A "Presidential Look'? An Analysis of Gender Framing in 2016 Persuasive Memes of Hillary Clinton

A persuasive campaign with elements of propaganda was waged on social media against Hillary Clinton during the 2016 U.S. presidential race, partially through a Russian-financed effort to discredit her. This study analyzed doctored images (memes) posted on Twitter about Clinton during the general election campaign. Through qualitative content analysis, researchers sought to identify whether negative memes reflected socially constructed gender stereotypes. Results show gendered frames used in memes against Clinton were based on female biological/physical traits (weak, ill, unattractive), anti-feminine traits (dishonest, untrustworthy), and negative female politician traits (dictatorial, unqualified) that were incongruent with the perceived role of the presidency.