Tamara Skrozza, a highly awarded Serbian journalist dedicated to professional ethics, emphasized the critical need for media literacy among women due to their portrayal in the media. She stated, “Media literacy is crucial for women because the media often sends subtle messages that devalue them, focusing on appearance and age rather than accomplishments. Women untrained in recognizing these biases may internalize them, feeling less worthy if they don’t meet certain standards. For instance, female politicians are often judged by their appearance rather than their contributions. Therefore, women must be media literate to identify and challenge discriminatory content, as they face unique issues in media representation, that men do not.”
By the project’s end, 30 pieces of media content focused on women’s media literacy were prodused, reaching over 220,000 citizens through a media campaign. Our production of TV reports and articles facilitated collaboration with more than 30 journalists from newsrooms across Serbia, along with experts in media literacy.
Initiating the conversation about media manipulation was a vital first step in empowering our fellow citizens to approach everything they hear and see in the media with a critical eye. By teaching our audience how to recognize manipulation, we laid the groundwork for a deeper understanding of media literacy. The results achieved through this project provide a strong foundation for ongoing efforts to enhance media literacy among our community.
Additionally, this initiative allowed our media team to expand their skills and knowledge in media literacy, particularly concerning women’s media literacy—a topic that has often been overlooked in Serbia. The invaluable support and insights we received from the Novi Sad School of Journalism enriched our understanding of the issues and the context in which we operate. This collaboration has not only strengthened our capabilities but has also highlighted the importance of addressing these critical topics in our media landscape.
Developing basic media literacy skills is essential for enhancing our understanding of media content, particularly in the context of internet and social network security. As we navigate the complexities of the media landscape, it is crucial to prioritize social responsibility over potential profit and readership, especially when reporting on sensitive issues like violence against women. By fostering a culture of informed engagement and ethical reporting, we can create a more responsible media environment that better serves our communities.