EXPLORING THE ROLE OF MEDIA IN PROMOTING WOMEN POLITICAL LEADERSHIP: PLATEAU STATE WOMEN POLITICIANS' PERSPECTIVES

Abstract

Women make up about half of the world population, but in terms of political leadership they are glaringly under represented. Amongst several obstacles to women political participation is media representation. The media misrepresent women by sexualizing, undermining and portraying them as victims. This manner of representation affects perceptions on women's ability to engage in leadership. The media are socializing agents, and can be said to be influential to some extent. The aim of this study is to find out from the point of view of women politicians how media can be engaged positively to enhance ample representation of women in leadership. This work is premised on the Agenda Setting theory and Feminist Media theory. This research is purely qualitative with the interview guide as instrument of data collection. Data was analyzed using Nvivo software and by engaging a thematic analysis, data was interpreted and conclusions were drawn from the themes that emerged from the analyzed data. Findings reveal that the media is perceived to be powerful and its representation of women adversely affects perceptions on women's ability to engage in leadership. Since the media was seen to be powerful it was suggested that the media should portray women positively which will in turn lead to positive perceptions about women and belief in the woman politician to engage in leadership invariably leading to increased representation of women. It was recommended that media should portray women positively in advertisements, television and radio programs and in films.