Out in the Media? Knowledge, Attitudes and Practices of the Media towards Lesbian, Gay, Bisexual, Transgender, and Intersex Issues and Stories

According to the publication, as South Africa's media landscape changes and develops, there is an increasing awareness of the need to ensure diversity of stories covered and voices heard, as well as a need to access the media. The author suggests that media reflects society, but also plays a part in shaping how society views certain topics or communities. How media portrays groups such as the lesbian, gay, bisexual, transgender, and intersex (LGBTI) sector influences what society thinks. Coverage that is negative, stereotypical, or non-existent impacts on how these communities are viewed. Produced by CMFD (Community Media for Development) Productions for Gay and Lesbian Archives (GALA) of South Africa, this report shares insights from research that explored the knowledge, attitudes, and practices of the media related to the LGBTI community. By examining print media, the report looks at whether there is an understanding of the key issues and an accurate reflection of basic facts related to the LGBTI community among media personnel.

The research suggests that:

• there is limited coverage of the LGBTI sector;
• coverage focuses on scandals, negative images, and stereotypes;
• coverage around the issues of same sex marriage showed some improvement;
• homo-prejudice voices are allowed in print;
• there is a small range of LGBTI issues being covered;
• great coverage and willing journalists are available; and
• willing journalists often lack knowledge and skills to report effectively.

The research recommends a multi-pronged approach to help build skills, increase access, and reduce poor coverage of LGBTI issues, as a way of reducing prejudice re-enforced through media. At the same time, the report points to the need for additional research to further understanding of this sector, as well as increased advocacy to help build the position of the community to make demands on the media. The report identifies the following strategies for improving quality and quantity of coverage:

• Building knowledge and skills - A training programme would build the capacity of various stakeholders involved. Ideally it would bring together representatives from different sectors for mutual learning, thereby helping to develop relationships at the same time.
• Developing tools for better media coverage - There is a need to assist members of the media who are interested in and committed to reporting on LGBTI issues, and much can be done to provide them with the tools needed. This could include a toolkit, manual or guide, access to a list of experts, an online portal, and a LGBTI news service.
• Increase LGBTI access to the media - The research found that the sector would benefit from greater access, meaning the ability to interact with, produce, and engage with media. This could include increased programmes to actually create media such as print articles, radio stories, films, and new media. It would also include having more opportunities to participate in media activities, such as talk shows, or media events around national holidays. This could also include a fellowship programme to develop journalistic interest on the topic.
• Advocating for good editorial policies - The research suggests that media should be guided by ethical principles to protect the subjects of their stories and promote human rights. This could include developing editorial guidelines or a style sheet, and rewarding good practice through an annual award.
• Producing media - To satisfy this need, it will be necessary both to help create understanding among the media, as well as create opportunities for the sector to be actively involved in media. This could include developing projects that create access either to mainstream media, or result in new LGBTI media - LGBTI radio magazine programme/ radio drama, comic books, life stories, etc.
• Research - The report states that there is a need to much better understand the media and the LGBTI sector. This could include market research to understand the advertising power of the sector, a comprehensive media-monitoring project, and research to uncover the gender and race dimensions of media coverage.

The report concludes that it is evident that strategies must be developed to build the quantity and quality of the LGBTI presence in the South African media. However, opportunities do already exist and some organisations have already successfully engaged with journalists. There are journalists who are interested in LGBTI issues, although many lack the knowledge and skills to cover the issues effectively. The report states that this provides for an opening for the LGBTI sector, as it shows that there is the possibility to develop strategies to help journalists in their work and for the two groups to interact in a mutually beneficial way.