Worth a Thousand Words: The Study of Visual Gendered Self-Presentation on Twitter

Abstract

AbstractThe picture superiority effect suggests that a single photograph can communicate a significant amount of political information to voters. Accordingly, politicians must make strategic choices in their self-presentation, particularly when considering how to respond to gender-based stereotypes. Strategic stereotype theory suggests that politicians will either emphasize or rescind gender-based stereotypes depending on whether they believe them to be advantageous to their political image. While the literature on gendered self-presentation is largely confined to television advertising, there is a growing literature focused on the online environment. In this research note, we develop a methodological framework to assess gender-based stereotypes in a purely visual environment. We test the framework using photographs from the Twitter feeds of the main party leaders in the 2018 Ontario election. The note concludes by reflecting on the methodological challenges of examining gender in visual political content online.