Book excerpt: What is the scope for independent citizen action in media and cultural policy formation? How can audiences effectively voice critiques of media content? In a market-centred and consumer-oriented media world, what is the potential for monitoring, lobbying and advocacy? This book argues that there is a role for local action to defend and promote diversity in the content, images, symbols and values that people use in making sense of their lives. It focuses on media portrayals of gender - whose critique has been fundamental to the modern international women's movement. Now, research and activism have been brought together in the form of gender media monitoring - systematic data collection aimed at policy critique and practical change. The book brings together research findings and monitoring experiences from both North and South to demonstrate how women's groups have developed effective media monitoring models.