Gendering Populism: How Leaders’ Gender Shape the Activation of Populist Attitudes

Right-wing populism has often been associated with masculine stereotypes, with leaders like Donald Trump and Jair Bolsonaro embodying hyper-masculine personas to appeal to their supporters. However, the rise of right-wing populist women leaders such as Alice Weidel, Giorgia Meloni, and Marine Le Pen challenges common assumptions about gender and populist leadership. These leaders disrupt traditional narratives of male-dominated populism, raising important questions about how gender influences the dynamics and reception of populist rhetoric. This paper investigates how leaders’ gender influences the activation of populist attitudes, with a specific focus on how gender shapes the populist offer. According to activation theory, populist attitudes are triggered by the interaction of two key elements: (1) a viable populist offer and (2) specific contexts. While much of the literature emphasizes the importance of contextual factors, we concentrate on the first element, arguing that the gender of the populist leader significantly affects the offer’s viability. Specifically, we propose that the activation of populist attitudes differs depending on whether the populist message is delivered by a man or a woman. We outline two hypotheses to explore this dynamic. The first hypothesis posits that women populist leaders, often perceived as less authoritarian and more liberal, may "soften" the tone of populist rhetoric, broadening its appeal and enhancing its activation across diverse groups. The second hypothesis suggests that gender stereotypes and issue ownership influence the activation process: men are seen as more credible when addressing security issues, while women gain credibility when discussing economic challenges. This dynamic may help explain why women populist leaders perform well during periods of economic instability, such as high inflation. To test these hypotheses, we conduct a survey experiment with a nationally representative sample of 2,900–3,000 respondents in Germany. Participants are randomly assigned to hear populist messages delivered by either a woman or a man politician, addressing security or economic concerns. This design examines how the leader’s gender and the topic discussed interact to influence perceptions of credibility, agreement with populist rhetoric, and perceived threats to democracy. The survey also measures populist attitudes before and after the treatment to assess their activation. The findings provide critical insights into the interplay between gender and populism, highlighting the conditions under which populist attitudes are activated and the nuanced ways gender influences the reception of populist discourse. This research contributes to understanding the evolving dynamics of populist politics and their implications for democratic governance.