Improving rates of women in media leadership roles is the quickest way to increase content diversity and improve gender parity in news and reporting, according to a new Women in Media study showing women are severely under-represented in all aspects of media coverage.

The Women in Media Gender Scorecard released in February reported on the prevalence of women in Australian media as byline authors, sources and experts. Research partner Isentia analysed 18,346 press, radio and TV news reports over a 14-day period in July 2022, to compile the research.

The results show true parity with men in media remains a distant goal.

Males continue to dominate as byline authors, sources and experts in the most prolific sections of the media, with particularly skewed figures in sport (82% male authors, 18% women), finance (63% male authors, 37% women) and politics (59% male authors, 41% women).

While female reporters were more likely to quote female sources than male reporters, and the proportion of bylined women journalists has grown over the past five years (from 31% in 2016 to 43% in 2022), overall, the results show media is not reflecting the gender distribution of the population.

‘This report proves that a gender divide still exists,’ says Petra Buchanan, Women in Media Strategic Advisor. ‘Inclusion, portrayal, and projection of women in Australian media has a way to go’.

Based on its current trajectory, the Women in Media Gender Scorecard will not achieve media gender parity until 2034.

‘That is far too long to wait for equal representation of women as authors, sources and experts in the media,’ Ms Buchanan said, reiterating that steps need to be taken now to speed up change. ‘Action in key sectors including retail, sport, health, social issues and education will drive us towards achieving that objective sooner.’

Isentia’s Insights Director Ngaire Crawford speaks to the importance of measuring this data, saying, ‘Having an industry measure like the Women in Media Gender Scorecard provides tangible data and transparency on the issue of gender representation in the media.’

The authors call on media to commit to increase gender parity in coverage, bylines and content, and suggest industry and organisations train and develop more female sources and experts as media representatives.

The Gender Scorecard findings indicate improving pathways to leadership positions in media and increased workplace support for women is the quickest way to increase diversity in content and a more equal gender balance in news and reporting.