AKSU Journal of Communication Research (AJCR)

Gender Representation In X Posts by Unicef

Author:  Abasifreke Idiong, PhD; Ikanke-Abasi George Umana & Maureen Ebele Ogbobeta

Abstract
This study examined gender representation in X posts by UNICEF, focusing on how boys and girls are portrayed across various themes and messaging categories. Utilising a content analysis approach, the research analysed the top posts from UNICEF’s X page between December 1, 2023, and June 1, 2024, to identify and compare themes, messaging strategies, and audience engagement. The findings revealed a significant disparity in gender representation, with posts predominantly featuring girls and less attention given to boys. Themes such as health, education, and protection are explored, with girls often highlighted in advocacy and health-related posts, while boys receive minimal representation. The study also evaluated engagement metrics, noting higher average engagement for posts about boys despite their lower frequency. The research advocated more balanced gender representation in UNICEF’s digital content, recommending increased focus on boys' issues, diversified thematic messaging, and enhanced visual storytelling to better align with UNICEF’s gender equality goals. By problematising these issues, this study, aside contributing to an understanding of UNICEF’s social media strategy, reflects on the organisation’s broader gender equality objectives, and offers insights for improving gender representation in online advocacy.