Posts in Tool
Power and Agency in modern films: Character portrayal analyses using computational tools

Character portrayal analyses using computational tools

Quick links:  [paper]   [download the connotation frames]   [contact us]

How a movie character is written or portrayed influences a viewer's impression, which can in turn influence people's stereotypes on gender norms. We develop a computational framework, called connotation frames, to measure the power and agency given to characters in movies. Our new tool allows for in-depth analyses of subtle nuances in how characters are written about in movie screenplays.

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A Cindy Gallop chatbot will help you ask for a raise on Equal Pay Day

Cindy Gallop, a former BBH chair, always has advice for women making their way in the ad industry. Now she's also giving advice as a chatbot. R/GA partnered with The Muse, Ladies Get Paid, and PayScale to launch "Ask For a Raise" on Equal Pay Day. To access the bot on Facebook Messenger, users can search @AskCindyGallop and message away.

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AI tool to quantify power imbalance between female and male characters in movies

The team used machine-learning-based tools to analyze the language in nearly 800 movie scripts, quantifying how much power and agency those scripts give to individual characters. In their study, recently presented in Denmark at the 2017 Conference on Empirical Methods in Natural Language Processing, the researchers found subtle but widespread gender bias in the way male and female characters are portrayed.

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Work out your personal gender pay gap - FT

Many factors affect how much you are paid, including the sector you work in, your age and how long you have been in a job. 

But thanks to a law forcing UK employers to publish details of the differences between male and female pay and bonuses for the first time, there is a new spotlight on how gender affects pay. 

The average woman working full-time in the UK earns 9.1 per cent less than a man per hour. With part-timers included, the gap is 18.4 per cent. 

Find out whether there is a gender pay gap for your job and, if so, what size it is, with our calculator below. 

The calculator only has data for full-time workers

See our data and methodology.

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World Economic Forum-Global Gender Gap Report 2017



The Global Gender Gap Report benchmarks 144 countries on their progress towards gender parity across four thematic dimensions: Economic Participation and Opportunity, Educational Attainment, Health and Survival, and Political Empowerment. In addition, 2017’s edition also analyses the dynamics of gender gaps across industry talent pools and occupations.


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The F-Rating is applied to films by cinemas and film festivals giving moviegoers an easily identifiable label so they can choose films that fairly represent women on screen and behind the camera. Highlighting these films sends a clear message to distributors, producers and funders that women can and should have more than just a supporting role within the industry.

The F-Rating is applied to all films which are directed by women and/or written by women. If the film ALSO has significant women on screen, it receives a TRIPLE F-Rating, our gold standard. The rating allows audiences to “vote with your seat” and proactively choose to go and see F-Rated films.

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Designing Feminist Chatbots

The intervention is called the Feminist Chatbot Design Process (FCDP), which is a series of reflective questions incorporating feminist interaction design characteristics, ethical AI principles and research on debiasing data. The FCDP encourages design and development teams to follow the reflective questions at the conceptual design phase, and can be used by all team members (technical and non-technical). The outcome of the FCDP is that teams produce a chatbot design which is sensitive to feminist critiques of technology and AI, and grow their own awareness of the relationship between gender power relations and technology.

The FCDP can be found here

Created by: Josie Swords | | 07479 859 470 | @swordstoyoung


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TEXTIO Scoring Tool

Textio’s predictive engine is fueled by global hiring data. More than 10 million new job posts and their real-world outcomes are added every month. Textio analyzes this data to find the meaningful language patterns that cause some posts to succeed where others fail. Then it feeds that guidance back to users, creating a learning loop that gets smarter with every keystroke.

Textio offers a free scoring tool for companies :

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Bechdel Movie Test

The Bechdel Test, sometimes called the Mo Movie Measure or Bechdel Rule is a simple test which names the following three criteria: (1) it has to have at least two women in it, who (2) who talk to each other, about (3) something besides a man. The test was popularized by Alison Bechdel's comic Dykes to Watch Out For, in a 1985 strip called The Rule. For a nice video introduction to the subject please check out The Bechdel Test for Women in Movies on

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How Gender-Equal is your Country?