REVIEW OF COMMUNICATION RESEARCH
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POLITICAL COMMUNICATION                                                                                                

Title & Authors

Running as a Woman (or Man): A Review of Research on Political Communicators and Gender Stereotypes

Kelly L. Winfrey (Iowa State University, USA)

James M. Schnoebelen (Washburn University, USA)

Highlights

• Gender stereotypes influence the content and effectiveness of men and women candidates’ campaign messaging

 • Gender stereotypes put female candidates in a double bind between being seen as capable political leaders and fulfilling gender expectations

• The U.S. Presidency is a particularly gendered office and poses unique challenges for women

• Feminine style in political rhetoric is one method women candidates use to gain authority and overcome negative gender stereotypes

• A communicative strategy of gender adaptiveness is frequently used by candidates of both sexes in advertising, debates, and online campaign communication

• Gender differences in political communication content have decreased over time

• More research is needed to evaluate the effectiveness of political communication strategies by female and male candidates.

• More gender-focused research is needed in the areas of political debates and new and emerging media.

 

 

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Running as a Woman (or Man): A Review of Research on Political Communicators and Gender Stereotypes

 

Kelly L. Winfrey and James M. Schnoebelen

 

Keywords: Gender, Political Communication, Women, Political Campaigns, Double Bind, Feminine Style, Gender Adaptiveness

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Content

 

Introduction
Gender Stereotypes of Political Communicators
Gender, Stereotypes, and Traits of Political Communicators
Gender Stereotypes and Political Issues
The Double Bind for Women
The Case of the U.S. Presidency
Navigating Stereotypes: Feminine Style and Gender Adaptiveness
Feminine Style
Gender Adaptiveness
Advertising
Debates
Online Communication
Future Research and Concluding Thoughts
References
Table

 

 

Keywords

Gender, Political Communication, Women, Political Campaigns, Double Bind, Feminine Style, Gender Adaptiveness.

 

About the Authors

Authors biographical information:

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