A role (in)congruity study on Vietnamese journalists’ perception of female and male leadership

Abstract

This survey study examines the applicability of role congruity theory on journalists in Vietnam. Findings show that journalists hold stereotypical perceptions of female leaders. Journalists see female leaders as more communal while male leaders as more agentic. Journalists believe it is more important to report information on female leaders’ domesticity and physicality than it is on male leaders. In addition, journalists from families with a traditional division of labor tend to hold stronger gender stereotypes. Theoretical and practical implications are discussed.