Angie González and Carme Ferré-Pavia, Comress director, have published a new article in the leading journal Political Research Exchange (volume 5, issue1). The paper aims to determine whether there are gender-based differences in using Twitter. For this purpose, 518,156 tweets from 280 Colombian Congress members were analysed. The study compares the number of tweets, audience, influence and efficacy of their messages on Twitter. Despite Colombia being below average in terms of political equality, research shows that a gender balance exists between Colombian male and female politicians on this social media channel. Members of the Colombian Congress use Twitter similarly, regardless of their gender: they are comparably influential in terms of volume, amplification, audience and efficacy of their messages. In fact, no significant gender differences exist regarding audience figures or amplification. However, the data show remarkable disparities regarding political party affiliation and ideological beliefs rather than gender.

Twitter Beyond Gender: The Impact of Ideology on Colombian Women Politicians

The underrepresentation of women in politics is a persistent problem throughout the world. Despite advances in various fields, women continue to face obstacles to political leadership. Perceived as less competent, ambitious and competitive than men, they are often overlooked for leadership positions. It is clear that power continues to be a hostile territory for women due to existing gender stereotypes and their relationship with leadership. At the same time, the media play a role in perpetuating these prejudices and in creating new cultural barriers that hinder the visibility of women in positions of power and influence.

Gender stereotypes and biases influence perceptions of leadership and obstruct women’s progress in politics. Female politicians often face challenges related to cultural expectations, which associate power and leadership with masculine traits. Media coverage, including social media, can reinforce these biases and maintain gender inequalities in political visibility. However, social media platforms such as Twitter have been seen as potential equalizers that allow politicians, especially women, to circumvent traditional media biases.

Social networks as saviors of women politicians?

While traditional media coverage tends to be biased against female politicians, social media platforms have offered them an opportunity to communicate directly with the public. Twitter, in particular, has gained prominence due to its ease of access to data and its real-time nature. It enables politicians to disseminate messages, engage with the audience, and transform supporters into active participants. Nevertheless, studies have also shown that gender disparities persist on social networks, with male politicians receiving more retweets and engagement than their female counterparts. In addition, social networks can be breeding grounds for hostility, hate speech and misogyny against female politicians.

Twitter, Colombia, politics, and gender

By investigating the tweets during a complete year, we realized that the data presented a gender balance in the use of Twitter. Female and men politicians exhibit similar usage patterns and comparable levels of influence, audience reach, and message efficacy. There were no significant gender differences in terms of audience figures or amplification.

In fact, the list of the 10 most influential and effective Colombian politicians on Twitter is evenly distributed between women and men. This enabled us to corroborate the hypothesis by demonstrating that Twitter allows equal visibility for male and female legislators, at least in the case of the Colombian congressmen and congresswomen among those top 10. However, notable disparities were observed based on political party affiliation and ideological beliefs rather than gender.

We need to do more

To achieve true gender parity in political representation, we need to understand that remarkable disparities regarding political party affiliation and ideological beliefs still exist. To ensure more and better participation of women in politics we must set aside societal biases and create inclusive digital spaces where all politicians can effectively communicate their messages. A quota law is not enough.

Francia Márquez, política colombiana

At the end, barriers for women in politics persist. In the Colombian case, these challenges go beyond gender issues; they are linked to polarisation and political ideology.