Do Candidates Run as Women and Men or Democrats and Republicans? The Impact of Party and Sex on Issue Campaigns

Abstract

Previous work on the campaigns of women and men has tried to identify whether these candidates campaign for office by focusing on or downplaying gender-stereotyped issues and personality traits. We continue that investigation with a unique data set that uses all campaign advertisements created by almost 400 candidates for Congress in 2010. In examining whether candidate sex or political party identification are the primary influences on the issues candidates present to voters, we determine that all candidates, women and men, campaign as strategic politicians, crafting campaigns around the issues of the day and adopting partisan perspectives on those issues. We find no evidence that women or men attempt to “play to” gender stereotypes in their advertisements.

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