Shoesmith to start Board of Media, a campaign and documentary to raise awareness about inequality in action sports advertising, film, photography and prize money.
“it is our duty to support future generations, regardless of gender, race or riding stance.”
She believes “it is our duty as adults to support future generations in respecting one another, regardless of gender, race or riding stance.” An important place to start offering that respect is by showing female athletes as athletes, on a more equal basis with their male counterparts, and by telling their stories from a female point of view.
As Misadventures’ study pointed out, gender parity in staffing and bylines is realized by few action sports publications. Writers, photographers and filmmakers are mostly men, covering mostly male athletes.
Shoesmith says “The action sports world has typically been seen by wider culture as a boy’s club. [It’s a] closed door to most women looking for jobs, especially in action sports media production.”
Because the industry fixates on an athlete’s looks instead of her skills, it’s difficult for women to find respect and take active roles in media. But that’s beginning to shift with projects like Board of Media.
“Our mission is to increase the visibility of women in action and adventure sports and to portray both men and women as equals, no objectified images or photoshopped files. Inspired by the lack of positive female role models, not only in action sports media but in the mass media too. We believe that it is our duty to support future generations in respecting one another, regardless of gender, race or riding stance. By covering fascinating personal narratives and showcasing positive female role models, Board of Media brings you videos, articles and empowering imagery that aims to inspire whilst communicating our core values, solidarity, equality, safety and freedom. “