While the effect of media on adolescent girls in the Global North has been widely studied, this relationship remains largely unexplored in the Global South. This briefing seeks to fill this gap, arguing that both online and traditional media matter a great deal in the lives of girls in the developing world. While media can be harmful to adolescent girls’ interests and self-esteem, it can also enhance their potential.
The briefing finds that:
- Media can influence healthy behaviours by girls, open the door to
their greater participation in society and ensure that girls’ issues
move higher up on the public agenda
- Challenges around media access and control, and the extent to which
media organisations value girls as part of their audience, need to be
addressed head on in order to ensure that media plays this positive
- Media interventions seeking to enhance girls' well-being need to be
better targeted, broadened beyond health, and more firmly embedded in
national policy initiatives so as to ensure sustainability
Sugg, C. Making waves: Media’s potential for girls in the Global South. Policy Briefing 13. BBC Media Action, London, UK (2014) 24 pp.