“The stiletto in Putin’s side”: Analyzing Russian media coverage of the only female presidential candidate in 2018

Abstract

ABSTRACT Ksenia Sobchak, the only female candidate to make it to Election Day in the 2018 Russian presidential elections, faced many gender and political hurdles. We conducted quantitative content-analysis of Russian media coverage to see whether coverage added to these challenges. Using social role theory, we discussed how the five most popular Russian online news outlets labeled Sobchak, covered political issues and character traits. The results showed that news outlets used more legitimizing than delegitimizing labels, emphasized masculine issues and feminine traits. Comparing “credible” and tabloid press revealed mixed findings and highlights how outlets within these categories can differ in Russia.