3. Gender Mainstreaming in MISA File Photo “ As one of the main shapers of public opinion and agenda setter, the media has a critical role to play in the advancement and attainment of gender equality, including the duty to portray not just what is, but what could be, to be exemplary in its own practices and to open debate on the complex issues surrounding gender equality. Sexist attitudes and stereotypes remain one of the major impediments to the achievement of gender equality. The failure to explicitly state that gender equality is implicit in the notions of a pluralistic press as espoused in the 1991 Windhoek Declaration, has contributed to the gross disparities and lack of attention to gender issues in the media. ” MISA Gender Action Plan MISA Annual Report (April 2003 – March 2004) 11