Unveiling gendered news consumption patterns: Insights from BBC's Research

31 October 2023

Maria Bruder, a Senior Researcher with the BBC World Service, discussed a groundbreaking research project aiming to bridge the gender gap in news consumption.

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unveiling gendered news consumption patterns insights from bbc s research

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In a recent interview at the ESOMAR Annual Congress in Amsterdam, Maria Bruder, a Senior Researcher with the BBC World Service, provided a captivating glimpse into a groundbreaking research project that's aiming to bridge the gender gap in news consumption. The study delves into the intricate relationship between women and news media, challenging stereotypes and revealing diverse patterns of news consumption.

Key takeaways:

  1. Complex patterns of women's news consumption: Contrary to common stereotypes, the research suggests that women's news consumption isn't a one-size-fits-all scenario. Rather, it varies significantly across regions, life stages, and personal circumstances.

  2. Beyond gender: The study emphasises that news consumption patterns are not solely driven by gender. Instead, they are influenced by a host of factors, such as life stage, social norms, and even emotional considerations.

  3. Addressing gendered social norms: The research highlights the importance of addressing gendered social norms that affect women's access to news. These norms can significantly impact women's perception of news and their news consumption habits.

  4. Emotional burden of news consumption: Women's news consumption is also affected by the emotional burden associated with news content. Women may avoid consuming news, especially negative news, before bedtime to preserve their mental well-being.

  5. A holistic approach to understanding: To truly address the gender gap in news consumption, the study employs a holistic approach, combining ethnography, interviews, and data analysis to create a comprehensive understanding of the issue.

Xabier Palacio
Senior Manager at ESOMAR's Intelligence Unit at ESOMAR