Appealing to the female vote. Dutch political parties and their approach of women voters in general election campaigns, c. 1922-1980

This article explores the effects of female enfranchisement on the nature of political identity formation in Dutch election campaigns between 1922 and the early 1980s. It argues that women voters played a key role in the imagination of the Netherlands as a ‘pillarised society’ in which political constituencies were represented as stable and based on ‘objective’ characteristics like class and religion. The continuous representation of women as politically ignorant and indifferent served to maintain a selfidentity that made women susceptible to ‘be educated’ and ‘learn to understand’ their political identity. The second feminist wave did much to upturn dominant representations, but older discourses proved persistent. The call to take women more seriously as members of the demos, again resulted in a separate treatment of women in political propaganda, with organisations like MVM and the parties’ (rebranded) women’s clubs, as well as commercial women’s magazines now playing a key role in their ‘political education’