campaign advertising analysis
Candidate Communication
candidates
Category=GTC
Category=JBCT
Category=JBSF
Category=JPHF
Category=JPWC
Category=QDTS
electoral strategy studies
eq_bestseller
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
female
Female Candidates
Female Challengers
Female Democrats
Female Incumbents
Female Republicans
Female Voters
feminine
Feminine Issues
gender stereotypes politics
gendered self-presentation in campaigns
Issue Discussion
issues
Local Tv News
male
Male Candidates
Male Challengers
Male Democrats
Male Incumbents
Male Republicans
Male Voters
masculine
Masculine Issues
media framing effects
Men Candidates
mixed
Mixed Gender Races
National Tv News
negative
Negative Ad
Past Performance
political communication research
races
Senate Races
Tv News
voter perception research
woman
Women Candidates
Product details
- ISBN 9780415946834
- Weight: 460g
- Dimensions: 152 x 229mm
- Publication Date: 29 Aug 2004
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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A poll as recently as 2000 revealed that a third of the population thinks there are general characteristics about women that make them less qualified to serve as president. As the public and the media rely on long-held stereotypes, female candidates must focus even harder on the way they want to define their own image through traditional mass media, such as television, and new forms, such as the internet. Gender and Candidate Communication digs deep into the campaigns of the last decade sifting through thousands of ads, websites, and newspaper articles to find out how successful candidates have been in breaking down these gender stereotypes. Among their findings are that female candidates dress more formally, smile more, act tougher when they can, and prefer scare tactics to aggressive attack ads. Gender and Candidate Communication also presents the most comprehensive, systematic method yet for identifying and understanding self-presentation strategies on the web. The internet may be the medium of the future, but Bystrom has found that coverage on the web tends to draw even more heavily on old stereotypes. No close observer of campaigns, gender, or the internet will be able to ignore their findings.
Dianne G. Bystrom, Terry Robertson, Mary Christine Banwart, Lynda Lee Kaid
