Unveiling gendered news consumption patterns: Insights from BBC's Research
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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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:
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.
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.
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.
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.
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 ESOMARXabier is Senior Manager at ESOMAR's Intelligence Unit and coordinates the production of reports, such as ESOMAR's flagship Global Market Research besides analysing global trends within market research, improving established publications and producing new ones to increase the value for our members and the industry.
Originally from Spain, Xabier has been living in the Netherlands for a number of years, where he studied a Master in International Economics followed by a Master in Marketing at the Erasmus University of Rotterdam. He is fluent in Spanish and English, has a decent command of Dutch, and loves music about as much as analysis.
