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What is the place of women on television, radio and in TV commercials?
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To mark International Women's Rights Day, Arcom has published two studies, one on the representation of women in the audiovisual media and the other on the representation of women in television advertising.
The fair representation of women and men on the airwaves and the fight agains discrimination on the grounds of sex are key missions for the French regulatory authority for audiovisual and digital communication, Arcom. The audiovisual media play a major role in raising public awareness in this area, and are therefore responsible for the image of women portrayed in their programs.
To mark International Women's Rights Day 2023, Arcom is publishing two studies on Monday March 6:
Review the presentation conference
The two Arcom studies were presented at a press conference at Arcom headquarters in Paris on Monday March 6.
Arcom Chairman Roch-Olivier Maistre and Arcom advisor Laurence Pécaut-Rivolier presented the results of the two studies, in the presence of the French Minister Delegate to the Prime Minister for Equality between Women and Men, Isabelle Lévy, Diversity and Equal Opportunity, Isabelle Lonvis Rome, the Minister of Culture, Rima Abdul Malak, Laurent Vallet, President of the Institut National de l'Audiovisuel (INA) and INA researcher David Doukhan.
Watch the conference presentation below, with subtitles and French sign language translation.
The representation of women on television and radio
As every year, Arcom publishes its report on the representation of women on television and radio. The 2022 report reveals quantitative progress in terms of presence, but stagnation in terms of speaking time.
To remember
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Share of female presenters increases
In 2022, following on from the 2021 results, the proportion of female presenters will increase by 1 point, reaching 44% for the first time.
Speaking time given to women on air stagnates
Speaking time given to women on air, measured automatically by INA, is 36%, as in 2021.
More women on TV than on radio
There are still more women on television (46%, +1 point) than on radio, which remains stagnant at 42%.
More experts on air
For the seventh year running, the proportion of female experts on TV and radio has risen (45%, +15 points on 2016). Radio is making great strides, with a 43% share of female experts (+3 points on 2021).
The representation of women in television advertising
Arcom examined 2,310 ads shown between October 2021 and May 2022, and analyzed the lexical fields used in advertising scripts and the gender breakdown of audiences.
Highlights
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Significant progress
Significant progress has been made: overall, the proportion of women in advertising, all roles combined, is now close to social reality(51%).
An unbalanced breakdown between men and women
Although progress has been made, the breakdown between women and men in the various product categories is still unbalanced, which conveys gender stereotypes (women are in the minority in the gaming, automotive and insurance/mutual insurance sectors, while men are in the minority in the body care and clothing/luxury goods sectors).
Women more sexualized in advertising
Women are still much more sexualized and nude than men. There are more ads featuring only sexualized or nude women than only sexualized or nude men (56 points difference for sexualization and 25 points for nudity).
Stereotypical advertising
Advertisements for products associated with a gender stereotype feature far more characters (and even more voice-overs) of that same gender: 72% men (and 81% male voice-overs) for so-called "masculine " products and 76% women (and 82% female voice-overs) for so-called "feminine" products.
On the same subject
Sport Féminin Toujours 2023: Arcom's campaign for more women's sport on air, on set and in sporting bodies
26 January 2023
From Monday, January 30 to Sunday, February 5, 2023, the "Sport Féminin Toujours" operation encourages the media to show more sports broadcasts on air, but also to tackle themes linked to women's practice of sport.