Making Change

Nordic Examples of Working Towards Gender Equality in the Media

Maria Edström
Ragnhild Mølster
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Who decides what you see on television? Which issues are important, and who gets to speak their mind in the news? How are women and men featured in texts, photos, computer games, advertising and movies?

Questions like these are of great importance when it comes to gender equality in society, and therefore the media is a relevant sector to reach with gender mainstreaming efforts. The media can both hinder and accelerate the development towards gender equality. They can communicate results of gender equality efforts but can also contribute to the production of gender stereotypes. There is an increasing pressure on media to step up and take measures to ensure women’s access to the media industry and to combat gender stereotypes. The UN member states committed to this already in 1995 in the Beijing Platform for Action, but how gender equal is the media?

Making Change. Nordic Examples of Working Towards Gender Equality in the Media presents a collection of inspiring media practices in the Nordic region and a compilation of comparative data on gender equality in the Nordic media sector (film, journalism, advertising and computer games). Contributing authors are representatives from academia, civil society, activism and industry.


Preface: Gender equality in the media – is there a Nordic way?
Maria Edström, Ulrika Facht, Ragnhild Mølster


The Nordic celluloid ceiling
Anne Gjelsvik

Counting heads and keeping an eye on the content
Terese Martinsson

Gender equality in Swedish film
Johan Fröberg

Making change or at least letting things happen
Marjo Valve

Let us move the world forward together!
Agnete G. Haaland

Doris Film – the struggle for an equal film industry
Lisa Lindén

A-rating: A campaign for women’s representation in film
Ellen Tejle


Nordic journalism with gender parity and problems
Maria Edström

It all takes effort – notes from K2 and beyond
Suzanne Moll

Gender equality in the newsroom
Gunnar Falck

Gendering television – time and counting matters
Lotta Strömland

News from a feminist perspective
Anna-Klara Bratt

Being female in a man’s mediaworld – an ’I’ story
Kristin Helle-Valle

Twenty years of training in women’s leadership
Cecilia Zadig


‘Start telling the story of female gamers and developers’
Johanna Koljonen

Donna – inclusive game development by example
Isabella Billgren, Mathilda Bjarnehed, Jenny Brusk

Empowering girls through technology
Andrea Hasselager, Nevin Erönde

Gender and computer games in the construction of identity
Silje Hommedal


Nordic regulation of gender discriminatory advertisements
Eva-Maria Svensson

Towards an industry in balance 2020
Christina Gillberg

Taking action against retouched advertisements
Runa Fjellanger

The great Scandinavian gender war
Anne Glad


Women experts exist! Danish KVINFO leads the way
Anita Frank Goth

Visual communication in higher education
Joanna Rubin Dranger, Johanna Lewengard

A Nordic project about counteracting antifeminism
Ole Bredesen Nordfjell

Twenty-two years of media activism
Maria Jacobson

Media and business women in Iceland
Þórdís Lóa Þórhallsdóttir

Equalisters – crowdsourcing for diversity
Aurora Percovich Gutierrez

Queering Sápmi – indigenous stories beyond the norm
Elfrida Bergman, Sara Lindquist

Nordic gender and media forum seminars

Film seminar: The Nordic film industry remains male dominated

Journalism seminar: The gap – on gender equality in journalism

Gaming seminar: Where are the females in the gaming industry?

Advertising seminar: Stereotypical images in the urban space

The Bergen Conference: Time to step up

Statistics on gender and media compiled by Nordicom

Information about the data
Ulrika Facht

Tables and figures


Nordic doctoral dissertations on gender & media

International commitments and resources

Cover of Making Change


Pages: 216
ISBN print
, print