The EqualVoice Mindset

So that gender equality doesn't go unnoticed
In Switzerland, 72% of media coverage focuses on men. Globally, this figure rises to 82%, according to the Global Media Monitoring Project 2021. The aim of EqualVoice is to increase the visibility of women, create more female role models and give women and men an equal voice. In 2019, the media company Ringier launched the EqualVoice initiative in Zurich. Today, EqualVoice and its partners reach millions of users and its technology is used across Europe.
This book tells the story of a movement that has become a benchmark for greater diversity: What milestones has it reached? What setbacks has it faced? How did the heated internal debates unfold? And what lessons can be learned — for the media industry and for other companies and movements?

158 Seiten, 1. Auflage Edition 2025

Listening to every voice

The gender visibility gap
A male view of the world
Is the gender visibility gap a problem?
Can the gender visibility gap be changed?
The gender visibility gap in figures
Should the gender visibility gap be changed?
Flashback to 2019: So, are we counting women now?
Jump to today: Productive unrest in the newsroom
Annabella Bassler: “I soon realized: Our USP is the integration with artificial intelligence.”

Measuring the gender visibility gap
What is the EqualVoice-Factor?
What do we want to measure?
The BBC case: Disillusionment in London
Constructing the instrument
Diverse and co.: What is technically feasible?
Test rounds at Blick
A KPI under live journalism conditions
Katia Murmann Amirhosseini: “Many would claim that we don’t even have a problem.”

Integration, criticism, and crisis
Integration into editorial workflows
Criticism of EqualVoice
Counterarguments
Working in the pandemic: Who still needs EqualVoice?

The EqualVoice toolbox
Tools for editorial everyday life
Expert list
Publication review
Cross-editorial meetings
Coaching
Search Guide
Specifically responding to fluctuations in the gender visibility gap
Merlin Bauer: “It helps when editorial teams and data teams intertwine.”

EqualVoice in videos and images
The gender visibility gap in video and TV
The EqualVoice score for moving images
Analysis of images
The (absence of) women in photo databases
The visual representation of women in media
Questions for image editors
Decisive are also those who decide
Diversity in AI-generated images
Miriam Krekel: “One must critically examine the portrayal of women. Not only in tabloid journalism.”

On the path to a new newsroom culture
Dimensions of diversity
Diverse careers
Diverse meeting culture
Diverse representation
Walk the talk – internally as well
“Is this EqualVoice?”
EqualFrame: What do we ask?
“How did you manage that?”
The Million-Franc Question: What to do with sex advertisements?
Sexist advertising
Marie-France Tschudin: “It almost inevitably raises the question of how I got this far.”

Learnings for twelve departments
Tips for every newsroom
Economic journalism
Political journalism
Guide journalism
People journalism
Investigative journalism
Entertainment and lifestyle journalism in women’s magazines
Tabloid journalism
Sports journalism
Data journalism
Children’s and teenage journalism
Cultural journalism
Internal communication
Iris Bohnet: “Role models show that something is possible.”

An international movement
A scale-up project
The EqualVoice Summit
Expansion with Axel Springer
Roll-out in Eastern Europe
Journalistic debates in Poland
EqualVoice in business
EqualVoice United emerges
Lea Eberle: “New demands in the field of gender equality will continue to emerge.”

A liberal approach to modern journalism
Moving out of the niche
Transparency makes vulnerable
Liberal and data-driven
Without quotas
Without target specifications
Without threatening scenarios
Without taste police
Without audience protest
EqualVoice in retrospect

EqualVoice in 50 years

Appendix
Acknowledgments
Literature and recommended reading

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