Gender stereotypes in print and online media coverage of Slovak presidential candidates in 2009 and 2019

Abstract

In Slovakia, women are poorly represented in politics and public life. Yet it is the first country in Central Europe with a female president. By applying a mixed-methods approach to analyzing an original dataset containing media coverage of leading presidential candidates (n = 1492), this study explores how the media covered them and discusses under what conditions gender-stereotypical coverage could be detrimental or beneficial to electoral outcomes. The results show media outlet type was not significantly associated with a gender-stereotypical attribution of communal and agentic traits to candidates. Tabloids and quality press equally perpetuated gender stereotypes. Irrespective of their gender, journalists were more likely to depict women candidates as possessing communal qualities perceived as incompatible with leadership. However, findings from the qualitative analysis suggest that when corruption perception is high, and public trust in institutions is low, communal traits stereotypically attributed to women are appreciated. Novelty also works to women’s advantage. These findings have important implications for women candidates’ campaign strategies.