When election time comes around, campaign posters feature candidates with a determined look in their eye, their local promises, well thought-out slogans in full view, and a smile – which particularly among women politicians has become something of a quiet, political prerequisite.
In 2016, during the Democrat National convention Hillary Clinton was commented more on supposedly not smiling or lacking warmth than on her electoral manifesto. Some years later Élisabeth Borne, who was then Prime Minister of France, was described several times as being “cold” and “stiff.” Recounting her twenty months spent at Matignon in a book (2024), she explains how her attitude was more harshly judged than if she had been a man. She appears on the cover of her book with a frank smile. In both cases, it was her appearance and allure that was being held against her rather than her ideas.
Women often get criticised for not smiling. But does this expectation have an impact electorally speaking? In other words, does choosing not to smile cost women more votes than it does men?
