GENDER ASPECTS OF POLITICAL LEADERSHIP AND IMAGE. AN EMPIRICAL STUDY

Abstract

The article presents materials from a socio-gender empirical study of the attitude of YouTube users to the candidates for the post of President of the Russian Federation who participated in the 2018 elections. The elections are indicative of the gender imbalance. Of the 8 candidates – only 1 is a woman. YouTube, on request in the search bar “presidential debate 2018”, gave out four posts with millions of views. The videos were concerned with the most emotional moments of the elections. It was revealed that gender stereotypes affect the perception of the image of a political leader by Russians. The conducted sociogender study showed that the Internet has a huge information potential for gender sociology