Case Study

Women In Media

Women in Media has used Isentia’s research to to prove that gender diversity exists in Australian media, and to lobby for change.

Women in Media Download Case Study PDF

The challenge

In 2016, WiM partnered with Isentia to conduct an analysis of media to determine the visibility of female journalists and the topics they cover, as well as how women are represented, to complement a survey of women working in the media. The project is used to support WiM’s ongoing calls for “greater representation, profile and power for women in the industry”.

Our approach

Isentia conducted a large-scale analysis of over 9,000 Australian news reports and provided stark evidence of gender imbalance in the media. This research was then presented to WiM with some key findings.

Isentia analysed over 9,000 Australian news reports to help WiM to prove that gender disparity exists in Australian media, and to lobby for change.

This research has become a rallying cry for women working in an industry that has a pay gap worse than construction and mining are
Katelin McInerney
MEAA, Director of Media


The research uncovered:

  • Despite almost equal proportions of men and women in the workforce, female journalists were named or acknowledged as journalists in less than one-third of media coverage;
  • Under a quarter of all sources quoted in the news were female; and that
  • About one-quarter of experts quoted were female.

We also found that the disproportion between female and male journalists, sources and experts was particularly accentuated incoverage ofcertain topics, notably sport and politics.

Isentia did a superb job with our Women in Media report. The research is quoted often in newspaper, radio and television interviews, and is used to argue our case for greater representation, profile and power for women in our industry.
Tracey Spicer
Women in Media Convernor

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