When Politics Is a Woman’s Game

Abstract

Research on the interplay of gender and political party in voters’ candidate evaluations has long focused on all-male elections and more recently on mixed-gender elections. This study takes the next theoretical step and focuses on woman-versus-woman elections. Specifically, we examine political party- and gender-based “ownerships” of political issues and character traits in the context of female-only elections. With an experimental design, adult participants were randomly assigned to read news articles that presented either two Republican or two Democratic women competing for Governor. Candidates were presented as “owning” stereotypically masculine or feminine issues and traits. Findings show that self-identified Democrats and Republicans eschewed the so-called masculine candidate, and preferred instead a partisan woman who created a gender balance of masculinity and femininity.

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