ISLAMABAD: Uks Research Centre, a leader in monitoring media content for 26 years, announced the its groundbreaking project, “Gender and Media Watch: Election 2024.” In the past, Uks has observed the electoral processes in Pakistan, notably in 2013 and 2018, and this initiative aligns with the urgent need to address gender disparities that were highlighted by the Global Gender Gap Index 2021.
Pakistan ranks as the third-worst country for gender equality among 156 countries, making Uks’ project crucial in contributing to the ongoing discourse on gender inequalities in the upcoming February 2024 general elections.
The month-long initiative involves real-time monitoring of selected media outlets and online surveys to gauge the media’s impact on public perceptions of women before and after the elections.
Uks emphasised the vital role of media not only in promoting gender equality through sensitive content but also in comprehensive monitoring and analysis. This aligns with
a shared commitment to gender equality across all sectors to improve Pakistan’s gender indicators.
Esteemed media bodies, including the All-Pakistan Newspapers Society (APNS), Pakistan Broadcasters Association (PBA), and the Association of Electronic Media
Editors and New Directors (AEMEND) endorsed and supported this initiative.
The collaborative effort is dedicated to scrutinising media content during upcoming election 2024 through a gender-sensitive lens.
The initiative is part of Uks’ broader commitment to advancing gender equality. Notable among its programs are “Hopscotch,” a platform that monitors the portrayal
of genders in entertainment media, the monthly Gender Media Watch, and Gynae Feminism. These initiatives showcase Uks’ dedication to fostering positive change in
society.
This is an independent initiative, which reflects Uks’ commitment to gender equality.
