Media and Gender Promotion: Analysis Essay through the Treatment of Current Events on International Women's Day 2022 by Ivorian Dailies

Philippe IBITOWA, Okon Marguerite KOFFI-DJAH

Abstract: Taking as a pretext the celebration of International Women's Day 2022, this article revisits, under the prism of the issue of gender promotion, the foundations of the agenda setting and exposes some limits, in light of the media treatment reserved for this event by Ivorian dailies. On this basis, the complementary concepts of agenda-building and public journalism are presented. The idea is to invite us to rethink the omnipotence attributed to the media and their alleged ability to make or break the news. Without denying them their power of influence, this case study nevertheless leads to relativize their true hegemony in a media ecosystem, very often a reflection of dominant thoughts and powers, where other actors and/or no less important factors play a decisive role.

Keywords: Gender promotion, agenda-setting, women's rights, Ivorian dailies, public Journalism