Media and Diversity

The objectives of this study were to carry out a mapping exercise of the media across the 27 EU + 4 EFTA countries and to highlight effective and innovative initiatives which challenge discriminations and promote diversity. This will serve to reinforce the European Commission PROGRESS framework programme, in particular on non-discrimination, diversity and gender equality.

The scope of the Media and Diversity study was on employment practice, and the portrayal and coverage of diversity by newsrooms across the EU. Its key activities included a survey, website, validation seminar and publication. Part of its the core strategy was to engage with key EU non-discrimination NGO networks such as AGE Platform Europe.

AGE welcomed the opportunity to contribute to the work of this project and for the platform this provided to highlight and address our members concerns on the stereotyping and negative portrayal of older people by the media.

Validation seminar

The Media4Diversity validation seminar of the Study on Media and Diversity took place on 5-6 February 2009 in Prague. It provided an opportunity for key stakeholders in the media to discuss – together with EU and national level policy makers and NGOs – the pan-European study on Diversity in the Media and to validate its recommendations. The seminar also addressed the challenges which are faced in presenting diversity by the media and presented a selection of initiatives of best practice by and about the media, as related to non-discrimination and the promotion of diversity.

AGE’s voice heard

AGE’s position on ’Media for Diversity: how to better involve civil society’ responded to the draft recommendations of the Study on Media and Diversity which were targeted at civil society. This formed the basis for AGE’s presentation during the seminar’s workshop on “Media for Diversity: the way forward – Recommendations to civil society organisations”.

AGE is pleased that a number of our recommendations (which were developed with our non-discrimination experts) were taken forward and presented in the closing plenary session. Namely, the need for the media to use plain language, for more concrete guidelines on media representation that civil society can use as a practical tool, and the need for greater knowledge among civil society of how the media work and of how these two groups can better work together.

More details

For further details, please contact Rachel Buchanan, Policy Officer for Employment and Non-discrimination at:

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