Reconstituting the ‘good woman’: Gendered visual politics on social media during 2021 state election in West Bengal, India

Abstract

This paper explores the visual politics of gender in electoral politics in West Bengal (WB). We examine how women political candidates visually construct their non-verbal political performance on social media, and how such visuals relate to social mores and societal expectations surrounding femininity. Drawing on theories of the social construction of gender and visual political communication, we conducted a content analysis of 1,033 visual artefacts from eight individual women candidates and 205 from the Facebook and X (formerly Twitter) pages of the four main political parties taking part in the January-April 2021 electoral campaign for state-level elections in WB. We analysed how these candidates construct gendered relationships with the electorate through different cues on the platforms, such as sartorial choices (traditional or Western attire), use of culture-specific religious symbols (sindoor or vermillion, bindi – forehead marking worn by married Hindu women), and gendered/non-gendered political actions like cooking or serving food, giving speeches or meeting constituents in political processions. Our findings about the visually performed politics show a combination of cultural, political, and gender signifiers, which are mediated and remain connected to societal expectations, and historical narratives. The candidates’ negotiation of these aspects, in turn, underscores a reproduction of colonial legacies and, in the present day, an ongoing production of societal differences. This study contributes to the growing body of literature on visual politics of gender, particularly in Asian contexts. It sheds light on the nuanced ways women politicians use social media to construct their visual identities, and how the deployment of body politics into the relatively ‘new’ online sphere reifies ‘old’ social, political, cultural symbolisms, and norms regarding gender. In this way, this article highlights the importance of considering pre-digital forms of gendered identity construction and visual representation when analysing the contested terrain of digital visibilities.