TENDAI BHEBE
The Zimbabwe Electoral Commission (ZEC) chairperson, Priscilla Chigumba, says it is critical to clear hurdles in the political space to promote more women participation in Zimbabwe’s politics.
“Women’s political participation and representation is very low at all levels and at most platforms in the media in comparison to their male counterparts. The media has a prominent role to play in society; it can bring about radical changes and improve social situations as it has the ability to influence social, civil, cultural , political and economic outlook,” Chigumba said at a media workshop in Chinhoyi last week.
She said information from the media can have an impact on transforming attitudes and social beliefs adding that the media have a mandate to ensure that their coverage on women is fair and balanced during elections.
Men and women running for elections are required to be given equitable media space and airtime to promote themselves, their policies and manifestos, she said.
“It has been documented that media coverage of women’s political participation was dismally low as evidenced by the media monitor’s report,” Chigumba said.
She said the media plays an important role in agenda setting and shaping people’s perceptions about an election and electoral processes in general.
Radio remains the most accessible platform for the average person in in both urban and rural areas despite an increase in media channels and in the number of people using alternative media such as internet sources and social media platforms.
“The media is a tool that delivers information from a source of information that is the communicator to the recipient of the information. The information provided by the media can impact social change in society information therefore, has the power to build and to destroy. This information can have an impact on transforming attitudes, beliefs, lifestyles and patterns of behaviour which society requires to be changed,” Chigumba said.
She said there is lack of awareness in the country on the normative standards and issues surrounding gender equality.
“As a commission we take issues of gender equality and equity in elections seriously because our constitution is very clear on the need to achieve equal representation of women in all spheres of governance. We have a gender and inclusion policy which seriously guides the commission’s activities so that we mainstream gender equality and equity within the commission and all Electoral processes,” Chigumba said.
