Gender stereotypes as a double-edged sword in political advertising

Lee, Yu-Kang

doi:10.2501/ija-33-2-203-234

Cited by 28 publications

(10 citation statements)

References 58 publications

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“…Rossenwasser Rogers, Fling, Silvers-Pickens, and Butemeyer (1987) show how people rate male presidential candidates as more competent at “masculine” tasks (e.g., dealing with the military and national defense) and female candidates as more competent at “compassionate” tasks (e.g., improving education and equal rights). Johns and Shepard (2007) find that voters also judge male candidates more harshly on compassionate issues and female candidates more harshly on military issues (see also Lee 2014). Such work resonates with Eagly’s classic work demonstrating how people perceive leadership as masculine (Eagly, Makhijani, and Klonsky 1992) and view male leaders more positively and “role congruent’ than women leaders (Eagly and Karau 2002).…”

Section: Gender and Electoral Politicsmentioning

confidence: 98%

Valorizing Trump’s Masculine Self: Constructing Political Allegiance during the 2016 Presidential Election

Dignam

Schrock

Erichsen

et al. 2019

Men and Masculinities

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Presidential candidates’ gendered self-presentations may help secure political support, but a ‘gendered self’ is a construct grounded in an audience’s interpretation as much as it is in a politician’s performance. The 2016 U.S. presidential election provides a unique opportunity to investigate how voters construct politicians as gendered. Based on pre-election interviews, we analyze how Trump supporters accounted for their allegiance by constructing and valorizing Trump’s masculine self—a cultural construct centered on exerting or resisting control. Interviewees (A) praised his politically incorrect spirit, (B) glorified his entrepreneurial spirit, and (C) celebrated his fighting spirit. We argue that understanding how people construct others’ gendered selves is important for scholars of both politics and manhood.

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Section: Gender and Electoral Politicsmentioning

confidence: 98%

Valorizing Trump’s Masculine Self: Constructing Political Allegiance during the 2016 Presidential Election

Dignam

Schrock

Erichsen

et al. 2019

Men and Masculinities

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“…Hansen and Otero (2006) find that female politicians seem to gain advantages if they prove to be “tough” and, at the same time, signal care and compassion. Lee (2014) finds that female candidates can increase voter intentions by focusing on “soft” issues, while it is more advantageous for male candidates to focus on “hard” issues. On the other hand, an experimental study by Bernstein (2000) suggests that message explicitness on a stereotypically male policy area (crime in that study) seems to be more important for female candidates.…”

Section: The Impact Of Gender Stereotypes On Votingmentioning

confidence: 99%

Voter Reasoning Bias When Evaluating Statements from Female and Male Political Candidates

Madsen

2018

Pol & Gen

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The article examines whether female political candidates are disfavored in terms of persuasiveness potential based on their expertise and trustworthiness. Using a Bayesian argumentation paradigm in which candidates endorse policies, this study shows that male voters regard female candidates as less persuasive than male candidates. A controlled between-subjects experiment among 202 potential voters in the United States suggests that female election candidates are subject to sex biases in two central ways. First, despite agreeing on their trustworthiness and expertise, male voters find highly credible female candidates less persuasive than identical male candidates. Second, female candidates are affected more adversely if they are perceived as lacking in trustworthiness. Male candidates, on the other hand, are affected more negatively if they are perceived as lacking in expertise. Whereas perceived lack of expertise is relatively easy to repair, trustworthiness may be difficult to regain once it is lost. In a political environment in which attack ads are prevalent, this may carry a greater negative impact for female candidates.

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“…In recent times, many researchers have accepted political parties and politicians as brands and political branding has been described as a new area of research (Kotler and Kotler, 1999;Baines et al, 1999;Needham, 2006;French and Smith, 2010;Chou, 2014;Lee, 2014;Rachmat, 2014, Lees-Marshment, 2015. Political brand is defined as an associative network of interconnected political information and attitudes (Smith, 2005) and both political parties and politicians are viewed as brands (Smith, 2001).…”

Section: Literature Review Political Brand Meaningmentioning

confidence: 99%

“…It is further viewed that as "people watch conflict" (Diamond and Bates, 1984), negative campaign is effective as it attracts more attention, message elaboration and systematic processing (Lau and Pomper, 2002;Clinton and Lapinski, 2004). However, recently Lee (2014) observed that positive campaign appears to be more effective than negative advertising. West (1994) observed mixed findings about the relationship between campaign and vote choice.…”

Section: Political Brand Preferencementioning

confidence: 99%

“…These are so deeply rooted among voters that politicians actually claim that they have little choice but to respond to those gender-based norms (Panagopoulos, 2004). However, Lee (2014) observes that voters are less likely to make evaluations solely on the basis of leader gender or on personality traits. Reputation is one of the antecedents contributing to trust and the reputation and trust are positively related (Lau and Lee, 1999;Suh and Houston, 2010).…”

Section: Political Brand Preferencementioning

confidence: 99%

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Factors responsible behind political brand preference: an empirical study on Indian voters

Banerjee

Chaudhuri

2016

Marketing Intelligence &Amp; Planning

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Purpose – Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of this paper is to examine cumulative impact of sources of associations on voters’ preference of the political party and to investigate the type of causal relationship that exists among those sources. Design/methodology/approach – The authors have proposed five key sources of associations of the overall political party, namely, campaign effectiveness, image of its leaders, intensity of anti-incumbency effect, meaning and trust attached with the party. Here the authors have considered four important political parties relevant to the voters of West Bengal. Those are Congress, Bharatiya Janata Party, Communist Party of India (Marxist) and All India Trinamool Congress. The authors have used SEM method for estimating the model as the same is widely used for estimating a system of equations with latent variables. Findings – Out of the eight path coefficients six are found to be statistically significant. Political campaign impacts brand trust positively and brand trust in turn impacts party preference positively. Again political campaign’s direct impact on political party preference is found to be positive. However, the impact of political campaign on party preference also runs through brand meaning. Both the path coefficients are significantly negative showing that more the voters develop understanding about political parties through different independent sources lesser are the impact of political campaigns as they highlight positive aspects of the party and the candidate only, ignoring facts. Interestingly leadership is impacting party preference negatively. Thus individual leadership traits have negatively impacted party preference in the sample. Originality/value – In the paper, the authors have identified factors impacting political brand choice in an emerging country like India. This research explores the factors that need to be considered by the political parties to influence preference of voters for political brand. As far as the authors’ knowledge goes no such studies have been carried out in the Indian context and certainly not in the context of a regime change after three decades. Additionally, the theoretical model proposed is firmly grounded in theory and its estimation is based on well-developed scales. The approach is thus unique in this area of enquiry. Finally, application of SEM in political branding context is a significant contribution of this work.

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Gender stereotypes as a double-edged sword in political advertising

Cited by 28 publications

References 58 publications

Valorizing Trump’s Masculine Self: Constructing Political Allegiance during the 2016 Presidential Election

Valorizing Trump’s Masculine Self: Constructing Political Allegiance during the 2016 Presidential Election

Voter Reasoning Bias When Evaluating Statements from Female and Male Political Candidates

Factors responsible behind political brand preference: an empirical study on Indian voters

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