Unraveling gender inequality in online political participation: the role of gender norms and environmental-related factors

Abstract

Studies have indicated that many reasons, such as differences in resources, ideologies, and experiences, contribute to gender disparities in online political engagement. However, how environmental-related factors, especially norms about traditional gender roles, exacerbate gender inequality in online political participation remains underexplored. This study consisted of two related studies exploring the direct and underlying mechanisms of traditional gender norms in influencing an individual’s online political participation. Utilizing a cross-national dataset and the theoretical foundation of social cognitive theory, Study 1 investigated the gender participatory gap, the relationship between beliefs about traditional gender roles and online political participation, and the impact of contextual factors like societal gender inequality and the freedom of the political environment. Study 2 conducted an online survey in India and explored more of the underlying mechanisms. It supplemented Study 1 by emphasizing how sexist discrimination affects individuals’ online political participation, considering cognitive appraisal mechanisms and the role of such traditional gender norms. Both Study 1 and Study 2 revealed gender disparities in online political participation across different societies and the way beliefs about traditional gender roles shape participation. Additionally, a multi-level analysis from Study 1 found that a country’s free political environment directly influences individuals’ political participation. In gender-equal countries, the negative influence of traditional gender beliefs on political participation was more substantial than in less equal countries. Moreover, Study 2 indicated that perceived online and offline sexist discrimination could hinder online political engagement, with the cognitive appraisal of centrality as the mediator. Finally, beliefs about traditional gender roles could influence cognitive mechanisms when individuals perceive sexism. Overall, this study offers insights into understanding digital political inequality theoretically and practically.