CONFERENCEGender Aspect in Communication of 2024 European Parliament Elections: Analysis of Pre-Election Communication of Political Party Progresīvie on Social Media Platform Instagram
https://doi.org/10.22364/ms24.12 | pp. 123-137 | PDF
Marita Zitmane
University of Latvia
https://orcid.org/0000-0002-1672-9520
Abstract. This study explores the gender aspect of communication in the 2024 European Parliament elections through the analysis of the pre-election campaign of the Latvian political party Progresīvie on Instagram. The research is topical due to the growing importance of social media in political communication and the underrepresentation of women in politics. The aim of the study is to evaluate how a political party committed to gender equality communicates its candidates and how this communication resonates with the audience. The study employs quantitative content analysis to systematically assess 59 Instagram posts published by Progresīvie from 13 February to 7 June 2024. Posts focusing on the party’s lead candidate, Elīna Pinto, and the second-placed candidate, Mārtiņš Staķis, were analysed for themes, engagement metrics, and adherence to gender stereotypes. Results indicate that despite the party’s commitment to gender equality, the communication strategy did not fully highlight Elina Pinto’s leadership, as the posts featuring Mārtiņš Staķis garnered a significantly higher engagement. Topics addressed in Pinto’s posts moved away from traditional “feminine” themes, emphasizing leadership and professional expertise. However, Staķis’s communication leaned on traditionally “masculine” topics such as defence and security, reaffirming his established political persona. Posts portraying both candidates together showed a neutral gender representation but did not elevate Pinto’s position as a leader. The study concludes that avoiding traditional gender stereotypes and focusing on leadership did not significantly enhance Pinto’s visibility or voter appeal. The findings underline the challenges female politicians face in overcoming entrenched biases, even within gender-progressive parties, highlighting the need for more targeted and assertive communication strategies to achieve equitable representation.
Keywords: European Parliament, gender, gender stereotypes in politics, Instagram, political party, political campaign, social media
In: Media and Society, 2024. Proceedings of Scientific Papers = Mediji un sabiedrība, 2024. Rakstu krājums. Riga, University of Latvia, 2025. 137 p.