Gender and Candidate Communication: Effects of Stereotypes in the 2008 Election

Abstract

The purpose of this study was to revisit the trait and belief approaches tested by Huddy and Terkildsen (1993a, 1993b) to determine to what extent these are still used by voters in evaluating female and male candidates, particularly after exposure to campaign communication run on behalf of the candidates. Through an experimental design, participants were exposed to candidate’s advertising in two mixed-gender congressional races from the 2008 election cycle. The results indicate that traditional trait stereotypes continue to be generated in the evaluation of female candidates, although the generation of belief (policy) stereotypes are more complicated. Whereas party affiliation influences perceptions of issue competency, vote choice also produces effects on both trait evaluations and perceptions of issue competency. These results ultimately suggest that voters’ application of belief and trait stereotypes encourages still further study by scholars and consideration by female candidates running for office.