An event that makes waves: “Let’s empower DACH”
On July 1, 2025, an event took place in Vienna that could have a lasting impact on Austria's media and social landscape: The Austrian Fund for the Strengthening and Promotion of Women and Girls, LEA for short, hosted its cross-border networking event “Let’s empower DACH” for the third time. With this event, the fund aims to critically question the media representation of women and open up new paths for representation.
The power of the media: Who decides what we see?
Media is a powerful tool. It determines not only which stories are told, but also how they are told. The “Let’s empower DACH” event shed light on exactly these power structures. Minister for Women Eva-Maria Holzleitner put it in a nutshell: “We live in a world that has been described by men for centuries.” This historical perspective shows that the narratives we consume in the media are often dominated by male viewpoints. Despite progress in the area of equality, images of women in the media are often still clichéd.
The role of women in the media: An analysis
LEA Director Mirela Memic emphasized the importance of representation: “Which images of women and gender roles are disseminated in the media shapes our understanding of identity and equality.” This statement underscores that media are not just passive conveyors of information, but actively contribute to the formation of social norms. The event showed that it is necessary to question existing narratives and develop new ways of storytelling that portray women as equal actors in all areas of life.
Expert opinions: Three perspectives on media representation
Three renowned speakers from Austria, Germany, and Switzerland contributed their unique perspectives:
- Ronja von Wurmb-Seibel (DE): The journalist and author discussed how certain narratives can empower or stereotype women. She advocated for ways of storytelling that promote social cohesion.
- Karoline Rath-Zobernig (AT): The sports journalist highlighted the structural disadvantage of women in the world of sports. She called for increased attention and financial investment to eliminate these inequalities.
- Katia Murmann Amirhosseini (CH): The IT entrepreneur presented impressive data on the digital visibility of women and discussed the influence of gender bias in AI systems.
A look at other federal states: How does Austria compare?
Compared to other European countries, it is clear that Austria has a need to catch up in many areas of equality. While Scandinavian countries are often considered pioneers in terms of gender justice, Austria struggles with traditional role models that are deeply anchored in society. Events like “Let’s empower DACH” are therefore of great importance to advance the discourse and initiate change.
The impact on citizens' daily lives
But what does all this mean for the average citizen? The media representation of women influences not only political and economic decisions, but also the everyday life of every individual. Stereotypical portrayals can lead to women being underrepresented in certain professions or receiving less pay. A rethink in media representation could therefore have far-reaching positive effects on equality in society.
Future outlook: Where is the journey heading?
The future of the media representation of women depends on many factors. It requires both political measures and a rethink within the media houses themselves. Experts agree that events like “Let’s empower DACH” make an important contribution to keeping the discussion going and initiating concrete changes. The inclusion of women in decision-making processes is essential to ensure balanced representation.
Political contexts and dependencies
Politically speaking, promoting gender equality is not just a social, but also an economic concern. Studies show that countries with higher gender equality are more economically successful. Through targeted measures to promote women in the workplace and in the media, Austria could achieve not only social but also economic benefits.
Conclusion: An important step in the right direction
“Let’s empower DACH” is more than just an event – it is a step towards a fairer society. Through the critical examination of media portrayals and the promotion of new ways of storytelling, Austria could become a role model for other countries. The challenge now is to translate the insights gained into concrete measures that promote the equality of women in all areas of life.
