Gender politics online? Political women and social media at election time in the United Kingdom, the United States and New Zealand

Abstract

Digital optimists have claimed that Internet technology, and especially social media, would revolutionise politics and empower previously marginalised groups. The reality is somewhat different: online like offline politics is the preserve of narrow elite of mostly men, while women are still less likely to discuss politics online. This article offers a comparative study of Theresa May, Hillary Clinton and Jacinda Ardern’s political communications. It investigates whether they used digital technologies during elections to feminise politics and evaluates the extent to which women politicians adopt leadership and communicative styles that challenge masculine norms of political behaviour, whether they prioritise policy areas that are likely to make a difference in women’s lives and if they speak on behalf of other women.