Digital Storytelling as Technique of Woman Politician Improving the Perception and Their Political Status

Abstract

In Albania's increasingly hypermediated political landscape, digital interactive storytelling has emerged as a widely utilized technique in political communication. Despite persistent gender biases shaped by stereotypical prejudices and a public opinion strongly influenced by male-dominated opinion leaders, digital interactive storytelling has the potential to enhance women's public image and standing within the political arena. This medium enables women in politics to communicate directly with audiences, bypassing intermediaries and mitigating potential message distortions, while harnessing storytelling elements like narrative, imagery, and the intrinsic appeal of a compelling, well-told story. This research investigates how digital interactive storytelling helps women in Albanian politics shape their public image. Specifically, it examines whether there is a qualitative and quantitative difference in how women are represented on their social media profiles versus traditional Albanian media outlets. We monitored the Instagram profiles of five Albanian parliament members, all chairing parliamentary commissions, observing their posts over the past year. We also analyzed coverage in Panorama Online, a prominent and influential media outlet in Albania, to examine how these digital narratives are portrayed in the media. Our findings indicate that digital storytelling has heightened the visibility of women in Albanian politics, with media coverage reflecting these figures in alignment with their chosen strategic narratives. Media portrayal largely emphasizes these women as experts in their fields and as advocates of their respective parties' ideological platforms. Received: 12 August 2024 / Accepted: 16 November 2024 / Published: 3 December 2024