Swaziland enough.” But there was also acknowledgement that gender prejudices persist. For example, some editors prefer to assign stories to male reporters because they trust them to get the job done (“Women can’t detach from the story”). SCORES: Individual scores: 2, 4, 3, 3, 3, 3, 2, 3 Average score: 2.9 4.5 (2005=2.1) Gender mainstreaming is reflected in the editorial content. ANALYSIS: Gender mainstreaming is not a priority for the media and is largely viewed as a foreign concept. As such, reporting can often be gender blind and perpetuate gender prejudices. The prevailing feeling is that “women’s voices are silent.” Research by MISA Swaziland showed that 23% of all sources in news stories were female. Reporters are partly to blame for overlooking female sources, but the low representation of women’s voices also reflects the reluctance of women to speak to the media. Culturally it is the men who do the talking, so even if reporters do try to use female sources, they may often fail. Swazi society is still very much a maledominated culture and the media tends to reinforce this rather than challenge it. Though high-profile women often get media coverage, positive stories of ordinary women are extremely rare because “they don’t sell.” MISA Swaziland’s study on the reporting of the 16 Days Campaign Against Gender Violence in 2006 showed that the campaign received 38 African Media Barometer - Swaziland 2007