Newspaper Media Coverage of Women Politicians in the 2023 Election
Abstract
In this study, a quantitative survey research design was adopted to investigate the media coverage of women politicians during the 2023 election. The research aimed to systematically gather data on newspaper portrayals of women politicians and employed a structured questionnaire to collect responses from a sample of 120 respondents. The study sought to analyze trends, patterns, and correlations in media coverage, with a focus on assessing the impact on public perceptions. The structured questionnaire, designed for this specific research, facilitated the collection of numerical data, aligning with the study’s quantitative approach. The sample size of 120 respondents was chosen to balance practical constraints while ensuring statistical significance in the analyses. The Statistical Package for Social Sciences (SPSS) version 27 was utilized for data presentation and analysis, offering a robust platform for conducting quantitative research. To test the hypotheses formulated in the study, t-tests were employed. These statistical tests provided a rigorous examination of the relationships and differences in media coverage, contributing to a nuanced understanding of the portrayal of women politicians during the election. The findings revealed insights into the prominence, fairness, and overall impact of media coverage on public perceptions of women in politics. In conclusion, the study demonstrated the effectiveness of the adopted quantitative survey research design and the structured questionnaire in capturing relevant data. The use of SPSS27 added a layer of statistical rigour to the analysis, enhancing the credibility of the findings. The application of t-tests allowed for hypothesis testing, providing valuable insights into the media’s role in shaping public perceptions of women politicians during the 2023 election. Based on the study’s findings, it is recommended that media organizations be cognizant of their role in shaping public opinion and work toward promoting fair and unbiased coverage of women in politics. These recommendations aim to contribute to a more equitable and inclusive political landscape. The study serves as a valuable resource for scholars, policymakers, and media professionals interested in understanding the dynamics of media portrayal and its implications for gender equality in political spheres.
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 CHAPTER ONE
INTRODUCTION
Background to the Study
The media’s role in shaping public opinion and influencing political discourse is pivotal, especially in democratic societies. The portrayal of politicians in the media holds particular significance, as it can profoundly impact voters’ perceptions and influence electoral outcomes. The 2023 election represented a crucial moment in the political landscape, characterized by a noteworthy surge in the participation of women politicians. Examining the dynamics of newspaper media coverage of women politicians during this election is imperative for gaining insights into broader issues such as gender equality, political representation, and the democratic process itself (Adibe, 2021; Ajibulu, 2022; Arijeniwa et al., 2022).
The media’s ability to shape public opinion is rooted in its role as a primary source of information and a mediator between political actors and the public. In democratic societies, where informed citizenry is essential for the functioning of the political system, the media becomes a crucial conduit through which political messages are disseminated. The portrayal of politicians in the media becomes a lens through which voters perceive and evaluate candidates, shaping their attitudes and decisions during elections. Adibe’s (2021) exploration of the role of Nigerian media in nation-building underscores the broader impact media can have on shaping societal values and perceptions.
The 2023 election, with its significant increase in the participation of women politicians, adds a layer of complexity to the relationship between the media, public opinion, and political outcomes. Ajibulu’s (2022) content analytical study of COVID-19 vaccination reports on social media platforms provides a relevant backdrop, showcasing the influence of media, even on emergent issues. This surge in women’s political participation necessitates a closer examination of how the media portrays and represents female candidates, as it holds implications for gender dynamics in politics and broader societal attitudes towards women in leadership roles.
Arijeniwa et al.’s (2022) exploration of social media’s role in cultural commodification and the promotion of synthetic values in Nigeria is pertinent to understanding the broader implications of media representation. Social media, being a subset of the larger media landscape, often sets agendas and shapes narratives. Arijeniwa and Nwaoboli’s (2023) study on the impact of social media on political participation among Nigerian youths further highlights the evolving nature of media dynamics, especially in engaging younger demographics.
The portrayal of women politicians in the media has become a focal point of scrutiny in recent years. The 2023 election, characterized by a heightened participation of women in politics, presented a unique and timely opportunity to investigate how the media covered female candidates. Media coverage serves not only as a reflection of societal attitudes but also as a powerful force capable of shaping them. This study endeavours to delve into the intricacies of newspaper media coverage of women politicians during the 2023 election, with a specific focus on unravelling potential nuances and biases that might have influenced public perceptions and, consequently, electoral outcomes (Arijeniwa & Nwaoboli, 2023; Asemah et al., 2017).
The increased attention to the portrayal of women politicians in the media signifies a growing awareness of the impact media representation can have on societal perceptions and norms. In the context of the 2023 election, where women’s participation in politics reached notable levels, the media’s role in shaping public opinion becomes even more crucial. The potential biases in media coverage can contribute to stereotyping, influence voter attitudes, and impact the overall success of women candidates. Arijeniwa and Nwaoboli’s (2023) study, which sets the stage for examining the impact of social media on political participation, is particularly relevant in understanding the changing dynamics of media influence in contemporary society.
Asemah et al.’s (2017) work on theories and models of communication adds a theoretical underpinning to the study, providing a framework for understanding the mechanisms through which media influence operates. By exploring different communication models, this reference contributes to the depth of analysis regarding the nuances of how media messages, particularly those related to women politicians, are constructed and disseminated.
The 2023 election serves as a backdrop for this investigation, offering a specific context to analyze media dynamics during a critical political event. Arijeniwa and Nwaoboli’s (2023) work sets a precedent for this examination, emphasizing the need to scrutinize media coverage to uncover potential biases and their implications. Additionally, Asemah et al.’s (2017) focus on the evolving nature of media dynamics contributes to understanding how these dynamics might shape and be shaped by societal attitudes toward women in politics.
Analyzing the frequency and prominence of newspaper media coverage of women politicians during the 2023 election is a critical first step in understanding the visibility and attention these candidates received. Scholars have noted that the prominence of coverage can affect how voters perceive and evaluate political candidates. Adibe’s (2021) research on the role of the Nigerian media in nation-building emphasizes the significance of media visibility in shaping public opinion. Ajibulu’s (2022) content analytical study of COVID-19 vaccination reports on social media platforms demonstrates the importance of media in disseminating information and influencing public discourse.
Identifying the predominant themes and frames used in the coverage of women politicians is another key aspect of this study. Arijeniwa et al. (2022) explored the role of social media in cultural commodification and the promotion of synthetic values in Nigeria, highlighting the impact of media on societal values. Arijeniwa and Nwaoboli’s (2023) study on setting the agenda for public discourse through social media further emphasizes the role of media in shaping the narrative around political participation, especially among the youth.
The impact of media coverage on public perception of women politicians and its potential implications for electoral outcomes is the third objective of this study. Funderburk’s (2019) dissertation on newspaper framing of female African-American Olympic athletes provides insights into how media framing can influence perceptions of individuals, potentially affecting their success. Ngara & Esebonu’s (2022) exploration of political parties and Web 2.0 in Britain underscores the evolving nature of media dynamics and its impact on political engagement.
As media theories and models of communication play a vital role in shaping the discourse, Asemah et al.’s (2017) work on theories and models of communication serves as a foundational reference. Additionally, Chibuike and Fafiolu’s (2023) study on promoting good governance in Nigeria through pre-election discourse highlights the challenges the media faces in shaping political narratives. Ngara and Esebonu’s (2012) research on the mass media and the struggle for democracy in Africa provides a broader context for understanding the role of media in political processes.
In conclusion, the media’s role in shaping public opinion, especially in the context of democratic elections, is undeniable. The 2023 election, with its increased participation of women politicians, presents a unique lens through which to examine the dynamics of media coverage. By analyzing the frequency, prominence, themes, and frames used in newspaper media coverage, this study seeks to contribute to a deeper understanding of the impact of media on gender equality, political representation, and the democratic process. Drawing on a diverse set of references, ranging from studies on social media and cultural commodification to research on the influence of political advertising, the study aims to provide a comprehensive analysis of the media’s role in shaping perceptions during a pivotal political moment.
Statement of Problem
The portrayal of politicians in the media, a critical element in shaping public opinion, has long been a subject of scholarly interest. Despite the increasing attention to media representation, there remains a notable gap in understanding the specific challenges and biases faced by women politicians, especially in the context of the 2023 election, which witnessed a substantial rise in their participation (Adibe, 2021; Ajibulu, 2022; Arijeniwa et al., 2022). The problem at hand is the potential perpetuation of gender biases and stereotypes in newspaper media coverage during the 2023 election, which may have implications for public perceptions and electoral outcomes.
While media coverage is known to reflect and, in turn, shape societal attitudes, the study aims to investigate how women politicians were portrayed during this pivotal political event. Existing research by Funderburk (2019) on the framing of female African-American Olympic athletes and Arijeniwa et al.’s (2022) exploration of social media’s role in cultural commodification highlight the importance of scrutinising media portrayals for potential biases. The research problem lies in the need to unravel the nuanced dynamics of newspaper media coverage of women politicians, identify prevailing themes and frames, and assess their potential impact on public perceptions and electoral outcomes during the 2023 election.
This study seeks to address whether media coverage of women politicians in newspapers during the 2023 election was equitable, exploring if frequency, prominence, and thematic representation differed compared to their male counterparts. Additionally, it aims to understand how media portrayal aligns with or challenges established theories and models of communication, as outlined by Asemah et al. (2017). By identifying and analyzing these potential biases, the study aims to contribute to the broader discourse on gender equality, political representation, and the democratic process.
Objectives of the Study
The study had three specific objectives:
- To analyze the frequency and prominence of newspaper media coverage of women politicians during the 2023 election.
- To identify the predominant themes and frames used in the coverage of women politicians in newspapers during the 2023 election.
- To assess the impact of media coverage on the public perception of women politicians and its potential implications for electoral outcomes in the 2023 election.
 Research Questions
To achieve the outlined objectives, the study addressed the following research questions:
- What was the frequency and prominence of newspaper media coverage of women politicians during the 2023 election?
- What were the predominant themes and frames employed in the coverage of women politicians in newspapers during the 2023 election?
- How did media coverage influence public perception of women politicians, and what were its potential implications for electoral outcomes in the 2023 election?
Significance of the Study
This research project assumes a position of utmost importance as it endeavours to make a substantial contribution to the current body of literature dedicated to the intricate interplay between media and politics, with a specific emphasis on the representation of women in the political arena. Through its dedicated examination of the 2023 election, the study aims to offer valuable insights into the ever-evolving dynamics of media interactions and their profound effects on the visibility, credibility, and overall success of women politicians. By delving into the nuances of newspaper media coverage during this pivotal political event, the research seeks to uncover patterns, biases, and trends that may influence the broader discourse on gender equality in political representation.
The significance of this study extends beyond the realm of academic inquiry, as its findings hold practical implications for various stakeholders. Media organizations stand to benefit from a heightened awareness of the potential biases and challenges faced by women politicians, enabling them to foster more equitable and representative coverage. Policymakers, informed by the study’s outcomes, can develop targeted interventions to address systemic issues and promote gender-inclusive media practices. Moreover, advocacy groups working ardently towards gender equality in politics will find actionable insights in the study’s findings, facilitating more effective strategies and campaigns. Ultimately, this research catalyses positive change by offering a nuanced understanding of the complex relationship between media and the representation of women in politics, providing a foundation for informed decision-making and advocacy efforts.
Scope of the Study
This research specifically focused on the newspaper media coverage of women politicians during the 2023 election in Nigeria. The choice of newspapers was deliberately narrowed down to two influential Nigerian publications, namely The Guardian Newspaper and The Punch. These newspapers were selected for their extensive readership and substantial influence in shaping public opinion during the election period. The temporal scope of the study covered the official campaign period and the weeks leading up to election day. By concentrating on The Guardian Newspaper and The Punch, the research aimed to provide a comprehensive understanding of how media dynamics within these prominent outlets contributed to the portrayal and visibility of women politicians during this critical political juncture.
Operational Definition of Terms
Newspaper Media Coverage: Refers to the representation and portrayal of women politicians in print media, including articles, editorials, op-eds, and features published by selected newspapers during the specified period.
Women Politicians: Encompasses female candidates, officeholders, or political figures participating in the 2023 election.
Prominence: The visibility and positioning of coverage within newspapers, indicate the level of attention given to women politicians.
Themes: Refers to the recurring subjects or topics emphasized in media coverage of women politicians.
Frames: The specific angles, perspectives, or lenses through which women politicians were presented in newspaper articles.
Public Perception: The collective views, attitudes, and opinions of the general public regarding women politicians as influenced by media coverage.
Electoral Outcomes: The results of the 2023 election, including the success or failure of women politicians in securing electoral positions.
References
- Arijeniwa, F. A., & Nwaoboli, E. P. (2023). Setting Agenda for Public Discourse: Examining the Impact of Social Media on Political Participation amongst Nigerian Youths. International Journal of Multidisciplinary Approach and Studies, 10(1), 36-53.
- Asemah, E., Nwammuo, A., & Nkwam-Uwaoma, A. (2017). Theories and Models of Communication (2nd ed). Jos: University Press.
- Funderburk, M. (2019). The games behind the scenes: Newspaper framing of female African American Olympic athletes. A dissertation submitted in partial fulfilment for the degree of Master of Arts in Journalism and Mass Communications, University of South Carolina.
- Ngara, C. O., & Esebonu, E. N. (2022). The mass media and the struggle for democracy in Africa: The Nigerian experience. Nordic Journal of African Studies, 21(4), 183-198.
- Chibuike, J. N., & Fafiolu, G. (2023). Promoting good governance in Nigeria through pre-election discourse: The challenges for the media. Research on Humanities and Social Sciences, 5(2), 77-90.
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