Discursive constructions of women managers in German mass media in the gender quota debate 2011-2013

Abstract

Purpose This study aims to explore the main discursive images of women managers as reproduced by selected German newspapers at the time of the political debate surrounding gender quota on management boards between 2011 and 2013. Design/methodology/approach Drawing on critical discourse analysis according to Wodak (2001), an empirical analysis of media articles on women managers in two German newspapers, Welt and Bild, has been conducted. Findings The results of the study show that despite the diversity of images fabricated by the media in reference to women managers, the debate surrounding the issue of establishing a gender quota in management boards is dominated by dualistic categories and reductionist identity ascriptions, like women managers as being “over-feminine” or “over-masculine”, “exclusive” or “outsiders”. Research limitations/implications As the empirical focus of the study lays on two right-wing newspapers in Germany, the results do not allow for generalizations regarding the German media landscape. Social implications Public dispute surrounding gender quota in German companies tends to reproduce stereotypical discursive figures regarding women managers instead of challenging them. A fundamental change in the media reports on women managers is needed. Originality/value The research contributes to the analysis of media representations of women managers, by providing context-sensitive results from the current political debate in Germany. The findings reveal the stability of discursive structures over time, particularly gendered bias in the case of media representations of women managers, notwithstanding political aspirations to change established practices.