Journalists and researchers examine gender stereotypes in Nepali ads and call for industry reform

The United Nations Development Programme (UNDP) organized a thought-provoking interaction between a group of journalists, researchers, UNDP staff, and media professionals to delve into Nepal’s advertising industry. The focus of the discussion organized on 1 September 2023 revolved around the state of gender representation in advertisements, potential challenges, existing regulations, and the need to eradicate discriminatory ads.

Two of the six journalists and researchers currently conducting in-depth research on gender-responsive advertising under the UNDP Development Reporting Fellowships 2023 program presented their findings at the event. The fellowship programme is a joint initiative of UNDP and the Advertisement Board of Nepal.

Presenting her findings, Subhadra Gautam, a senior journalist at Nepal Television, said there despite improved general public awareness on gender issue, the media has been replete with blatantly discriminatory advertisements and there is complete absence of awls and regulations to curb them. She highlighted a glaring example of gender stereotypes perpetuated by advertisements. “Most of the soft drink ads, for instance, portray fun as something only men can enjoy, while women are confined to preparing food, welcoming guests, and ensuring their comfort.”

She further pointed out the gender bias in the portrayal of fast-food related ads: When it comes to supplements, only mothers are shown providing the drink to children; fathers are conspicuously absent, she said.

Yuvaraj Bhattarai, a journalist with Climandu.Com, provided a comparative analysis of advertisements produced a decade ago and those created today. He emphasized the industry’s failure to adapt to societal changes, presenting evidence of the perpetuation of traditional norms and gender stereotypes.

Bhattarai remarked, “Today’s advertisements play a significant role in shaping the attitudes of the younger generation. Some ads continue to depict women as incapable, such as one showing a wife unable to pay the internet bill until her husband intervenes. Similarly, certain products consistently associate adventure with men, despite women achieving remarkable feats, such as Purnima Shrestha summiting several 8,000-meter peaks.” He called for a thorough examination of the stereotypical representation of gender in advertisements.

Tara Chapagain of Annapurna Post and Biddya Rai from Kantipur Daily also provided insights into their ongoing research focused on examining advertisements through a gender lens. Their findings unveiled pervasive unequal gender relations prevalent in the majority of the advertisements they analyzed.

During the discussion, participants highlighted the male-dominated nature of the advertising industry and the scarcity of women experts. Questions were raised about the influence of customer demand on gender-discriminatory ads, the portrayal of successful men with submissive wives, and the role of women journalists in challenging these practices. The emergence of new ad agencies responsive to societal needs was noted. Additionally, media’s efforts to drive change and Nepal Television’s role in industry reform were discussed.

The Editor-in-Chief of Republica Daily, Kosh Raj Koirala, emphasized the need to address discrimination beyond gender stereotypes. He commended UNDP for kick starting a national debate on this issue through fellowships and interactions with the private sector and the ad industry and stressed the importance of examining ads that perpetuate stereotypes related to certain social groups.