SECTOR 2 Scores: Individual scores: 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator. 5 Country meets all aspects of the indicator Average score: 2.5 (2005 = n/a; 2007 = n/a; 2009 = 2.1) 2.7 All media fairly reflect the voices of both women and men. The voices reflected in the media and the issues that get attention in the mainstream print and broadcasting spheres are predominantly male-centric. “This relates to the structure of Zambian society and culture: it’s the way we have been brought up. Men are the newsmakers, the ones in power. They dominate in Parliament, and there are more men than women are in leadership positions; men speak more openly than women; and men are more forceful and more forthcoming.” “... it’s the way we have been brought up. Men are the newsmakers, the ones in power.” Even when it comes to articles about women’s issues in Zambian newspapers, men are often sourced more than women! Journalists point out that men, when approached as sources, tend to give immediate responses, while women are not always available immediately. They point out that most organisations’ spokespeople are men. The media tends to be very reactive rather than proactive. They focus on events and powerful people, rather than going out to source their own stories, reflecting the voices of ordinary people. The mainstream media is dominated by political issues (up to 80 per cent, it is claimed), as “development issues are not sexy”. “It’s also a historical problem: in terms of the communication structures in Zambia, the rulers talk to the ruled and not vice-versa. It is a structure designed to make us obedient, not a development structure.” 34 AFRICAN MEDIA BAROMETER ZAMBIA 2011