The “Ice Queen” Melted and It Won Her the Primary: Evidence of Gender Stereotypes and the Double Bind in News Frames of Hillary Clinton's “Emotional Moment”

Abstract

During the 2008 primary, Clinton had lost to Obama in Iowa and the polls were very close in New Hampshire. While campaigning, Clinton had an “emotional moment” that was widely covered in the media. A directed analysis of strategy and game news frames in the broadcast coverage of the event revealed that the event was framed as a strategic victory that appealed to female voters and was evidence that she was “cracking under the pressure” of losing a national campaign. These frames reveal the gender double bind that female candidates face, as it suggests that women have to be feminine to win, but that very display of femininity is also evidence that they are not viable candidates.