The persistent underrepresentation and stereotyping of women in media coverage of politics remain significant barriers to gender equity in politics. Previous research demonstrates that the news media portray men and women in different ways, often focusing on physical attributes and attributing gendered stereotypes that can convey the message that women do not have the traits associated with political leadership (e.g, strong, competent). This type of bias has electoral consequences because when media coverage is personalised (based on trait, appearance, or families), it reaffirms gender stereotypical beliefs and lowers the viability ratings and popularity of women candidates (Rohrbach et al. 2023).
We often, however, do not understand the extent to which any bias in coverage may reflect campaign strategies of candidates as they seek to mobilise particular identities or undertake different types of campaign work. In this study, we leverage a multi-country candidate survey (Spain, UK, Netherlands and Turkey) with over 500 candidates matched to campaign coverage of these candidates in the election campaign 6 weeks prior to the election. From the news media where the candidate is mentioned, we capture news topics and traits used to portray the candidates. Using these linked data, we test how media coverage does or does not reflect a candidate’s campaign effort. We then assess the impact of bias on electoral chances and how this effect may differ between men and women. In this way, we capture gendered mediation and bias that accounts for candidate campaign strategies.
