Gender, the Media and Parity: The Case of the 2018 Quebec Election

This article investigates the representativeness of news coverage when there are nearly as many female candidates as there are male candidates by considering the 2018 Quebec Election, in which 47 per cent of candidates were women. We are interested not only in the magnitude of the coverage (that is, the volume of press coverage received by each candidate) but also in its tone (if the press coverage is negative or positive) and whether these parameters fluctuate based on the gender of the candidates. We know that the quality of the news coverage, and more specifically its tone, can affect voting intentions. We also know that journalists routinely portray politics as a masculine activity, but we know very little about the coverage that local female candidates receive in the context of parity in North America. We find that in spite of exceptional circumstances, female candidates received significantly less coverage than men.