How to connect? Communication strategies of female political leaders facing public space barriers

Abstract

The dichotomy between public and private space has been a central axis in the exclusion of women from political participation, but phenomena such as “celebrification” (Oliva et al., 2015) have intensified the problem by normalizing a constant exposure that amplifies the vulnerability of these leaders. This article analyses how women in institutional positions negotiate their presence in a context of old and new obstacles that condition their impact. Drawing on Erving Goffman's dramaturgical theory (1981), the research reveals the interaction strategies that women representatives develop to communicate with citizens. Based on 20 in-depth interviews, three profiles with different dynamics of adaptation to public spaces are identified, so the results show that the presence of female politicians is not even but is mediated by their degree of institutional integration and their use of digital platforms. While some must stay on social media to ensure their visibility in the absence of media support, those who do enjoy this affinity remain on the sidelines to protect themselves from digital violence. Therefore, the findings highlight that participation in spaces of interaction is not always a matter of free choice, but rather a necessity of survival and constant management of their exposure to circumvent structural barriers. Evidence of the need to develop safer public environments that promote the full participation of women with high-visibility profiles.