Women Running “as Women”: Candidate Gender, Campaign Issues, and Voter-Targeting Strategies
2003; University of Chicago Press; Volume: 65; Issue: 1 Linguagem: Inglês
10.1111/1468-2508.t01-1-00013
ISSN1468-2508
AutoresPaul S. Herrnson, J. Celeste Lay, Atiya Kai Stokes,
Tópico(s)Gender Diversity and Inequality
ResumoPrevious research has demonstrated that voter stereotypes about gender place certain strategic imperatives on female candidates. This study examines the effects of the interplay of candidate gender and campaign strategy using a new data set consisting of survey responses from U.S. House and state legislative candidates who ran for office in 1996 or 1998. We demonstrate that women gain a strategic advantage when they run “as women,” stressing issues that voters associate favorably with female candidates and targeting female voters. These findings suggest that one of the keys to success for female candidates is to wage campaigns that use voters’ dispositions toward gender as an asset rather than a liability.
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