For long, the portrayal of women leaders has always been under scanner and talked about a lot, especially in the media & entertainment sector. This representation is a mirror of talks, and as such can be an illumination for change.
Media has a huge influence on how someone is perceived and it applies to women leaders too. The question remains: how can the media do better in portraying female leaders in a fairer, more balanced way?
Media’s Role in Shaping Perceptions
Media has an incredible impact on public perception. The way it portrays female leaders can either support or undermine their credibility. Unfortunately, even today, women in leadership are often viewed through outdated stereotypes. Their competence is questioned more than men’s, their appearance is scrutinised, and their personal lives can overshadow their professional achievements.
Although some progress has been made, the truth is women leaders still face significant bias. The Women in Media Industry Insight Report 2024 highlights just how deep this problem runs. The report, which surveyed 329 women working in media across Australia, shows that career dissatisfaction is at a three-year high. More than half (57%) of women are dissatisfied or unsure about how to advance their careers, with particular discontent among early and mid-career women.
The survey also revealed that 56% of women consider the media industry to have a weak or very weak commitment to gender equality. This percentage has risen from 2023, showing that women’s confidence in the industry’s dedication to closing the gender gap is faltering.
Stagnating Careers and Lack of Progression
One of the most significant problems facing women in the media is the lack of clear career progression. While many women enter the industry at junior levels, few make it to senior leadership roles. In Australia, for example, women comprise 53% of the workforce in the media industry at the early stages of their careers. Yet by the time they reach senior positions, this figure drops to just 29%.
This drop-off is not limited to Australia. Globally, the issue is widespread. Research across 12 countries found that only 24% of top editors in 240 leading news outlets were women, even though women made up 40% of journalists in these markets. Some countries, like Japan, had no female top editors at all. In contrast, the US had the highest percentage, with 43% of top editorial roles held by women. However, even in countries where women make up a significant part of the workforce, the journey to top positions remains slow. At the current rate of progress, it could take until 2074 to achieve gender parity in top editorial roles.
For many women, the barriers to career advancement aren’t just structural but also cultural. They often face outdated attitudes about their capabilities and potential for leadership. A third of the women surveyed in the 2024 Insight Report said they were considering leaving their jobs, citing lack of promotion opportunities, unsupportive management, and the additional burden of caregiving responsibilities as key reasons.
The Pay Gap Problem
The gender pay gap is another significant issue in the media. In Australia, the gap is particularly striking in the Information Media & Communications sector. Women in this industry earn, on average, 9% less than their male colleagues, equating to a $409.40 per week difference. This disparity is part of a broader issue facing women across many sectors, but in media, it compounds the existing frustrations about career stagnation.
The Australian Bureau of Statistics (ABS) showed in November 2023 that the national gender pay gap stood at 7%. The media sector’s higher pay gap further highlights the unique challenges women face in this industry. Pay inequality remains a central concern for women, with many saying it is a primary factor holding them back from advancing their careers.
Media Representation and Its Impact
How female leaders are portrayed in the media influences how they are viewed by society and within their organisations. Sadly, there is still a considerable bias in how women leaders are covered. Women are often portrayed as less capable, more emotional, or judged more harshly than their male counterparts. In politics and business, their achievements can be overshadowed by personal details that have little to do with their professional capabilities.
While male leaders are frequently celebrated for their toughness or assertiveness, these same qualities in women are often criticised. This double standard not only harms the public perception of women in leadership but can also damage their career prospects. The media’s framing of women in power can deter future generations of women from aspiring to leadership roles if they feel they’ll face the same unfair treatment.
Moreover, while women’s leadership stories are gaining traction in some areas, significant underrepresentation remains in creative industries like filmmaking. For example, while Barbie was the highest-grossing film of 2023, earning $1.4 billion globally and securing eight Oscar nominations, women are still vastly underrepresented in film awards. Research shows that since the Oscars began in 1929, only 17% of nominees have been women, and less than 2% have been women of colour. The lack of recognition for female creatives reflects a broader issue in media and entertainment.
The Digital Media Shift
One positive shift is the growing number of women-led digital media platforms. With the rise of blogs, podcasts, and social media, women have found new ways to share their stories and make their voices heard. Digital media allows women to challenge traditional gatekeepers and create their own narratives, free from the constraints of mainstream outlets.
In the last decade, many women have used digital platforms to expose issues like gender inequality and workplace harassment, driving societal conversations that might have otherwise been ignored. These platforms give women the space to shape their own media representations and push back against the stereotypes that have long dominated traditional media.
The Road Ahead: Achieving Gender Parity
While the media has made progress, the path to true gender parity remains long. The World Economic Forum’s Global Gender Gap Report 2023 estimated that it could take another 131 years for full gender equality to be reached globally. This timeline, while daunting, doesn’t mean that change isn’t happening. It’s just moving slower than many would hope.
The media has the power to accelerate this change by being more intentional in how it represents women in leadership. Instead of relying on outdated stereotypes or applying double standards, the media can help to create a new narrative — one that celebrates women’s achievements and potential. By focusing on their abilities rather than their appearance or personal lives, media outlets can contribute to a broader cultural shift that supports women in all areas of leadership.
However, for this to happen, media companies need to address the structural barriers that hold women back within their own organisations. Providing better support for career progression, closing the gender pay gap, and promoting more women into decision-making roles are all necessary steps. Women should not have to choose between a fulfilling career and fair treatment; they deserve both.
In conclusion, while women in leadership have made strides in the media industry, much remains to be done. Gender bias, pay gaps, and a lack of career advancement continue to hold women back. However, with the growing influence of digital platforms and ongoing efforts to close the gender gap, there is hope for a more equitable future. It is essential for the media to reflect this change, ensuring that women leaders are portrayed fairly and accurately, inspiring the next generation to break through the barriers still standing in their way.