VALJENTOVÁ Tímea - PhD student, Department of political science, Alexander Dubček University of Trenčín, Trenčín, Slovakia (The Slovak Republik).

Email: timea.valjentova@tnuni.sk

Keywords: politics, self presentation, social media, branding, public image

Social media has become an integral part of political communication, significantly influencing how politicians shape their public image. This article explores how women in politics use digital platforms for self presentation and the for mation of their identity in the public eye. It analyzes the strategies female politicians employ in content creation, voter engagement, and building authenticity in the online space. Special attention is given to the difference s in how women and men are p resented in politics, the challenges women face in establishing credibility, and the impact of gender stereotypes on their online presence. The study is based on an analysis of selected case studies and provides insight into h ow digital self presentation a ffects the political success of women.