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Title: La llegada de las mujeres al poder: ¿un nuevo estilo de comunicación política?
Author: Luis Rosell, Sonia de
Tutor: Rosser Limiñana, Pablo
Others: Montaña Blasco, Mireia  
Abstract: A number of women politicians have been praised by the media and the general public for their leadership during the coronavirus crisis. They include Jacinda Ardern (New Zealand), Mette Frederiksen (Denmark), Katrín Jakobsdóttir (Iceland), Sanna Marin (Finland) and Erna Solberg (Norway), who have led very effective policies against the pandemic and used a more personal, familiar, empathic and humane communication style compared to traditional political leaders. In this context, the question guiding our research is: Can we affirm the emergence of a new style of political communication with women's arrival to power? And, if so, what are its defining features? What topics does it cover? What tone does it use? How does it use language and images? How does it manifest itself in formal and traditional communication and on social media? Therefore, our objectives are to understand the arrival of women to political power and historical and social factors that can influence their communication style, and to analyse and define, in the context of the COVID-19 pandemic, the communication style of some of the women who have recently come to political power. To address these objectives, we start from the theoretical frameworks of political communication, the spokesperson's functions in crisis situations, and women's arrival to power and its implications for communication. We then make a qualitative analysis of a selection of speeches by Ardern, Frederiksen, Jakobsdóttir, Marin and Solberg during the first wave of the pandemic, and we compare them with speeches by a variety of current prominent politicians. We conclude that the communicative style of Ardern, Frederiksen, Jakobsdóttir, Marin and Solberg is based on a deep and rigorous knowledge of the discourse subject and on clear and transparent communication, emphasising scientific consensus and action plans, but also humility, sincerity, collaboration, care, empathy, sympathy and kindness. These women naturally show their personal side, as they can laugh, cry, dance, sing, voice doubts or talk to citizens on social networks from their sofa at home, finding a perfect balance between formal and informal, seriousness and kindness, rigor and the ability to empathize, professionalism and familiarity. This emerging communication style is very different from the traditional one, which in its extreme is represented by the so-called "strongmen", who need to show their power and authority, act with recklessness and arrogance and even opt for scientific denialism. Yet, the new women leaders' style is nothing more than putting into practice the precepts of a good spokesperson with the utmost skill and showing the most human aspect of leadership. Our current study is limited to a small number of politicians in the context of COVID-19. A broader analysis, including more political leaders of all genders, put into more situational contexts, will be necessary to support our observations further. Analysing and characterising the communicative style that emerges with women's arrival to power is relevant to offer female leadership models, still scarce, on the path to achieving gender equality in all areas
Keywords: political communication
female leadership
leadership styles
crisis communication
gender studies
Document type: info:eu-repo/semantics/masterThesis
Issue Date: Jan-2021
Publication license:  
Appears in Collections:Trabajos finales de estudios de género
Trabajos finales de carrera, trabajos de investigación, etc.

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