The Effects of Gender-Bending on Candidate Evaluations (Article, 2014) [WorldCat.org]
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The Effects of Gender-Bending on Candidate Evaluations
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The Effects of Gender-Bending on Candidate Evaluations

Author: Monica C Schneider
Edition/Format: Article Article : English
Publication:Journal of Women, Politics & Policy, v35 n1 (2014): 55-77
Summary:
A candidate's gender affects vote choice, but the manner in which candidates can influence the effects of their gender is not well understood. I address candidates’ strategies based on gender stereotypes, that is, how voters are influenced by rhetoric that is either consistent (gender-reinforcing) or inconsistent (gender-bending) with gender stereotypes. These strategic choices are particularly important because of  Read more...
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Details

Document Type: Article
All Authors / Contributors: Monica C Schneider
ISSN:1554-477X
Language Note: English
Unique Identifier: 5528257312
Awards:

Abstract:

A candidate's gender affects vote choice, but the manner in which candidates can influence the effects of their gender is not well understood. I address candidates’ strategies based on gender stereotypes, that is, how voters are influenced by rhetoric that is either consistent (gender-reinforcing) or inconsistent (gender-bending) with gender stereotypes. These strategic choices are particularly important because of women's underrepresentation in American politics. Employing an experimental design, I found that male and female candidates who used gender-bending rhetoric were able to overturn stereotypes by persuading and priming voters. Male candidates were particularly successful. This was contrary to prior findings that consistency-at least in terms of party-is a superior strategy. These results have important implications for understanding how gender stereotypes evolve throughout a campaign to influence voters.

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