Media and caregiving: what stories do we tell?

Who is the focus of care in the stories we read, watch and share every day? And how do these portrayals influence gender roles?

In Europe, informal care work still falls largely on women, with tangible consequences for employment, income and pensions. This imbalance has economic and social roots, but cultural ones too, and this is where the media play a decisive role: the way they portray reality helps to shape our perceptions and define roles and expectations. All too often, however, care work is still depicted as an almost exclusively female responsibility, reinforcing the stereotypes that fuel the gender gap.

For this reason, as part of the European CareDivide project, we are inviting media professionals and content creators to a free information session. Together, we will discuss how to promote fair and varied representation that recognises the diversity of caring roles and challenges gender stereotypes.

Tuesday 17 November 2026

h 16:00 

Online, Zoom

We will explore together:

• how the media can perpetuate and reinforce gender stereotypes;
• the importance of balanced representation in content and how to avoid stereotypes;
• organisational strategies for improving and monitoring these aspects.

Attendance is free, subject to registration.

Only 20 spots are available, click here by 10 November.

About the project

Care-Divide is funded by the CERV Programme (Citizens, Equality, Rights and Values), aiming to address the gender gap in informal long-term care, particularly elderly care, by supporting caregivers and promoting gender equality in both work and caregiving through collaboration among employers, policymakers, the media, and civil society.

Partners

• CCV (Romania, coordinator)
• CCIR (Romania)
• CSI (Cyprus)
• PCCI (Cyprus)
• SYMPLEXIS (Greece)
• D&I (Greece)
• FSMLR (Spain)
• Camara Oficial de Comercio e Industria de Badajoz (Spain)
• CESIE ETS (Italy)
• Confesercenti Provinciale di Palermo (Italy)

For more information

Read the project factsheet and follow us on Facebook and Instagram.

For more information, contact Cristina Idone Befecadu: cristina.idonebefecadu@cesie.org