Although mayors can have important impacts on citizens’ daily lives, local politics remains understudied, especially compared with national and regional politics. This study focuses on Canadian mayors’ digital political gender performance—or self-presentation—on Facebook, Twitter, and Instagram and the context in which this gendered performance arises. Overall, results confirm that mayors’ gendered performances are on a continuum rather than binary. Results from a visual content analysis of nine Canadian mayors’ social media accounts show that, broadly speaking, women mayors gravitate toward congruent, mixed gendered performances and avoidance strategies, whereas men mayors also display mixed performance of their gender, while more freely exploring congruent and incongruent approaches to gendered stereotypes. Additionally, semistructured interviews with these mayors show that women mayors still work under added constraints because of their gender, which translates into comments on their appearance, attitude, and lifestyle choices; increased aggression and lack of respect; and a generally greater mental load.

中文翻译：

---

“不要把头发染成颜色，不要这样做，不要那样做”：加拿大市长在社交媒体上的混合性别表现

尽管市长可以对公民的日常生活产生重要影响，但地方政治仍未得到充分研究，尤其是与国家和地区政治相比。本研究关注加拿大市长在 Facebook、Twitter 和 Instagram 上的数字政治性别表现——或自我展示——以及这种性别表现出现的背景。总体而言，结果证实市长的性别表现是连续的而不是二元的。对九位加拿大市长社交媒体账户的视觉内容分析结果表明，从广义上讲，女市长倾向于一致的、混合的性别表现和回避策略，而男性市长也表现出他们性别的混合表现，同时更自由地探索一致和混合的性别表现。对性别刻板印象的不一致方法。此外，对这些市长的半结构化访谈表明，女市长的工作仍然因为她们的性别而受到额外的限制，这转化为对她们的外表、态度和生活方式选择的评论；攻击性增加和缺乏尊重；和普遍更大的精神负担。