Author information
VALJENTOVÁ Tímea - PhD student, Department of political science, Alexander Dubček University of Trenčín, Trenčín, Slovakia (The Slovak Republik)
Keywords
politics, self-presentation, social media, branding, public image
Abstract
Social media has become an integral part of political communication, significantly influencing how politicians shape their public image. This article explores how women in politics use digital platforms for self-presentation and the formation of their identity in the public eye. It analyzes the strategies female politicians employ in content creation, voter engagement, and building authenticity in the online space. Special attention is given to the differences in how women and men are presented in politics, the challenges women face in establishing credibility, and the impact of gender stereotypes on their online presence. The study is based on an analysis of selected case studies and provides insight into how digital self-presentation affects the political success of women