Discursive constructions of women managers in German mass media in the gender quota debate 2011-2013. Issue 5 (4th July 2016)

• Record Type: Journal Article
• Authors: Lang, Rainhart; Rybnikova, Irma
• 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-02-2016-0017
• Languages: English
• ISSNs: 1754-2413

Abstract

Abstract : Purpose: The study explores the main discursive images of women managers as reproduced by selected German newspapers at the time of political debate surrounding gender quotas on management boards between 2011 and 2013. Design/methodology/approach: Drawing on critical discourse analysis according to Wodak (2001), an empirical analysis of media content surrounding the topic of women managers in two German newspapers, "Welt" and "Bild", has been conducted. Findings: The results of the study show that despite the diversity of images fabricated by the media in reference to women managers, the debate surrounding the issue of establishing a gender quota in management boards is dominated by dualistic categories and reductionist identity ascriptions, like women managers as being "over-feminine" or "over-masculine", "exclusive" or "outsiders". Research limitations/implications: Since the empirical focus of the study lays on two right-wing newspapers in Germany, the results do not allow for generalizations regarding the German media landscape or other media. Originality/value: The research contributes to the analysis of media representations of women managers, by providing context-sensitive results from the current political debate in Germany. The findings reveal the stability of discursive structures over time, particularly gendered bias in case of media representations of women managers, notwithstanding political aspirations to change established practices.