Politicians’ Instagram personas in relation to Swedish politics : A discourse analysis of personas from a gender point of view of Swedish political party leaders’ Instagram accounts

Abstract: This essay aims to investigate how the leaders for the Swedish parliamentary parties appear on their official Instagram accounts. By conducting a discourse analysis, looking at both text, visual images, and the combination of the two in the Instagram posts, the intention is to analyse how gender is being performed through the rhetorical concept of persona.  The analysis show that all eight party leaders mainly enact political/professional personas. Sub-personas derived to this category are individual vs group member, active vs passive, and critic. The male party leaders exhibit the individual, active and critical personas to a greater extent than their female counterparts, and thereby performing gender in a stereotypically masculine way – reproducing the image of the stereotypical male politician. The analysis also finds that some party leaders, mainly female ones, use personal personas to a greater extent.  The conclusion is that all party leaders mainly use professional personas, profiling them as first and foremost politicians. But when looking at how the personas are carried out, the female party leaders can be seen using numerously more personas than the male ones, especially adding on personal personas. In addition to enacting the traditional female stereotype of having to handle both carrier and family, this may reward them with additional Instagram followers. But when the number of followers is put in relation to surveys of trust and opinion polls, the conclusion is that the party leaders exhibiting masculine coded personas are more prosperous in actual politics.