The effects of message theme, policy explicitness, and candidate gender

Abstract

Female candidates are sometimes perceived as less competent than their male counterparts, especially in races for higher political offices, and research has indicated that female candidates can face tougher standards in establishing credibility. This study explores the effects of message theme and explicitness on the perceived competence ratings of female and male Congressional candidates. An experiment with 209 college students at the University of Florida was conducted in 1997 to investigate the relationship between candidate gender, message characteristics, and perceived competence of two hypothetical candidates, one female and one male. It was hypothesized that an explicit message on a stereotypically male policy area, crime, would be advantageous to female candidates. Message theme was found to be important for both the female and male candidates, but message explicitness was found to be important for the female candidate only.