Abstract:
The number of women-owned businesses has increased significantly over the past two decades. As women near equality with men as entrepreneurs, the question becomes: is the amount and type of media coverage women receive for their business accomplishments equal to the amount and type of media coverage men receive? Women are capable and successful as business-owners and economic leaders, but are they portrayed that way in the media? The content was analyzed in 12 monthly editions of Entrepreneur magazine and the results concluded that men and women entrepreneurs are not equal when it comes to the amount of media coverage received. Male entrepreneurs received significantly more media coverage than female entrepreneurs when the amount of stories, business briefs, and pictures portraying the men and women were added together. As well, it was found that male entrepreneurs received significantly more business-oriented media coverage than female entrepreneurs. And finally, the research found that men were quoted as expert sources significantly more often than women were quoted as expert sources.