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The study of the peculiarities of the speech behavior of a politician, who is considered a linguistic person represented by a man or a woman, becomes one of the actual research tasks not only in political linguistics, but also in genderology, which considers language behavior through the prism of gender. I. V. Kostikova defines gender identity as the result of a complex process of coordination of all factors, which takes place in the subjective, internal psychological world of the individual.
The present study is concerned about the ways men and women disclose their identity in the political discourse. The purpose of this study is to analyze and demonstrate the specifics of the formation and manifestation of the gender identity of candidates in their election materials. In this article, we will show how applicants express their identity through campaign work on the social network Facebook.

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participants: 100 candidates for nomination to the deputies of Maslikhats of all levels and the Mazhilis of the Parliament of the Republic of Kazakhstan
materials: 100 campaign materials in the Russian language
The selection of participants was carried out on Facebook under the hashtag #Primaries2020# and #VoteForMe#.

Comparative analyse

Qualitative analyse

Quantitative analyse

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In the course of analysis of 100 campaign materials, we came across various manifestations of the candidates ' identities. With the help of a comparative analysis of gender roles with female politicians, studies were conducted with the data presented by O. S. Issers on the roles of male politicians.

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The qualitative analysis was conducted on the basis of the BSRI (Bem Sex Role Inventory) scale, developed by the American psychologist Sandra Bem, to demonstrate the personality traits of the candidates in the above categories.

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Quantitative analysis allows us to see the diversity of the occurrence of different gender types of the surveyed Kazakhstani candidates for deputies.

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Men pay more attention to facts, and on the contrary, women with emotions.

The manifestations of masculinity in male participants largely coincide at different levels of the organization of the gender personality, as do the manifestations of femininity in female participants.

Women politicians shows masculinity traits, probably believing that such tactics will add to their opinion of authority.

Future research will probably be dedicated to doing analogous tests in which the research materials will be in the Kazakh language.

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As it can be observed from the results, the majority of men present themselves at the level of masculinity and more than half of the investigated female candidates present themselves at the level of femininity.
A more significant component for a man is the confirmation of his power, self-confidence, ability to be an organizer, leader and commander, although in the male role he is ready to be less overbearing, more caring and responsible.
A special value for women is "others": family, relatives, friends, colleagues, and people in general. For example, in election materials, much attention is paid to such words as "семья", "дети", "молодое поколение", "быть полезной обществу".
We found that the androgynous personality type among the study participants is dominated by women. There were such examples as "мужской международный мастер", "лидер", "общественный деятель", "успешная женщина". Also, a small part of men, in addition to masculinity, had feminine personality traits. For instance, "врач акушер-гинеколог", "заботливый отец", "понимающий руководитель".