From the Primary to the General Election

Abstract

Prior research on the media’s portrayal of female candidates in comparison to male candidates has indicated that differences do exist, although most studies have focused on general election races of senate candidates. This study analyzed the media’s portrayal of candidates in mixed-gender gubernatorial and U.S. Senate races through a comparison of primary coverage to general election coverage in 2000. The study relied on content analyses of more than 1,200 articles from major newspapers to understand how female and male candidates might be framed differently when running for their party’s nomination as opposed to during the general election. The findings suggest that although the coverage from the primaries to the general election was relatively consistent across most categories of analysis, female candidates continue to face some stereotypical biases in the news coverage of their campaigns.