Do clothes make the woman? The influence of clothing on voters’ perception of female politicians.

Gea Alessi

Master's thesis

Abstract:

Do clothes make the woman? This question is asked in the context of EU parliamentary elections, to understand if clothing influences voters’ perception of female politicians. Their clothes seem to attract far more attention than men’s apparel. As men and masculinity are the norm in politics, this study wants to understand if voters are affected in their decision by the degree of masculinity or femininity that an outfit possesses. Before the collection of direct data, a review of the literature was carried out. Three main themes have been analysed: clothing and perception; leadership; construction of masculinity and femininity through clothing. After the literature review an online questionnaire was developed. The questionnaire consisted of showing to respondents a model wearing five different outfits and giving them the possibility to evaluate each of them throughout eight adjectives: four leadership traits (positive) and their antonyms. The collected data was analysed by considering the different age and the different nationality of the respondents. The focus group method was also implemented to gain deeper insights on the research by providing a qualitative perspective. This study’s conclusion lead to believe that there is indeed a link between voters’ perception of politicians and what the latter wear.

Abstract:

Do clothes make the woman? This question is asked in the context of EU parliamentary elections, to understand if clothing influences voters’ perception of female politicians. Their clothes seem to attract far more attention than men’s apparel. As men and masculinity are the norm in politics, this study wants to understand if voters are affected in their decision by the degree of masculinity or femininity that an outfit possesses. Before the collection of direct data, a review of the literature was carried out. Three main themes have been analysed: clothing and perception; leadership; construction of masculinity and femininity through clothing. After the literature review an online questionnaire was developed. The questionnaire consisted of showing to respondents a model wearing five different outfits and giving them the possibility to evaluate each of them throughout eight adjectives: four leadership traits (positive) and their antonyms. The collected data was analysed by considering the different age and the different nationality of the respondents. The focus group method was also implemented to gain deeper insights on the research by providing a qualitative perspective. This study’s conclusion lead to believe that there is indeed a link between voters’ perception of politicians and what the latter wear.

Keywords

fashion, politics, women's studies

Language used: English

Date on which the thesis was submitted / produced: 11. 10. 2019

Thesis defence

• Date of defence: 26. 8. 2019
• Supervisor: Dr. Ekaterina Rashkova - Gebrands
• Reader: prof. PhDr. Vít Hloušek, Ph.D.

Masaryk University

Faculty of Social Studies

Master programme / field:
International Territorial Studies / European Governance