Counting Ourselves In: Understanding why women decide to engage with the media (2018)
with the University of Waterloo and the Social Sciences and Humanities Research Council of Canada
This research explores what motivates women with professional and subject matter expertise to “count themselves in” by sharing their informed opinions and analysis with the broader public through the news media. Funded through the Social Science and Humanities Research Council, the study was a collaboration between Dr. Nancy Worth and the non-profit project, Informed Opinions, the mandate of which is to amplify women’s voices to bridge the gender gap in Canadian public discourse.
We sought insights from women who have chosen to be listed in Informed Opinions’ database of expert women regarding their incentives for engaging with media, despite the barriers that continue to prevent many others from doing so. At the time of the study, the database featured profiles of 550 women, 193 (35%) of whom completed the online survey. Thirty-four of the surveyed women then agreed to participate in in-depth follow-up interviews.
The surveys and conversations reflected a variety of incentives, both personal and professional. Many women shared their desire to use media exposure to support career and leadership ambitions through enhanced visibility and reputation. Many also cited their belief in the importance of expressing solidarity with other expert women who were braving the risks, adding value to public conversations through their specialized knowledge, and serving as a role model for girls and younger women.