Sober masculinity and nurturing femininity: a gendered analysis of the Syrian presidency Instagram account

Since July 2013, Syrianpresidency, the “official Instagram account for the Presidency of the Syrian Arab Republic” has featured a high percentage of photos of President Bashar al-Assad and of his wife, Asma. This article takes Syrianpresidency as an important aspect of the Assad government’s digital public diplomacy, because of its strong visuality. Using case study and content analysis approaches, it surveys a sample of Instagram posts from January 2016, when the Syrian military began retaking territory from ISIS, through March 2020, covering Syria’s initial response to the COVID-19 pandemic. It argues that Syrianpresidency frames the Assads for a regional and international audience through the lens of a ‘gendered modernity,’ portraying them as companionate spouses serving Syrians in complementary ways. Syrianpresidency aims its public diplomacy at domestic and foreign audiences, working to project a positive image as part of its efforts to manage and ultimately end the Syria conflict. In doing so, it engages in an updated form of what Wedeen terms ‘as-if’ politics and a politics of erasure, effacing the regime’s violence and citizen resistance through silence.