The underlying assumption of our study was thatimages of women in election campaigns reflect parties'ideological stance toward women's role in society and,at the same time, perpetuate worldviews, granting them further legitimization. In view of changeswhich took place recently in the Israeli politicalsystem, in the media environment, and in the socialstatus of women, the study examines gender equality issues expressed in the 1996 campaign comparedto the first Israeli TV election campaign in 1988. Thestudy presents detailed quantitative and qualitativeanalyses of all the TV broadcasts included in the campaign. The results indicate that changeswhich took place in Israeli society were not reflectedin the 1996 campaign. Contrary to expectations,persistent biases typical of traditional genderrepresentations in the media prevailed. Moreover, women'sissues were marginal. Factors related to women's statusin Israeli society, the nature of Israeli politics, andthe changing media environment which may account for these results are discussed.
Sex Roles – Springer Journals
Published: Sep 30, 2004
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