Plan International Malawi has said there is need to reduce stereotypes surrounding women and girls in the country, saying many women are looked down upon in the society because of how they are portrayed in the media.
The organisation’s Interim Country Director, Phoebe Kasoga, said voices that advocate sexualisation and objectification of girls and women demean them in society.
She says the GirlsGetEqual campaign, which the organisation is advancing, amplifies how girls and young women are portrayed through the media, in advertising and on screen and that such portrayal has a significant influence in determining how the world views them and how they view themselves.
“There are living examples of how stereotypes are reinforced to the disadvantage of girls and women due to media representation through magazines, movies, adverts and news. This limits their potential,” she said.
Kasoga also urged organisations and the government to put women in positions of authority.
“We see that there is less support for females in certain industries. Our ambassador is an engineer and she said when she started out in the industry, she was told that she was most likely going to be sent home. This type of behaviour makes women look down on themselves,” she said.