Gender Bias in Political News, A Continuing Challenge for Female Politicians

In the mid-1990s, political scientist Kim Fridkin of Arizona State University described U.S. press coverage of male and female political candidates as a “distorted mirror” shaped by gender bias. Her 1994 research revealed that female candidates, especially those running for state offices, received less media attention and faced more negative portrayals compared to their male counterparts. According to Fridkin’s analysis of news reports from 1982 to 1988, women in senatorial and gubernatorial races were consistently sidelined, with the media focusing less on their policy positions and more on their chances of winning — often described as slim.

At the time, only 6% of U.S. senators were women, and women made up 11% of Congress, according to a Pew Research Center report. By 2023, those numbers had risen: women now comprise 25% of the Senate, 29% of Congress, and 24% of governors.

However, despite these gains in political representation, gender bias in media coverage remains a pressing issue. In recent years, academic researchers have employed advanced technology like text processing and image recognition software to scrutinize this bias more closely. These tools have helped uncover how media outlets disproportionately highlight female politicians‘ appearances, emotional displays, and personal lives over substantive political issues.

Hillary Clinton’s 2008 presidential campaign provides a clear example of this phenomenon. When Clinton displayed emotion at a campaign stop in New Hampshire, many news reports framed her response as a strategic ploy, questioning its authenticity. The media’s focus shifted from her policies to her emotional vulnerability, casting her alternately as a “broken-down ice queen” and a victorious strategist.

The portrayal of women as subjects of personal scrutiny rather than policy discussions has persisted. During the 2013 Texas filibuster, for example, Senator Wendy Davis’ pink shoes became the center of attention in many news stories, overshadowing the abortion rights legislation she was fighting against. Research shows that women in politics are more likely to be described in terms of their personal choices and family lives than men, who are typically judged on professional qualifications and policy stances.

The “likability trap” also plays a significant role. Female politicians like Elizabeth Warren and Hillary Clinton are often evaluated based on both their competence and their warmth, a challenge less frequently applied to their male colleagues. While likability is a factor for all politicians, research indicates it is more critical for women in gaining public approval.

As the 2024 election approaches, with Vice President Kamala Harris on the Democratic ticket, media outlets and researchers alike are keenly watching to see how gender bias will manifest in coverage. Though some progress has been made, women still face a tougher landscape when it comes to how they are portrayed in political news stories, raising the question of how far the media has come in truly reflecting the political realities for women candidates.