Gender in the Entertainment TV Programme Placed at the Focus of AAAVMU’s First Public Meeting

 Skopje, 28 March 2023 – The Agency for Audio and Audiovisual Media Services held the first public meeting for this year today, at which Director Zoran Trajchevski presented an overview of the activities carried out in line with the Annual Work Programme in the past three months.

The attendees had an opportunity to hear about the activities related to the supervisions conducted over the radio broadcasters, operators of public electronic communication networks, print media publishers, public warning measures imposed, conducted research, and activities in the field of international cooperation.

Presented at the meeting were the findings of the Analysis of Gender Issues and the Manner of Portraying and Representing Women and Men in the Broadcasters’ Entertainment Programmes in 2022, which the Institute for Social Sciences and Humanities from Skopje had prepared for the Agency’s needs. The Analysis covers 412 analyzed and processed thematic units or items aired in the period from 15 May to 16 June 2022, on the following nine state-level television channels: MRT1, MRT2, Alsat – M TV, Alfa TV, Kanal 5 TV, Sitel TV, Telma TV, 24 TV and Kompani 21 – M TV.

The Analysis showed that some of the analyzed television programmes lacked gender sensitivity, while, on the other hand, content had been spotted that questioned the traditionally established gender roles and norms, and women were being promoted within the various social spheres. When it comes to programmes of an entertainment nature, women were hired more often as editors or as presenters and journalists in the shows than men. As regards the guests or collocutors presented in these shows, there was parity between men and women.

In terms of the analysis of gender discourse, one could note a considerable diversity – from patriarchal and stereotyped discourses, through gender blindness and neutrality, to affirmative discourses in favour of gender equality. Although the general conclusion regarding such a large sample as this is that most of the content was gender-neutral, one could still note both extremes – content with strikingly traditional aspects and content with strikingly progressive and advanced attitudes regarding gender equality. The integral Analysis is available on the Agency’s website,

The presentations are available at the following links:

Activities Conducted in Line with the Annual Work Programme of AAAVMS

Zoran Trajchevski, PhD, Director of AAAVMS

“The Analyses of Gender Issues and the Manner of Portraying and Representing Women and Men in Broadcasters’ Entertainment Programmes in 2022”

Viktorija Borovska, PhD, senior research associate at the Institute for Social Sciences and Humanities – Skopje