Political institutions and the gendered use of social media among political candidates: evidence from Tunisia

Abstract

Despite a recent boom in information and communication technologies (ICTs) in many developing countries, there is limited research on how social media is being used in political campaigns in emerging democracies. In these contexts, the introduction of electoral gender quotas often forms part of the constitutional reform. This paper investigates the gendered use of social media among political candidates during the 2019 parliamentary election campaign in Tunisia, which recently adopted an ambitious gender quota system. We have mapped the use of Facebook among a random sample of 400 men and women candidates and carried out interviews with 19 men and women candidates who ran in these elections. The results demonstrate how patriarchal structures interact with political-institutional features–the electoral gender quota system, the electoral system (a closed-list proportional-representation system), and the fragmented party system–in shaping the gendered use of social media among political candidates in Tunisia. We show that men are more likely to use Facebook for campaign purposes since they are more often placed at the top of the candidate lists. Hence, rather than having an equalizing effect, the study suggests that social media become a new tool for already privileged candidates in Tunisia.