Framing of Gender stories to promote gender equality: the case of Addis Ababa Women's page

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Addis Ababa Universiy


Gender inequality is common in every corner of the world including well developed countries. The problem is more acute in developing nations than the developed ones. Women around the world are characterized by less access to and control of resources, heavier multiple burdens, higher rate of abuse, less power, lower wages, and less participation in decision making process. These sex roles are socially constructed. Since they are socially constructed they are changeable. Media can play significant roles in changing the situation of women by creating awareness among the society. But how media present gender issues has an implication on both public perception and social policy. Therefore, to better understand the situation, this study examines presentation of gender stories in the selected samples of Addis Zemen women's column over one year period. Questions like: to what issues and themes the column gives more coverage? What frames does the column used when reporting gender issues? And how does Addis Zemen's women's column portray women? are among the questions to be answered in this study. The study analyzed a sample of gender stories published from January 2008- December 2008. In addition, journalists and editors who work for the column were interviewed to supplement information gathered through content analysis. The study made agenda setting and framing theories as its conceptual frameworks. The findings show that economic activities of women and violence were highly emphasized themes of the column, however, health technology and legal issues were ignored. Regarding the frames used by the column, attribution of responsibility is the most used frame, but economic and conflict frames were least frequently used frames. In the analyzed stories the column portrayed women as victims and women were mentioned significantly as role models especially in the economic activities. On the other hand, the column portrayed women as leaders/decision makers/ bread winners in a limited context.



Framing of Gender stories to promote gender equality: