I Am Woman, Hear Me Tweet! Gender Differences in Twitter Use among Congressional Candidates

Abstract

ABSTRACTThis study synthesizes two theoretical literatures to explain gender differences in Twitter usage and effectiveness among US Congressional candidates. The first suggests that candidates in perceived disadvantaged positions, females in this case, innovate to improve their chances of success, and the second, that female politicians often adopt stereotypically masculine behaviors to be successful. On the basis of these theories, we hypothesize and confirm that female candidates are more likely than males to integrate Twitter into their campaigns, but our results are less conclusive regarding a difference in the likelihood that females use negative campaigning tactics via Twitter. Our results also indicate that those females who use Twitter more than their male counterparts tended to do better electorally, but this difference is conditional. Female Republican candidates who tweeted more increased their vote share, but the opposite is true for Democrats. We speculate that this differential effect may be a product of different audiences for social media in each party’s electorate.