Research reveals Sanna Marin’s political credibility perception among Finnish demographics

The way a female politician dresses and communicates influences perceptions of political credibility across different age groups. Former Prime Minister Sanna Marin’s credibility diminished particularly among older men, while younger individuals found her believable due to her demeanor and communication style. This insight comes from a recent research article exploring the relationship between fashion, behavior, social circles, and communication styles in connection to political credibility, focusing on Marin’s tenure from 2019 to 2023.

According to researcher Niina Meriläinen, Marin’s style and social media posts deviated from what is typically expected from leading politicians. For instance, she wore a leather jacket, presenting herself like a young woman would in any setting, despite her position as Finland’s Prime Minister.

Meriläinen conducted interviews with young people aged 16 to 29 from 2020 to 2024 and analyzed media commentary related to Marin. The findings suggest that Marin’s credibility grew among progressive individuals during her time in office, particularly among young women interested in human rights and climate issues. Conversely, her credibility weakened among an older demographic, primarily older, light-skinned, Christian men, who traditionally associate specific attire and conservative behavior with political credibility.

Criticism directed at Marin, especially on social media, often focused on her appearance rather than her policies, with many comments having sexual undertones. This study suggests a generational divide in political engagement, with younger women and minorities facing challenges in navigating politics, while men from the older demographic remain relatively untouched by such sexual criticism and harassment.