If you’re thinking that election coverage is testosterone-driven, you’d be right.
Men are quoted much more than men, across all types of news outlets, topics, and issues, according to election coverage tracker 4th Estate. Even on abortion — a topic that you’d think women would have the final word and the moral high ground — 81% of the quoted sources are men.
Men dominate the source lists for other women’s issues, too:
- Birth control -75%
- Planned Parenthood – 67%
- Women’s rights – 52%
Of the major newspapers, USA Today exhibits the strongest gender balance, with women comprising 19% of its courses. The Washington Post brings up the rear, with 15%.
What does this mean for your organization? Editors are acutely aware of this gender imbalance. To increase your chances of getting your point of view into print during the election cycle, have a woman be your spokesperson. (Qualified, of course, with media readiness training!)