in:
Binghamton:
2014
,
55 - 77 S.
| Weitere Suche mit: | |
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Weitere Informationen
| Einrichtung: | Ariadne | Wien |
|---|---|
| Verfasst von: | Schneider, Monica C. |
| In: | |
| Jahr: | 2014 |
| Sprache: | Englisch |
| Beschreibung: | |
| A candidate's gender affects vote choice, but the manner in which candidates can influence the effects of their gender is not well understood. I address candidates’ strategies based on gender stereotypes, that is, how voters are influenced by rhetoric that is either consistent (gender-reinforcing) or inconsistent (gender-bending) with gender stereotypes. These strategic choices are particularly important because of women's underrepresentation in American politics. Employing an experimental design, I found that male and female candidates who used gender-bending rhetoric were able to overturn stereotypes by persuading and priming voters. Male candidates were particularly successful. This was contrary to prior findings that consistency—at least in terms of party—is a superior strategy. These results have important implications for understanding how gender stereotypes evolve throughout a campaign to influence voters. | |
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