The Physical Representation of Female Leaders in the Media

Abstract

In the modern area, female leaders are still underrepresented within the highest levels of leadership within business organizations. The largest explanation for this phenomenon is that there is a misalignment in the expectations for CEOs and female leaders. Due to the existence of differing perceptions and expectations for female leaders, a content analysis was done on three business publications to determine whether or not the same expectations for female leaders were mimicked within the confines of the media. Through analysis, it was found that females were underrepresented within business publications when compared to their male counterparts. In addition to underrepresentation, females were also physically presented in a differing manner. Female subjects' body language was closely aligned to communal, feminine attributes and their physical appearance confirmed that there were more stringent beauty standards placed upon females. As the gatekeeper, the media has the ability to reshape the narrative around female leaders by exhibiting a more inclusive and representative picture of female leaders.