TITLE:
Strategic Digital Narratives? Analysis of a Zimbabwean Public Broadcaster’s Gender Perspectives in the Coverage of the COVID-19 Pandemic on Facebook and X
AUTHORS:
Yuleth Chigwedere, Unice Goshomi
KEYWORDS:
Gender Representation, Risk and Crisis Communication, COVID-19, Media Analysis, Zimbabwe, Social Media, Feminist Media Theory, Poststructural Feminism
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.14 No.5,
May
6,
2026
ABSTRACT: During the onslaught of COVID-19 in Zimbabwe, local media outlets made strategic use of social media platforms, which presented appropriate spaces for the speedy relay of information on the pandemic. This study examines the gender dynamics evident in the online news coverage of COVID-19 by a public broadcaster in Zimbabwe on its Facebook page and X handle. Data were collected from 709 posts on these social media sites. The data were analyzed using quantitative descriptive statistics and thematic analysis in order to determine the gendered representation and communication patterns in the public broadcaster’s risk and crisis communication on the pandemic on its social media sites. The findings of this research reveal significant gender disparities in these narratives. Results show a male-centric subject positioning in the narratives. Additionally, findings reveal other deeply gendered communication patterns, such as institutional paternalism and gendered narrative framing that portray male dominance in leadership and decision-making roles and a concentration of women in supporting roles or in vulnerable positions. This suggests the reinforcement of gender stereotypes in these narratives. There was, however, some depiction of female agency in some of the posts. These dominant patterns demonstrate how traditional gender hierarchies are reflected in these digital risk and crisis communication narratives. Yet, positive broadcasting during pandemics should make intentional efforts to promote reframed and empowering narratives of women. Any perpetuation of gender stereotypes limits the transformative potential that media outlets have to contribute to social change and gender equality. The study recommends the need for institutional policy reforms, comprehensive journalist training, and community engagement frameworks within media outlets that are designed to encourage gender-inclusive risk and crisis communication practices during any pandemic.