Articles

‘I Never Thought Gender Would Be a Campaign Theme.’ Political Communication on Sexual and Gender Diversity during the 2024 Elections in Belgium 

---

Abstract

This article examines political communication on sexual and gender diversity by seven major Flemish political parties during the 2024 pre-election period in Belgium. Using a mixed-methods approach, this study examines (RQ1) to what extent Flemish party manifestos for the 2024 elections address themes related to sexual and gender diversity, and (RQ2) the rhetorical strategies used across different communication channels (manifestos, social media, and traditional media) to (de)legitimize LGBTQ rights. The exploratory quantitative analysis reveals ideological divides, left-wing parties positioning LGBTQ rights within their social justice agendas, more (centrist-)right conservative parties being more restrained, and the radical-right party framing these issues as direct threats to traditional values. More in-depth qualitative analysis identifies ten rhetorical strategies, progressive parties supporting LGBTQ rights by invoking legislation, science, and allyship, while the radical-right employed anti-gender rhetoric and called for the protection of children and traditional norms. Additionally, mutual accusations emerge, left-wing parties warning against ‘far-right dangers’ and right-wing parties targeting ‘the woke left’.  

Keywords: LGBTQ rights, anti-gender ideology, political elections, rhetoric strategies

How to Cite:

Van Wichelen, T., Hau, P. & Dhoest, A., (2026) “‘I Never Thought Gender Would Be a Campaign Theme.’ Political Communication on Sexual and Gender Diversity during the 2024 Elections in Belgium ”, DiGeSt - Journal of Diversity and Gender Studies 13(1), 59–76. doi: https://doi.org/10.21825/digest.95416