2026-04-22T22:19:25Zhttps://uvadoc.uva.es/oai/request

oai:uvadoc.uva.es:10324/743322025-01-23T20:01:20Zcom_10324_1164com_10324_931com_10324_894col_10324_1330

Berrocal Gonzalo, Salomé García Beaudoux, Virginia D'Adamo, Orlando Bruni, Leandro 2025-01-23T13:00:03Z 2025-01-23T13:00:03Z 2023 Comunicar, n. 75, v. XXXI, p. 125-143 1134-3478 https://uvadoc.uva.es/handle/10324/74332 10.3916/C75-2023-10 126 75 133 Female political leadership styles as shown on Instagram during COVID-19 31 Producción Científica This paper explores the leadership styles of fourteen elected female politicians in executive government positions, as communicated through the official Instagram accounts that were in use during the COVID-19 pandemic. Seven of them are, or were, heads of government, six are or were mayors, and one is the president of an autonomous region in Spain. These women are Angela Merkel (Germany), Jacinda Ardern (New Zealand), Sanna Marin (Finland), Mette Frederiksen (Denmark), Erna Solberg (Norway), Katrin Jakobsdottir (Iceland), Tsai Ing-Wen (Taiwan), Anne Hidalgo (Paris), Virginia Raggi (Rome), Ada Colau (Barcelona), Claudia López (Bogotá), Claudia Sheinbaum (Mexico City), London Breed (San Francisco) and Isabel Díaz Ayuso (Madrid Region). A comparative content analysis of 2,330 units was conducted over a 6-month period. The study analyses the hard or soft leadership style conveyed by the women politicians selected in relation to four variables: political ideology, generational affiliation, level of government and techniques used in communication. The results show that the values of the variables affect leadership styles; therefore, the assumption that all female politicians have a single leadership style is erroneous and related to gender stereotyping. Este trabajo forma parte del proyecto de investigación PID2020-114193RB-I00, concedido por el Ministerio de Economía y Competitividad concedido por el Ministerio de Economía y Competitividad application/pdf spa Comunicar info:eu-repo/semantics/openAccess Political communication, female leadership, personalisation, Instagram, stereotypes, COVID-19 Female political leadership styles as shown on Instagram during COVID-19 info:eu-repo/semantics/article info:eu-repo/semantics/draft https://www.revistacomunicar.com/ojs/index.php/comunicar/article/view/115334 SI