The Role of Gender Stereotypes in Gubernatorial Campaign Coverage

Abstract

Through a content analysis of 1,152 articles covering 20 different gubernatorial races between 2004 and 2014, I examine how the presence of a woman candidate in a gubernatorial race affects media coverage of that campaign. This paper considers the prevalence of gender biases and stereotypes and examines whether print media outlets perpetuate these stereotypes or subvert them. Existing research suggests that voters favor traditionally masculine traits over traditionally feminine traits when evaluating candidates for public office. The difference in media coverage may therefore influence women’s chances of getting elected, and thereby influence women’s descriptive and substantive representation. I find that races with a woman candidate receive less issue coverage and more horse race coverage than races with two men running. Additionally, the types of adjectives used in campaign coverage differ depending on the gender of the candidate: women are more likely to be described as able to “change government,” while men are more likely to be described as “experienced.” KEYWORDS: Media Coverage; Gender; Gubernatorial Campaigns; Women in Politics; Gender Stereotypes; Newspaper Coverage; American Politics