Introduction 

The representation of women in politics and the way they are portrayed in the media are fundamental to fostering gender equality and strengthening democratic processes. The media play a crucial role in shaping public perceptions of political leadership, influencing both voter attitudes and the broader societal understanding of who is considered a legitimate political actor. In the Macedonian media landscape, these issues are particularly relevant, given the historical underrepresentation of women in politics and the persistent gender biases in news coverage. 

This analysis seeks to explore the extent to which female politicians are covered in digital media following the parliamentary elections and the formation of the new government in July 2024. The study compares their visibility to that of their male counterparts, examining both the quantity of media coverage and the specific themes in which they are featured. Despite efforts to promote gender parity, the composition of the new government reflects a continued gender imbalance.  

The study delves into the types of topics with which woman and man politicians are associated in the media. By analyzing whether women are predominantly linked to social and welfare-related issues while men dominate discussions on economy, security, and foreign policy, the research aims to identify underlying gender biases in political reporting. Additionally, the study investigates whether media portrayals of female politicians emphasize personal characteristics and family roles rather than their policy work, a pattern frequently observed in international studies. Ultimately, this research seeks to determine whether Macedonian media continue to reflect traditional gender norms or if there is a discernible shift toward a more gender-inclusive approach to political reporting. 

Methodology 

This research is based on a comprehensive media monitoring analysis conducted using data from Pikasa Analytics, a platform that tracks and analyzes digital media content in Macedonia. The dataset includes over 1,200,000 news articles published between July and December 2024, covering content from 325 digital media outlets, including both mainstream and alternative news sources. 

A mixed-methods approach was employed to assess the representation of women in political media coverage. The quantitative analysis measured the frequency of mentions of women politicians compared to their man counterparts, providing a statistical overview of their visibility in the media. Qualitative thematic analysis was used to examine the dominant narratives surrounding female politicians, focusing on the specific topics and framing techniques employed in media reports. Additionally, the study compared traditional mainstream media with alternative digital platforms to determine whether independent news sources provide a more gender-balanced portrayal of female politicians. 

By integrating both quantitative and qualitative methodologies, this study offers a comprehensive assessment of how women in politics are represented in Macedonian media and the extent to which these representations reinforce or challenge traditional gender norms. 

Theoretical Framework 

The media’s role in shaping gender perceptions in politics has been extensively examined in academic literature. Dahlerup (2006) argues that women in politics face systemic barriers in the media, where they are often portrayed as "less competent" or their political contributions are minimized. These portrayals contribute to the persistence of gender inequalities in political leadership by reinforcing the perception that politics is a predominantly male domain. 

Van der Pas and Aaldering (2020) highlight that media coverage of female politicians tends to focus more on their personal characteristics, family life, and appearance rather than their policy positions or leadership capabilities. This disproportionate emphasis on non-political attributes not only diminishes their credibility as policymakers but also reinforces the stereotype that women in politics are exceptions rather than equals. 

Research on media coverage in the Balkan region further suggests that women receive significantly less media attention compared to men. When they are featured, their presence is often confined to traditionally "feminine" policy areas such as social welfare, education, and healthcare (Reactor, 2023). This thematic segregation in media reporting reflects deeper societal expectations regarding gender roles, where women are expected to engage in caregiving and community-based leadership, while men are associated with strategic decision-making and governance. 

By situating this analysis within the broader academic discourse on media and gender, the study aims to assess whether Macedonian media coverage follows similar patterns of gendered reporting or if recent political developments have led to a shift toward more balanced and equitable representations of female politicians. 

Media Visibility: Women vs. Men in Political Coverage 

The findings indicate a significant gender disparity in political media coverage. Of the total analyzed news articles, only 8% focused on women politicians, while 92% were centered on men politicians. This imbalance suggests that women in political leadership positions continue to be underrepresented in the media, limiting their visibility and influence in public discourse.  On social media, however, the representation of women is slightly higher at 10%, indicating a marginally more inclusive space for political engagement. Despite this, men still dominate political discussions across all media platforms. 

Chart: Mentions of woman and men government members in media (July -December 2024) 

These results reinforce the perception that politics is still viewed as a man-dominated sphere. The underrepresentation of women in political reporting not only limits their public recognition but also perpetuates the notion that men are the primary decision-makers in governance. 

Thematic Analysis: Gendered Framing in Political Media 

A thematic analysis of political news coverage reveals a clear division in the topics associated with man and women politicians. Women are most frequently mentioned in relation to education, healthcare, and social policies, areas traditionally perceived as extensions of caregiving roles. In contrast, men dominate discussions on economy, security, corruption and foreign policy, reinforcing the perception that they are the primary actors in strategic governance and high-stakes decision-making.  This pattern suggests that the media continue to uphold traditional gender roles, where women are portrayed as caretakers and social reformers while men are framed as powerful leaders shaping national and international policy. Such framing marginalizes women in critical political debates and limits their perceived legitimacy in governance. (Reactor, 2023). 

Representation Style: Gender Stereotypes in Media Coverage 

The way in which female politicians are portrayed in the media also reflects persistent gender biases. Women are more frequently discussed in terms of their personal lives and family roles, whereas men are predominantly evaluated based on their political decisions and policy initiatives. 

For instance, Finance Minister Gordana Dimitrieska-Kochoska is often mentioned in economic news, but her statements are overshadowed by those of the prime minister or other high-ranking male officials. This selective framing minimizes the contributions of female politicians and reinforces the notion that men are the primary economic decision-makers. 

The Minister of Education, Vesna Janevska, is most frequently mentioned in the context of educational reforms, student policies, and higher education. Topics such as the start of the academic year, curriculum changes, and issues within educational institutions are the main reasons for her media appearances. Interestingly, the tone in these reports is generally neutral and focused on the subject matter, suggesting that in the field of education—traditionally perceived as more accessible to women—the media are less likely to resort to sensationalism. 

Additionally, a paternalistic tone is evident in the coverage of women in politics. Reports about female politicians often adopt a protective or explanatory approach, whereas male politicians are evaluated more critically and objectively. Sensationalist language is also used disproportionately in articles about women, with headlines that emphasize their struggles or imply that they are "outsiders" in political spaces. For example, one minister was described as facing "big shoes to fill," reinforcing the stereotype that women do not naturally belong in leadership roles. (Reactor, 2024). 

Conclusion and Recommendations 

The findings of this analysis highlight significant gender disparities in political media coverage in Macedonia. Despite the presence of women in government, their media visibility remains substantially lower than that of men. Traditional gender roles continue to shape media narratives, with female politicians being associated with "soft" policy areas while men dominate discussions on economy, security, and governance. Alternative media platforms demonstrate greater gender sensitivity in their reporting, but their overall influence remains limited compared to mainstream media. 

To address these issues, several recommendations can be made. There is a need for more gender-balanced reporting that ensures equal visibility of female politicians. Media coverage should focus on female politicians as policymakers rather than emphasizing their personal characteristics. Journalists should also receive training in gender-sensitive reporting to mitigate biased narratives and challenge stereotypes in political journalism. 

Without proactive changes in media practices, gender inequality in political reporting will persist, limiting the participation and influence of women in political life. 

References 

Baum, Matthew A., and Angela S. Jamison. (2006). The Oprah Effect: How Soft News Helps Inattentive Citizens Vote Consistently. The Journal of Politics, 68(4), 946–959. https://doi.org/10.1111/j.1468-2508.2006.00482.x 

Dahlerup, Drude. (2006). Women, Quotas, and Politics. New York: Routledge. 

Fridkin, Kim L., and Patrick J. Kenney. (2014). The Changing Face of Representation: The Gender of U.S. Senators and Constituent Communications. Ann Arbor: University of Michigan Press. 

Trimble, Linda. (2017). Ms. Prime Minister: Gender, Media, and Leadership. Toronto: University of Toronto Press. 

Trimble, Linda, and Shannon Sampert. (2004). Who’s in the Game? The Framing of the Canadian Election 2000 by The Globe and Mail and The National Post. Canadian Journal of Political Science, 37(1), 51–71. https://doi.org/10.1017/S0008423904040022 

Van der Pas, Daphne J., and Loes Aaldering. (2020). Gender Differences in Political Media Coverage: A Meta-Analysis. British Journal of Political Science, 50(3), 1162–1183. https://doi.org/10.1017/S0007123418000139 

Reactor. (2023). Gender Representation in Macedonian Media: Political Narratives and Coverage Bias. Skopje: Reactor – Research