Examining the Gendered Narratives in News Coverage of Joyce Banda

Abstract

A growing body of literature recognises media narratives’ influence in shaping public perceptions of leadership and governance. Studies suggest that women presidential aspirants are often framed within symbolic constraints, where they are perceived as capable leaders in supportive roles but not as legitimate rulers. This study systematically reviews news coverage of Malawi’s first female president, Joyce Banda, examining how the media differentiates women’s ability to “lead” and their perceived inability to “rule”. Specifically, the study seeks to answer two key questions: How does the media in Malawi frame women’s political leadership in terms of governance and executive power? And what recurring gendered narratives emerge in media portrayals of women seeking the presidency? This investigation employs a content analysis of Malawi24, utilising Framing Theory and Feminist Theory to examine the dominant themes in political reporting. Analysis showed that media coverage reinforces a symbolic barrier to power, portraying women as leaders within limits while positioning men as natural rulers. Various perspectives on women’s legitimacy in executive positions were expressed, with narratives frequently questioning their authority and decision-making capabilities. The findings of this study suggest that gendered media framing constrains women’s political ambitions by reinforcing patriarchal expectations of leadership. Addressing this bias requires greater media accountability and equitable portrayals of women in executive political roles.