) social circumstances of children in rural communities, payment of child maintenance, polygamy, child marriages (Kavango, Oshikati), rape and human trafficking are still very rarely covered in media, albeit having impact (bad news spreads fast, and social media platforms are live with warning messages per occasion) – the question remains; who sees the messages if not via traditional media , then on social media platforms? Is there an interest towards being informed in the remote areas (is interest guided via the leadership in nearest vicinity)? Or – does this mean; that having most impact largely on the educated, literate part of Namibia’s population is putting pressure on influencers in all areas of Namibia to take action? Are “PPPs” for social justice activated (network of Foundations, Trusts, Churches, Companies, Authorities); and will it become “trendy” such as achieved with housing projects that mushroomed in the past two years & is corporate + innovation lead to best support Namibia’s government development goals for the economy?
Just saying, it’s such a small percentage of the overall data analysed, but it’s part of package and parcel when trying to grow not just the economy, but the people, their rights, well-being, and their freedom of mind.

Natasja Beyleveld
Managing Director NaMedia