Gender and Candidate Communication: VideoStyle, WebStyle, NewStyleDianne G. Bystrom, Terry Robertson, Mary Christine Banwart, Lynda Lee Kaid 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. |
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Gender and Candidate Communication: VideoStyle, WebStyle, NewsStyle Dianne G. Bystrom Limited preview - 2004 |
Gender and Candidate Communication: VideoStyle, WebStyle, NewsStyle Dianne G. Bystrom Limited preview - 2004 |
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Al Gore analysis Banwart Bill Clinton Bowles Bystrom candidate’s character traits didates Dole Dole’s dominant speaker Elizabeth Dole Erskine Bowles female and male female candidates female challengers female Democrats female incumbents Female Male Female female Republicans female voters feminine issues feminine style focused gender gubernatorial candidate Hillary Rodham Clinton included Internet issue discussion Jeanne Shaheen Judy Martz Kahn Kaid Kathleen Sebelius Lazio losing female male and female male candidates male challengers male Democrats Male Female Male male incumbents male Republicans male voters Martz masculine issues media coverage messages negative ads newspaper NewsStyle nonverbal O’Keefe open races opponent overall percent of female percent of male Pew Research Center political advertising political candidates positive presidential Rick Lazio Rodham Clinton Sebelius senior citizens Shallenburger significant differences Table taxes U.S. Senate candidate U.S. Senate race Verbal Content VideoStyle viewer vote WebStyle women candidates women’s issues