After parity. A mixed methods study on gender bias in the volume of media coverage of electoral campaigns

The absence of gender bias in the media coverage of political campaigns is one of the elements of the much sought after political participation of women. In this respect, Mexico is an interesting case as its legal framework has transitioned in a few years to include a mandated parity principle. In this study, we examine the relationship between the volume of coverage and gender to determine if there were gender differences in the radio coverage of local elections in Mexico (2012-2015). Findings show lower average shares of coverage for women after the increase in female candidates mandated by the parity principle. Semi-structured interviews conducted with journalists and former candidates suggest that the gender bias may reflect adverse attitudes towards female newcomers benefitted by the parity law, and gender differences in campaign resources, candidate placement criteria, and candidates’ political experience.