Description
The project reacts to the abundance of discriminative advertisements in the Czech public space. Sexism in advertising and media is a frequently seen, but by society so far neglected, phenomenon. Following the experience of both the project implementer and the partner organizations we choose to change the practice of supervising and self-regulatory advertising authorities that do not take advantage sufficiently of the competencies which the present legislature enables as our key goals. At the same time, we will engage the public, so that not only it learns properly about this problem, but also takes part in solving it. The project’s goal is a more sensitive judgment of sexism in advertisements by the regional trade authorities and the adoption of a media ethic codex by a number of media institutions. The project also introduces the problematic aspects of sexist advertising to the public and offers concrete possibilities and tools how to react to it.
Summary of project results
This project responded to the excessive occurrence of discriminatory advertisements in Czech public space. We have also helped several target groups to better understand the issue of sexist advertising, a topic until now largely neglected by Czech society. Students have gained broad insight into gender stereotypes, which enables them to evaluate social reality critically. The “Sexist Piggy” Awards have given rise to a public debate on this topic and educational events ensured greater awareness of the subject. The relevant authorities have been presented with well-prepared methodological materials and arguments. We have also initiated discussions. We want to pursue this topic in the long term and we expect to elaborate upon it in the future. Owing to the significant and positive impact of the project on the advertising environment in the Czech Republic and the critical reflection of public space, we are currently in the preparation stage of another similar project. The main benefit of this project is the involvement of the public in distinguishing and deciding what is and what is not sexist advertising, and a more sensitive assessment of sexist ads by both businesspeople and customers. All target groups have been shown options and tools for responding to discriminatory advertising. We pointed out two specific breaches of ethical code to the media and nine companies that produced sexist ads were fined.
Summary of bilateral results