The debate on gender equality on social media is increasingly dominated by distorted narratives, sensationalism and a lack of context, where algorithms favour divisive content over substantive discussion. In this reality, media outlets often fail to play their informative role, falling into the trap of clicks and amplifying stereotypes or problematic voices. On these challenges and the influence of social platforms on the perception of gender issues, in a conversation for Mollëkuqja, journalist and researcher from Tirana, Valbona Sulçe, spoke about how the public debate is being distorted and what needs to change in media's approach.
How do you see the role of media on social networks in shaping the debate on gender equality — are they pushing this discussion forward or distorting and damaging it?
I see the role of social media more as a reflection of the mentality that exists in society around gender equality issues, rather than as a driver of change. What tends to dominate there is debate over statements taken out of context regarding gender roles in today's society, as performed by both men and women.
From what I have followed, the discussions that have opened up on social media in Albania around gender equality relate to women's economic independence, their role as mothers, and the behavioural patterns that women and girls display online. A narrative has been created suggesting that women are gaining too many rights while neglecting their responsibilities. In this sense, social media is distorting the gender equality debate by casting it in a skewed light, through an outdated perspective that weighs people's rights on a scale.
Gender equality is not a commodity to be placed on a scale — this many rights for women, this many for men — these are human rights. Gender equality is measured in equal chances and equal opportunities for every person to fulfil their human potential. Freedom is never too much, for anyone.
How does the way media reports on social networks, through headlines, photos and short videos affect how the public perceives gender issues? Is media fulfilling its function or is it mostly generating sensation and clicks?
Media has historically had a great influence on how the public perceives gender issues, starting from the number of women and girls invited as experts in news coverage, to the angle given to stories centred on women. But whereas before the advent of social media sensationalism belonged to the tabloids, today this tendency has spread massively across all media outlets.
Today, media has fallen into the trap of algorithms, which deliberately equate popularity with success in order to keep as many people connected to the network for as long as possible. But this is not the purpose of quality journalism. Wrongly, media today has become conflated with the platforms on which it operates, turning into a mere medium — simply a vessel through which others post content — reducing its role to that of a passive conveyor. In fact, media was born to hold power accountable and to give people a healthy arena for debate through the clash of opinions, all grounded in facts and the basic principles of ethics.
The speed of information consumption through headlines, photos and short videos has stripped media of an important element — the context of events and the questions of how and why — which require more time to process, but in turn produce an audience that thinks, rather than simply a passive consumer who scrolls from one page to the next without retaining anything.
What are some of the most problematic practices you observe in online media when reporting on gender issues on social platforms?
Some of the most problematic practices I observe in online media when reporting on gender issues relate to the violation of privacy and the publication of photos or personal data of women and girls involved in cases of sexual abuse, particularly of minors.
I also find it problematic that online media gives a platform to misogynistic individuals and those who harbour hatred toward women, under the pretext of freedom of thought. These are divisive messages for society, and instead of building community, we are building trenches that keep people entrenched, as in the times when women had no rights — not to speak, not to work, not to be educated.
This creates cacophony and a regression toward values that society has hard-won over time. Another issue is the moderation of comments in online media — or rather, the lack thereof. This is where the most ruthless attacks against women and girls take place, becoming a very high price to pay for public voices. The failure to verify videos or images generated by artificial intelligence is yet another problematic practice I see widespread in online media.
Do we have examples where media on social networks has genuinely contributed to raising awareness and advancing gender equality?
Yes, we do. Mollëkuqja is one of them. In Albania, AWA's podcasts on feminism and sexual harassment, and the AJO podcast featuring women journalists and filmmakers, have found public support with thousands of clicks. In Kosovo, the show ZANAT is a very strong platform for debate on gender issues. However, they are not enough to raise awareness of gender equality to the necessary levels, as long as the counter-narrative remains far more widespread and intense.
The Diversity Reporting Network RDN is doing excellent work with its monthly monitoring across the entire Balkans, and I would invite you to follow them on social media to see the trends — the negative ones, but also the positive examples from which we can learn how to better fulfil our role as media.
When language that stereotypes women or victims of violence is used in media or on social networks, how effective are the existing mechanisms for sanctions and institutional response — and where do you see the greater problem: in the absence of rules or in their non-enforcement in practice in the digital space?
Here I will speak about Albania, because since 2023 we have amended the audiovisual media law by introducing the article that penalises sexist language in audiovisual media. I can say with pride, as one of the initiators of this legal reform, that three years on we are seeing greater awareness among audiovisual operators — who also have a presence on social media — when it comes to curbing sexist language.
AMA — the Audiovisual Media Authority, which is the institution responsible for enforcing the law, has recorded dozens of requests for the removal of sexist content from screens or social media and has sanctioned the relevant outlets with warnings or fines. Of course, this applies to television broadcasters, while for social media the matter remains unregulated. Nevertheless, I believe that by setting the example through television and by investing more in media literacy among audiences, who should report any sexist content they encounter — the situation will continue to improve.
What should media change in the way they use social platforms in order to have a more positive impact on gender equality issues?
Media should use social networks for what they are, as tools to reach as many people as possible with verified content and non-toxic opinions. They should resist the temptation to chase clicks at any cost and refuse to give a platform to hotheads and divisive narratives that seek to keep people subordinate to a single idea or a single gender. We are too few to be hating each other and dividing ourselves even further.
