This paper critiques the intellectual approaches to promoting equity for women in news content，and，more directly，for professionals producing that content. Accomplishing the fullest kind of diversity and equity in news and in newsrooms requires reconceptualizing journalism’s strategies，policies，and practices，and even de-centering the concept of gender. This paper first briefly critiques several theories，concepts and perspectives proposed to explain the difference that gender makes or should make in mass communication professions，especially journalism. Given that these theories neither explain nor show the epistemological “effects” of gender，an intersectional approach is illustrated with the case of Chinese-American women journalists. This highlights how gender cannot be taken as a single-dimensional，dichotomous factor distinguishing all women from all men. Instead，gender always and ever intersects with other dimensions of identity and experience. Second，the paper groundsfeminist politics in deontological perspectives having to do with fairness，rather than teleological assumptions that women and men are categorically different. Althougharguments about women seem to gain greater traction when a proposed action is claimed to result in different ends，in measurable effects，this paper suggests that fairness is a sufficient warrant for hiring and promoting women. Moreover，making decisions on the basis of fairness and equity，and on the basis of a reasonable idea of human nature，allows one to acknowledge a central truth：everyone is flawed. That is，this allows for reporting about women that does not require impossible and counter-factual claims that women are always “good.” <<