16:50 - 18:30
P10-S257
Room: 0A.10
Chair/s:
Patrick Willi Kraft
Discussant/s:
Stuart J. Turnbull-Dugarte
Gender-Specific Perceptions of Online Political Communication
P10-S257-3
Presented by: Janice Butler
Janice Butler
European University Institute (EUI)
Do male and female political actors package their political messaging differently and do they concentrate on similar themes? How differentiated is the reception of political rhetoric coming from female as opposed to male politicians? Despite decreasing barriers for women in politics, gender-based expectations persist, potentially influencing communication strategies. This study tests these theories implementing a micro-analysis of UK politicians’ Twitter/X communications (N=719,603). My findings reveal significant gender-based differences in political communication on social media: while male politicians are more effective using negative emotions and emphasizing democracy, female politicians achieve better public reception by expressing a degree of disgust. On the issues, female politicians receive more positive feedback on the political system, growth and social groups, but less so on the economy, external relations and welfare when compared to their male counterparts.
Keywords: political communication, gender, Large Language Models, public policy

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