By Dianne G. Bystrom, Terry Robertson, Mary Christine Banwart, Lynda Lee Kaid
First released in 2004. Routledge is an imprint of Taylor & Francis, an informa corporation.
Read or Download Gender and Candidate Communication: VideoStyle, WebStyle, NewStyle (Gender Politics, Global Issues) PDF
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Extra resources for Gender and Candidate Communication: VideoStyle, WebStyle, NewStyle (Gender Politics, Global Issues)
Example text
That is, both female and male candidates are likely to blend a mix of feminine and masculine issues, images, and appeals when running against each other for political office. 4 The Interaction of Electoral Status, Political Party, and VideoStyle As illustrated in chapter 3, certain differences—and similarities—do exist in female and male candidate VideoStyles. S. , Banwart 2002; Bystrom 1995; Bystrom and Kaid 2002; Robertson 2000) have not examined the VideoStyles of female and male candidates by status (incumbent, challenger, open race), political party, and outcome of their race.
Senate (see Witt, Paget, and Matthews 1995; chapters 10 and 11 herein). Newspaper coverage further stereotypes women candidates by associating them with “feminine traits” and “feminine issues” and according them less coverage that often focuses on their viability as candidates (see chapter 2). In light of such stereotypical treatment by the media, women candidates can use political advertising to counter such images and present themselves in their own ways and words. S. Senate and governor in the 1990 through 2002 elections, this study seeks to determine the similarities and differences between female and male candidate VideoStyles and to define whether certain characteristics are unique to gender.
Although the use of an inductive structure when presenting a message is considered an element of “feminine style” (Campbell 1989), the overall use of an inductive design was most common with incumbent candidates in mixed-gender races. Male incumbents were, however, more likely to structure their messages inductively (61 percent) than female incumbents (54 percent), and both female and male candidates used a deductive structure about equally. Based on the finding that 12 percent of female incumbents were likely to use a design that was not dominantly deductive or inductive, we propose that perhaps female incumbents have presented a more complex argument structure in their advertising.
