Public actions of gender awareness. The efforts of regional and local government in advertising communication (1999-2007)

Abstract

The article analyses the communication initiatives related to equal opportunities between women and men. The aim is to To use a gender approach to analyze the actions taken by the regional and local government institutions to promote the work-family reconciliation in six areas (Andalusia, Catalonia, the Region of Valencia, Galicia, Madrid and the Basque Country) from 1999 (when the law of work-family reconciliation is passed) to 2007 (the law of effective equality is passed). The information concerning conventional advertising was provided by Infoadex. To get information of less conventional media, we use four types of institutional resources:1) city councils of the capitals of the six regions, as a strictly local source, 2) provincial councils of the capitals, as a provincial source, 3) regional directorates for women or similar institutions as a source of information on a regional level, and finally, 4) other council departments linked to the theme of co-responsibility, with a regional scope of action. Although the results show differences between regions, they highlight deficiencies in terms of parity and mainstreaming. The limitations detected in the number and type of actions taken, therefore, prompt us to question the existence of a medium to long-term political strategy as regards communication and education, despite the systematic introduction of these objectives to the international agenda and that of the Spanish government. The advertising campaigns and collected initiatives contribute to enhancing the visibility of the problem, and the actions taken fundamentally contribute to empowerment, but do not work towards the objective of parity.