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.
About Cláudia Álvares#
Cláudia Álvares MAE is Associate Professor of Communication in the Department of Sociology at Lisbon University Institute (ISCTE
). 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). 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 section of Academia Europaea in 2020.
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?
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.
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.”
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?
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.
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.”
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?
“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.
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.”
Looking ahead, what do you think are some promising avenues for advancing gender equality in the media?
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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