The work points to the abuse of power, dominance and inequality that is reproduced in media content. This attitude is reflected in the social and political context towards women.The contribution of this research to gender studies would also be reflected in pointing out the influence of patriarchy on the androcentrism of media – television content, which provides a permanent incentive for the entrenchment of stereotypical gender roles. The research points to the facts that the media do not resist social norms, even in spite of a series of legal instruments and institutional mechanisms created for that purpose.The media representation of female candidates during the pre-election political campaign is the starting point of gender equality in the political sphere towards equality and in decision-making places. The visibility of women in pre-election campaigns contributes to their greater media representation, and consequently to their active participation in public life. I am investigating the way in which a woman appears as a political subject in a television product, the form through which she is presented to the audience, and how political candidates are named and presented, and according to which the audience creates an idea of women’s political credibility.The general goal of the research is the deconstruction of the editorial policy of the news program of the public service television of Vojvodina during the pre-election political campaign in 2016 with a focus on the presentation of female candidates and the creation of a gender stereotyped identity of female politicians in Serbia.The intention of the work was not a critical review of the quality of the television product except from the aspect of gender, with special reference to the legal measures of gender equality and respect for them through the percentage and manner of representation of female political candidates during the pre-election period in selected specialized television shows.H0: Female politicians are underrepresented in the election campaign compared to their male counterparts;H1: Women are the main subjects of political media content in a low percentage;H2: Female politicians, regardless of their high position in the distribution of social power, are always dominantly represented only in stereotypically “female” areas (culture, healthcare, social issues);H3: Gender-sensitive language is not consistently applied;H4: Interest in the opinion of the female subject is low, viewed through the number of interviews and quotes. Compared to their male colleagues, female politicians are significantly less quoted and interviewed by the media;H5: Female politicians are more represented in the first half of the pre-election campaign compared to the second half of the campaign before the election itself.The basic research method was a quantitative-qualitative content analysis, based on a theoretical framework that is the basis of a critical analysis of the discourse of the selected media. Criticism of media discourse is very productive in the gender context of media reproduction of power and non-equality towards women as a marginalized social group.The content was analyzed based on the code protocol quantitatively, and based on the quantitative data, the content was also processed qualitatively, by monitoring three different television shows, which is an additional research challenge that represents the systematic monitoring of media content, observation of media activities aimed at their description, critical review and grade. Quantitative and qualitative content analysis is represented in the monitoring, which enables the exactness, verifiability and reliability of the data.For the purposes of the research, two magazine shows and one central show of Radio Television of Vojvodina – national television that is subject to official media legislation – were coded. Magazine show “Encounter” -during the pre-election period 4 shows: 04.06.2016, 04.13. 2106, 20 April2016 and 30 April 2016, a total of 11,000 seconds. Magazine show “Radar” – during the pre-election period 4 shows: 29 March 2016, 5 April 2016. 2016, 12 April 2016 and 30 April 2016, a total of 12,167 seconds. The central informative show “VojvoÄ‘anski dnevnik” was coded in the same pre-election period, on two different days each week – April 1, April 3, April 5, April 7, April 11, April 13. 04., and 04. 23., 2016, a total of 8286 seconds that entered the code sheet. A total of 31,453 seconds of code material. The media recognizes women in the patriarchally imposed roles of the private sphere and as relevant subjects in the topics of the “female” stereotype – health, social issues, victim, mother, beauty and housewife. Issues of political decision-making or professional action in the field of economy, business and defense are recognized as the field of male knowledge and action.The results of the presented research of the pre-election period show a three- and four-fold lower participation of women in informative media content, and ten times less in the pre-election political promotion itself. Quantitative analysis of women’s political participation and media promotion shows a low result, and only a deeper analysis indicates that even so low, that number is decorative and reflects the androcentrism of our society.