Manuela Carmena’s mayor portrait analysis in ABC during her first one hundred days as mayor

Abstract

This research analyses journalistic texts which speak about Manuela Carmena or have her image in ABC during her first one hundred days in charge as a mayor (from 14th Juny to 21st of September). Throughout rebuilding her portrait in the newspaper, we want to discover Carmena’s characteristics and leadership attributes. Likewise, we want to test if gender, along to other factors like age, has influenced in the media treatment. The methodology is based in analyzing 15 codes which emerge from reading carefully 375 texts. As some of the conclusions, we found that ABC reinforces gender stereotypes, like ageism or beauty canon unfulfillment. Besides, it describes Carmena as an unprepared person or with characteristic from politics movements which don’t belong to democracy.