Communication with a gender, intersectionality and rights lens

Author: Ranjani K Murthy^*, March 28 2022 - In an earlier article, I argued for the need to move from a gender and development approach to a gender, intersectionality and rights approach to development (GIRD).

What does a GIRD approach mean for media and communication strategies? It means several things, which I discuss below:

• Creating media content that is sensitive to gender, intersectionality and rights: In the country I come from, India, it is quite common to see television serials and films showing domestic workers from oppressed castes sitting on the ground, and the women employers sitting on chairs, bowing to the wishes of their husbands. Such portrayals have to change. In contrast, the film "Sir" shows a growing equitable relationship between a male employer and his women domestic worker, a taboo subject in the country.
• Choosing media that is appropriate to reach those oppressed by multiple identities: Not all women and adolescent girls in developing countries have smartphones, and they have lesser access than their male counterparts due to social norms and economic constraints. Further, the internet connection is weak in remote geographical areas. It may be more effective to have face-to-face communication strategies like discussions following street theatre, drama, movies or wall posters.
• Targeting dominant groups as much as marginalised ones: Communication strategies to reach the marginalised and to communicate their rights are more common than reaching out to the dominant groups to communicate their responsibilities. Of late, there has been much attention to communicating with men and boys on gender equality, but little with: women and men from dominant castes in South Asia, dominant religions (which may vary with country/province), or non-migrants and non-indigenous groups on rights of people over whom they have power. Few people who are cisgender are aware of issues confronting sexual/gender minorities.
• Considering the location of communication strategies: Often, any face-to-face interaction happens in places where the dominant communities live, and not in ghettos or Dalit colonies. Both locations where the marginalised live are important. Bus stops, education institutions, festivals, and cinema halls can be other locations.
• Making institutions accountable for intersectional discrimination: The state often operates in a mode of delivering services rather than upholding the rights of oppressed groups. Communication content and strategies need to show examples of the state acting as duty bearers, as well as violating rights of marginalised. This approach will enhance accountability. For example, capturing police beating women or men migrants for standing in front of a tea shop can help strengthen accountability. Not only the state, but markets and communities need to be held accountable.
• Encouraging women with intersecting identities to join media: Enhancing the representation of women of various marginalised identities to join different forms of media - and sensitising existing media personnel to gender, intersectionalities and rights - is crucial.

Thus, weaving gender, intersectionality and rights into media content, audience, location, strategy and institutions being targeted is important. During COVID-19, online communication received priority, but a mix would be ideal.

Image credit: Pxhere (Creative Commons CC0).

^* The author would like to acknowledge the contribution of Kier Olsen DeVries in editing this article.

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