fbpx
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.

Client
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

Outcomes

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
Share

Similar articles

Whitepaper
ISENTIA PHILIPPINES – The First 30 Days: The Philippine Presidential Race Campaign Period at a Glance

The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements. The study seeks to comprehend the themes and sentiment of the media and digital public discussions on the identified candidates since the official campaign period from 8 February 2022 to 9 March 2022. Fill up the form to download the whitepaper and read more.

Blog
Isentia bringing the 2022-23 Budget to Clients

Our Marketing Executive gets a crash course in Budget night at Isentia. We provide tailored media intelligence offerings. Discover the Isentia difference!

Whitepaper
Isentia VN TRENDSPOTTING STUDY – MISSING THE FAMILIAR: Exploring Consumer Desires, Revamping Marketing Strategies

Isentia, with its leading media intelligence and insights capacities, has peered into the social media conversations centred on Vietnamese netizens’ wishes and sentiments on how they will spend time after the COVID-19 pandemic. This whitepaper, which is readily available through this link, covers all discussions on how brands can learn from cross-brand collaboration or co-branding […]

Whitepaper
ISENTIA ID TRENDSPOTTING STUDY – From Invasion to Innovation: The Rise of Digital Banking

Isentia, with its leading media intelligence and insights capacities, identifies the relevant trends and innovations in digital banking that digital banks in Indonesia carried out. The paper discusses how netizens responded to the trends and innovations relating to digital banking in Indonesia.  Fill up the form below to download the whitepaper and read more.

Ready to get started?

Get in touch or request a demo.