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King's Global Institute for Women’s Leadership

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Women in the media

Traditional and new media are the main mechanisms by which cultural norms are transferred, challenged and shared. They also help reveal the extent to which female perspectives are shaping current debates. Research has consistently demonstrated that women are under-represented in the news media, and that female leaders operate within a wider context of negative stereotyping. Our research uses qualitative methods to analyse the representation of women and gender within the media and draws on big-data sources and techniques from machine learning to map and monitor the voices of women on a scale not previously possible.