Today we are dealing with this basic question that is media sensitive enough to cover the women related issue?
Everywhere the potential exists for the media to make a far greater contribution to the advancement of women.
Now it is fact that the lack of gender sensitivity in the media is evidenced by the failure to eliminate the gender-based stereotyping that can be found in public and private local, national and international media organizations.
The continued projection of negative and degrading images of women in media communications - electronic, print, visual and audio - must be changed.
The world- wide trend towards consumerism has created a climate in which advertisements and commercial messages often portray women primarily as consumers and target girls and women of all ages inappropriately.
Women should be empowered by enhancing their skills, knowledge and access to information technology. This will strengthen their ability to combat negative portrayals of women internationally.
Women need to be involved in decision-making regarding the development of the new technologies in order to participate fully in their growth and impact.
In addressing the issue of the mobilization of the media, Governments and other actors should promote an active and visible policy of mainstreaming a gender perspective in policies and programmes.