• The Journal of the Korea Contents Association
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• v.12 no.12
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• pp.80-92
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• 2012

News plays a similar role with myths in modern society. Myths provide the framework from which people understand and experience the world, and news media plays an important role in constructing these myths. In this context, this study examined how female and male business leaders have been represented in newspaper photographs through quantitative and qualitative textual analyses. Photographs of female business leaders which appeared in news interviews and profile news stories from 1990 to 2011 were analyzed, and photographs of male leaders corresponding to the total number of female photographs were also investigated. As a result, gender perspectives were found. While male business leaders were portrayed as active and serious figures in connection with their professional work places, mostly in bust shots, female business leaders were represented as passive objects artificially posed for the news in a context separated from their business, and often in full length shots.