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Gendering Leadership in Vietnamese Media: A Role Congruity Study on News Content and Journalists’ Perception of Female and Male Leaders

This study combines two research methods to explore how female leaders are portrayed in the news in Vietnam, and Vietnamese journalists’ perception of female and male leaders. Content analysis indicated that female leaders are under- and misrepresented. Female leader sources seldom appear in the news. When they do, they are more likely to be interviewed on traditionally feminine issues. Survey findings demonstrated that gender stereotypes are pervasive among journalists, influencing their perception of news sources. Journalists believe male sources possess stronger work-oriented and agentic traits while female sources are more socially oriented and communal. Results confirmed role congruity theory’s applicability in studying media in a non-Western country.