Women Role Models

Cheryl D. MillerCEO, Zen Digital Europe

Technology Chair & European Director, Greenlightforgirls.org

Women Role Models in the Digital Age

“Women for Smart Growth” WorkshopDigital Agenda Assembly

16-17 June 2011, Brussels, Belgium

Every Woman Digital

Gender Action Plan Focus Area

“Creating positive images through role models, awareness campaigns, TV programmes, video games, and the World Expo 2015 in Milan”

What did we do?

Women Role Model Digital Working Group

Hundreds of women…

Multi-ethnic, multi-cultural, multi-talented, multinational

And their friends…

“By all media necessary”

Blog: http://bit.ly/EUwomen

1200+ blog views in one month

Facebook: http://on.fb.me/EUWomen

14,500+ post views & 95 “likes”in one month

LinkedIn: http://linkd.in/euwomen

100+ group members & 15 discussions in one month

Twitter: @EUWomen Hashtag: #daa11women

158 tweets & 91 followers in one month

Survey: http://svy.mk/DigitalWomen

69 women

EnglishEnglish

FrenchFrench

OtherOther

DutchDutch

What did we learn?

There is a shortage of women role models in society…

(81.2%)

but girls need women role models(92.6%)

We need more success stories about women…

(99.9%)

…and better stories about women, real & fictional, in all media

(98.4%)

The Educational System, Media & Society do a bad job of promoting

women role models(80%+)

Digital media presents an opportunity for creating &

promoting women role models (80.9%)

Let’s reiterate

And reinforce

There is a shortage of women role models in society…

(81.2%)

Movies

The Bechdel Test:

At least two women

Who talk to each other

About something besides a man

2295 movies reviewed

since 2006:

Only HALF of all movies pass all 3 criteria

Source: http://www.bechdeltest.com

Movies & Kids’ TV

Geena Davis Institute for Gender in Media

Source: GDIGM 2008

400 top-rated movies

1034 kids’ TV shows

1999-2006:

Male characters in movies outnumber female characters…

Source: GDIGM 2008: Dr. Stacy L. Smith, Principal Researcher, GDIGM Board Member, and associate professor at the Annenberg School, and Crystal Allene Cook, director of GDIGM.

2:1Source: GDIGM 2008: Dr. Stacy L. Smith, Principal Researcher, GDIGM Board Member, and associate professor

at the Annenberg School, and Crystal Allene Cook, director of GDIGM.

Even in crowd scenes

Source: GDIGM 2008: Dr. Stacy L. Smith, Principal Researcher, GDIGM Board Member, and associate professor at the Annenberg School, and Crystal Allene Cook, director of GDIGM.

And…

Pixar…

In 16 years

With 12

well-loved

top-grossing

international

children’s films

Never had a female lead character

Source: www.peggyorenstein.com.

Children’s Books

The most comprehensive study of 20th century children's books

in the United States

By “Sociologists for Women in Society”

4 May 2011:

Male lead characters in children’s books outnumber female

characters…

Source: Sociologists for Women in Society (2011, May 4). Gender bias uncovered in children's books with male characters, including male animals, leading the fictional pack. ScienceDaily. Retrieved June 14, 2011, from

http://www.sciencedaily.com /releases/2011/05/110503151607.htm

2:1Source: Sociologists for Women in Society (2011, May 4). Gender bias uncovered in children's books with male characters,

including male animals, leading the fictional pack. ScienceDaily. Retrieved June 14, 2011, from http://www.sciencedaily.com /releases/2011/05/110503151607.htm

Even in animal books

Source: Sociologists for Women in Society (2011, May 4). Gender bias uncovered in children's books with male characters, including male animals, leading the fictional pack. ScienceDaily. Retrieved June 14, 2011, from

http://www.sciencedaily.com /releases/2011/05/110503151607.htm

We need more success stories about women…

(99.9%)

Damaging & Negative Female Stereotypes in Media

Geena Davis Institute for Gender in Media

Source: GDIGM 2008

400 top-rated movies

1034 kids’ TV shows

1999-2006:

Females in TV & Movies are "hypersexualized”

Source: GDIGM 2008

Q: What about Music (Videos), Video Games, Advertisements,

Magazines?

Otherwise, they fill three stereotypical roles:

Source: GDIGM 2008

“Daydreamers” – dream only of romantic love

Source: GDIGM 2008

“Derailed" – broadsided by romantic love

Source: GDIGM 2008

“Daredevils” – make choices that move them forward to their

ambition

Source: GDIGM 2008

Q: How many of you are any or (just) one of these?

…and [we need] better stories about women, real & fictional, in

all media(98.4%)

Movie, TV & Cartoon Creative Process

Writer’s Guild of America

Movies are written by men(82%)

TV Shows are written by men(73%)

Animation Guild of America

Cartoons are written by men(89%)

Cartoons are directed by men(85%)

Cartoons are produced by men(92%)

Women are hugely under-represented in the Movie, TV &

Animation creative process

Q: What about at the management level in the Media &

Entertainment Industries?

Q: What about TV (News), Publishing (Newspapers), Music,

Advertising etc.?

Girls need women role models (92.6%)

University of Oslo

Lily Project

Especially girls need women role models to choose STEM studies

Source: Vilje-con-valg (Lily) Research Project, University of Oslo 2011, Jørgen Sjaastad/PhD student, pp. 34-35

And…

Girls get inspiration from film and TV for STEM study choices

The CSI Effect:

51% of female Bioengineering students

were inspired by TV and/or Movies

In choosing their area of study

The Educational System, Media & Society do a bad job of promoting

women role models(80%+)

In Europe, females make up…

Source: Eurostat 2008-2010 (Statistic Year 2005)

Young People: 32M – 49%

Students: 18,5M –55%

MST: 4M – 31%

In the US, females make up…

Source: (US) National Center for Women in IT – Scorecard 2011

Students: 57%

Math, Science, Biology: 51%

Computers & IS: 18%

Not enough girls study STEM

Q: Why is this a concern?

Stay tuned…

Source: informationisbeautiful.net

“Women Role Models in the Digital Age” survey:

Source: Pilot International Study on “Women Role Models in the Digital Age,” May-June 2010

There are two kinds of real women role models

Celebrities

And…

Personal

Every Woman Digital

Plus…

fictional women role models

In any case…

Digital media is important for creating & promoting all women

role models

Source: Pilot International Study on “Women Role Models in the Digital Age,” May-June 2010

Personal role models:

For exchanging emails(77.3%)

Texting(36.4%)

Chatting & skyping(36.4%)

Connecting on Facebook(31.8%)

LinkedIn(30.3%)

& Twitter(24.2%)

But also…

(Digital) Telephony(63.6%)

And…

Celebrity role models:

For online news & fan pages(47.3% & 7.3%)

exchanging emails(21.8%)

Connecting on Facebook(9.1%)

LinkedIn(7.3%)

& Twitter(7.3%)

But also…

(Digital) Television:

News(47.3%)

& TV Shows(18.2%)

(Digital) Movies(18.2%)

(Digital) Books?(49.1%)

And…

Conjecture:

Fictional role models

Occupy the same digital space

as celebrity role models

Movies

websites

books, etc.

And then some

(MMO) video games, etc.

[pause]

This means…

Since…

Digital media is becoming pervasive*

*this is the point of the DAE!

The potential of digital media

for creating & promoting women role models

fictional and real

is huge

But…

Why does all this matter?

[pause again]

Because…

eSkilled, eIncluded girls & women are needed

Source: EU Platform of Women Scientists on the EU2020 Strategy (http://www.epws.org/index.php?option=com_content&task=view&id=449&Itemid=4545)

for the “Knowledge Society”

In other words…

We can’t have

a “Knowledge Society”

Where 50% of the population

Is not involved

In designing

And building

The society

We need to promote women role models…

In STEM

To inspire girls

To design

And build

The Future.

In a word…

Girls & women in STEM

are the key to

Growth!

In fact…

I like to say

(and I believe this):

World!

We need to equip them to be able to do that…

(e)Skills

Technology

Access

Empowerment

That’s a LOT to tackle here…

But…

Don’t forget…

And…

The CSI Effect

There is something we can do!

Gender Action Plan Focus Area

“Creating positive images through role models, awareness campaigns, TV programmes, video games, and the World Expo 2015 in Milan”

Establish a European center

Taskforce?

Working group?

For women & (digital) media

research, report on and promote

women in European (digital) media;

establish, monitor and report on

European benchmarks for women in (digital) media;

Promote actions which further women & women’s interests

in European (digital) media.

And…

Support networks that promote real women role models in STEM

directly to girls

And…

Support projects

run by women?

that promote fictional women role models in STEM

across all media

(Comic) Books

Movies

Video games

Events

TV Shows

the Internet

across all media

to girls

AND society-at-large

Because…

How we portray women & girls

In media

impacts

Our ENTIRE Society’s

Boy’s

And Girl’s

perception

Of women & girls

[think]

Recapitulate

No “Knowledge Society” without women

Positive women role models further the interests of women & society-

at-large

And…

Girls who are inspired & motivated by positive women role models

Real and/or fictional

And educated in STEM

World!

Thank you to our fantastic Digital Working Group members!

Now…

Let’s get to work!

cheryl@zendigital.be

“Women for Smart Growth” Luncheon Series

– 4 Free Lunch Networking Events for Women– Focus: Women Role Models in STEM & Policy– Winter 2011 to Spring 2012– Topic Ideas:

• "Innovating for Survival: Female Entrepreneurship in a Man's World”• "The Super Woman Myth: Engineering the Work/Life Balance for Real”• "Female Role-Models Today: Where in the world are they?”• "Social Media: The Final Feminist Frontier?”

Women Role Models

Lifestyle

Transcript of Women Role Models

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