Is feminism an asset or a burden? Media coverage of an Israeli feminist woman politician

Abstract

ABSTRACT In the context of the current high visibility of feminist discourse, this study focuses on the media coverage of Merav Michaeli, a female Israeli politician who led a feminist campaign during the 2021 parliamentary elections. Based on a quantitative and interpretative analysis of Michaeli’s media coverage in the 2021 election, the study examines whether and how feminist ideas have become media values in political coverage. The quantitative analysis suggests that issues of feminism featured prominently in the coverage and, moreover, that the overall positive sentiment of the coverage was evident mostly in items on feminist issues. The interpretive analysis indicates that Michaeli’s newsworthiness derived from her being the only female party leader: this itself became a feminist issue. Additionally, Michaeli’s newsworthiness was based on her being a known feminist, and her feminist campaign was represented as a political asset. The media represented her as a strong female political player, showing her feminism as a main component of her political strength. However, her media representation also straddled the line between masculinity and femininity by portraying her as strong but pleasant, demonstrating the double bind that many female politicians find themselves in.