Media Framing of Female Politicians. From Hero to Zero: An Analysis of the Case of Francia Márquez in Colombia.

Abstract: The dominance of men in politics has been a long standing trend, with women historically underrepresented in this sphere. Efforts toward women's inclusion in politics seek to address and rectify this gender imbalance, advocating for greater representation, equal opportunities, and the dismantling of barriers that have hindered women's active participation in political decision-making processes. The unconventional circumstances of the current Vice President of Colombia, Francia Márquez, have captivated the attention of media outlets in Colombia that have heavily focused on her. This research aims to explore how she has been portrayed in the media as a woman. The data is set within the dates of April 2018 to April 2023, and consists of 30 news articles. The research employed content analysis and critical discourse analysis methodologies as they were found to be effective in identifying and understanding patterns in written materials. Four main narratives stood out, unveiling the framing media employed to report on Márquez. The results from both analyses indicate a consistent portrayal of Francia Márquez by the Colombian media as an outsider. Emphasis is repeatedly placed on her gender and ethnicity in the coverage of her activity. The media consistently positions Francia Márquez on the side of minorities, portraying her not only as their advocate but also as one of them. Despite holding a high-ranking position, the media appears to continually underscore the notion that she is an outsider in that role.