Thematic journalism plays an essential role in expanding and deepening the media landscape, bringing into focus topics that often remain on the periphery of everyday reporting. It creates continuity, expertise and a more analytical approach to issues such as gender equality and social justice, treating them not as isolated events but as social processes that require sustained attention.
In a conversation for Mollëkuqja.mk, the president of the Platform for Investigative Journalism PINA, Bjanka Stankoviq, emphasises precisely the importance of this model of journalism and the need for media that give space to in-depth and continuous reporting.
Drawing on her many years of experience, she explains how thematic journalism helps build a more informed and more critical audience, particularly when it comes to issues related to structural inequalities and human rights.
In this context, she also touches on the role of PINA as one of the few media spaces in the country that practises thematic journalism in a systematic and sustained way. Through its programmes for women in journalism, it contributes to the professional development of journalists and to raising the visibility of topics that are often marginalised in traditional media.
In our country there are few thematic media outlets; one of them is PINA, which has a programme for women in journalism. How important is it for such media to exist and how does their absence affect the media landscape?
The so-called "thematic" media are extremely important because they open up space for topics that often remain on the margins or are covered only in a "campaign-style" manner in mainstream media. When newsrooms exist that deal systematically with gender equality, social policy or human rights, they create knowledge, expertise and continuity in reporting. In countries like ours, where the media landscape is relatively small and often overloaded with everyday political topics, media outlets like PINA play a role in deepening public debate and bringing a different perspective.
This is also where the importance of PINA's Programme for Women Journalists lies. Year after year, interest in this programme grows, which shows that journalists need this kind of support. Through this programme, more than 30 journalists from the local media scene have so far been involved in various forms of collaboration, resulting in the publication of over 100 journalistic texts. Beyond professional development and financial support, these programmes also contribute to raising the visibility of topics related to gender equality and social issues, gradually building a more diverse and higher-quality media landscape.
The absence of such media means less space for analytical journalism and for stories that place people and their experiences at the centre. In that case, many important issues appear only occasionally, in the form of "campaign journalism", rather than being covered in a sustained and in-depth way.
How can thematic journalism contribute to building a more aware public on gender equality?
Thematic journalism has the potential to educate and inform the public at a deeper level. When media regularly report on gender issues, as PINA does, through investigations, interviews, data and personal stories, the public begins to understand the structural problems that lie behind individual cases. Over time, a higher level of media literacy is built, along with greater sensitivity towards discrimination, stereotypes and inequality.
In your view, how prepared are journalists to report ethically and sensitively on gender issues, and where does the main gap lie?
In North Macedonia there is a small but strong core of journalists who report ethically and sensitively on gender issues, but a large part of the media is still driven by everyday stereotypes, reinforcing them further. The reason is clear: stereotyping and sensationalism generate clicks, and clicks generate money.
The main gap lies between good intentions and everyday practice in newsrooms. The speed of publication often sacrifices ethics. The problem is not only with journalists but also with editorial filters. Sensationalist headlines often "swallow" ethical content in pursuit of more clicks. There is a lack of continuous education and clear editorial policies on reporting topics such as gender-based violence, interviewing victims without re-victimising them, or dignified reporting on sensitive issues.
A professional journalist must clearly distinguish between personal opinions and facts that serve the public interest. We must also not forget our role as "watchdogs" of democracy and our responsibility to drive change, especially when it comes to women. Sustained and quality reporting makes it clear that gender equality is a matter of human rights and social progress, not merely a "women's issue".
Do you think media often instrumentalise gender issues only for campaigns or symbolic dates?
Yes, this happens frequently. Typical examples are dates such as 8 March, the 16 Days of Activism against gender-based violence, or anniversaries of important women figures. At those times, an increase in reporting is noticeable due to campaigns and events, but after them interest drops significantly.
Real change means integrating a gender perspective into everyday reporting across all fields — economy, politics, education, healthcare and so on. Only then do these issues become a normal part of public debate.
In our country there are many female journalists, but few women in leadership positions. How do you see this phenomenon?
This phenomenon is the result of deeply rooted patriarchy and invisible barriers. Women often bear the greater burden of work, but when it comes to strategic decision-making and finances, power remains with men. This is not a phenomenon unique to North Macedonia but one shared by many other countries.
Although journalism is dominated by women, the path towards leadership positions is harder for them, due to internal barriers within media organisations, societal expectations and informal networks of influence that have historically been dominated by men.
Nevertheless, the situation is gradually changing and more and more women are becoming editors, directors and founders of media outlets and organisations. It is important to create conditions in which women's leadership is supported and recognised rather than held back by stereotypes.
Women are often discouraged with "advice" not to take on more responsibility, to focus on family and not to aim for senior positions because they are "not meant for them". If women are supported in their career development, media organisations will benefit from more diverse perspectives in decision-making.
