Huella de Evita: Populismo y Liderazgo Femenino en América Latina Caso: Isabel Díaz Ayuso

Abstract

This thesis aims to present a theoretical-methodological approach for analyzing female populist leadership in Latin America during 2013-2023. Focusing on Isabel Díaz Ayuso, President of the Community of Madrid, the research employs a quantitative and exploratory-descriptive method based on the collection and analysis of 200 posts from her Instagram social network. The findings indicate that Isabel Díaz Ayuso uses a communication strategy focused on static images and personal narratives, which is analyzed in this work based on the theory of various authors. It highlights a communication strategy that avoids focusing exclusively on gender issues, addressing more general political and social themes. This aligns Ayuso's leadership with Butler's theory of the social construction of gender and the concept of performative populism, seeking to appeal to a broader spectrum of audiences and encompassing a wider range of concerns and social issues. Keywords: POPULISM, FEMALE LEADERSHIP, GENDER PERFORMATIVITY, POLITICAL COMMUNICATION, ISABEL DÍAZ AYUSO.