An Assessment of the Representation and Portrayal of Women in Gambian Media Ecosystem

Abstract

Despite comprising more than half of the population and having more than two-thirds of enrolment in journalism training programmes, Gambian women remain underrepresented in media operations. Consequently, this study examines the representation and portrayal of women in the Gambian media, focusing on their participation in media organizations and their framing in Gambian media. The examination rests on the foundations of the Feminist Media Theory and Media Framing Theory. The study employs a mixed-method approach, combining qualitative content analysis with quantitative data from major Gambian media houses using a thematic data analysis method. Findings reveal that women hold less than 2% of leadership roles, with most confined to junior or supporting positions. Media narratives frequently reinforce traditional gender roles, depicting women as caregivers, victims, or passive figures rather than as leaders or professionals. However, digital media platforms such as Kerr Fatou and The Fatu Network offer emerging opportunities for women’s visibility and influence. The study concludes that addressing gender disparities in Gambian media requires policy reforms, institutional support, and mentorship programs that promote female leadership. Implementing gender-sensitive reporting and creating opportunities for women in decision-making roles are essential steps toward a more equitable and inclusive media landscape.