Campaigning for Congress in the “9/11” Era: Considerations of Gender and Party in Response to an Exogenous Shock

Abstract

This article takes advantage of a naturally occurring experiment to examine how congressional campaign advertising responds to dramatic events. Integrating the literatures on issue ownership and gender stereotypes, we ask how campaign rhetoric and substance changed after the attacks of September 11, 2001, paying particular attention to how those responses were mediated by party and gender expectations. Using data from the Wisconsin Advertising Project (WiscAds) of all ad-airings (not merely ads created) in the top 75 to 100 media markets in 2000 and 2002, we find that campaigns stepped up issues relevant to 9/11 consistent with party- and gender-based issue ownership. Republican men gave more attention to the military than any other group and more attention to foreign affairs than Democratic men or women. However, most noteworthy was the dramatic increase in the symbolic use of the flag for all candidates.