Feminine perceptions of Kamala Harris positively relate to evaluations of her candidacy

Abstract

AbstractWhen selecting a face best resembling a male political candidate, the extent to which selected faces look consistent with positive category stereotypes relates to more favorable candidate evaluations. Because people more positively evaluate feminine versus masculine female faces and also evaluate them as having more stereotypically feminine traits, representing female candidate faces as more feminine may produce a similar relationship. This possibility is examined in the context of the 2020 election in which Kamala Harris became the first woman elected to the Vice Presidency. People evaluated feminine versus masculine representations of Harris's face as reflecting more stereotypically feminine, but fewer stereotypically masculine, traits. People selecting a more feminine representation of Harris's face as best resembling her more favorably evaluated her candidacy even when controlling for explicit evaluations of her gender stereotypicality. This relationship was stronger when Harris's agentic versus communal traits were emphasized. Further, people selecting feminine representations were more ideologically liberal. These findings replicate and extend past work using a real example of a woman on the national political stage. People may have favorably evaluated Kamala Harris in part due to having more feminine representations of her face, thus identifying a novel potential pathway to her historic accomplishment.