Mass Media in (Re)distribution of Power

The report gives a brief overview of research on gender and media in Estonia, presents theoretical background and methodological points of departure for media analysis from the viewpoint of gender. It also presents findings of two empirical research projects on representation of women politicians in the media in Estonia.

Key information on trends and challenges on women and the media:

Representation of women as well as women politicians in the media in Estonia follows the universal tendencies shown by western feminist media researchers since 1970s. Representation of women and women politicians among them in the media is gendered and it reproduces the gender order and power relations of the society in a kind of black and white, stereotypical way. Women (politicians) themselves are actively participating in the reproduction of existing gender order, as interviewees, authors and subjects of different media texts.

Key stakeholders mentioned:

Women politicians; PR advisors; Journalists; Media executives; Estonian dailies