Seksmisja, czyli płeć w polskiej polityce
Sex-mission, or women in Polish politics

Author(s): Dorota Piontek
Subject(s): Politics / Political Sciences
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: elections; women in politics; popular culture; Poland;marketing strategies;
Summary/Abstract: Presidential and parliamentary election campaigns in Poland in 2015 were marked by women. They were compared to all the campaigns since 1989, especially seen as heroines of the first plan – candidates for major offices in the country. Equally important from the point of view of the election results was the presence of women working on the second plan, supporting male candidate conceptually and organizationally. This situation is conducive to placing two important questions that set the new – in Polish politics – areas of analysis. The first of them can be formulated as follows: whether the increased presence of women in the election campaign is the result of a real increase in their political commitment and importance, or perhaps a kind of marketing activities, which bears the hallmarks of a kind of “special mission”? The second question concerns the popular culture and inspiration from it draw off to lead the campaign, which aim is to gain sympathy and trust of voters for candidates. Previous studies on the use of elements of popular culture in political campaigns, in Poland very meager, show that the possibility of using tools of popular culture by male and female politicians are not the same, different is the potential to build their images and kind of emotions caused in voters.

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