Image Management of Women Leaders: Semiotical Analysis of Mahinur Ozdemir Göktas and Kamala Harris’ Instagram Accounts

Mustafa Akbayır; Aslıhan Akbayır

Makale detayları

Image Management of Women Leaders: Semiotical Analysis of Mahinur Ozdemir Göktas and Kamala Harris’ Instagram Accounts

Yazarlar:

Mustafa Akbayır | Aslıhan Akbayır

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

Kadın Araştırmaları

Dergi:

Ondokuz Mayıs Üniversitesi Kadın ve Aile Araştırmaları Dergisi Vol.5 Issue 1, pp.1-32

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001350972

pISSN:

2791-6871

Anahtar kelimeler:

Özet:

 Politics is one of the areas where gender inequality is reflected. Various factors determine womens ability to exist as leaders in the political field where masculine hegemony prevails. In society, womens responsibilities within the household, the masculine language and inequality in education pave the way for women to be positioned as the other in the political arena. Therefore, the image of women leaders in the political arena is defined as problematic. Even in US politics, which is in the category of developed countries, women leaders are building their political image in parallel with male hegemony. Purposive sampling was used in the study to confirm the view that female political leaders construct their images within the framework of masculine codes and discourses. The Instagram accounts of Family and Social Services Minister Mahinur Özdemir Göktas, the only female member of the Presidential Cabinet of the Republic of Türkiye, and Kamala Harris, the first female Vice President of the United States of African-American origin, are included in the sample. The last 10 posts of the women leaders selected as a sample dated June 2024 via their personal Instagram accounts were examined by semiotic analysis in accordance with the views of Roland Barthes. As a result of the evaluations, it was determined that women leaders in developed countries also built their image management within the framework of the masculine order.

 Politics is one of the areas where gender inequality is reflected. Various factors determine womens ability to exist as leaders in the political field where masculine hegemony prevails. In society, womens responsibilities within the household, the masculine language and inequality in education pave the way for women to be positioned as the other in the political arena. Therefore, the image of women leaders in the political arena is defined as problematic. Even in US politics, which is in the category of developed countries, women leaders are building their political image in parallel with male hegemony. Purposive sampling was used in the study to confirm the view that female political leaders construct their images within the framework of masculine codes and discourses. The Instagram accounts of Family and Social Services Minister Mahinur Özdemir Göktas, the only female member of the Presidential Cabinet of the Republic of Türkiye, and Kamala Harris, the first female Vice President of the United States of African-American origin, are included in the sample. The last 10 posts of the women leaders selected as a sample dated June 2024 via their personal Instagram accounts were examined by semiotic analysis in accordance with the views of Roland Barthes. As a result of the evaluations, it was determined that women leaders in developed countries also built their image management within the framework of the masculine order.

 Politics is one of the areas where gender inequality is reflected. Various factors determine womens ability to exist as leaders in the political field where masculine hegemony prevails. In society, womens responsibilities within the household, the masculine language and inequality in education pave the way for women to be positioned as the other in the political arena. Therefore, the image of women leaders in the political arena is defined as problematic. Even in US politics, which is in the category of developed countries, women leaders are building their political image in parallel with male hegemony. Purposive sampling was used in the study to confirm the view that female political leaders construct their images within the framework of masculine codes and discourses. The Instagram accounts of Family and Social Services Minister Mahinur Özdemir Göktas, the only female member of the Presidential Cabinet of the Republic of Türkiye, and Kamala Harris, the first female Vice President of the United States of African-American origin, are included in the sample. The last 10 posts of the women leaders selected as a sample dated June 2024 via their personal Instagram accounts were examined by semiotic analysis in accordance with the views of Roland Barthes. As a result of the evaluations, it was determined that women leaders in developed countries also built their image management within the framework of the masculine order.

 Siyaset, toplumsal cinsiyet eşitsizliğinin yansımalarının bulunduğu alanlardan birisidir. Eril hegemonyanın hâkim kılındığı siyasi alanda kadınların lider olarak var olabilmesini çeşitli faktörler belirlemektedir. Toplumda kadının hane içindeki sorumlulukları, eril dil ve eğitim alanındaki eşitsizlik kadının siyasi alanda öteki olarak konumlandırılmasına zemin hazırlamaktadır. Dolayısıyla siyasi alanda kadın lider imajı sorunlu olarak tanımlanmaktadır. Gelişmiş ülkeler kategorisindeki ABD siyasetinde dâhi kadın liderler eril hegemonya paralelinde siyasi imajlarını inşa etmektedir. Kadın siyasi liderlerin imajlarını eril kodlar ve söylemler çerçevesinde inşa ettiği görüşünün doğrulanması için çalışma içerisinde amaçlı örneklem kullanılmıştır. Türkiye Cumhuriyeti Cumhurbaşkanlığı Kabinesinin tek kadın üyesi Aile ve Sosyal Hizmetler Bakanı Mahinur Özdemir Göktaş ile Amerika Birleşik Devletlerinin ilk Afroamerika kökenli kadın Başkan Yardımcısı Kamala Harrisin Instagram hesapları örneklem içerisinde yer almaktadır. Bu açıdan örneklem olarak seçilen kadın liderlerin kişisel Instagram hesapları üzerinden Haziran 2024 tarihli son 10 paylaşımı Roland Barthesın görüşleri doğrultusunda göstergebilimsel analiz ile incelenmiştir. Yapılan değerlendirmeler sonucunda gelişmiş ülkelerde de kadın liderlerin imaj yönetimini eril düzen çerçevesinde inşa ettiği belirlenmiştir.

Makale detayları

Image Management of Women Leaders: Semiotical Analysis of Mahinur Ozdemir Göktas and Kamala Harris’ Instagram Accounts

Yazarlar:

Mustafa Akbayır | Aslıhan Akbayır

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

Kadın Araştırmaları

Dergi:

Ondokuz Mayıs Üniversitesi Kadın ve Aile Araştırmaları Dergisi Vol.5 Issue 1, pp.1-32

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001350972

pISSN:

2791-6871

Politics

Female Leader

Social Media

Image

SemioticsSiyaset

Kadın Lider

Sosyal Medya

İmaj

Göstergebilim

Sayı

Makale detayları

Yazarlar: Mustafa Akbayır | Aslıhan Akbayır

Yayıncı: Ondokuz Mayıs University

Ana Başlıklar: Kadın Araştırmaları

Dergi: Ondokuz Mayıs Üniversitesi Kadın ve Aile Araştırmaları Dergisi Vol.5 Issue 1, pp.1-32

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001350972

pISSN: 2791-6871

Sayı

Yazarlar:

Mustafa Akbayır | Aslıhan Akbayır

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

Kadın Araştırmaları

Dergi:

Ondokuz Mayıs Üniversitesi Kadın ve Aile Araştırmaları Dergisi Vol.5 Issue 1, pp.1-32

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001350972

pISSN:

2791-6871