Tahsini Izela, Duci Veronika
Department of Social Work and Social Policy, University of Tirana, Tirana, Albania.
Glob Soc Welf. 2022 Oct 26:1-9. doi: 10.1007/s40609-022-00248-5.
This study aims to analyze the online media coverage of political discourse and portrayal of women, as political candidates and voters, during the electoral campaign of 2021 in Albania and raises two research questions with regard to this, employing a gender perspective. The study uses a qualitative methodology. Media content analysis is employed for the analysis of 1420 online articles, from 15 portals, 7 TVs, and 8 newspapers. The results show that political candidates are the subject of a gendered portrayal in media. Women receive less amount of time, more focus on personal life versus professional, and on "soft" issues; young candidates are on focus for being "surprise" or "clean" candidates; political party leaders follow the same gendered discourse, the narrative of political candidates' interest, and objectives for women voters relates to their traditional role; women candidates' looks and appearance are targeted in the media; and sexist language promotes hate speech and derogatory comments. To add to this picture, some women candidates promote the gender stereotypes' game to appeal to their electorate, while there is almost no reflection by the media on the problematics of gender portraying during the electoral campaign.
本研究旨在分析2021年阿尔巴尼亚选举活动期间在线媒体对作为政治候选人及选民的女性的政治话语和形象塑造的报道，并从性别视角就此提出两个研究问题。该研究采用定性研究方法。运用媒体内容分析法对来自15个门户网站、7家电视台和8家报纸的1420篇在线文章进行分析。结果表明，政治候选人是媒体中性别化形象塑造的对象。女性获得的报道时间较少，更多地关注个人生活而非职业，且多聚焦于“软性”问题；年轻候选人因是“惊喜”或“清廉”候选人而受到关注；政党领导人遵循相同的性别化话语，政治候选人对女性选民的兴趣、目标叙述与她们的传统角色相关；女性候选人的外貌在媒体中成为被关注的对象；性别歧视性语言助长了仇恨言论和诋毁性评论。此外，一些女性候选人利用性别刻板印象来吸引选民，而媒体在选举活动期间几乎没有对性别形象塑造问题进行反思。
