Sex, lies, and videotape: An analysis of gender in campaign advertisements

Abstract

With the increasing advent of women into the political arena, political communication scholars have the unique opportunity to explore the impact of gender upon the political process. This study examined 124 political spots from mixed‐gendered senate and gubernatorial campaigns during the 1996 political season. The investigation found significant differences in emphasized issues, negativity, types of appeals, and highlighted candidate characteristics in mixed‐gendered campaigns.

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