!!Challenging gender norms in media: An interview with Cláudia Álvares

__In this interview, Professor Álvares reflects on the changing portrayal of gender in media, the nuances of intersectionality, and the critical need for effective digital regulation in promoting equality.__
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[{Image src='Alvares_Claudia.jpg' caption='' height='300' alt='Cláudia Álvares' class='image_left'}]
!About Cláudia Álvares

[Cláudia Álvares|Member/Alvares_Claudia] MAE is Associate Professor of Communication in the Department of Sociology at Lisbon University Institute ([ISCTE|https://iscte-iul.pt]). Her fields of scholarship include media, gender studies, identity policies, populism, cultural studies and critical theory. From 2012 until 2016, she was President of the European Communication Research and Education Association ([ECREA|https://ecrea.eu]). Previously, she had been Chair of ECREA’s Gender and Media Section for two consecutive terms. She was elected to the [Film, Media and Visual Studies|Acad_Main/Sections/Film_media_and_visual_studies] section of Academia Europaea in 2020.
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!Read the interview

__Your publication Gender representations in the media beyond television delves into stereotypes of men and women. Could you share some insights into how these stereotypes have evolved over time?__
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“''Traditionally, women have been symbolically annihilated by the mass media, as theorist Gaye Tuchman describes. In media portrayals, women were often stereotyped based on their visual appeal, defined by their relationships, or depicted as passive. In contrast, men were shown as agents of action and assertiveness. This traditional analysis of media stereotypes, in line with Tuchman’s model, was prevalent in the 1980s.''
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''As I mentioned in my article, the representation of women has evolved. Media producers understand that to succeed, their products must reflect current times, so they have altered the roles women play. Women are now frequently depicted as more assertive. However, this often involves adopting traditionally male characteristics, suggesting that the dichotomy between male assertiveness and female passivity persists.''
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''I believe gender stereotypes still exist, though in a different form than before. Whether women continue to be symbolically annihilated or eliminated from the public sphere remains an interesting question. Symbolically, perhaps not much has changed.''”
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__Your research spans various geographical contexts, including Portugal, Europe, and Brazil. Have you observed any notable differences or similarities in the way gender is portrayed and discussed in the media across these regions?__
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“''Post-feminism suggests that women have reached a point where they no longer need to fight for their rights and can reclaim old feminine stereotypes. This idea is well-entrenched in British and North American academia. However, importing such theories to places like Brazil or Latin America, where social realities differ greatly from Europe, can be problematic''.
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''The internet’s global reach amplifies these post-feminist images, influencing young women who use social media to define themselves. This raises questions about whether post-feminist theorists accurately reflect these online phenomena or if academia itself is shaping perceptions.''
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''One article of mine examines how sexualised images online can reinforce gender stereotypes rather than serve as emancipatory, as seen in the sexualised trolling of Dilma Rousseff, the former Brazilian President. Another study I co-authored reveals that in Portugal, there are more male news presenters than female ones during prime time, contrary to my initial assumptions. Despite the prominence of the internet, it’s still crucial to study television and the discrimination women face. These findings highlight the importance of combining qualitative and quantitative research.''”
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__You’ve co-authored publications on gender and media theory. How do you see the field evolving in terms of addressing gender disparities and promoting more inclusive media representations?__
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“''The field of gender studies has become dominated by the concept of intersectionality, which focuses on the interconnectedness of various oppressed voices sharing common experiences of oppression. While this perspective is interesting, it risks overshadowing women’s voices and making gender studies more prominent than women’s studies and feminist studies. These fields are valuable and deserve their own space without compromising other voices. It’s crucial to reconsider the distinctions between gender studies, feminist studies, and women’s studies.''
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''One issue with intersectionality is the tendency to merge different forms of oppression, which can result in eliminating someone’s voice. There are many contradictions within intersectionality that are often overlooked. An interesting read is ‘In the name of women’s rights: the rise of femonationalism’ written by Sarah Farris, where she discusses the instrumentalisation of migrant women in Europe by right-wing nationalists. She has been working on the interesting theory of femonationalism, highlighting how modern right-wing ideology uses cultural arguments.''
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''To address your question, one can observe contradictions between feminist discourse and other forms of discrimination related to religion, cultural background, race, etc. While intersectionality aims to unite oppressed groups under a common cause, it is increasingly important to reconsider how we approach intersectionality, especially given the significant differences among various forms of oppression.''”
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__Looking ahead, what do you think are some promising avenues for advancing gender equality in the media?__
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“''A major issue that is not adequately addressed in national equality plans, at least in Portugal, concerns the internet. There has been significant discussion about online hate speech, misogyny, and other issues, but controlling online content and imposing measures is very challenging, with minimal regulation in place. Although there have been attempts to address this, these efforts are usually reactionary, such as in response to terrorist attacks, and are not binding. We need regulatory bodies to pay more attention to gender equality through media monitoring, and ensure that individuals within these bodies take this task seriously.''
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''In February 2024, the Digital Services Act came into effect for EU Member states, which is designed to provide greater online safety. It’s too early to determine its impact on online platforms, its functionality, and its enforceability in other regions. For instance, while dubious content may be inaccessible in Europe, it could still be accessible from the United States or Japan. This raises the concern that the Act might serve more as a superficial control measure rather than an effective one.''”
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The interview was posted on the 3%%sup rd/% September 2024 and conducted by the [Academia Europaea Cardiff Knowledge Hub|https://aecardiffknowledgehub.wales].\\ For further information please contact [AECardiffHub@cardiff.ac.uk|mailto:AECardiffHub@cardiff.ac.uk].
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