Gendered communication: The use of stereotypical gender characteristics by Norwegian high-profile politicians on social media

Abstract

News media coverage is anchored in gender stereotypes, but social media platforms grant politicians more control over their own public image. This master's thesis investigates the utilisation of stereotypical gender characteristics by high-profile politicians in Norway in their social media communication. Employing a quantitative content analysis methodology, a sample of Facebook posts from Norwegian politicians was examined. This study analyses the variations and similarities in how male and female politicians use stereotypical gender characteristics in their communication. The study's main findings shed light on the prevalence of gender stereotypes, where both male and female politicians tend to display stereotypical masculine characteristics. However, female politicians display more stereotypical feminine gender characteristics than male politicians. In visual images both male and female politicians use stereotypical feminine gender characteristics. Overall, there are modest differences in the utilisation of gender characteristics between male and female politicians. The study also discuss a growing appreciation and use of feminine characteristics by both genders in political communication on social media.