‘You know how tough I am?’ Discourse analysis of US Midwestern congresswomen’s self-presentation

Abstract

Drawing on gender-role theories and considering the potential new media environments brought to the dynamics of strategic political communication, this study explores the nature of US Midwestern congresswomen’s strategic online self-presentations in comparison to those of congressmen. The discourse analysis presented in this study shows that in their official online biographies, that is, as given on websites provided by the US government, congresswomen devoted more space to describing their own personal traits than did congressmen. In particular, women tended to stress the masculine aspects of their personalities by using so-called masculine words such as tough and fighter much more than their male counterparts did. Such masculine terminology was scarcely evident in the biographies of male House members in the same states and committees as the female members. These findings imply that female politicians are more active in strategically presenting themselves as tough leaders in what appears to be a self-conscious effort to counteract detrimental gender stereotypes.