“Flawed Vessels”

Abstract

The 2008 election was a watershed year in presidential politics, with two prominent women, Hillary Clinton and Sarah Palin, drawing national media attention to gendered themes during the election. This study investigates whether/how the media connected these historic female candidacies to feminism by evaluating the national news media's framing of feminism during the election. Using qualitative media discourse analysis, we analyze how discussions of these two prominent female candidates, as well as Barack Obama, were linked to framing of feminism in the news media. During the 2008 presidential election, the media recast evaluations of Hillary Clinton, Barack Obama, and Sarah Palin into a discussion of the status of modern feminism. The news media framed the movement as fractured, highlighting existing conflicts within the feminist movement, while legitimizing post-feminism and choice feminism through the perspectives of the Obama and Palin nominations. The news media also trivialized the movement by emphasizing style over substance in their assessments of whether candidates were (or were not) feminists. The results suggest feminist movement actors and goals may not substantially benefit from greater media attention prompted by increasing numbers of female candidates.