Abstract
This study examines how two major presidential contenders strategically developed their presidential images. The candidates' strategies are examined through the lens of a presidential candidate image prototype. Specifically, this study investigates whether, and how, gender shapes these strategies. Although both candidates emphasized images of competence, integrity, reliability, and charisma, and both presented themes of policy issues and experience, their presidential images nonetheless were clearly different. The influences of gender, situation, and position within the race are examined as distinctively influential factors.
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