Founded in 1997, Uks was established as a response to the alarming portrayal of women in Pakistani media. The founder observed a disturbing trend of bias and insensitivity in news content. The Uks became a platform to address this issue. Over two decades, the team has diligently monitored media, collecting over four million clippings under 54 categories. The transition from media monitoring to content analysis through a gender lens has been a cornerstone of the founder’s vision. Uks’ mission is to encourage the media to improve its language and visuals regarding women. Today, Uks is a renowned research and advocacy center, promoting gender equality, women’s rights, and inclusivity in Pakistan’s media landscape, nationally and internationally recognized for these efforts.

The root causes of the challenges encountered by Uks’ target population, including women and other gender minorities in Pakistan, are deeply ingrained in societal norms and disparities, and these issues significantly intersect with factors like minority status and socio-economic class. These intersections play a pivotal role in perpetuating gender inequalities, and the media is a key instrument through which these dynamics manifest.

In Pakistan, gender disparities persist across various dimensions. Women and marginalized gender groups grapple with limited economic opportunities, as evidenced by lower labor force participation rates and income disparities. Educational inequalities are also prevalent, with lower literacy rates among women and marginalized communities. Health disparities and concerns related to gender-based violence further compound the issue.

Within this context, media outlets often reflect and reinforce existing societal norms and biases. Gender and minority groups are frequently subjected to limited and stereotypical portrayals, further marginalizing them in society. The media’s role in perpetuating these biases becomes evident in the narratives it constructs.

Moreover, access to media resources is not equitable, particularly for marginalized communities. Socio-economic disparities hinder their ability to engage with diverse perspectives and access information critical for empowerment. The media, as a powerful influencer of public opinion, can either perpetuate or challenge these disparities.

Recognizing these root causes is essential for devising effective strategies to address the needs of Uks’ target population. This includes advocating for gender equality, addressing disparities, and challenging discriminatory norms and practices, not only within society but also within the media landscape. By addressing these challenges holistically, Uks aims to contribute to a more equitable society where all individuals, regardless of their gender, minority status, or socio-economic background, can access equal opportunities and rights.

Uks focuses on addressing the root causes of gender inequality and gender-based disparities in Pakistan. The organization’s mission is driven by the critical need to combat the alarming portrayal of women in the country’s media landscape. The root causes identified include deeply entrenched societal norms and biases, which intersect with factors like minority status and socio-economic class, thereby exacerbating gender inequalities.

These gender disparities manifest across multiple dimensions, including limited economic opportunities, lower educational attainment, political underrepresentation, and significant health disparities for women and gender minorities in Pakistan. For instance, only 22.6% of Pakistani women are engaged in the labor market, and their average income is 16% lower than that of men. Furthermore, the female literacy rate stands at a concerning 46.5%.

Gender-based violence and excess female mortality rates due to neglect and sex selection practices further underline the pressing issues. Uks believes that media plays a pivotal role in perpetuating these disparities and stereotypes. Therefore, the organization focuses on monitoring media content through a gender lens, conducting research to understand the extent of the gender gap, and creating advocacy campaigns and gender-sensitive content to challenge traditional norms and attitudes. By addressing these root causes, Uks aims to promote gender equality, women’s rights, and inclusivity in Pakistan’s media landscape, recognizing that achieving these goals is essential for the progress and development of Pakistan and its diverse communities.

Uks employs a comprehensive set of strategies and activities to effectively address the root causes of gender inequality and gender-based disparities in Pakistan’s media landscape,

including:

• Media Monitoring and Analysis
• Research and Advocacy
• Training and Capacity Building
• Supporting Independent Media
• Alternative Content Creation
• International and National Advocacy