Female Politicians as Climate Fools: Intertextual and Multimodal Constructions of Misogyny Disguised as Humor in Political Communication

Abstract

The present study explores how the polarized political discussion on climate change is used to construct as a humorous misogynist message in a Finnish far‐right political campaign video from 2021. Applying a multimodal analytical approach, the study explores the ways in which humor and irony are mobilized in the video through intertextual cues and verbal, visual, and sonic means to produce a dichotomy between “us”—the rational males who oppose strong measures against climate change—and “them,” the irrational females, who propose them. The study contributes to political psychology, first by responding to the call for social and political psychologists to expand our knowledge of the production and spread of misogyny in online political communication; second, by showing the importance of studying intertextual and multimodal constructions of misogyny disguised as humor in political communication, and, finally, through demonstrating the utility of interdisciplinarity and multimodal analytic approaches in research on online political mobilization and persuasion.