Celebrytyzacja polityczek na łamach wybranych polskich tygodników opinii
Celebritization of women representing the world of politics in selected polish opinion weeklies

Summary/Abstract: RESEARCH OBJECTIVE: To study the media images of female politicians in the context of the phenomenon of celebritization, in an attempt to empirically verify Liesbet van Zoonen’s insights and show how celebritization affects the media images of female politicians.THE RESEARCH PROBLEM AND METHODS: The study was based on the results of content analysis of four Polish opinion weeklies “Newsweek Polska”, “Wprost”, “Polityka”, “Gazeta Polska”, in selected time ranges falling in the years 2000-2019.THE PROCESS OF ARGUMENTATION: The theoretical findings made it possible to mark measures of celebritization in media images of female politicians. The article focuses on pointing out the differences between fame and celebritization, showing the elements of celebritization on the scale of femininity and masculinity, and determining the dominant model of celebritization in media images of Polish and foreign female politicians.RESEARCH RESULTS: The study made it possible to verify the hypotheses assuming that the images of female politicians were constructed on the basis of elements of celebrity, which was more pronounced in media images of Polish female politicians than foreign ones, while the dominant model of celebrity in the images of female politicians is that of a nurturing and caring woman.CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: The compactness analysis showed that political activity is equated with fame, not celebrity. Celebritization built from elements situated on the female scale, serves to devalue the position of women in politics, which particularly strongly affects Polish female politicians. The article is intended to draw attention to the problem of discrimination against women in politics and to provide an impetus for further consideration of gender inequality from a political and media studies perspective.

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