How Candidate Gender Mix Affects the Issue and Image Content of Media Coverage During Political Campaigns. Lauren Bellatti, Dr. Rebekah Herrick Oklahoma State University

Abstract The goal of this study was to examine how the gender mix of candidates in congressional and gubernatorial races affect the candidates’ campaigns and media coverage, and voter’s stereotypes, engagement and turnout. This project will examine the different issues discussed when a candidate is running in an election, how much importance is placed on various issues depending on the gender mix of candidates in an election, the sort of ads that are run when depending on the gender mix of candidates in an election, how the media covers elections differently depending on the gender mix of candidates, and how voter turnout and voter indifference levels are affected depending on the gender mix of candidates in an election. By analyzing dynamics between dyads, this study distinguishes itself from studies of the past that focus soles on candidates vs. candidates

Background In the political arena, there are clearly “owned” issues. Masculine issues are typically issues dealing with the economy, national defense, or foreign affairs. Feminine issues usually relate to healthcare, education, or social welfare. The media often focuses on related issues and traits during their coverage of political campaigns. However, Panagopous (2004) has found that in women only races, women candidates discuss both masculine (security and economy) and feminine issues (women's and compassion issues). Therefore, we believe a gender mix of candidates during a campaign will create a healthier election cycle. “We argue and find that compared to men only and women only races, mixed gender races (where one man faces one woman) offer voters a more dynamic contrast of candidate images and issues resulting in voters having greater interest and participation in the election.”

Methods By coding the issues and traits implied in each paragraph from all applicable newspaper articles from various states and districts across the nation during the span of years ranging from 1998 – 2010, we were able to determine which issues and traits were most heavily covered by the media given the gender mix of candidates, type of race, and year of race. Ideology and tone were also coded, as exhibited on the left.

Results

These maps, constructed from GEO-ID’s and FIPS codes, which were based off of the newspaper coding, indicate the gender mixture of candidates in various types of elections throughout the period from 1998-2010.

Conclusion By looking at how congressional, senatorial, and gubernatorial races are affected overall by the gender mix of candidates, instead of how different candidates affect each other directly, this research offers insight, which is valuable to the field at large. The aim of this research is to better equip political strategists and communicators to help their candidates market their stories to the public at large. This research aims to empower strategists and female candidates with valuable information impacting the political perception of women in future elections.