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.
| Party and Gender Stereotypes in Campaign Attacks was authored by Mirya Holman and Erin Cassese. It was published by Springer in Pol. Behav. in 2018. |
