Presentation held by Alessandro Lovari, Paola Carboni and Manuela Aru (UNICA) during the International Conference "Gender and Media Matters", organised by Sapienza, University of Rome on 15-16 October 2021.

1. Gender and Media Matters Conference 15-16 October 2021
The implementation of the Gender-sensitive
communication guidelines on social media:
the #GenderedImpact case study
Alessandro Lovari, Paola Carboni, Manuela Aru, Giorgia Cadeddu, Ester Cois, Barbara Barbieri
University of Cagliari (Italy)

2. Gender and Media Matters Conference 15-16 October 2021
Theoretical framework
Equity, openness &
inclusion
Social media:
collaborative approach
and participatory dialogue
Gender-sensitive
approach to communication
Barret & Davison, 2006
Faccioli & Bonanno, 2020
Lovari & Valentini, 2020
M. D. Sison, 2020
Capecchi, 2018
EIGE, 2019
Public sector
communication
Capecchi, 2018
Luoma-aho & Canel, 2020
Werder, 2020
UNIVERSITY

3. Gender and Media Matters Conference 15-16 October 2021
SUPERA project
Supporting the Promotion of Equality in
Research and Academia
· Horizon 2020 Coordination and
support action (2018-2022)
· Goal: design and implement 6
gender equality plans in universities
and funding organisations
· Communication has a key role

4. Gender and Media Matters Conference 15-16 October 2021
Tailor-made guides for gender-sensitive
communication in research and academia
Project deliverable with
2-steps design process:
● mapping & analysis of
existing documents
● definition of our approach to
gender-sensitive
communication in academia

5. Gender and Media Matters Conference 15-16 October 2021
Our approach
● professional and non-professional
targets within universities and
funding organisations
● Covering 5 communication areas
Gender-sensitive communication in
research and academia

6. Gender and Media Matters Conference 15-16 October 2021
Case study: #GenderedImpact instant campaign

7. Gender and Media Matters Conference 15-16 October 2021
Our goals
· Raise public awareness about the diverse
gendered consequences of Covid-19 on
academic communities
· Implement the gender-sensitive communication
guidelines in an awareness-raising campaign

8. Gender and Media Matters Conference 15-16 October 2021
Topics
Smart working
Gender dimension
in research
Scientific productivity

9. Gender and Media Matters Conference 15-16 October 2021
Gender balance
in decision-making boards
Increase of gender-based
violence cases at home

10. Gender and Media Matters Conference 15-16 October 2021
Campaign development
Selection and
study of the
key topics
Data study about
the online
perceptions of
gender roles
Design of the
campaign
20 May 2020
Campaign
launch
3 June 2020
End of the
campaign

11. Gender and Media Matters Conference 15-16 October 2021
Key results
· 15.5k impressions
· engagement: > 700 interactions
· > 70 contents’ shares (mainly by female academics)
· growth: +265
· Key role of institutional accounts and the network of
the EU “sister” projects

12. Gender and Media Matters Conference 15-16 October 2021
Conclusions
· Lack of participatory communication
· No comments collected:
· social media algorithm?
· (in)visibility of the topic in the media agenda?
· Raise attention on key topics related to GE

13. Gender and Media Matters Conference 15-16 October 2021
Next steps
· New upcoming tests to measure
the impact of the implementation of
the guidelines
· Other pilot experiences with
specific target audience
· New social media campaigns

14. Gender and Media Matters Conference 15-16 October 2021
SUPERA has received funding
from the European Union's Horizon
2020 research and innovation
programme (GA n. 787829).
Project website
Tailor-made guides for gender-sensitive
communication in research and academia
Thank you!
Alessandro Lovari
alessandro.lovari@unica.it
Paola Carboni
pcarboni@amm.unica.it
Manuela Aru
manuela.aru@unica.it
Useful links:
University of Cagliari