W10_Mediation_Mexico

Title: Media Coverage of Women in Mexican Municipal Elections

Abstract

• Studies indicate that female nominees receive unequal treatment in media visibility and portrayal.

• This research assesses media coverage in Mexican municipal elections.

• Aims to understand gender disparities in media exposure and reporting.

• Findings show female candidates are as visible as male candidates but are often portrayed as less likely to win.

• Coverage focuses more on traditional ‘male’ issues rather than female candidates' traits.

Introduction

• Media plays a crucial role in shaping political discourse and public perception (Habermas, 1998).

• Gatekeeping by media shapes political agendas and public debate (McCombs & Shaw, 1972).

• Media framing can impact gender representation in politics, extending stereotypes (Winfield, 1997).

Gender Stereotypes in Media

• Some studies show clear disparities in coverage between male and female candidates (Kahn, 1994b; Kittilson & Fridkin, 2008).

• Gender stereotyping in media affects voter perceptions regarding candidates’ viability and expertise (Kahn, 1994a; Bligh et al., 2012).

• Limited studies exist concerning Mexican municipal elections, highlighting a need for further research.

Methodological Framework

• Content analysis of three state capital elections (Pachuca, Aguascalientes, Hermosillo).

• Examines local newspapers with significant print runs:

  • Milenio (Pachuca)

  • La Jornada (Aguascalientes)

  • El Imparcial (Hermosillo)

• Analyzed coverage periods during the final month of campaigns (May 1 to June 1, 2016, and May 3 to June 3, 2015).

• Data includes 897 news reports, categorized by volume, section, tone, appearance mentions, family mentions, and issue focus.

Key Findings

Visibility of Candidates

• Men and women candidates received equal visibility in competitive races.

• Aguascalientes: Teresa Jiménez and José de Jesús Ríos received similar coverage.

• Pachuca: Coverage equal for leading women candidates.

• Hermosillo: More coverage for male candidate due to gubernatorial influence.

Reporting Dynamics

• Media coverage concentrated on leading candidates, primarily covering competitive narratives (over 80% focused on top candidates).

• Minimal coverage for candidates deemed uncompetitive, regardless of gender.

• Significant focus on 'male' issues (58.4% of reported topics), despite presence of female candidates.

Tone and Content of Coverage

• Overall neutral tone in reporting (85.6% for women, 91.3% for men), but women face slightly higher negative portrayals.

• No explicit gender-based personality trait discussions in coverage; portrayals often focus on capabilities.

• Instances of negative framing of female candidates noted in competitive contexts.

Issue Coverage Analysis

• News reports predominantly covered 'male' issues (security and employment).

• Female candidates’ agendas and topics were overshadowed by 'male' themes, impacting voter perceptions.

• Uncompetitive women candidates received less or negligible media attention.

Conclusion

• Media coverage in Mexican municipal elections reveals indirect gender bias through focus and visibility disparities.

• While both genders experienced similar visibility, nuances emerge in portrayal as candidates’ competitiveness varies.

• Visibility and type of issues covered play critical roles in shaping perceptions of women in politics.

• The need for further research on the intersection of media narratives and political representation of women in non-Western contexts is highlighted.

Implications for Future Research

• Understanding how media representation impacts voter expectations and candidate perceptions.

• Investigating potential biases faced by women candidates across different election levels (municipal vs. national).

• The effects of gendered media coverage on the political landscape in Latin America and beyond.