Gender, fear, and right-wing populism: A study of Facebook representations of female leaders in the context of femonationalism

Abstract

<p>The concept of femonationalism refers to the strategic appropriation of feminist ideals for anti-Muslim and anti-immigration politics. This article analyzes how right-wing populist leaders Alice Weidel (Alternative für Deutschland, Germany) and Riikka Purra (The Finns Party, Finland) employ the femonationalist rhetoric in their Facebook posts between 2022 and 2025. Using the Discourse-Historical Approach, the study examines how gendered narratives are used to legitimize nationalist and exclusionary agendas. A qualitative analysis of the Facebook posts identifies three categories: criticism of feminism, threat narratives about Muslim men, and personal positioning. The analysis shows how the politicians combine rejection of feminism with selective appeals to women’s rights. This rhetorical strategy is described as calculated ambivalence, enabling right-wing populist actors to reject feminist positions while simultaneously invoking gender equality – thereby legitimizing exclusionary policies. The findings reveal how femonationalism functions as a persuasive and affectively charged strategy in digital right-wing populist communication.<br></p>