"This study combines two research methods to explore how female leaders are portrayed in the news in Vietnam, and Vietnamese journalists’ perception of female and male leaders. Content analysis indicated that female leaders are under- and misrepresented. Female leader sources seldom appear in the ... news. When they do, they are more likely to be interviewed on traditionally feminine issues. Survey findings demonstrated that gender stereotypes are pervasive among journalists, influencing their perception of news sources. Journalists believe male sources possess stronger work-oriented and agentic traits while female sources are more socially oriented and communal. Results confirmed role congruity theory’s applicability in studying media in a non-Western country." (Abstract) more

"The frequencies of female leaders being sourced in the news were far lower than those of male leaders, especially in the government sector. This demonstrates that female leaders are disappointingly under-represented in the news despite their contribution and participation in the workforce. Female l ... eaders’ invisibility in news content is an indication that their voices and perspectives are not adequately presented. It sends messages to audiences that female leaders do not usually have the authority or do not qualify to be in positions with authority to be in the media spotlight. The news media perpetuate gender stereotypes against female leaders by setting the boundary of work areas that are supposedly more suitable to their femininity through their use of sources. Female sources were sought out more often for news stories on traditionally feminine issues (e.g. children/family, women’s rights, health, poverty reduction, or elderly people). They were almost absent in areas/issues that are often weighted more heavily in the government’s administration, including military/security, real estate; economics; international relations, science and technology, etc. In addition, the news media have contributed to creating and perpetuating stereotypes of what a successful woman should look like in the contemporary Vietnamese society. That is: Only those female leaders who can handle their dual roles and responsibilities both in families as traditional women and in the workplace as modern women are considered ideal. There is a disconnect between journalists’ general perception of gender equality and their attitudes toward female leadership. Journalists perceive that men and women should be treated equally both at home and at work, and that gender inequality is still an issue that Vietnam needs to continue to improve. But they also believe men have traits (e.g. decisive, competitive, etc.) that are congruent to those of leaders, while women do not have qualities to lead." (Executive summary) more