Abstract
Sixty-four women contested for the General Seats in February 2008
elections but only 15 got elected. Multiple factors have contributed to
these results; one significant factor is the lack of national and local
media coverage they get while running their election campaigns.
Therefore, this study focuses on the newspaper coverage of female
electoral candidates during the campaigning months of general
elections in Pakistan. The research is strengthened by the
amalgamation of framing and feminist theories in perspective.
Moreover, the researcher has applied the content analysis research
design to do both qualitative and quantitative data analysis of both
genders. In doing so, the frequency of coverage and their
representation is empirically tested to produce accurate results. The
paper also incorporates a comparative study of Urdu and English
dailies in covering the intraparty positioning and campaign
strategies keeping in view the gender roles. For this purpose, the
researcher has conducted study of two Urdu (National language) and
two English language national dailies i.e. Jang, Nawa-e-waqt, The
Nation and Dawn, respectively. The findings revealed an inadequate
representation of women in newspapers during election campaign
2008, whereas surprisingly Urdu newspapers gave more coverage to
women compared to English newspapers.
Nida Tahseen. (2018) Print Media’s Projection of Female Electoral Candidates in General Elections of Pakistan: The Case of Punjab, Journal of Media Studies, Volume 33, Issue 2.
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