Female political leadership styles as shown on Instagram during COVID-19

• Main Authors: García-Beaudoux, Virginia, Berrocal, Salomé, D’Adamo, Orlando, Bruni, Leandro
• Format: Article in Journal/Newspaper
• Language: Spanish; English
• Published: Grupo Comunicar 2023
• Subjects: Erna; New Zealand; Noruega; Norway; París; Sanna; Solberg; Iceland; Islandia
• Online Access: https://recyt.fecyt.es/index.php/comunicar/article/view/101162

This paper explores the leadership styles of fourteen elected female politicians in executive government positions, ascommunicated through the official Instagram accounts that were in use during the COVID-19 pandemic. Seven of themare, 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), VirginiaRaggi (Rome), Ada Colau (Barcelona), Claudia López (Bogotá), Claudia Sheinbaum (Mexico City), London Breed (SanFrancisco) and Isabel Díaz Ayuso (Madrid Region). A comparative content analysis of 2,330 units was conducted over a6-month period. The study analyses the hard or soft leadership style conveyed by the women politicians selected in relationto 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 politicianshave a single leadership style is erroneous and related to gender stereotyping. Este trabajo realiza una exploración de los estilos de liderazgo comunicados en las cuentas oficiales de Instagram por catorce mujeres políticas electas en cargos gubernamentales ejecutivos, con actuación durante la pandemia de la COVID-19. Siete son o han sido jefas de gobierno, seis alcaldesas, y una presidenta de una comunidad autónoma en España. Ellas son Angela Merkel (Alemania), Jacinda Ardern (Nueva Zelanda), Sanna Marin (Finlandia), Mette Frederiksen (Dinamarca), Erna Solberg (Noruega), Katrin Jakobsdottir (Islandia), Tsai Ing-Wen (Taiwan), Anne Hidalgo (París), Virginia Raggi (Roma), Ada Colau (Barcelona), Claudia López (Bogotá), Claudia Sheinbaum (Ciudad de México), London Breed (San Francisco) e Isabel Díaz Ayuso (Comunidad de Madrid). La técnica de investigación ...