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In Japan women are significantly underrepresented in media organizations; particularly senior media management positions are mostly occupied by men. In this panel, Kaori Hayashi identifies the persistent gender biases embedded in the corporate structure of the conventional Japanese media industry. At the same time, she also highlights some changes emerging in the Japanese media landscape, particularly in alternative media scenes. Typical career paths in Japanese corporate media depend on the image of masculine “breadwinners” who are willing to give total commitment to the job and serve their company until retirement. Those hired, in return, enjoy relatively high salary and other generous benefits as well as all kinds of professional/occupational training specifically designed by the company. Such heavy corporate investment in human capital and resources creates a culture that encourages and reinforces the existing imbalance in gender representations, and further prevents the society from undertaking changes towards achieving gender equity. However, amid the proliferation of digital technology, there are some hopeful signs of change. While corporate culture of the conventional media remains masculine, a growing number of women are playing active roles in alternative media scenes, particularly following the Great East Japan Earthquake on March 11, 2011.