1946 – Birth of the UN Commission on the Status of Women, photo credit: UN Photo

This post was co-authored by Almut Rochowanski

Earlier this month, the BBC held its BBC Expert Women’s Day, bringing together “female experts who’d like to appear on air as contributors to BBC programmes”. The event gathered a group of 24 professionals, which included lawyers, scientists, political analysts, entrepreneurs, coders, cultural leaders and sex educators, selected from a pool of 450 applicants for a ‘media familiarisation day”. They were given tips on how to sound natural on air and given the opportunity to experience appearing on camera in a BBC news studio.

Seemingly, this is a well-intentioned effort to diversify sources. However, the way the BBC is going about it makes it seem more like a beauty contest.

This is the latest edition of a programme the BBC launched in 2013. At first glance, it might look like an earnest attempt to overcome the notorious “all-male panel” problem, something the BBC should be applauded for having acknowledged and taking steps to address (even if, in 2012, it was the only major UK broadcaster to refuse signing a pledge to get more women on screen). But, on closer inspection, there are a number of deeply problematic aspects to the initiative. In fact, it is a spot-on illustration of why media organizations suffer from the all-male panel problem to begin with.

The BBC Academy’s call for applications asked women experts to send in their CV, a letter explaining their interest in being on air and a two-minute video of themselves talking about their area of expertise. By having women experts compete to be acknowledged for what they are – experts – this “TV expert” competition puts the onus on women to correct and overcome the discrimination that holds them back. Once again, women are expected to jump through extra hoops to prove that they are good enough to do what men routinely get to do with no questions asked. Women need to not only have the talent and put in the work to become experts on topics like Brexit, terrorism or classical music, but must also submit to a screen test and mentoring in order to be recognized as authoritative voices in their field of expertise.

The screen test that forms part of the application is particularly troubling. Somehow, it doesn’t seem likely that the BBC requires screen tests of the male climate scientists, business experts or lawyers they invite on their programs.  And while the instructions for the video do not mention looks, women are judged on their appearance much more than men, and nowhere more so than in the media. Imagine a female expert on development aid or the music industry considering even for a split second whether she should put on lipstick before recording her video, and it immediately becomes clear how this initiative perpetuates gender discrimination and is self-defeating in its stated purpose.

The competition is based on the lazy and ignorant assumption that women are underrepresented as experts in broadcast media because they have not tried hard enough or because they just do not shine as brightly as their male colleagues whom the media somehow manage to find without them having to answer to a casting call. The same argument is routinely employed to rationalize the low numbers of women on corporate boards, among tenured professors or in government. And yet we know that women are underrepresented in roles of power and prestige because they are overlooked, dismissed, ignored, excluded and discriminated against.

Our critique isn’t directed at the women who took part in this year’s BBC Expert Women’s Day, or the many more who applied and were not invited. Quite the contrary. These women are obviously very good at what they do, and the fact that they’re ready to put in the extra work and face new challenges illustrates why they have become leaders in their fields. Our point is that they shouldn’t have had to go through a competition like this to be recognised for their expertise and to get a chance to contribute to public discourse.

If the BBC concludes that they have too few female experts on the air, they ought to first take a good, hard look at themselves and figure out where they went wrong. Have they sufficiently questioned their own habits and assumptions? Have they probed their organization’s practices for hidden biases and discrimination? Do terrorism experts always look male in the imagination of the editorial staff? Have they given proper research a try?

Because, really, it is not difficult to find women experts out there. We are literally everywhere. We are at universities, hospitals, research centers and think tanks. We publish books, blog post and articles, we are on LinkedIn and social media, we win prizes and fellowships, we are part of professional networks. In addition, numerous databases have been set up to assist researchers who might be at a loss in identifying women experts for their news coverage. There is The Women’s Room, SheSource, Women Also Know Stuff and The OpEd Project, to name but a few. Having women compete to have their voices heard in a space where their opinions should be sought out as often as those of their male counterparts is not a solution. Rather, by failing to acknowledge and reject the systematic inequalities that women face, this casting call for women experts perpetuates the problem it ostensibly tries to solve.

Almut Rochowanski is a co-founder and coordinator of the Chechnya Advocacy Network. Nani Jansen Reventlow is a human rights lawyer with Doughty Street Chambers and a fellow at the Berkman Klein Center for Internet & Society at Harvard University.

This post has been cross-posted on Medium.