
Representation of women in power, mainly ambitious women in the media, has, throughout the years, been mixed. Media here reinforces stereotypes against women. Generally, there is a preconceived notion that women should not be allowed to enter any high-ranking position. Or the preconceived notion that women would not be effective leaders, portraying them as either heartless, unlikeable workaholics with no personal life of their own. On the other hand, the positives are confidence, independence, and resilience. Shows, movies, and literature—prominently, most of the media—showcase women as either bossy and cold or naive and unintelligent. In modern day, you can still see that being shown; however, there is more representation of women being empowered and efficient leaders. The importance of this representation is that it reveals how women were and are being treated. Media in general has the potential of women getting more of a chance to have complete and accurate representation.
Literature Review
There is a multitude of criticisms directed towards women in leadership positions. Particularly about the preconception that, due to their gender, they are less capable than men. Establishing traditional gender norms in the workplace or any organizational structure frequently makes women out to be less credible as leaders. Through their status, reputation, mannerisms, stereotypes, appearances, and more. (Irmgard Tischner et al., 2019) In addition to those criticisms, there’s also the portrayal of women acting overly emotional and unstable. Most women who are trying to gain the upper hand, achieve success, or deviate from the norms. Whether that be in reality or the fictional world, they are shown to either be betrayed, fired, or dying unexpectedly. For instance, in the series Game of Thrones (2011), many of the characters are terrible, victimized, villainized, etc. But in particular, Daenerys Targaryen eventually established herself as a powerful ruler, only to be villainized and destroyed and labeled as naive and unintelligent for her ill-advised actions. Sexism in the media constantly affects everyone, including women. Mainly, prevents women from entering leadership positions, like politics. It especially discourages young women from entering the social and political sphere and exposes young girls to stereotypical media; they are less likely to find motivation or interest for political roles. (Haraldsson et al., 2018)
Women are continuously observed through a gender-based lens that assesses their likability and competency. For example, Captain Janeway acts hypocritically in Star Trek: Voyager, 1995, in season 4, episode 16, “Prey,” when she claims that the Starfleet crew does not sacrifice others’ lives to protect themselves. She does that exact thing in season 2, saving two of her crew members. (MSN, n.d.) Or like in Parks and Recreation, 2009, Leslie Knope is an important employee of the parks department and wants to be a valued part of politics. She later in the season advances through the ranks and is later recalled. In season 6, episode 5, “Gin It Up!,” citizens tried to get Leslie recalled through a series of humiliation acts, mainly because the public disapproved of her and her changes. She imposed multiple changes to address the issues of obesity and address Eagleton’s debt with tax dollars. (Gibbs, 2023) Even in the news, there are a lot fewer women reporters because of corporate media and some of the public caring more about entertainment than actual facts. (Riedl et al., 2022)
In the media, ambitious women in leadership roles are often judged primarily by their appearance rather than their skills, talents, or intelligence. The way women are portrayed, especially through ads and in marketing, just shows how they promote conventionally attractive people. (Lin & Yeh, 2009) Or how, in celebrity culture, you mainly see women acting out, destroying their lives, and having mental health problems. Or the 2007 incident of a high-profile celebrity Britney Spears shaving her head. Fans, media, spectators just labeled her as crazy but in reality she was dealing with a difficult divorce and dealing with losing custody of her two kids. Or, Lindsay Lohan ending up with a drug addiction. From disney kid to drug addict pipeline, a global issue of craziness among young women emphasized by the “girls in crisis” storylines among celebs, who deal with eating disorders, chronic relationship issues, and substance abuse. (Meyer et al., 2011)
While the characters in these films and shows may have both feminine and masculine traits, their femininity is frequently used to discredit them. If they exhibit any masculine traits, they are seen as flawed or unlikeable; if they embrace their femininity, they are deemed superficial or unintelligent. For instance, Elle Woods from Legally Blonde, 2001, at first is deemed unintelligent simply because of her love of fashion and for her upbeat personality. Despite proving herself as a capable lawyer, she is constantly questioned due to the way she expresses herself. This is reflected in media where women’s competence is overlooked by societal expectations about how they should look and behave.
From the 1990s to 2024, the portrayal of ambitious women in the media has changed, reflecting societal attitudes towards women in leadership. Early representations, such as Dana Scully (The X-Files, 1993), challenged gender norms in law enforcement, paving the way for more authoritative roles like Captain Janeway in Star Trek: Voyager (1995). By the late 1990s, The West Wing (1999) highlighted women striving for political power within male-dominated spaces. The 2000s introduced narratives like The Devil Wears Prada (2006), where ambition was portrayed as both an advantage and a crutch. More recent portrayals, such as Annalise Keating in How to Get Away with Murder (2014) and The Marvelous Mrs. Maisel (2017), further depict women challenging traditional gender roles in the law and entertainment industry. Most recently, Barbie (2023) offers a new perspective on how society pressures women and how society puts unrealistic expectations on women.
Methodology
This research analyzes five different media artifacts spanning different years and examines how ambitious women have been represented over time. The selected artifacts are mainly YouTube clips of different media, including the TV series Star Trek: Voyager (1995), The West Wing (1999), Parks and Recreation (2009), How to Get Away with Murder (2014), and the movie Barbie (2023). These works were chosen for their cultural impact and their portrayal of ambitious female characters in leadership roles. This study primarily examines character representation, stereotypes, and the progress of media representation. Through this analysis, I aim to discuss recurring portrayals of ambitious women and how these depictions reflect or challenge societal norms over time.
Analysis of Media Artifacts
Star Trek: Voyager (1995), a show about Captain Janeway, the female leader guiding her Starfleet crew on missions through space. She challenges traditional gender roles with her leadership style, mixing both masculine and feminine traits. Breaking away from stereotypes of being a passive caregiver. As the first female starship captain, Janeway commands with empathy and intelligence and is able to make tough decisions. Or how in this one particular scene in the series she has a conversation with a little girl about what it takes to be a leader and the actions and mindset you have to have to be a leader. (Talking Salmon, 2008) She is neither overly emotional nor completely dominating to the point it is annoying. She reshapes the narrative about women in power and goes beyond the traditional gender norm.
Now, in The West Wing (1999), women in politics are shown as intelligent and influential. Characters like Cregg and Hayes hold high-ranking positions and are very respected in their field. Cregg is the White House Press Secretary she deals with challenges in the media of constantly being underestimated and undermined in a position of power. And Ainsley Hayes being underestimated because she keeps up with her appearances, being discriminated against because of her gender, and has to constantly prove herself in a male-dominated field. Highlights the challenges these characters face, like being constantly questioned about their authority or the consistent need to try harder just to prove themselves to others. Or how it even showed a new perspective on feminism and how it could lead to a better connecting experience. (Christoffel Middel, 2017) Balances women’s power with the reality of constant gender biases or stereotypes. Just like in Parks and Recreation (2009), Leslie Knope faces constant backlash due to her gender, as she is mainly working in a male-dominated field. Frequently overlooked and undervalued by her peers and by the public. She is consistently proving her dedication and her skills, overcoming multiple changes, and not only that, but she also faces a lot of problems within politics. Especially in this one scene in the series Leslie setting the world straight in an election and how people are constantly asking whether or not she is making the right decisions. (Parks and Recreation, 2015)
Like Annalise Keating in How to Get Away with Murder (2014), it reinforces stereotypes, especially about Black women. She is confident and complex. She defies the classic angry Black woman trope by showing how powerful, valuable, and deeply sympathetic she is. While she defies that trope, she reinforces stereotypes about hypersexuality amongst women. Pushes back against some stereotypes but still has its challenges. Even in her own trial she is constantly getting undermined and used. And how she deviated from the norm. Or even in the Barbie movie that faces traditional gender expectations and mainly how society imposes how women should act and behave. The movie explores how women are expected to fit into a little narrow mold about beauty and perfection. It also challenges society’s pressure to conform to gender roles. It did encourage viewers to start having freedom and self-worth. Or how even on the Barbie movie poster, it mainly focuses on Barbie but also focuses on unrealistic standards and expectations put on women to be perfect, while men do not get the same treatment or standards. Barbie. (n.d.)
Conclusion
The portrayal of ambitious women in the media has evolved significantly throughout the years. Showing clear progress in developing complex and visible female characters. From early depictions of seeing women in secondary roles to being the main character in a series. Like Parks and Recreation or How to Get Away with Murder, the media gradually encouraged women in leadership positions. Even though there is progress, there are still gendered stereotypes often showing women facing a variety of personal obstacles before achieving anything. Reflection on how there are still ongoing societal changes women face. Even though the representation has improved, there is definitely room for some changes. Future media representation should continue to question stereotypes and to continue to show women in a positive light. It is crucial to foster an environment of equality and empowerment.
References
- ABC. (2020, May 15). Annalise’s Powerful Closing Argument—How to Get Away with Murder [Video]. YouTube. https://www.youtube.com/watch?v=oYEAHjNId5Y
- Barbie. (n.d.). The Movie Database. Retrieved February 20, 2025, from https://www.themoviedb.org/movie/346698-barbie/images/posters
- Christoffel Middel. (2017, March 14). The West Wing: Feminism vs. Feminism [Video]. YouTube. https://www.youtube.com/watch?v=-Bbz5q2dxRU
- Gibbs, L. (2023, February 27). Why Parks & Rec’s Leslie Knope Was Recalled. ScreenRant. Retrieved February 20, 2025, from https://screenrant.com/parks-recreation-leslie-knope-city-council-recall-reason/
- Haraldsson, A., & Wängnerud, L. (2018). The effect of media sexism on women’s political ambition: evidence from a worldwide study. Feminist Media Studies, 19(4), 525–541. https://doi.org/10.1080/14680777.2018.1468797
- Lin, C., & Yeh, J. (2009). Comparing society’s awareness of women: media-portrayed idealized images and physical attractiveness. Journal of Business Ethics, 90(1), 61–79. https://doi.org/10.1007/s10551-009-0026-z
- Meyer, M. D. E., Fallah, A. M., & Wood, M. M. (2011). Gender, Media, and Madness: Reading A Rhetoric of Women in Crisis through Foucauldian Theory. Review of Communication, 11(3), 216–228. https://doi.org/10.1080/15358593.2011.578254
- MSN. (n.d.). Retrieved February 20, 2025, from https://www.msn.com/en-us/tv/news/the-star-trek-voyager-season-4-story-that-turned-captain-janeway-into-a-hypocrite/ar-AA1q5bWL
- Parks and Recreation. (2015, February 11). Parks and Recreation | Leslie Sets the World Straight (Episode Highlight) [Video]. YouTube. https://www.youtube.com/watch?v=oMnxPsQanrs
- Riedl, A. A., Rohrbach, T., & Krakovsky, C. (2022). “I can’t just pull a woman out of a hat”: A Mixed-Methods Study on Journalistic Drivers of Women’s Representation in Political news. Journalism & Mass Communication Quarterly, 101(3), 679–702. https://doi.org/10.1177/10776990211073454
- talking salmon. (2008, January 17). Janeway’s leadership advice [Video]. YouTube. https://www.youtube.com/watch?v=X8KxIPd_Yi8
- Tischner, I., Malson, H., & Fey, K. (2019). Leading ladies: discursive constructions of women leaders in the UK media. Feminist Media Studies, 21(3), 460–476. https://doi.org/10.1080/14680777.2019.1640266