Recently, I had the pleasant experience of participating in a three-day workshop held in Islamabad, dedicated for the print, TV and radio media personnel, organised with the support of the Gender Equity Programme aimed at sensitising the media on women empowerment in Pakistan. The experience was one of both surprise and satisfaction. Surprise for the fact that contrary to conventional wisdom and belief, the media is quite open to be sensitised towards the subject of gender equity and satisfaction on the extent of interest shown by the various sections of the media in these sensitisation sessions. Today in Pakistan, the media has gained considerable freedom and public outreach. Credit goes to the constant struggle of the journalist community, resulting in a revolution, especially in the electronic media, in the last decade. Resultantly, the media has also been tasked with the additional emphasis on responsibility to disseminate awareness in society. While various quarters constantly debate on the lack of understanding in the media regarding various issues, my understanding of the situation has changed in the past three days. Critics have always argued that the media has buried itself in commercialism and sensationalism. I believe that the media is quite aware of the situation and predicaments facing the country. It is also actively mobilising public opinion on issues such as terrorism, gender equity and basic human rights. The stress at this point is on media awareness; rather it should be on building a fruitful and long lasting partnership with them. It is about time that the citizen groups and NGOs should now look into this avenue and build an alliance with the media on issues such as gender mainstreaming. The partnership will add value to the campaign and the media can act as a medium for public outreach. It is not that the media does not require such sessions or the media personnel are the ultimate authorities when it comes to the topic of gender equity. The point is that the focus of these sessions should not be only on sensitisation but also partnership building. Let me again emphasise that the media personnel in the three-day workshop were quite interested, honest and forthcoming. One of the attendees, a senior journalist, quite honestly expressed that he did not understand the difference between gender and sex. NGOs should not be targeting the media for their activities but instead they should be coordinating with the media. We should move beyond jargons and focus on progressing towards a partnership. Understanding the concept and need for gender equity maybe the first step, but efforts should also be consolidated. Activities should follow based on the foundation, which has been laid down during these sessions with the media. Systematic and continuous efforts should be made to pursue the envisioned objective of women as equal citizens. Consolidation and step by step strategy is important, as it will prevent any stalemate. Where we stand today on women empowerment is not an encouraging situation at all. Women are being victimised in our society and they are bound to decedent customs. The authorities have only satisfied themselves by resorting to distribution of sewing machines, claiming empowerment. The recent rise in radicalism, militancy and the ensuing conflict has further exacerbated the situation. The rights of women are limited to documentation and international formalities only while they are not considered as an equal citizen. Violence against women is not only common but is at a rise. They are literally being pushed back into the Stone Age. It is up to civil society now, as successive governments have failed in the past, to promote gender equity. The media is part of civil society and its assistance and cooperation is required at this juncture to enlighten the public on the topic and support of women’s rights. Not only support is needed but as Simi Kamal of the Gender Equity Programme puts it, “The media also needs to realise that they are activists too.” A stance by the media for gender equity will implement a chain of events, ushering in a change in society over a period of time. Media is a tool that can be utilised to pursue public mobilisation by the concerned quarters. In the case of women empowerment, the media has to address social taboos and local customs present in society. The concept will have to be introduced at a stable pace in order to avoid a direct clash with certain sections and easy endorsement by the public at large. The population, both in urban and the rural areas, will have to be reached in order to achieve a significant outcome. The media will have to advocate women empowerment vociferously on every platform. Concerns and issues related to women will have to be highlighted and not only this but a solution or a number of solutions will also have to be floated as a food for thought. The media is the fourth pillar of the estate and the mirror to society; it will have to fulfil its responsibilities accordingly. The issues of illiteracy, poverty and conflict hampering the progress of women will have to be highlighted. Equality is the buzzword here and an equal role of women in the progress of the country will be beneficial to all. Equal citizens and equal rights are to be focused upon with women being awarded their rightful place in society. More than half of the population till now is barred from contributing; the scenario will be quite different when this half will be treated as equals. The concept of confining women to the four walls will have to be challenged and effectively tackled. The culture of male dominance has obstructed the advancement of society and the entire population seems to be stuck in centuries-old perception. As mentioned earlier, progress will take time but eventually our mindsets will change. The media is a part of this society and it has to employ its resources towards actively engaging the issue. On the eve of one year of completion of the Gender Equity Programme of the Aurat Foundation, this is a useful message to remember. The writer is a development consultant. She can be reached at coordinator@individualland.com