The Role of the Media in the Redistribution of Power

1
The Role of the Media in the (Re)distribution of
Power

• Comparative Analysis Report
• Inta Brike,
• Associate Professor, University of Latvia

2
Politics whos sphere?

• Myths about politics
• Images of politicians
• Gender-created discourse
• Realities of life and media performances

3
Women as actors in the public sphere

• Position and status
• Communication situations
• Personal characteristics
• Gender as tool
• Discourse of power

4
Stereotypes

• Simplified form of reality
• Accordance with individual mental frames
• Correlate and uphold norms, biases
• Forecast future ideas, behaviour etc.

5
Use of stereotypes

• Politicians
• Journalists and editors
• PR specialists
• Advertising specialists
• Media users

6
Old and new stereotypes

• Cinderella
• young, blue-eyed blond
• Iron Lady
• Witch
• Ice Queen
• Old Maid
• Father/Mother of the Nation
• etc.,etc.,etc.

7
Interpretations of womens roles

• Interpretations by female politicians
• Public relations
• Open-minded media
• NGOs support
• Public debates

8
Media researchmonitoring the changes

• Media analysis provision for debates
• Historical discourse of gender
• Comparative studies
• Qualitative research methods and interpretation
  of data
• Participation of researchers of both genders
• Case studies
• Focus on causes
• Availability of research results
• Promotion of results