The feminine surname
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ClientLLYC
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SectorOthers
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ClientLLYC
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SectorOthers
Challenge.
For some time now, universities and newsrooms have been studying the image of women in the media and the frequency and timeliness with which they are featured in news pieces. Many of these analyses agree that the portrayal of female role models projected to new generations and future decision-makers is still distorted. Women are rarely mentioned, and when they are, it is often in a biased way.
Impact.
To reinforce the online campaign, we developed a report called ‘Nameless Women.’ We used Big Data techniques to identify women’s role in society and how much they are talked about in the media.
“Although women’s portrayal in the media has improved, there is still room for growth. Women are still not given as much attention and are often portrayed in a skewed manner. I firmly believe that by highlighting female talent and increasing their visibility, we can speed up the process of achieving equality.”
Solution.
At LLYC, we firmly believe that the visibility of female talent, and women in general, accelerates equality. Having researched the presence of women and feminism in the social conversation for several years, we wanted to conduct a study based on technological tools to examine the media’s portrayal of women.
