Paper Type

Master's Thesis


College of Arts and Sciences

Degree Name

Master of Science (MS)


Accounting & Finance

NACO controlled Corporate Body

University of North Florida. School of Communication

First Advisor

Dr. Stephynie Perkins

Second Advisor

Dr. Berrin Beasley

Third Advisor

Dr. John H. Parmelee

Department Chair

Dr. John H. Parmelee

College Dean

Dr. George Rainbolt


This framing analysis focuses on the portrayal of women leaders in popular business magazines. Framing theory was used to examine how women leaders were portrayed in Forbes, Fortune, Entrepreneur, and Bloomberg Businessweek magazines from 2010-2018. The study identified three key frames, which include the minority frame, asset and fixer frame, and the work-life balance frame. Further findings from the study suggested that the portrayals of women have changed following the women's movement in the 1970's and that women are indeed beneficial to organizations in senior-level positions, although there is still a low percentage of women in these roles.