How are female entrepreneurs reported in the press? In a recent study, the Institute for Small and Medium-Sized Business Research (IfM) examines press coverage of female entrepreneurs. The study focuses particularly on the image of female entrepreneurship in the press.
In 2004, the Süddeutsche Zeitung ran the headline: "The 21st century is female!" – but is that really the case? The IfM study "Female Entrepreneurs in the Press" aims to take a step closer to answering precisely this question. For this purpose, articles in six selected national German daily newspapers from 2004 to 2013 were evaluated. The Berliner Zeitung (BZ), the Frankfurter Allgemeine Zeitung (FAZ), Neues Deutschland (ND), the Süddeutsche Zeitung (SZ), the tageszeitung (taz), and the Welt newspapers were analyzed. One of several aspects examined was how the terms "female entrepreneur" and "female founder" have evolved in media coverage over a longer period.
This is interesting because the step into professional self-employment can also depend on the image potential founders associate with the term "entrepreneurship" and whether they can identify with this image. Germany has the largest newspaper market in Europe. Therefore, the daily press continues to play an important role in disseminating role models for female entrepreneurs, even in times of increasing digitalization.
Visibility of female entrepreneurs is increasing
The results show that reporting is becoming more diverse and the visibility of female entrepreneurs is increasing. The increased number of reports on female entrepreneurs—which tripled from 1995 to 2013—demonstrates the increased attention they are receiving from social, political, and academic sources.
However, classic stereotypes and traditional role models are still conveyed through media coverage today. The only solution: media coverage requires diverse actors. Ideally, media representatives reflect on the clichés and role models they play with in their reporting. Or, female entrepreneurs contribute to differentiated reporting by conducting targeted public relations work themselves.
Conclusion: The 21st century can become the century of women – but not without their help!
You can find the complete study here.
