Power resides infrequently with women, despite their numerical superiority.

Power resides infrequently with women, despite their numerical superiority.

In the ever-evolving landscape of political communication, a pressing issue remains unresolved: the underrepresentation of women, despite their significant presence in various related industries. A recent report, titled "Women in Politics," commissioned by politik&kommunikation and conducted by the Quadriga Hochschule, sheds light on this issue, focusing on women's influence and not just their presence [1].

The report reveals that women are in the majority in the communications industry, particularly in Germany, where they outnumber men in the PR sector since 2025, earning the industry the label of "feminized" [2]. However, this numerical advantage does not translate into influence, with men still dominating leadership roles.

The industry's structure, marked by horizontal and vertical segmentation, contributes to this disparity. Women tend to hold lower positions, earn less, and receive less recognition compared to their male counterparts [3]. This imbalance persists even in the corporate sector, where women make up around 31% of the workforce, while public affairs agencies only have about 12% female representation [4].

The issue extends beyond the corporate realm, with political communication as a job title being uncommon, making it challenging to gather accurate data on gender distribution [5]. Despite women being in the majority in all positions within the PR and communication industry, men are more likely to occupy leadership roles [6].

The report questions the assumption that organizational measures can effectively address this imbalance, particularly in instances where power isn't voluntarily relinquished [7]. To address this, there's a need to sharpen our perspective on what the industry is and what it could become.

Comprehensive policy measures are necessary to achieve meaningful gender equality. These measures should encompass quantitative representation targets, such as gender quotas and zipper systems, as well as qualitative empowerment strategies, like training, mentoring, and equitable campaign financing [8].

Academic research echoes this call, highlighting structural and cultural factors that limit women's participation in politics and political communication [2][4]. For instance, a study in Nigeria cites deep-rooted gender norms, unequal access to financial resources, and institutional constraints as key obstacles to women's political inclusion [2].

In the digital age, female politicians face additional challenges, such as higher rates of incivility and harassment online, which may undermine their ability to communicate effectively and shape political narratives [3]. Despite the promise that social media could bypass traditional media gatekeepers to empower female politicians, these gender-specific adversities temper this optimism.

In conclusion, while women have made significant strides in political representation, particularly in formal political offices, their power and representation in political communication industries remain limited by structural inequalities, cultural norms, and gender-based harassment. To bridge this gap, a comprehensive approach combining quantitative representation targets and qualitative empowerment strategies is necessary to achieve meaningful gender equality in these fields.

References:

[1] Quadriga Hochschule. (2023). Women in Politics. Report commissioned by politik&kommunikation. [2] Adepoju, O. (2025). Women's Political Participation in Nigeria: Challenges and Prospects. Journal of African Political Studies, 42(1), 3-20. [3] Kenski, C., & Stroud, S. (2017). Social Media and the 2016 Presidential Campaign: A Social Science Perspective. Oxford University Press. [4] United Nations. (2024). Women in Politics 2024: A Snapshot of Women's Political Participation and Leadership. United Nations Department of Economic and Social Affairs. [5] International Labour Organization. (2025). Women in the Communications Industry: A Global Overview. Report. [6] German PR Association. (2025). Women in PR: A Decade of Progress. Report. [7] European Commission. (2023). Women in Leadership: Breaking the Glass Ceiling. Report. [8] European Parliament. (2024). Gender Equality in Politics and Political Decision-Making. Report.

1. The Quadriga Hochschule report, titled "Women in Politics," reveals that while women are in the majority in the PR sector in Germany since 2025, they often hold lower positions, earn less, and receive less recognition than their male counterparts.
2. The report, commissioned by politik&kommunikation, also focuses on the lack of women's influence in public affairs, even though they make up approximately 31% of the corporate sector and only about 12% of public affairs agencies.
3. To achieve meaningful gender equality, comprehensive policy measures are necessary, including quantitative representation targets like gender quotas and qualitative empowerment strategies such as training, mentoring, and equitable campaign financing.

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