Equalisters Media Project
| Reference number | |
| Coordinator | Rättviseförmedlingen |
| Funding from Vinnova | SEK 2 913 714 |
| Project duration | September 2014 - September 2017 |
| Status | Completed |
Purpose and goal
The project’s purpose and goal was to create comparable data and a practical tool that can help the media to examine themselves and then work hard with a standard norm critique, towards a broader representation. That goal has been reached with the development of the digital tool Rättviseräknaren and after that Mediemätaren. Another goal was to produce an annual report showing progress in the field. Rättvisaren has been published twice, a new report will be released in November 2017 and will continue to be released annually.
Expected results and effects
Within the project our aim was to develop a digital service with which we could produce comparable statistics on who is seen and heard in the news media today, and release an annual report in which we collected and presented these statistics. We have met both our goals and also have a business plan in place for financing the future release of the report. At every release, we have gained a lot press coverage, especially from industry press, which is important because that’s who we wish to influence.
Planned approach and implementation
Implementation of the project was divided into a number of processes. The research we did at the start, when we took part in the Global Media Monitoring Project, was instructive and rewarding for developing our own method and toolkit. Then the digital tool was created, and we released our first report in 2015. Following that, we refined our method and the digital tool. The ability to present these types of statistics on journalism has caught the attention of several international organisations which increases the relevance of the question of representation in the media.