What Difference Does It Make? Gendered Campaigning in the 2016 Irish General Election

Abstract

AbstractPossible gender differences in the self-presentation of political candidates have been a recurring research topic for many years. Yet studies that compare large numbers of candidates have mainly used data from the United States. This article uses a unique data set from the run-up to the 2016 general election in Ireland to compare the self-presentation of male and female candidates. The data are based on video statements of almost 90% of the candidates who ran in the election. With its lack of party polarization and recent introduction of a gender quota, Ireland is a particularly interesting case for analyzing possible gender differences in political campaigning. Findings confirm previous research that has found few gender differences in issue priorities but contradict it in other respects, especially regarding differences in stressing political experience and personal background. The results suggest that female candidates saw electoral benefits from conforming to expectations about women as caregivers, but they wished to avoid a stereotype limiting them to this role by also emphasizing their occupational background. Their strong personalization may also indicate an attempt to stress individuality in a context in which the gender quota drew special attention to women as a category.