The programme promotes the equal opportunities in sport in relation to gender equality. In doing so, it supports the implementation of a number of EU policies and strategies, both in relation to sport and to gender equality.
The NewMags project focuses on the fight against negative gender stereotypes in sport and the promotion of positive role of media in this perspective. It is known that the gender balance among people working in European Sports media departments is increased to a minimum of 30% women.
The first objective of this program is to reduce the gender stereotyping in the sports media and to adopt a fair portrayal both in women and men. Furthermore, the media coverage of women’s sport and of women in sport is increased to 30% with the term objective of reaching 40%. The media coverage of women’s sport and of women in sport is increased to 30%, with the long term objective of reaching 40%.
The program contributes directly to gather information on the quantity and quality of media coverage of women’s sport in a number of EU countries, to identify examples of best practice in the mediatisation of women’s sport from across Europe and to use these findings to produce guidance at practical and strategic levels that will be disseminated through national workshops.
The idea of this project is based on the existence of balance media coverage of women’s and men’s sport in order to ensure that both genders are represented in a non-discriminatory manner. In addition, by encouraging greater visibility of women’s sport in the media and challenging the use of sexist gender stereotypes, it will encourage more women to take part in sport and elevate the status of women’s sport. In this way they will improve the health and well-being of individuals and families, and the economic health of nations and Europe as a whole.
The partnership consists of UK (Women in Sport), Sweden (Girls in Sport), Greece (European Institute for Local Development), Romania (West University of Timisoara) and Malta (Foundation for the Promotion of Social Inclusion-FOPSIM).