Women Running “as Women”: Candidate Gender, Campaign Issues, and Voter-Targeting Strategies

Paul S. Herrnson · J. Celeste Lay · Atiya Kai Stokes‐Brown

400 citations0/0 files storedThe Journal of Politics

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Gender Politics and Representation Electoral Systems and Political Participation Gender Diversity and Inequality

Abstract

Previous research has demonstrated that voter stereotypes about gender place certain strategic imperatives on female candidates. This study examines the effects of the interplay of candidate gender and campaign strategy using a new data set consisting of survey responses from U.S. House and state legislative candidates who ran for office in 1996 or 1998. We demonstrate that women gain a strategic advantage when they run “as women,” stressing issues that voters associate favorably with female candidates and targeting female voters. These findings suggest that one of the keys to success for female candidates is to wage campaigns that use voters’ dispositions toward gender as an asset rather than a liability.

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1996Issue Ownership in Presidential Elections, with a 1980 Case Study 1993Political research quarterly 1993Gender Stereotypes and the Perception of Male and Female Candidates 1986Gender Differences in Policy Preferences: A Summary of Trends From the 1960s to the 1980s 1997Voting Cues in Low-Information Elections: Candidate Gender as a Social Information Variable in Contemporary United States Elections 1996The Political Consequences of Being a Woman: How Stereotypes Influence the Conduct and Consequences of Political Campaigns 2000Do Citizens Apply Gender Stereotypes to Infer Candidates' Ideological Orientations?

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