Political propaganda has been using gender roles to promote certain ideologies for centuries. From World War I's Rosie the Riveter poster promoting women joining the workforce to Soviet Union's Mother Heroine program celebrating women who gave birth to ten children, femininity and masculinity have long been used as weapons in the hands of politicians. In recent years, this tactic has become more sophisticated and widespread, especially in right-wing politics. This article will explore how political propaganda weaponizes femininity and masculinity to promote ideological narratives of strength, purity, and threat.
Strength
One way that political propaganda uses femininity is through its association with physical strength. Femininity has traditionally been associated with weakness, but right-wing propaganda often presents it as a source of power.
Former US President Donald Trump frequently referred to himself as "strong" and "tough", while depicting his opponents as "weak". Similarly, in 2016, he suggested that Hillary Clinton lacked the stamina to be president because she was too tired after giving speeches. By framing femininity as a source of weakness, right-wing politicians can create an enemy they can defeat.
Conservative media outlets have focused on criticizing perceived male weakness, such as emotions or vulnerability.
Fox News anchor Tucker Carlson recently claimed that men should not cry or show emotion, as it makes them look weak and unmanly. By presenting masculinity as inherently strong and femininity as inherently weak, these politicians create a false dichotomy where women are seen as inferior and in need of protection from "real men".
Purity
Another way that political propaganda uses gender roles is by promoting traditional values around sexuality and purity. Conservative politicians often use this tactic to appeal to religious voters who believe in strict moral codes.
Former vice president Mike Pence refused to dine alone with any woman other than his wife, citing his belief that this would prevent him from being tempted into sin. This narrative creates a sense of danger and threat around women's bodies and sexuality, casting them as potentially corruptive forces that must be contained or protected.
Right-wing politicians also promote abstinence education programs aimed at teenagers, claiming that sex before marriage is dangerous and harmful. These programs often focus on girls' sexual activity while ignoring boys', perpetuating the idea that women are responsible for men's behavior. By portraying women as seductresses who must be kept pure, politicians reinforce patriarchal attitudes about gender roles.
Threat
Political propaganda often uses fear of the "Other" to promote xenophobic narratives. This can involve presenting non-Western cultures or minorities as threatening to Western values and traditions, including gender roles.
Right-wing groups have attacked Muslim immigration as a threat to European culture because of its supposedly misogynistic views on women's rights. Similarly, in the US, conservative media outlets have claimed that transgender people pose a threat to traditional gender roles by blurring the lines between male and female. By creating an enemy based on gender identity or sexuality, these politicians create a false dichotomy where femininity and masculinity become weapons used to defend against an external threat.
Political propaganda has long weaponized gender roles to promote ideological narratives of strength, purity, and threat. From promoting physical strength to emphasizing traditional values, this tactic continues to play a powerful role in modern politics. By understanding how gender roles are being manipulated, we can better resist these tactics and fight for true equality.
How does political propaganda weaponize femininity or masculinity to promote ideological narratives of strength, purity, or threat?
Propaganda has been used as an effective tool for promoting certain ideologies and messages through various mediums such as radio, television, print media, social media, etc. In recent times, the use of propaganda in advertising, films, and even in news broadcasting is on a high rise. Propaganda can be defined as "the spreading of information which may contain falsehoods" and it has always had a significant influence on people's thoughts and behaviors.