courses in partnership with UNESCO
HBS is partnering with UNESCO to bring two new courses to help shape the future of sports broadcasting:
An Introduction to Gender Transformative Sports Broadcasting
This introductory course on gender and sports broadcasting is aimed at production teams, including directors, senior producers and reporters. This is a theoretical course designed to encourage and develop gender transformative policies in content and production of sports broadcasting, considering the business case behind including gender policies in operational activities.
By the end of the course, participants will:
- Understand the definition of gender terms in a sports broadcasting context
- Be better equipped to avoid or neutralise stereotypes of masculinity and femininity in sports broadcasting
- Consider ways in which the organisation may implement a procedure of checking for/eliminating gender based stereotypes in its editorial content, commercial messages/advertising
- Understand why gender should be equally represented amongst sources and experts cited, and the need to have a database of contacts of women news sources and women experts
- Consider the business case for gender transformative polices in sports broadcasting
By the end of the course the participants will be able to:
- Pass on the knowledge gained to their peers, including board members and senior management
- Analyse news articles, photos, comments from a gendered perspective
- Use tools supplied to self-assess their editorial content for gender bias
- Think critically about how women and men are portrayed, particularly in prime time
- Assess to what extent their broadcasts are challenging or reinforcing stereotypes
- Assess to what extent women and men are depicted as making contributions, decisions or victimised in sports broadcasting
Course Duration: 1 day
Maximum Attendee Number: 30
Attendees: Board Members, Senior Management, Directors, Producers, Reporters, Presenters and Journalists.
This is a joint project between UNESCO and HBS Broadcast Academy to further the aims of the 2030 Agenda and Sustainable Development Goals, specifically relating to gender equality. For media to be most effective in serving their communities, the range of broadcasters, print and online platforms must reflect the diversity and range of opinions of their audiences. This includes ensuring gender equality in sports broadcasting, where women’s voices have declined in recent years. In fact, a report released by the Institute for Diversity and Ethics in Sport at the University of Central Florida and commissioned by the Associated Press Sports Editors gave the industry an F for Gender.
The way to ensure the industry improves on this grade is to have gender transformative actions in sports broadcasting media (including sports media online, in print and content diffused by private and public media) by practicing gender sensitive reporting and editorial decision-making.
In line with UNESCO’s Global Priority Gender, UNESCO is contributing to achieving full gender equality in the media by 2030. The Gender-Sensitive Indicators for Media (GSIM) provide a comprehensive framework for media to analyse their content and operations, and to address the attitudes, behaviour and practices that are obstacles to fairer gender representations. This course adapts the Gender Sensitive Indicators for Media into a sport broadcasting context in order to address gender stereotypes in editorial content.
- Short presentation on UNESCO and its action in Gender and the Media
- Understanding of the concept of gender
- What is gender?
- What is gender parity?
- What is gender equality?
- What is gender bias in sports news?
- Overview – the Gender Concept
- The application of gender in and through the media. Definitions, concepts.
- The application of gender through sports broadcasting.
- Introduction to the Gender Sensitive Indicators for Media through sport.
- Workplace Operations
- Content & Portrayals
- How broadcasters can assist in achieving gender equality as part of the Sustainable Development Goals and the 2030 Agenda by ensuring gender sensitivity in editorial content
- Portrayals of femininity in sports in and through the media
- Portrayals of masculinity in sports in and through the media
- Live broadcasting – what to do if the conversation or behaviour is not gender sensitive
- The business case for a gender transformative sports broadcaster
- Women as a share of audience revenue
- The rise of women’s sports
- Developing Actions Plans in your broadcasting organisation to achieve gender equality
- Promoting gender equality in the workplace
- Creating gender transformative policies
RESPONDING TO TERRORISM DURING SPORTS BROADCASTS
There are many examples of live sporting events being targeted by extremist groups, looking to take advantage of the huge public attention that these matches generate. If the unthinkable happens, broadcasting professionals should understand how they can ensure they respond in an appropriate manner. A major attack may lead to the automatic termination of the broadcast, but a smaller attack or one outside the event venue will often not. They will be required to step outside their day-to-day role and consider that their response will shape the experience of the attack for millions of viewers around the world.
Developed in conjuction with UNESCO, Responding to Terrorism is a theoretical and practical course designed to promote discussion of key steps to take in such an event, and encourage reflection on some of the ethical challenges present.
- To understand the global context of terrorism and how it relates to sporting events
- To understand how broadcasters shape narratives around an attack
- To be familiar with the key steps to take in the event of an attack
Course Duration: 6 hours
Maximum Attendee Number: 12
Attendees: Sports broadcasting professionals (including commentators, camera operators and broadcasting suite operators and directors)
Course content: The workshop is split into theory and practical courses, bridged by short breakout sessions divided by the specific function of each participant.
Part 1: Theory sessions (2 hours)
- Introduction of terrorism in the context of sporting events
- Terrorism, fear and stigmatisation – the media dynamic
- Working as a team: Exploration of the role of each team member
- Speaking to news media about your experiences
- Taking precautions and ensuring personal safety and that of other team members
Part 2: Breakout sessions (2 hours)
- For commentators:
- Understanding the impact of words and sensitive terminology
- Providing critical information to audiences
- For directors:
- When to cease broadcasting
- Obtaining key information from authorities
- Working with security services
- For camera and broadcast suite operators:
- The power of images: what to show and what not to show
- Protecting privacy of victims and other individuals
Part 3: Practical session/simulation (2 hours)
- Participants split into teams, each with 1 commentator, 1 director, 1 broadcast suite operator
- Discussion and sharing of key findings from breakout sessions
- Simulator used to test an example of a terrorist attack during a sporting match
- Review of the test match exercise and debrief with participants
By the end of the course, participants will be able to:
- Respond effectively and professionally in the event of an attack
- Provide key information for audiences and apply their existing professional skills during a crisis environment
- Apply understanding of global context of terrorism into professional practices