Online Electoral Strategies and Gender: paths and perspectives of women candidates in Rio Grande da Serra

Abstract

This article was motivated by the digital campaigns of female city council candidates in the 2020 elections for the municipality of Rio Grande da Serra (SP). Based on this scenario, we organized the research into three phases: 1) data collection through the social networks of all 77 candidates; 2) a survey, with ten responses; 3) an interview with four of the candidates, which allowed us to delve deeper into their impressions of the campaign and the role of social media. This article presents stages 2 and 3 of the investigation, analyzing how the data collected in the first stage relates to the trajectories and experiences of these women. In both the survey and the interviews, dissatisfaction with the party emerged, particularly on the support offered for managing social networks and the funds received for the campaign. At the end of the elections, with an all-male city council, we can affirm that the virtual environment performed poorly for the election of women. From the individual interviews, it was possible to observe loneliness in campaign management, difficulties in designing campaign materials and using digital tools, as well as a feeling of frustration with the political context of the municipality, but with a less critical stance towards their party.