Gendered dynamics of Twitter engagement: An analysis of Colombian parliamentarians during electoral and non-electoral periods

Carme Ferré-Pavia; Angie K. González González

doi:10.26441/RC24.1-2025-3691

Authors

Carme Ferré-Pavia Universitat Autònoma de Barcelona
Angie K. González Universitat Autònoma de Barcelona

DOI:

https://doi.org/10.26441/RC24.1-2025-3691

Keywords:

Women politicians, Gender political equality, Political communication, Elections, Twitter, Colombia

Abstract

This study investigates the gender dynamics in how Colombian members of Congress use Twitter during electoral and non-electoral periods. Using a quantitative analysis of 689,576 tweets collected in 2020 and 2022, the findings reveal nuanced differences in social media behaviour between male and female politicians. While male politicians generally have a larger follower base and higher retweet rates during non-electoral periods, these advantages diminish or even reverse during elections. Female politicians show relative gains in retweets and follower acquisition during electoral periods, suggesting that heightened competition and visibility create a more level playing field for engagement.

Contrary to expectations, male politicians tweet more frequently overall, but female politicians increase their activity significantly during elections. These findings suggest that gender disparities in political communication on Twitter are not static but context-dependent, with electoral periods offering unique opportunities for female politicians to amplify their messages. While further research is needed to explore the role of content and audience behaviour, this study highlights the complex interplay of gender, visibility, and engagement in online political communication.

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Author Biographies

Carme Ferré-Pavia, Universitat Autònoma de Barcelona

Full Professor in the Department of Media, Communication and Culture at the Universitat Autònoma de Barcelona and the director of the Research Group on Communication and Social Responsibility (Comress-IncomUAB). She is the author of a dozen monographs and around a hundred journal articles. Her research interests focus on the history of communication, media ethics, social responsibility and the use of social media, especially from a gender perspective. https://orcid.org/0000-0002-7258-6376, Carme.Ferre@uab.cat

Angie K. González, Universitat Autònoma de Barcelona

Ph.D. in Media, Communication and Culture from the Universitat Autònoma de Barcelona and Research Professor at the Universidad Externado de Colombia. Her main interests include political-electoral processes, political communication, women’s political leadership and transmedia communication strategies. Since 2013 she has been a consultant to institutions on communication, public affairs, crisis communication, political marketing and leadership from a gender perspective. https://orcid.org/0000-0002-3248-9256, angie.gonzalez@uexternado.edu.co

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