Women and Politics: the Privacy Without Necktie
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Women and politics: The privacy without Necktie Mujeres y política: La privacidad sin corbata Alberto Pedro López-Hermida Russo y María Fernanda Cerda Diez1 Recibido El 15 de mayo de 2012 - Aceptado el 16 de julio de 2012 ABSTRACT: The arrival of Michelle Bachelet at the Chilean government did not simply mean that a South American country had its first female president; it also brought a new way of doing politics and, for the media, a new way of approaching the highest national authority. The TV electoral campaign, as well as the press coverage of her presidential activities, brought the exploration of an almost unknown world in the public sphere: personal life of Bachelet. This paper will analyze the evidence found in her electoral spots and in the media, that will allow tackling the object of study and understand the role of the gender in the degree and nature of exposure of the private lives of politicians. Keywords: Politics, gender, Michelle Bachelet, electoral campaign, private life RESUMEN: La llegada de Michelle Bachelet al gobierno de Chile no solo le significó ser la primera presidenta electa en un país Sudamericano, sino que además trajo una nueva forma de hacer política y, para los medios de comunicación, una nueva manera de acercarse a la máxima autoridad nacional. La campaña electoral televisiva, así como la cobertura mediática de sus actividades como presidenta, implicó la exploración de un mundo hasta entonces casi desconocido para el ámbito público: la vida personal de Bachelet. Este documento analizará la evidencia encontrada tanto en sus spots electorales como en la cobertura mediática. Esto permitirá abordar el objeto de estudio y, a su vez, entender la importancia del rol del género en el grado y la naturaleza de exposición de la vida privada de los políticos. Palabras claves: Política, género, Michelle Bachelet, campaña electoral, vida privada. The arrival of Michelle Bachelet to the approached by herself and by the presidency of Chile was not only a media. milestone that placed for the first time a female in the country’s highest office, This was already perceived in the but also brought several implications in electoral campaign that led Bachelet to how the presidential figure was La Moneda, as well as in the traditional 1. Alberto Pedro López-Hermida Russo es Profesor Investigador de la Facultad de Comunicación de la Universidad de los Andes (Santiago de Chile). [email protected] . María Fernanda Cerda Diez es Profesora ayudante de la Facultad de Comunicación de la misma universidad [email protected] 196 Revista de Comunicación 11, 2012 Women and politics: The privacy without Necktie (196-211) press quotes about former President of obtained from the press, in order to Chile the days before and immediately reach some conclusions. after her election. Intimacy, Public and Private Life This work – part of a more extensive research (López-Hermida, 2007) – From the standpoint of what analyzes Bachelet`s television potentially could be informed of the campaign and their references about human person, the aristotelian- her private life as a candidate. thomistic tradition tends to distinguish between intimacy, private and public Furthermore, a reference is made to life. aspects of the former minister private life, which have been known These three dimensions differ among exclusively by the traditional media, them from a cultural point of view and meaning that the made known matter shall not be considered as physically or goes beyond a purely election. mathematically separated. Moreover, they reflect the unity of the human The objective of this analysis is person and they aim to be what gives somehow to establish whether the to it anthropologically coherence female condition of Bachelet as a (Soria, 1989). candidate and later President stimulates the exposition of certain First, the intimacy only occurs in aspects of her private life. humans and it is immeasurable. It only may be object of information if, on one On one hand, the analysis of the TV hand, its content is freely exteriorized spots is interesting since is in here by the individual and, on the other where the candidate talks about hand, if such disclosure has some herself, with no mediation. On the degree of relevance for the community, other hand, evidence provided by the i.e., if it is good for building up the media responds to a decision adopted community. Paradoxically, the by the same media in order to make information on any aspect of intimacy these facts known. is the destruction of its own. First, we will distinguish between Then, the privacy, dimension where public, private and intimate life, the outside that connects the following then with a presentation of individual with the world begins, also some aspects that characterize the cannot be communicated without female politician. Then, after a restrictions. Initially, indeed, privacy is presentation of the person of Michelle not an object of information, is Bachelet, will be analyzed the radically excluded from the talkative. campaign and the information The only reason that can lead the Revista de Comunicación 11, 2012 197 Alberto Pedro López-Hermida Russo y María Fernanda Cerda Diez media to provide known aspects of as a politician. someone’s private life is the clear, direct and immediate link of the fact Corner (2000), outlining the politician with the public. public and private field, explicit an intersection between both, an area in Finally, the public is what gives which we can find out two primary meaning to the public phenomena: the strategic projection of communication, as is the scope of the private life in advertising, or in information itself. Community and contrast, the media revelation of the communication are for this reason, public life as a matter of scandal or closely linked. gossip. A wide range of authors (e.g. Soria, That connection between public and 1989; Sales, 1991; Corner, 2000) agree private in political action is seen clearly to allot to the private sphere what in Van Zoonen and Holtzh-Bacha, refers to the family, home, personal when they speak about the biography, friendships and hobbies. personalization of politics (2000). The Parallel to this, what is public normally authors define four levels of include everything related to, in the customization, which are precisely particular case of politicians, the party, between public and private language the position they may take within an and a personal and political position administration and any activity made (Figure 1). Figure1. Form and Degrees of Personalization LANGUAGE Public Personal objectified discourse Political discourse Political Position Personal Personal discourse Personalized political discourse Private Sources: Van Zoonen and Holtz-Bacha, 2000 Each of these quadrants represents a politician, which determines the degree type of speech adopted by the of customization of the discourse. 198 Revista de Comunicación 11, 2012 Women and politics: The privacy without Necktie (196-211) The degree called political discourse to clarify the deep differences that considers the politician speaking from scientific research attributed between a political position, for example, as a both genders when it comes to candidate. He uses a language of participate in politics. public domain. Peculiarities of being a Female Then the personalized political Politician discourse is the degree where the politician speaks from a political Several women have achieved the position, but with a language that is highest positions in their countries, proper of the private sphere. even in conservative countries where women´s rights are restricted. There Thirdly, the personal discourse are many examples of women who consists in that degree in which the have been leaders in their countries, as politician speaks as a private individual Sirimavo Bandaranaike in Sri Lanka, and in a language proper to the Indira Gandhi in India, Benazir Butto private sphere. in Pakistan, Margaret Thatcher in England, Angela Merkel in Germany, Finally, the personal objectified Isabel Perón in Argentina, Violeta discourse the politician speaks about Chamorro in Nicaragua, Dilma public affairs from a private position. Rousseff in Brazil and Michelle Bachelet in Chile, to name a few. Applying this heuristic scheme allows a Although the gender diversity in the clear image of the personalized level highest leadership positions has that could use a politician during his increased in the past decades, women electoral campaign or the one used are dramatically underrepresented during his administration. (Rosenthal, 2002; Duerst-Lathi, 2002). In the case of Michelle Bachelet, the Statements like “the possibility of application will allow seeing, the winning a political position is less for a degrees of personalization she uses, woman than for a man” (Khan, 1993, but also, will throw the results about 481) calls the interest of all kind of whether such personalization is done researchers, from the purely academic solely from her condition as a women. to the most committed to feminist Thus, it may reaffirm in some way the causes court, and among whom it is idea according to which politician sometimes very subtle difference, but women collaborate on “transgress the not their goals. In 2004, Barbara rigid separation of public and private Burrel concluded that citizens tend to life” policies (Van Zoonen, 2006, 288). apply gender stereotypes when personality traits and thematic Before making such analysis, we need expertise of each candidate appear. Revista de Comunicación 11, 2012 199 Alberto Pedro López-Hermida Russo y María Fernanda Cerda Diez Therefore, it may be perceived how a honesty, art, civil rights, family, broad body of researches shows that environment and drugs control. depending on the candidate’s gender certain issues deem to be of his or her Regarding the personality traits that concern, independently of the career are often attributed to men and or references of the candidate in women politicians, it outstands for question.