Feminist publicist strategies: Women’s NGOs’ media activism and television journalism in Serbia and Croatia

Abstract

This article defines feminist media activism in terms of counter-public communication and provides a brief overview of activities, functions, types of activists and historical contexts relevant to this kind of feminist activism. Following this research approach, it then examines the specific cases of feminist media activism in post-authoritarian and post-conflict Serbia and Croatia. More specifically, it looks into women’s NGOs’ (non-governmental organizations) attempts to advance gender equality perspectives in and through the television media through providing education for journalists and acting as television sources and pundits. It shows how NGO education can be an effective means of creating pockets of pro-feminist journalism in the mainstream media, whereas feminist activists’ performance as television sources results in more mixed outcomes. While some activists’ television appearances established women’s NGOs as credible parties in popular discussions about gender, other activists shied away from television due to what they saw as anti-analytical, confrontational and stereotypical approaches to feminism on television. Finally, the article identifies the main factors in contemporary Serbian and Croatian societies resulting in comparatively better opportunities for feminist media activism in Croatia than in Serbia.