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Gender, party and performance in the 2020 New Zealand general election: politicking on Facebook with Jacinda and Judith

Lookup NU author(s): Professor Karen RossORCiD



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Sage Publications Ltd, 2023.

For re-use rights please refer to the publisher's terms and conditions.


New Zealand’s 2020 General Election campaign was unusual, though not unprecedented,in featuring women as both Prime Minister (Jacinda Ardern, Labour) and Leader of theOpposition (Judith Collins, National). To explore the extent to which gender, party andstyle intersected in their social media positioning, we analysed all posts made on thetwo Party Leaders’ public Facebook pages. We found both quantitative (post frequencyand composition, main topic and policy issues, audience reactions) and qualitativedifferences (tone, presentational style) but importantly, our research suggests thatneither woman ‘performed’ gender in normatively stereotypical ways.

Publication metadata

Author(s): Ross K, Fountaine S, Comrie M

Publication type: Article

Publication status: Published

Journal: Media Culture & Society

Year: 2023

Volume: 45

Issue: 2

Print publication date: 01/03/2023

Online publication date: 15/10/2022

Acceptance date: 30/08/2022

Date deposited: 17/10/2022

ISSN (print): 0163-4437

ISSN (electronic): 1460-3675

Publisher: Sage Publications Ltd


DOI: 10.1177/01634437221127366

ePrints DOI: 10.57711/1zm4-vf57


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