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Online editions publish sexist stories mostly on websites, not on social network pages – IMI research study

09.03.2021, 19:15

Significantly fewer examples of sexism targeting women were recorded on the official Facebook pages of Ukrainian online media than on its media websites: less than 1% of posts had some sexism elements. These are the results of the monitoring of Ukrainian online editions and TV channels conducted by the public organizations "Institute of Mass Information" and " Detector Media " in February 2021 *.

The study was conducted to provide insight into visual content, quantity of sexism elements and the use of feminine gender-specific job titles.

In social networks, the media mostly illustrate stories with the pictures of men (70% of the stories), while photos of women account for 30% 

As for femininities, they are used in social networks in only 12.4% of the total number of media stories. The study notes that such a "mismatch" may not be in line with editorial practices. That is, online media can use femininities on a website, but not on social networks.  

* * The study of online media content was conducted from 8 to 14 February 2021 inclusive in 20 national online media: "Ukrayinska Pravda” (Ukrainian Truth), "Korrespondent", "",, "RBC-Ukraine", "Obozrevatel" ,, "",, "Gordon", "Politeka", "Dzerkalo Tyzhdnya” (Mirror of the week), "Liga", UNIAN, "Ukrinform", "Segodnya” (Today), "Suspilne.Novyny” (Public broadcaster. News), "Interfax -Ukraine ","Bukvy” (Letters) and ZIK. The sample was 2,000 news items.

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