Huella de Evita: Populismo y Liderazgo Femenino en América Latina. Caso: Cristina Fernandez

Abstract

This thesis, which is framed as part of a formative research project called La Huella de Evita: Populism and Female Leadership in Latin America, aims to outline a theoretical-methodological approach to the study of the populist leadership of political actors. in Latin America, focusing on the case of Cristina Fernanez de Kirchner. The study is non-experimental, and was carried out based on the publications made by the chosen study subjects on the social network Instagram. The research is quantitative in nature, and exploratory-descriptive in scope. The data was extracted in an analysis sheet made in Google Forms. 200 publications were obtained for each political leader, in a period from April 2, 2021 to October 7, 2023. The results identify the clothing that each character usually wears, the mood they have each time they share content, whether they use storytelling skills in writing their publications, and whether they prefer to upload a photo, a video or a carousel, in the In the spe cific case of Cristina Fernandez de Kirchner, we can see results such as an equal distribution between the publications of photos and videos, the preference for neutral clothing, without marking the sexual differences of the bodies, among others. Key words: populism, leadership, gender, politics and discourse