Wasburn, P. C., & Wasburn M. H. (2011).
Media coverage of women in politics: The curious case of Sarah Palin. Media
Culture Society, 33,
1027-1041. doi:
10.1177/016344371145744
Dr. Philo Wasburn and Dr. Mara Wasburn are both professors
at Purdue University, Indiana. Each has over 40 years of experience in the
academic field, and together they have dozens of books and articles published
across numerous journals, gaining them both a credible reputation. This article
explores the phenomenon of gendered reporting, and its influence in media
coverage of women in politics, particularly those in high profile roles.
When establishing the argument the authors address five points from previous
research that suggest media coverage of women in politics: receive
less attention than their male counterparts; discussions focus on comparatively
trivial subjects; focus is largely on ‘woman’s issues’ such as abortion,
childcare, education and environment; women receive more negative coverage in
terms of their ability to provide effective leadership; and, questions are
raised about the influence of a woman candidate should she be elected. This
article questions these assumptions by conducting a qualitative and
quantitative analysis of media coverage Sarah Palin received as part of her
2008 campaign as the Republican candidate for Vice President of the United States.
The continuous referral the coverage Palin received in Newsweek and
Time magazines, is justified by the dominance each has as part of a major
media corporation and the heavy reliance other news sources have on these
‘elite’ new source publications. They conclude, with exclusion
of the first point, the points above actually promoted Palin with an
‘attractive, tough, hockey mom’ image who expressed the concerns of ordinary
people, which attracted large audiences.
It recommended that the distinctive qualities of individual politicians and their particular political environment be taken into consideration in any future study of political women.
The three journalism texts that follow aim to demonstrate
how gendered reporting exists, or rather doesn’t, in other media climates
around the world, with a different political figure.