Gender Expectations in Campaigns: The Incorporation of the Feminine into the Masculine

Abstract

This paper investigates the use of gender stereotypes during the primary presidential campaigns of 2022 in Brazil. Employing an interpretative visual methodology, the study analyzes 14 images that were sourced from the Instagram profiles of the two main candidates. The objective of the study is to explore the role of masculine and feminine elements within the candidates’ campaign aesthetics. We argue that feminine signifiers are discernible in the visual portrayal of both male candidates, contributing to a larger general trend in the political realm of softening authority figures.