The Masculine Construction of the Presidency in Media Discourse: A Comparative Analysis of the Cases of Hillary Clinton and Kamala Harris

Yıl 2025, Cilt: 17 Sayı: 33, 988 - 1005, 09.12.2025

Yusuf Fidan

https://doi.org/10.20990/kilisiibfakademik.1723536

Öz

Purpose: This study reveals that the office of the President of the United States of America (USA) is a sphere that is historically and culturally constructed around masculine norms, and it examines how mainstream US media perpetuates or challenges this masculine hegemony.
Design/Methodology: The study conducts a comparative qualitative discourse analysis of the representations of Hillary Clinton in the 2016 and Kamala Harris in the 2024 presidential cycles, within a theoretical framework that integrates feminist media theory, the theory of the masculine construction of the presidency, and an intersectional perspective. The analysis reveals how both the media and male political figures reproduce discursive strategies, gender stereotypes, and power relations toward female candidates.

Findings: The study finds that both candidates are subject to a “double bind” mechanism. When female candidates demonstrate masculine leadership traits (assertiveness, toughness, rationality) required for the presidency, they are labeled “cold,” “ambitious,” and “unlikable” in the media; when they display feminine qualities (empathy, conciliatoriness), they are coded as “weak,” “emotional,” and “inadequate.” Between 2016 and 2024, despite a decrease in overt sexist rhetoric, a significant increase in covert and sophisticated strategies was observed. The Harris case presents findings that confirm the predictions of intersectionality theory. Indeed, Harris' Black and South Asian identity led to the addition of racial labels to gender-based stereotypes (“DEI candidate,” “race card,” citizenship questions), subjecting her to a more layered and intense pressure test than Clinton. The media systematically questioned the autonomous leadership of female candidates through their physical appearances, “sympathy,” and relationships with powerful male figures, thereby actively reproducing the masculine codes of the presidency.



Originality/Value: This study emphasizes that the media is an active actor in shaping gender norms and highlights the complexity and persistence of structural and cultural barriers to women's access to top leadership positions in politics. It also emphasizes the importance of gender roles and structural barriers in the fact that there has never been a female US president.

Anahtar Kelimeler

Masculine construction of the presidency , double bind , intersectionality , Hillary Clinton , Kamala Harris

Etik Beyan

In this study, no method requiring the permission of the “Ethics Committee” was used.

Medya Söyleminde Başkanlığın Eril İnşası: Hillary Clinton ve Kamala Harris Vakalarının Karşılaştırmalı Analizi

Öz

Amaç: Bu çalışma, Amerika Birleşik Devletleri (ABD) başkanlık makamının, tarihsel ve kültürel olarak eril normlar etrafında inşa edilmiş bir alan olduğunu ortaya koymakta ve ABD ana akım medyasının bu eril hegemonyayı nasıl sürdürdüğünü veya sorguladığını incelemektedir.
Tasarım/Yöntem: Çalışma, Hillary Clinton'ın 2016 ve Kamala Harris'in 2024 başkanlık seçimi süreçlerindeki temsillerini, feminist medya kuramı, başkanlığın eril inşası teorisi ve kesişimsellik perspektifini bütünleştiren bir teorik çerçeve ışığında karşılaştırmalı niteliksel söylem analizi yöntemiyle incelemektedir. Analiz, medyanın ve erkek siyasi figürlerin kadın adaylara yönelik söylemsel stratejilerini, toplumsal cinsiyet kalıp yargılarını ve güç ilişkilerini nasıl yeniden ürettiğini ortaya koymaktadır.
Bulgular: Çalışma, her iki adayın da "çifte açmaz" mekanizmasına maruz kaldığını ortaya koymaktadır. Kadın adaylar, başkanlık makamının gerektirdiği eril liderlik özellikleri (kararlılık, sertlik, rasyonellik) sergilediklerinde medyada "soğuk", "hırslı" ve "sevimsiz" olarak damgalanırken; dişil nitelikler (empati, uzlaşmacılık) gösterdiklerinde "zayıf", "duygusal" ve "yetersiz" kodlamalarıyla karşılaşmaktadır. 2016-2024 zaman aralığında, açık cinsiyetçi söylemlerin azalmasına karşın, örtük ve sofistike stratejilerin belirgin şekilde arttığı tespit edilmiştir. Harris vakası, kesişimsellik teorisinin öngörülerini doğrular nitelikte bulgular sunmaktadır. Nitekim Harris'in Siyahi ve Güney Asyalı kimliği, cinsiyet temelli stereotiplere ırksal nitelendirilmelerin de eklenmesine yol açarak ("DEI adayı", "ırk kartı", vatandaşlık sorgulamaları), Clinton'a kıyasla çok katmanlı ve daha yoğun bir baskı testine maruz kalmıştır . Medya, fiziksel görünüm, "sempati" ve güçlü erkek figürlerle ilişkiler üzerinden kadın adayların özerk liderliklerini sistematik olarak sorgulamış; böylece başkanlığın eril kodlarını aktif biçimde yeniden üretmiştir.

Özgünlük/Değer: : Bu çalışma, medyanın toplumsal cinsiyet normlarını şekillendiren aktif bir aktör olduğunu ve kadınların siyasetteki en üst düzey liderlik pozisyonlarına erişiminin önündeki yapısal ve kültürel engellerin karmaşıklığını ve sürekliliğini vurgulamaktadır. Ayrıca, şimdiye kadar hiç kadın ABD başkanı çıkmamasında cinsiyet rollerinin ve yapısal engellerin önemine dikkat çekmektedir.

Anahtar Kelimeler

Başkanlığın eril inşaası , Çifte Açmaz , Kesişimsellik , Hillary Clinton , Kamala Harris

Etik Beyan

Bu çalışmada “Etik Kurul” izini alınmasını gerektiren bir yöntem kullanılmamıştır.

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