Framing of Gender stories to promote gender equality: the case of Addis Ababa Women's page
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Date
2009-06
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Addis Ababa Universiy
Abstract
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.
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Framing of Gender stories to promote gender equality: