In recent years, global politics has witnessed a striking rise in populist women ascending to positions of political leadership. These women have not only challenged gendered expectations of leadership but have also given populism a distinctly feminine face. Media portrayals of female politicians and populist radical right figures typically rely on divergent frames - gendered versus ideological - yet both tend to diminish the leaders’ professional competence and political achievements. Interestingly, female populists may navigate these dual biases more effectively than either non-populist women, who are often stereotyped, or male populists, who are portrayed through overtly populist tropes. Drawing on Jamieson’s (1995) concept of the “double bind,” this study argues that populist women who adopt a traditionally masculine political style may appear more authentic, as they align assertiveness and emotional candour with populist appeal, thus mitigating the penalties commonly imposed on women who defy gender norms.
This research investigates how authenticity, a central tenet of populist appeal, is visually performed by female populist leaders and how it is subsequently mediated through mainstream media framing. Focusing on Marine Le Pen (France), Giorgia Meloni (Italy), and Diana Șoșoacă (Romania), the study pursues two complementary objectives: first, to analyze how these leaders construct their public personas through visual self-presentation on Instagram; and second, to examine how their imagery and actions are framed within leading national media outlets: Le Figaro (France), Corriere della Sera (Italy), and Libertatea (Romania). All three leaders share key traits: they are right-wing populists, conservative in orientation, and vocally opposed to pandemic restrictions during the early stages of COVID-19. Utilising Luebke’s (2021) indicators of authenticity and Steffan’s (2020) “ideal versus populist campaigner” framing model, this study analyses N = 2,416 visual artefacts to map the interplay between performed authenticity and mediated authenticity. Ultimately, the study proposes a model of populist authenticity that captures how female populist leaders negotiate gendered expectations, ideological identity, and representation in constructing a credible populist image.
