Power disproportionately lies with men, even though numbers show a female predominance.
In the communications industry, a significant milestone was reached in 2025 as women outnumbered men in overall leadership, with a ratio of 57 to 43 percent. However, this progress was not reflected in high decision-making roles, where men still held the majority. This trend is not unique to the communications industry, as women's representation in political communication industries varies significantly across different countries but remains generally limited compared to men.
Globally, women hold just 27.2% of national parliamentary seats as of early 2025, a modest increase over the past decade but still far from parity. This underrepresentation is mirrored in political communication roles, where women often face barriers stemming from entrenched gender stereotypes, societal expectations, and institutional obstacles.
Country-specific insights reveal that in Ghana, women encounter significant challenges in political participation and electoral success. Tailored political marketing strategies can enhance visibility and voter support for female candidates, helping to increase their representation. In Nigeria, despite various gender equity policies and affirmative action targets, women's participation in political leadership remains below benchmarks. Societal and structural barriers continue to limit their visibility and influence in political communication and leadership roles.
In the United States and Japan, experimental research on voter persuasion reveals no overall significant difference in how voters respond to female vs. male politicians' policy statements. However, cultural contexts differ, with Japanese female politicians potentially gaining an advantage when aligning messaging with gender stereotypes, unlike in the U.S.
Public opinion on businesses and entities engaging in social and political discourse shows gendered divisions, with women, among other groups, more supportive of public stances. This reflects broader societal trends that influence women’s leadership visibility and voice in public political communication arenas.
The "feminization" of the German PR industry in 2025, where women outnumber men, is a positive step towards gender balance. However, the question of how women fare in political communication, particularly in terms of co-determination and power, remains unanswered due to a lack of reliable data.
The author of a recent study proposes that these spaces should be more than just empowerment and focused on influence. They question the assumption that organizational measures can work all the way to the top of the industry, especially where power is not given up voluntarily. Instead, they suggest creating additional spaces where women can consciously negotiate, promote, and advance, rather than adopting a typically male approach.
In conclusion, while some progress exists in women’s political leadership representation globally, substantial disparities persist. Representation in political communication industries is hindered by voter biases, cultural norms, and institutional practices, but strategic communication approaches and policy advocacy can improve women’s leadership roles across countries. The author emphasizes the need to sharpen our gaze, focusing on what is and what it could become in the communications industry.
Science and health-and-wellness sectors have shown progress in gender balance, often employing more women than men. However, in the realm of politics and general news, the representation of women remains limited, with many facing barriers due to entrenched gender stereotypes and societal expectations. The author of a recent study credits this discrepancy to a lack of conscious negotiation, promotion, and advancement of women. Thus, he proposes focusing on influence rather than just empowerment and creating additional spaces to support women's leadership roles.
