Examining gender representation in online news media coverage of general elections

Oluwatoyin Shakirat Salami

doi:10.61511/ghde.v3i1.2026.2725

Authors

Oluwatoyin Shakirat Salami Mass Communication, College of Arts, Social and Management Sciences, Crescent University, Abeokuta, Ogun State 111105, Nigeria

DOI:

https://doi.org/10.61511/ghde.v3i1.2026.2725

Keywords:

gender representation, media framing, online news media, political participation

Abstract

Background: Globally, the persistent underrepresentation of women in politics remains a serious concern, with African nations, including Nigeria, reflecting similar trends. Despite its status as the “Giant of Africa”, Nigeria continues to grapple with significant gender disparities. The media, particularly through its agenda-setting and framing functions, plays a fundamental role in shaping public perceptions of women in politics. Previous studies have shown that media coverage often shapes public perception of women in politics through agenda-setting and framing, which tend to reinforce gender stereotypes. Given the increasing influence of online media, this study thus examines gender representation in online news media coverage of the 2023 Nigerian General Elections. Methods: Anchored on the Agenda-Setting, Framing and Feminist theories, the study conducted a quantitative and qualitative content analysis of two leading Nigerian online news platforms, the Punch and Premium Times, December 1, 2022, and February 23, 2023, when electoral campaign was at its peak. Findings: The findings reveal that coverage of female political actors was significantly minimal compared to their male counterparts and that portrayals often reinforced passive, supportive, or non-leadership roles for women. These patterns could be said to have contributed to the poor showing of women in the 2023 elections, further entrenching gender inequality. Conclusion: The study concludes that balanced and gender-sensitive reporting is very important for promoting inclusivity in political participation. The study therefore recommends that news editors intentionally increase coverage of women’s political activities, portray women in active leadership roles, and create media platforms dedicated to amplifying women’s political voices. Novelty/Originality of this article: The originality of this study lies in its focus on digital-era political communication, providing empirical evidence on how online news framing sustains or challenges gender inequality in Nigeria’s electoral system.

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