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Imaging Woman Politicians in Mass Media. Textual Analysis to News Coverage Women Politicians in Indonesia*

Netty Dyah Kurniasati, S,Sos, M.Med.Kom*Communication Department, Faculty of Social Science and Culture,

Trunojoyo University at MaduraJl. Raya Telang PO BOX 2 Kamal, Bangkalan, Madura, 65162

E-mail : [email protected] number : +628123188443

This study investigates how media depict woman politicians in the eyes of media. Various previous research said that woman in political arena of politics often times have to struggle to accept media reportage which are biased coverage. Research about image woman politicians in mass media some have been done (conducted) but majority research into take external context (America) and almost everything use content analysis (quantitative). From background above, hence researcher interest to do (conduct) this research. I use qualitative methods.Researcher choose news coverage which is published in 2010. The reason is the number of woman politician who ran at the second wave general election (2009) raised rapidly rather than the first one (2005-2009). Kompas online (Kompas.Com) is choosen as a research subject because it is recognized with media that give attention to gender issues (Rahman, Ace Sriati 2004).I adopted critical feminist approach with textual analysis. Furthermore, theory of woman politicians and gender, representation, social construction of reality and influences of mass media are used in this research. The result shows that media (Kompas) image woman politicians with certain construction. Ideology outside media (patriarchy, politics and culture) in the reality strength of its influences very dominant and have an effect on to text production process. As strong as any of Kompas idealism which caring mission justice of gender do not see again in news text because patriarchy ideology have been internalized not only at media worker but also in society ( the field of any culture, political, social and religion ).

Key words: woman politicians, gender, media

Background

This study aims to examine how the images of women politicians in the media.

Politicians are people who aspire to hold public office in both executive or legislative. Previous

studies about women politicians showed that the images of those politicians are portrayed unfair

in mass media. Journalists also often portray women politicians as a individual who must take

care for their family, however they do not do the same for male politicians (Bistrom in Lee

Kaid, 2004: 442).

* Article was presented and published at Proceeding of Jogya International Conference on Communication with theme ‘Communication in Culture” Whose Culture? on November 21-22, 2012

mailto:[email protected]

Language is an important element in the construction of reality. The use of a particular

language or symbols determine the format and the particular meaning in media. So, the news

basically is a compilation realities to form a story or meaningful discourse. (DeFleur and Ball

Rokeach in Hamad, 2005:12). News about women politicians in the media is not the actual

reality. The process of selective perception have been done by media crew (reporters, editors,and

the owner). Those process play a significant role in generating headlines; font size for headings;

placement of stories politicians and long or short reports.

Previous studies about media and political communication (Akhiruudin 2007, Hidayat

2000, Hamad 2007) didn`t focus on gender study. Furthermore, those studies also focus on

quantitative methods. Based on the previous researed, I am interested in studying media studies

and political communication using gender study and qualitative methods.

Object this study is about the news women politicians who ran in general election in

Surabaya, Sidoarjo and Kediri East Jawa. They are Tri Risma Harini, Emy Susanti and Yulyani

(Sidoarjo and Surabaya). Others candidates are Nurlaila and Haryanti who ran in the elections

at Kediri regency.Overall, the total news of those candidate since January until May 2010 is

about 23 articles.(Kurniasari,2010)

Subject this study is Kompas online (Kompas.Com). There are some reason why I chose

those media. Kompas is well known as a media that give attention about gender and equality

issues. I used qualitative textual analysis. This method is relevant because it study both some

aspect of linguistics and text interpreteation.

Based on the background, the problems of this study are 1) how did women politicians

are imagined in mass media?, 2) what is socio-cultural context in behind those image ?

The result of this study could be references for communication research related to study

about media and gender. Practically, this study has practical benefits for media professional to

cover gender equality in news coverage.

Theoretical framework

2.1. Media and Women Politicians

Construction of the press about women politician actually has happened since the several

years old.Susan B. Anthony said that the the press was as kind as it knew how to be. It meant


well and did all for us it knew how to do. We couldn`t ask it to do more than it knew how.(Susan

B. Anthony dalam Braden, 1996 : 1).

Journalists asked women politicians a questions that they did not ask to men politicians.

Reporter describe women as pasif, emotional and don`t have initiative candidate. Women

politicians should be care to their children and husbands. However, they do not ask the same

standart to men politicians. (Braden, 1996:1). Media has a significant role to shape and

communicate the campaign of candidate because it has effect to understand relationship

between gender and politics (Bystrom and Mary Christine Banwart (et al.), 2004:174).

Mass media has important role to influence public`s expectations of women politicians

(Chang and Hitchon 1997). Huddy and Terkildsen (1993) found that the candidates who

campaigned masculine issues are considered more competent in the eyes of voters. On the

other hand, the candidates who campaigned 'feminine' issues are considered have less

competence.(Kurniasari,2010)

2.2. Discourse, Mass Media Massa and Representation

Representations refers to how a person, a group, or idea are imagined in

mass media (Eriyanto, 2001:113). Did a person, group or idea is truly presented as a positive

image or in other hand, negative one?

The process of news coverage in Kompas–online is called representation process.

Starting from the selection of topics, facts or a certain angle and perspective of realities until

editing and writing news.There are three stages that occur in the process of how reality is shown

(represented) in the mass media (Eriyanto, 2001:114). Firstly, how a fact is constructed as a

reality by journalists (media). The second phase how a reality are presented in the media using

technical devices such as words, sentences, images and so on. The last stage, a representation of

reality is organized into a conventions that ideologically acceptable (Eriyanto, 2001:116).

2.3. Media and Construction of Social Reality

Peter L. Berger and Thomas Luckman in the book The Social Construction Of Reality

said that reality is not established scientifically and also something that is given by God, but it


is shaped and constructed. (Eriyanto, 2004:15). Furthermore, Berger said that news should be

viewed as a construction of reality.

One of theory that can be used to explain the powerful effect of media is ‘Theory of

Influences on Mass Media’ presented by Pamela J. Shoemeker and Stephen D Reese. There are

some factors according to by Pamela J. Shoemeker and Stephen D Reese (1996: 54), that

influence the media content. It is shown in the bellow picture.

Picture 1. Hierarchy model of factors that influence on media content

Source : Shoemeker dan Stephen D Reese (1996 : 54)

At the individual level, there are three important focus that have affect on media content.

Firstly, the characteristics of communicators and their personal (professional) background.

Secondly, the attitudes, values and beliefs of communicators. Thirdly, personal orientation and

the role of communicators (Shoemeker, 1996:55-56).The second hierarchy is media routines

level. It means that the people as social human always act, speak and react in their group

language. They think like the convension in their group.Media content is influenced by media

workers and organization. At the organization level, the media workers are controlled by

organization mission and goals. Usually the organization will control on its members to obey its

policies.Editors control reporters, publishers control the editor and the owner control publishers.

Methodology

Subject this research is Kompas online. Methods this research is qualitative with critical

paradigm. Critical paradigm is always talking about the social construction and sociocultural

context in the behind of text. The qualitative descriptive is study about the description of a real


reality (Sutopo, 2002:111). Gunter (2000:6) said that qualitative method is a framework that

both more sensitive and precise in understanding the audience's involvement in the media.

In order to capture the image of women politicians in the Kompas-Online, I used textual

analysis methods. Text is not only news but also pictures, film, video, graphic design, song lyrics,

and others that produce meaning McKee said that whatever we produce an interpretation of

something`s meaning- a book, television programme, film, magazine, T-Shirt or kilt, piece of

furniture or ornament-we treat it as a text. A text is something that we make meaning from.

(McKee, 2003:4).

A text related to culture. It has consequences that it's meaning is formed from the same text

can differ from one person to another.Textual analysis has three dimensions,. There are

dimension of language use, dimensional interpretation (based on trust and cognition research, and

interpretation of the text of the psychological aspect), and the dimensions of the social context

and interactions of individual members of society.

Type of this research is descriptive analysis that emphasize on the description and the

meanings of women politicians in Kompas online that describes the construction of gender in

society and in media content.Subject this research is news coverage of women politicians who

ran in general election at Sidoarjo (Yuniwati), Surabaya ( Tri Rismaharini, Yulyani and Emy

susanti) and Kediri (Haryanti-Nurlaila) regency in Kompas online from January to May 2010.

Researchers conducted news about women politicians which were published in the

Kompas-Online for 4 months (January-May 2010). Moreover, I also collect relevant information

(about the ideology of media, history and others), from books, newspapers, magazines, and the

Internet.

The unit of analysis in this study is the entire text of the news (hard news, soft news, spot

news, developing news, and continuing news) or a narrative that describes women politicians in

the Kompas-Online. Text includes phrases, words or phrases that indicate a direct relationship

between the referent (frame of reference) and reference (meaning).

Texts were analyzed using qualitative analysis. Text elements that were examined include

the title, (headline) and subtitles; contents of the article (body of article), as well as drawings,

photographs or illustrations article. Researchers conducted the selection of the text as a whole

and identify the parts of the text that is relevant in answering these research problems.


Research Framework

The framework of this research can be shown as follows.

News coverage of women politicians are communicated through mass media. In

describing and constructing a reality, each media can not be separated from the factors that


Internal factors:Media workers, organization policy, ideology .

News coverage of women politicians in Kompas –Online

Textual Analysis* Explanations (Sosial Analysis)

* Interpretations (Psychology Analysis)

* Description (Text Analysis)

Textuals Method:Conduct news coverage in media

Literature study

Feminist Criticism

Results:Imaging women politicians in media and social, culture context.

Exsternal factors economics, politics, markets.

Theorys: Theory of

Women Politicians and Media

Theory of media effect

Theory of Social Construction of Reality

influence both internal media such as individual media workers, organizations , editorial policy,

ideology, as well as the external media suh as economics, politics, ideology, market share

(audience) and historical news.Stages of the study began with the collection of news about

women politicians in the Kompas-Online. All text was analyzed according to the research

problem. The second stage is the application of analysis textual criticism into the texts:

Furthermore, by using the method of textual analysis, news is analyzed through three

dimensions, there are the dimensions of language use, interpretation and social context.

Presentation and Interpretation of Data

The message of women politicians who becomes the object of this study is the news

about the Tri Risma Harini, Emy Susanti and Yulyani (Election Sidoarjo and Surabaya). Another

candidate are Nurlaila-Haryanti who ran in the elections Kediri and Anna who ran the elections

in Indramayu. Overall, the total news from January-May 2010 is about 23 articles.

Representation of Women Politicians in Kompas Online

4.1 Women politicians are focus on feminine issues

The role mass media is very important to influene the public's expectation of politicians .

Kraus (1974) said that women are more strictly controlled (limited) by a structure in society.

Huddy and Terkildsen (1993) said that the expectations of the voters are associated with gender

roles. It has effects on the outcome of the campaign. They found that candidate who campaign

‘masculine’ issues are considered more competente rather than candidate who campaign

‘feminine’ one.

Kompas is imaging that women politicians are more focus on feminine issues such as

beauty and cleanliness.It can be clearly seen in it`s news about Tri Risma Harini.

"Risma also stressed on creating new parks in every corner of Surabaya. The gardens would be recreation facilities for community in Surabaya" ("Two Candidates Discuss Green City Surabaya Need Revitalization and Education and Economic Development ", Monday, May 17, 2010).

"Tri Risma is chosen because she has a strong acceptability in Surabaya society. She is successfully making Surabaya to be clean and green city


when she was a head of the Parks Department and the Sanitation in Surabaya", ("Election Surabaya", Tuesday, April 20, 2010).

Yuniwati, Vice President Director of Lapindo Brantas Inc., who is currently nominated

as a candidate for Regent of Sidoarjo also campaign the issue of masculine (economics) and

feminine (education and health), but Yuni campaign more feminine issues (education and health)

rather than masculine issues (economic, infrastructure, taxes).

"In her campaign, she promised will give attention on education, health, and economics issues." (Yuni-Sarto Declared as Candidate at General Election in sidoarjo, Monday, April 19, 2010)

Besides Yuniwati, another woman who campaigned the feminine issues (health, family

and education) is Titik Suprapti (candidates Head of Sukoharjo Regency)

"I want to continue the program .........., free education, free healthcare, free certificate, ID card, birth certificate, family card program is free ........." ("Candidate Regional Head: Women fighting for husband ... "Thursday, April 22, 2010).

In general, women politicians campaigned more feminine issues rather than masculine

one.Category of issues that are chosen by candidate is siginificant to influence public`s

expectation .Women politicians are considered less competent in the eyes of voters if they

campaigned a feminine issue. But if they campaigned the masculine issues are considered more

competent.

4.2. Women Politicians are in the Shadow of Men ( Husband)

Women politicians are portrayed in the shadow of men. It is happen because her

nominations as candidate because of the role, power and charisma of the man. It could be her

father or her husband. Women are often called by her husband (father) name . It can be seen

from the Kompas news about one of the candidates from regent of Sidoarjo, Emy Susanti.

Most people knew that Emy Susanti one of teacher and gender activist.However, when she

was registering as a candidate, Kompas preferred call Emy with the name of her husband ‘istri


bupati Sidoarjo Win Hendrarso (wife of Head Sidoarjo, Win Hendrarso)’, rather than academic

achievement as prospective candidates professor, lecturer or other degrees which is ilustrate

her competence and abilities as a women.

Kompas also was covering two candidate from Kediri regency who ran at those regency in

negatife label. They are Nurlaila and Haryanti.Truly, Nurlaila is the second wife of Head Kediri

Regency, Soetrisno. She is also head of village for three periods. While Haryanti is Soetrisno`s

first wife . She is a doctor.

Kompas is labelling two women with the term ‘Istri Bupati’ (the wife of Head Regency).

It can be seen from the titles are used like: ‘ LSI Unggulkan Istri Tua Dibandingkan Istri Muda'

(LSI Pronounce the First Wife as a Winner Compared to The Second Wife'), 'The Second

Wife More Confidence', 'Soetrisno din`t campaign for the Second (Young Wife),

From the above title, women politicians are called ‘the wife of Head Regency, the first

wife, the young (second) wife)’ rather than her name which is associate with her competence or

achievements

Another examples is Anna ( who ran in the elections in Indramayu). She won the

election because of the strength and charisma of her husband, Yance (Irianto MS Syafiuddin)

"The success of Anna as a candidate of Head Indramayu Regency (2010-2015) because of the

husband who is now serving as a Head of Indramayu for two periods. The power and charisma

Yance, (Irianto MS Syafiuddin), is still considered by voters "(" Removing the Shadow

Husband”, Wednesday, April 21, 2010)

Women, in a society Indaramayu are still positioned as second-class citizens. They are

considered one eye with their image that had been 'skewed' in the eyes of the audience. Kompas

gives the reasons for this by taking the opinion from The Dean Faculty of Social, Wiralodra

University.

"...... The political movement of women in Indramayu relatively heavy when compared to men. It is influenced by social and cultural factors that developed in the community, the position of women as second class citizens. Women in Indramayu also considered one eye with their negative image in the eyes of the public"(" Removing shadows Husband ", Wednesday, April 21, 2010). "Women politicians who was chosen to represent their constituents in the legislature can not be separated from the shadow of their husbands or parents who have a strategic position in government or politics. Family background and


social capital is the greatest asset a politician so advocates of women in Indramayu managed to occupy a position at this time "(" Removing shadows Husband ", Wednesday, April 21, 2010).

4.3. Women are not ambitious and not decision makers

One point gender stereotype is women not ambitious. This is reflected in the life and

politics. Women in politics are portrayed not ambitious. This is because women would be

considered taboo, disrespectful and violated norms when they are requested or invited first. The

root of this construction can not be separated from sexuality. The dominance of men in having

sexual relations is constructed because the man is the head of the family. Moreover, in the daily

life in the society there is the myth that the 'men easily aroused sexual desire rather than women

(Kurniasari, 2003: 160).

Construction of the sexual expression is also influencing in political life. Most of women

politicians do not dare to run in election. The majority of them are proposed by a political party

or a particular candidate. For instance, Risma , ( one of candidate at Surabaya general election),

she is nominated not because her register to PDI-P, but due to the PDI-P who gave

recommendation for her. It can be seen from the following quote:

"I'm not enrolled in the PDI-P, but I `am proposed by PDI-P. So, if I am selected, I will carry out the mandate that well, "she said," ("Getting Recommendation from DPP PDIP, Risma Think of Trials", Friday, March 12, 2010).

The image of a politician who is not ambitious are also could be seen in the news about

Yulyani (politicians from Surabaya). Yulyani ran as a candidate because of persuding from her

paty (PKS) and her husband. The nomination of women politicians did not on her own

initiative, but the judgment of men who sit in a political party. It could be her husband, father or


friends. Women are not free to choose or reject. In the case of Yulyani, she accepted to be

nominated as a candidate for vice mayor of Surabaya because of pressure from her party officials

and husband. Women are seen only as an object, she is not free to decide. Decision-making is

men (although the education level of women higher than men).

Eventhough in terms of quantity the number of women in parliament increased, but in

terms of their position, they are not decision makers. Data showed that the representation of

women politicians in departments and agencies are remained low. In the political sphere, women

is not decision-makers. Women are marginalized in the structure of party. They were not able to

influence the policy. Finally, the presence of women in politics is only considered as a

complement.

The lack of representation of women in decision-making positions in the public (political)

has led to the development of economic and social policies that give privileges to the perspective

and interests of men, as well as the investment of national resources by considering the benefits

for men.

Generally, Indonesian women are not a decision maker in the family and at the

community level. This facts have implications on their role and position in politics only as a

supplement, not as a decision maker. UNDP conducted a poll about the behavior and

perceptions of women's participation in social, economic and political. The result showed that

77.6 percent of men and women perceive that men should be the decision makers and leaders in

the community, while 95 percent of respondents said that men should be the head of the

household. Ninety-four (94) percent of the respondents argued that women should not work

without the permission of their husbands. Thus, the results explained that gender construction are

still remained in Indonesia society.

4.4 Double Burden

One manifestation of gender inequality are women given the double burden. She should not

forget their obligations in domestic (household) although she had taken part in politics. Women

have to give first priority on domestic affairs rather than public one. The effects of this

construction are the public perception that women are not capable to handle politics


programs.On the other hand, men politicians are expected more competence (capable) to engage

in politics area. The consequences, women politician have barriers to focus totally in politics.So,

it is not surprisingly that most of political parties could`n realize the mandate of the 30% women

in parliament.

Based on research from Prof Ida Ayu ( UNTAG Surabaya) found that women politicians

have negative behavior. They could not be separated from the nature of the domestic affairs. For

example, if their child are sick the will ignore the party`s agenda.

4.5. Women are More Like Helping (Altruism) And Obey the Rules (Conscientiousness)

The image that women would rather help (altruism) can not be separated from the stereotype

that women have a gentle nature and full of feeling. So she tried to fill it by providing assistance

and sacrificing. Consept altruism could not be separated with the concept of motherhood.

According Mohatta (2007), motherhood is the sacrifice of a mother to others, which is

specifically addressed to her unborn child for 9 months (Lubis, Rissalwan Habdy, 2007: 6).

Moreover, Binks (2005) outlined that motherhood is not only about the relationship

between mother and child, but also related to the assessment of a mother to hemself and to

society. It means that the concept of motherhood not only includes the domestic sphere, but also

includes the public (political). Kompas illustrates that women politicians are described the

concept of motherhood (like sacrifice and philanthropist) (Lubis, Rissalwan Habdy, 2007: 6).

Kompas also described women politicians would rather help (generous) rather men one.

"Seven construction of organizational behavior in politics is a civic virtue, sportsmanship, altruism, conscientiousness, curtesy, cheerleading, and peacemaking," .... As a result, women politicians proved to be more close to the construction of altruism ....... which means they more like to help and easily persuaded (altruistic) .("Ssstt ... Women Politicians More Obey Rules rather than Men One", Friday, January 29, 2010).

4.6 Women Politicians are Emotional

In every decision and self-reflective, women could not be separated from the discipline

and sense (Lubis, Rissalwan Habdy, 2007: 9). The stereotype that women are too emotional are


given to women politicians. Braden in the book Woman Politicias and Media outlines that

women politicians are often portrayed emotional (Braden, 1996:1).Yulyani ( candidate of

election in Surabaya ) said that "no money, no power but with hearth" illustrated that women

prefer use feeling rather than rational thingking. Construction of society said that women use the

heart . Those conclusions are supported by this following statement:

"It`s doesn’t matter if I failed as a winner, the most important thing is to be candidate whose heart’ she explained. (" How to be Politicians Without Relying on money politics", Thursday, February 25, 2010).

Conclusion and Recommendation

Firsly, Kompas imagined that women politicians campaigned the feminine issues rather

than masculine one. Women politicians are also imagined in the shadow of the man (husband).

The nomination and participation of women in politics because of the role, power and charisma

of men. In the Indonesian context, the politics world is very patriarchal. The rise of

womenparticipation in politics because of the romance and nostalgia of the big name father or

male family members, who had been a leader or politician. Patriarchal culture is closely

associated with kinship factor and martyrdom. Martyrdom is usually associated with the death of

a political figure for the killing (assassination).

Secondly,women in politics are also not ambitious. The majority of women do not

register itself, but they are proposed by the party. Women also are not ambitious. In the political

sphere, women politicians are not decision-makers. Women are marginalized in the structure of

party. They also could not influence the political agenda Finally, the presence of women is only

considered as a complement.

The third results is the imaging that women politicians should have double jobs or

burden (domestic and public). It means that the women politicians should take care her family

and do domestic job eventhough they are politicians. Domestic role is the first priority for them.

That`s way the public (voters) thought that women politicians are not capable to engage in the

political world (public). Domestic jobs is women jobs, while the public one is men jobs. As a


result, men politicians could totally focus in politics,on the other hand, the women politicians

could not totally in politics.

Kompas also described women politicians more obedient to the rules. Based on research,

women politicians are more altruism and conscientiousness which means that women politicians

like to help and persuade (altruistic).Women are portrayed as being sensitive, emotional and

easily influenced.

I advise the readers to use critical thingking when they read the news. So, the readers

will not be easily to be affected by media content. Besides, the readers should develop active

thinking. Moreover. Kompas as a national media, should coverage the gender equality in it`s

news. The research about Kompas policy should be conducted to know more about it`s ideology

and interest.

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