Looking the Part: Aesthetic Standards and Female Presidencies in Latin America

Hanley, Lauren

Undergraduate Honors Thesis

Looking the Part: Aesthetic Standards and Female Presidencies in Latin America Public Deposited

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Citeable URL: https://scholar.colorado.edu/concern/undergraduate_honors_theses/1544bq80b

Abstract

This thesis examines the limitations faced by female politicians in Latin America in regard to aesthetic standards, using the case studies of Cristina Fernández de Kirchner and Dilma Rousseff. Despite the increasing presence of women in politics, Latin America continues to be a region where gender biases and stereotypes persist, particularly in relation to appearance and image. Through a critical analysis of literature, media coverage, and public discourse, this thesis highlights how female politicians in Latin America are subject to unique aesthetic expectations that can hinder their political careers and perpetuate gender inequalities.

The thesis employs a qualitative research methodology, including content analysis and discourse analysis, to examine the portrayal of Fernández de Kirchner and Rousseff in the media and public sphere. Findings reveal that both politicians underwent makeovers in order to appeal to their respective constituents, with Rousseff utilizing a “transformative swan” persona and Fernández de Kirchner using a “beauty queen” persona. Both women were scrutinized and judged based on their appearance, with emphasis placed on their clothing, hairstyles, and makeup choices. The research also identifies how the crafted personas of the “transformative swan” and “beauty queen” benefitted the women to a point when they were no longer protected from distinctively gendered attacks that ultimately ended their political careers.

The study concludes that the restrictive aesthetic standards imposed on female politicians in Latin America contribute to a gendered double standard, reinforcing stereotypes and biases that inhibit their political agency and effectiveness. The findings highlight the need for increased awareness and action to challenge these limitations and promote gender equality in politics. This thesis contributes to the growing body of literature on gender and politics in Latin America and provides valuable insights for scholars, policymakers, and activists seeking to address the challenges faced by female politicians in the region.

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