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Gender equality is central to democracy and to the wellbeing and future prosperity of societies. Yet three decades after a new understanding of development began to emerge and a way of integrating women into the development process was sought, gender equality still has not been realized. There has been considerable progress for women, who account for over 50 per cent of the world's population, yet much more still has to be achieved. Traditional perceptions of the rôles of women and men in society must be rethought and men's stake in gender equality understood. This involves the reorganization of the basic institutions of society - the market, Government and the family. Also, the media, which helps define what we think and what our place is in society, have a crucial rôle to play in changing people's perceptions and stereotyped views of the rôles of men and women. In the Platform for Action that emerged from the United Nations' Fourth World Conference on Women held in Beijing in 1995, the media were identified as one of the major areas of concern. Gender sensitizing the media must be a priority. [ABSTRACT FROM AUTHOR]