Neoliberal feminist articulations of emancipated femininity: Sanna Marin’s negotiation of double binds of gendered leadership

The double bind for women political leaders is well-documented in studies of mediated political discourse, where leadership is equated with masculinity and femininity is positioned outside the political sphere. Some political actors are, however, redefining the possibilities of gendered leadership. Notably, a previous Prime Minister of Finland, Sanna Marin, who has transitioned to a career in political advising, challenges norms of gendered leadership. Drawing on critical perspectives on neoliberal feminism and postfeminism, we investigate how Marin negotiates gendered norms, insisting on being “free to be herself.” Through analyses of the mediation of Marin’s political career and her self-presentation on Instagram, we find an evolution in her gendered performance, culminating in “emancipated femininity.” Marin, we argue, resolves traditional double binds by individualizing gendered emancipation. Hence, we identify persistent tensions between individual empowerment and structural inequities, offering critical insights into intersectional conditions of possibility for gendered performances in the context of mediated politics.