Media representation and its impact on female candidates' electability in parliamentary elections: A content analysis of three Ugandan newspapers

Abstract

This article examines media representation of female candidates and its impact on their electability in Ugandan parliamentary 2016 elections. A total of N = 1,704 newspaper articles were extracted from New Vision, Daily Monitor, and Red pepper newspapers. A content analysis method was used to code 17 topical issues. Findings on average show female candidates were represented in less than three dominant topical issues (2.70 ± 3.74). Results also show that news article placement and page number were statistically significant in increasing male candidate's electability compared to the female candidates. Findings also show that all newspapers represented female candidates prominently in agricultural roles (M=3.00) compared to politics in which female candidates averaged (2.80 ± 0.60) in Daily Monitor, (2.94 ± 0.31) in New Vision, and (2.90 ± 0.32) in Red Pepper. We deduce that in order to increase female candidates' electability media should cover both male and female candidates in all topical issues equally.