Representing women? Leadership roles and women in Canadian broadcast news. Issue 5 (4th July 2016)

• Record Type: Journal Article
• Authors: Cukier, Wendy; Jackson, Samantha; Elmi, Mohamed A; Roach, Erin; Cyr, Darren
• Editors: Broadbridge, Adelina; Mavin, SharonAnne
• Is Part Of: Gender in management. Volume 31:Issue 5/6(2016)
• Publication Date: 2016-07-04
• Subjects: Women executives -- Periodicals; 658.40082
• DOI: 10.1108/GM-04-2015-0035
• Languages: English
• ISSNs: 1754-2413

Abstract

Abstract : Purpose: The purpose of this paper is to examine the representation of women in Canadian broadcast news coverage, exploring the notion of substantive representation as it relates to gender, leadership, and framing. Design/methodology/approach: Using computer-aided text analysis (CATA) software, we analyzed the frequency women appeared in on-air roles, the way in which they are framed as well as technical and expressive details, such as how they are featured. In total we analysed representation of 2, 031 individuals in the four suppertime local news broadcasts from 6pm to 7pm. Framed in an ecological model of complex social change, this paper focuses on understanding how women are presented in Canadian broadcast media. Findings: This study finds that women are underrepresented in Canadian broadcast media. Furthermore, it finds that women are less likely to be framed as leaders or experts and are less likely to hold news host or anchor positions. For all major news broadcasters analyzed, women are less likely to be portrayed positively or in leadership/expert positions and are more often represented as victims. They are less likely to appear on screen and are more likely to be referred to off-screen, paraphrased and cited rather than speaking for themselves. Research limitations/implications: By framing this study in an [critical] ecological, this study moved beyond required descriptive benchmarking to examine the degree of substantive representation of women. However, the sample of the study is only a snapshot of Canada's largest city and therefore more research involving more a comparative analysis of cities, a variety of print sources, and online media outlets is needed. Future research might include more qualitative analysis of the representation, the type of representation, the factors affecting levels of representation. For example, such research might explore the practices in broadcast organizations, the way in which stories are framed, and how guests selected. Also of interest is the relationship between women's representation at the decision-making table, as an input, and the representation of women in on-air roles, as an outcome. Practical implications: The implications of this article are important for understanding the complex factors affecting female leadership across sectors, particularly the Canadian broadcast industry, the barriers they face and the strategies that may lead to their advancement. Originality/value: This study moved beyond descriptive benchmarking to examine the degree of substantive representation of women by coding the frames, roles, and means of quotation experienced by women on broadcast news.