MEDIA PORTRAYAL OF WOMEN IN GOVERNANCE: WHAT HAS CHANGED?

ABSTRACT: The Convention on the Elimination of All Forms of Discrimination against Women (CEDAW) which is now ratified by the majority of the world’s governments; despite this, women’s representation in governance remains abysmally poor. The media have persistently portrayed women in a low status like sex objects, wives, mothers, caregivers, victims and dependants, unlike men who are portrayed as professionals and independent leaders. Again, as men largely control means of communication and women do not have equal representation in the media, these stereotypes have shaped the minds of media consumers negatively about female gender roles in the society and have potentially excluded women from full participation in public life. Taking this into account, this study in search of the causes contends that the poor portrayal of women in governance and positions of authority remain the critical components of low political participation of women in governance. The participants were drawn from a multi-layered cluster of educated women across three cities in Anambra State spread across the three senatorial districts whose ages ranged from 26 to 57 years with a mean age of 38-50yrs. In the design, we used qualitative design which employed the uses of in-depth interview to elicit the opinion of the 19 participants on women’s participation in governance while we used thematic analysis to analyze qualitative data. In the result patriarchal system, funding, domestic engagements emerged as the leading constraints which have affected media portrayal of women in governance. Also, discrimination, marginalization, low education and low levels of awareness emerged as themes when the participants were asked about the factors which increase the likelihood of unfavorable media portrayal of women in governance. Considering the consequences, the study recommends a conscientious gender mainstreaming as well as proactive legislation to deepen gender affirmation and inclusiveness in governance.

KEYWORDS: Gender, women, media, governance, political participation, inclusiveness.