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PORTRAYAL GUIDELINES FOR GENDER BALANCED REPRESENTATION
Country: International
Organisation responsible: International Olympic Committee (IOC)
Main topic addressed: Gender equality in media / communication
Type of resource/practice:
- Awareness-raising initiatives / materials
- Legislation, policies, standards and guidelines
Discipline: Multi-sport
Target group(s): Media and communication stakeholders, NOCs and IFs
Timing: Published in 2018
Language: English
Brief description of the practice: The Portrayal Guidelines are intended to raise awareness on what constitutes gender bias in the portrayal of athletes (i.e. how women and men are presented and described). They provide examples and good practices within the sporting context of how this bias can be overcome – notably in the areas of print, digital and broadcasting – to achieve gender neutral language and equal representation. They are a direct result of Recommendation 12 of the 2018 IOC Gender Equality Review Project – Balanced Media Portrayal of Both Genders – which calls on the IOC administration “to establish principles and guidelines for fair and balanced portrayal in all its forms of communication” and encourages “all Olympic Movement stakeholders to adopt” and adapt these Guidelines.
Further information: https://stillmed.olympic.org/media/Document%20Library/OlympicOrg/IOC/What-We-Do/Promote-Olympism/Women-And-Sport/Guide-Genders-Balanced-Representation.pdf
Contact person: Sandra Lengwiler, International Olympic Committee, [email protected]
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