Media representation and its impact on female candidates' electability in parliamentary elections: A content analysis of three Ugandan newspapers

This article examines media representation of female candidates and its impact on their electability in Ugandan parliamentary 2016 elections. A total of N=1704 newspaper articles were extracted from New Vision, Daily Monitor and Red pepper newspapers. A content analysis method was used to code 17 topical issues. Findings on average show female candidates were represented in less than three dominant topical issues (2.70 ±3.74). Results also show news article placement and page number; were statistically significant in increasing male candidate’s electability compared to the female candidates. Findings also show that all newspapers represented female candidates prominently in agricultural roles (M=3.00) compared to politics in which female candidates averaged (2.80±.60) in Daily Monitor, (2.94±.31) in New Vision and (2.90±.32) in Red Pepper. We deduce that in order to increase female candidates’ electability media should cover both male and female candidates in all topical issues equally.