Gender tensions: The humorous character of Dilma Bolada

What is it about?

This paper investigates tensions related to stereotypes of women in politics expressed in the fictional and humorous character Dilma Bolada on Facebook. We observe the personal traits associated with gender stereotypes related to this character that is inspired by the first female president of Brazil, Dilma Rousseff. We analyse posts during the period leading up her impeachment (2015–16), which would result in her eventual removal from office. By assuming behaviours culturally recognized as masculine, Dilma Bolada contradicts socially established stereotypes for women. Yet, she also displays traits that reinforce feminine stereotypes. This combination of masculine and feminine representations, permeated by humorous language, allowed Dilma Bolada to subvert traditional gender roles and become popular. We believe that the relaxation triggered by humour transformed Rousseff’s hard temper into a positive image.

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Why is it important?

Our findings show that although Dilma Rousseff’s temper was criticized by her opponents, segments of the public and some of her political allies, these qualities were perceived as humorous in Dilma Bolada’s posts. Informed by relief theory, we posit that relaxation triggered by this humour transformed these seemingly negative attributes into a positive image. In fact, Dilma Bolada’s subversion of traditional gender roles permeated by humour fuelled her popularity.