“Wife, widow, or warrior?”: Media representation of women politicians in Southern Africa

Résumé

A growing body of literature recognises the media’s role in shaping political identities and leadership legitimacy. Studies suggest that women presidential candidates in post-colonial Southern Africa are often framed through historical, cultural, and gendered archetypes that limit their political agency. Drawing on feminist media theory, framing theory, and Critical Language Awareness (CLA), this study analyses how media language constructs women presidential aspirants as political wives, widows continuing male legacies, or warriors fighting the system. The study employs content analysis of 122 news articles published by three Southern African online outlets: NewsDay in Zimbabwe, IOL in South Africa, and Malawi24 in Malawi. The findings show that media narratives restrict women’s political agency by compelling them to conform to predetermined roles rather than recognising them as independent presidential contenders. While some coverage suggests that women can transcend these archetypes, dominant narratives continue to reproduce traditional gender roles in politics. From a CLA perspective, these findings demonstrate that media language does not merely describe women’s political participation; it actively shapes public understanding of their legitimacy, competence, and authority. The study argues for greater media accountability and a CLA-informed reporting framework that promotes equitable, diverse, and gender-sensitive representations of women in political leadership.

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