Context:** Negative campaign ads are common in elections and often shape voter perceptions. This study examines how party attacks influence gender stereotypes.
Methodology & Data:** Using a mixed-methods approach, the research analyzes quantitative data from an election database spanning 1980–2016 alongside qualitative content analysis of ad transcripts.
Key Findings:** Negative ads targeting women's opponents disproportionately emphasize appearance-based stereotyping. In contrast, attacks against male candidates focus more on competence-related issues like policy positions or job performance.
Why This Matters:** The differential use of stereotypes in campaign attacks contributes to the underrepresentation of women and affects public perception of female political candidates' eligibility.
