Communication Strategies of Ukrainian Women Politicians on Social Media: A Comparison Across Political Ideologies

Schastlyva O. Communication Strategies of Ukrainian Women Politicians on Social Media: A Comparison Across Political Ideologies : qualification work : 054 Sociology / Schastlyva Oleksandra ; sci. supervisor R. Moskotina. Kyiv, 2025. 47 p.

This study explores the communication strategies of Ukrainian women politicians on social media, focusing on how these strategies vary across political ideologies. In the context of digitalization and limited representation in traditional media, social platforms offer female politicians opportunities for self-presentation, direct voter engagement, and brand building. However, these platforms also expose them to gender-based online violence and disinformation. The research highlights the need for adaptive communication approaches that balance professionalism, personal openness, and safety. Given the underexplored nature of ideological differences in women's political rhetoric in Ukraine, this work provides valuable insight into how liberal and conservative female politicians construct narratives and engage with audiences in a polarized and transforming political environment.