The Coordinator for Strategic Partnerships and Projects at Joy Brands, Emefa Ewoenam Atiamoh-Eli, has called on media professionals to play a more intentional role in shaping positive narratives about women in society.

Speaking in an interview on JoyNews' The Pulse on Monday as part of activities marking International Women’s Day, she said the media must take deliberate steps to stop reinforcing stereotypes about women.

Responding to a question on the role of the media in shaping narratives about women, Ms. Atiamoh-Eli stressed that programming decisions, including panel selections, should reflect inclusivity and balance.

“I think it’s high time we stopped this stereotyping. Even in programming, we have to ask ourselves who we are putting on certain shows. We need to be very deliberate as media people,” she said.

She also urged newsroom managers to actively encourage young women to pursue careers in journalism and reassure them that it is possible to balance professional responsibilities with family life.

According to her, some young female journalists often feel discouraged when they see the demands of the profession.

“I have had young journalists look at me and when I tell them what I go through as a mother and a wife and still able to do the job, they say they cannot imagine doing this work while raising a family,” she explained.

Ms. Atiamoh-Eli said this presents an opportunity for experienced female leaders in newsrooms to mentor and guide younger journalists.

“The fact that some of us have been able to make it means others can too. What they need is guidance,” she said.

While acknowledging that the profession comes with challenges, she emphasised that evolving support systems and opportunities can help women navigate both their careers and personal lives successfully.

She further encouraged journalists to continuously expand their knowledge beyond routine newsroom activities.

“As journalists, it is not enough to just sit in the newsroom and do storytelling every day. You must be ready to step out, take on challenges and expose yourself to new platforms,” she said.

Ms. Atiamoh-Eli noted that journalism requires practitioners to engage with professionals across various fields, making it essential for reporters to broaden their understanding and authority on diverse subjects.

Reflecting on her personal upbringing, she said she has never felt limited by gender, crediting her confidence to the values instilled by her father, who raised eight daughters.

“I have never been discouraged by the fact that I’m a woman. I’ve always seen myself as complete and capable of doing it,” she said.

She encouraged women in the profession to believe in their abilities and not feel overshadowed by male colleagues.