Estilos de liderazgo político femenino en Instagram durante la COVID-19

GARCÍA BEAUDOUX.; BERROCAL GONZALO SALOME; D'ADAMO ORLANDO ; BRUNI LEANDRO

COMUNICAR

GRUPO COMUNICAR EDICIONES

Lugar: HUELVA; Año: 2023

1134-3478

Revista Indexada bilingüe, 10ª del mundo JCR-Q1 y 2ª del mundo Scopus-Q1, 1ª española y 1ª iberoamericana en Comunicación. El nivel de competitividad para ese número fue muy elevado: se presentaron 235 manuscritos para una selección final de 10, lo que significa 4,25% de aceptación y 95,75% de rechazo, y nuestro artículo fue de los 10 elegidosThe present paper studies the leadership styles that were published in the official Instagram accounts of fourteen elected female politicians in executive governmental positions during the COVID-19 pandemic. Seven of them, are or have been, heads of government, six of them are female mayors, and one of them is the female president of an autonomous community 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 (Community of Madrid).The method used in this research is a comparative and content analysis applied to 2.330 units of analysis, during a six months period. The research studies the, hard or soft, leadership style, communicated by the female political leaders in relation to four different variables: political ideology, generational background, governmental level, and communication techniques. The results show that the values of the variables affect directly the leadership styles, proving that the assumption that states that female politicians have a single leadership style is wrong and is moreover related to a gender stereotype.