Autoprezentacja polityczek w mediach audiowizu
Self-presentation of women politicians in audiovisual media — a double-bind trap

Author(s): Aleksandra Hulewska
Subject(s): Language and Literature Studies
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: The article attempts to analyze the situation of women politicians who want to consciously create their public image in audiovisual media. The theoretical background on which these considerations are based is Gregory Bateson’s double-binding theory, which describes sending the contradictory messages belonging to different levels of communication (e.g. verbal and nonverbal levels). The effect of this kind of — often unintelligible — sender’s behavior is the dilemma experienced by the recipient (“What kind of reaction will be adequate?”), which cannot be effectively resolved. In the opinion of the authoress of the article, women on significant positions in political life meet such mutually exclusive expectations, which put them in a far more difficult situation (e.g. in the course of electoral rivalry) comparing to male politicians’ one.

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