Coverage of Female Spouses of Presidential Candidates in Online News

Abstract

This study examines the coverage in online news portals of female spouses of presidential candidates during the campaign prior to Ghana’s 2016 general elections. The study sought to uncover the ways in which female spouses of presidential candidates of the 2016 general elections in Ghana were portrayed through the lens of framing, gender and social constructionism theories. A total of 1252 paragraphs were analysed from online news portals of Citifmonline, Myjoyonline, Ghanaweb, Peacefmonline, Graphiconline and Pulsegh over a period of four months from August 2016 to November 2016 using qualitative research approach. Through content analysis, the findings showed that the coverage of the female spouses was predominantly positive and gendered. The female spouses were framed as: active in politics and policy discourses; assertive; and, motivational on issues on the campaign trail. The study concludes that the media gave the female spouses adequate coverage in terms of quantity and quality. However, the coverage reflected elements of gender as a constructed social norm or reality. Finally, contrary to what is dominant in the literature on gender representations in the media, the female spouses were not presented negatively neither were the media insensitive in their reportage.  They were portrayed as subverting the traditional gender roles or, on few occasions, affirming them.

Keywords: online news portals, female spouses of presidential candidates, framing, social constructionism, gender, elections in Ghana

DOI: 10.7176/NMMC/94-02

Publication date: December 31^st 2020