Dept. of Journalism, Media and Communication

The Nordic region is well known for having gender equality as a hallmark of society. In the media sector, however, the male dominance persists in many areas, both in the industry itself and in the output. However, in the Nordic region there are also important examples of structural and individual steps towards gender equality in the media.

Making Change. Nordic Examples of Working Towards Gender Equality in the Media presents a collection of inspiring media practices in the Nordic region and a compilation of comparative data on gender equality in the Nordic media sector (film, journalism, advertising and computer games). Contributing authors are representatives from academia, civil society, activism and industry.

Editors: Maria Edström & Ragnhild Mølster (eds)

Published by Nordicom, Göteborg.

ISBN: 978-91-87857-00-0

The persistence of negative gender stereotypes, even in more gender-equal and progressive Scandinavian countries, has been pointed out as an obstacle to the achievement of gender equality. Gender equality is a fundamental condition for the full enjoyment of human rights by women and men, and the promotion of gender equality is a worldwide obligation. According to the Convention on the Elimination of All Forms of Discrimination against Women (CEDAW), gender stereotypes are considered a form of discrimination against women that States parties must take all appropriate measures, including legislation, to modify.
This article focuses on legal and political measures undertaken (or not undertaken) by States parties on gender stereotypes in advertisements. So far, many States parties have been reluctant to legislate against gender stereotypes in advertising, referring to freedom of expression as an obstacle. Instead they prefer self-regulation, even though such efforts may be questioned in terms of efficiency. Sweden is used as the case, of specific relevance due to its explicit commitment to both freedom of expression and gender equality.
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In the common search to safeguard freedom of expression, one aspect has been less discussed than others, commercial influences on free speech. The important distinction between journalism and advertising, emphasized in both legislation and self-regulation, is perceived as a necessary condition for trust and legitimacy for media. This trust is being challenged by new types of content, such as native advertising. Values are also at risk, one example is the reluctance towards limiting gender stereotyping in advertising. The changing media landscape and the different positions and arguments can be analysed by using the conceptual distinction between market-driven and democracy-driven freedom of expression.

The controlling function of the media is essential for freedom of expression in a democratic society. One of the preconditions of this controlling function is independence in relation not only to the state but also in relation to commercial interests. It is the latter relationship that is the focus of this article. Recent changes in the media landscape have put pressure on the independence of the media. Commercial interests seem to gain more influence on media content. The distinction between journalism and advertising has become less clear and it is not always maintained despite both legislation and self-regulation that dictate such a division. The aim of this article is to analyse the consequences of the changes in the media landscape and the challenges posed to the infrastructure for freedom of expression in Sweden, including legislation and self-regulation. The analysis is made with the help of the analytical distinction between market-driven and democracy-driven freedom of expression. Keywords: freedom of expression, democracy-driven freedom of expression, market-driven freedom of expression, independent journalism, controlling function of journalism, Swedish infrastructure for freedom of expression, advertising

Blurring the Lines: Market-Driven and Democracy-Driven Freedom of Expression focuses on challenges from the market to free speech and how free speech can be protected, promoted and developed when lines between journalism and advertising are blurred. With contributions from 20 scholars in law, media studies and philosophy, it explores an issue deserving greater attention, market pressures on freedom of expression. The role of commercial constraints on speech, restrictions and control of media content and the responsibility of state institutions in protecting free speech are some of the topics scrutinized from a democratic free speech perspective.
Editors: Maria Edström, Andrew T. Kenyon, Eva-Maria Svensson. Published by Nordicom,  available as print or OA.

Abstr act Although countries protect and promote freedom of expression in different ways, free speech can be understood to have two basic aspects in democratic constitutional systems: non-censorship and diversity of voices. This article examines how the approach to free speech in Sweden contains both these aspects. Selected comparisons with the US First Amendment, and German broadcasting law, indicate the value in the Swedish approach but also reveal challenges that it faces if free speech's dual aspects are not clearly recognised – a danger that some contemporary statements suggests is real. Articulating free speech in terms of both non-censorship and diversity may aid Swedish parliamentary processes to uphold important structural aspects of the freedom, but it would also bring into focus larger questions about the limits of parliamentary processes alone in building a viable system of freedom of expression for the future. Keywor ds: approaches to free speech, non-censorship, diversity of voices, democratic rationale for free speech, journalism