Of Horse Race and Policy Issues: A Study of Gender in Coverage of a Gubernatorial Election by two Major Metropolitan Newspapers

Abstract

This study of news coverage of a gubernatorial race suggests (1) gender may be a larger factor in selection of policy stories than in selection of horse race stories; (2) coverage of the horse race, particularly news coverage of advertising strategy, appears to have greater impact on the outcome of the election than coverage of policy issues; (3) a woman will be more successful in a political race if she presents herself as a man.

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“…This finding counters previous studies that found in most elections involving an African American or female candidate, the media often focused on a Black candidate's race (Caliendo & McIlwain, 2006;Citrin et al, 1990;McDermott, 1998;Sigelman et al, 1995) or a female candidate's gender (Kahn, 1994;Kahn & Goldenberg, 1991;Scharrer, 2002;Serini et al, 1998). This finding is significant in that it suggests media coverage might also be guided by the conventions of what makes news (i.e., novelty timeliness, proximity, etc.)…”

“…This falls in line with previous research showing that by focusing on gender, the media may hurt female candidates at the polls as it often restricts voters' perception of them (Bystrom et al, 2001;Devitt, 2002;Serini et al, 1998;Kahn, 1994;Kahn & Goldenberg, 1991;Koch, 1999;Norris, 1997). Scharrer (2002), for example, noted in comparing how people perceived Clinton and former New York City Mayor Rudy Giuliani in their respective bids for political office that:…”

“…At all levels of government, female candidates have received less coverage, and less favorable coverage than men (Bystrom et al, 2001;Devitt, 2002;Serini et al, 1998;Kahn, 1994;Kahn & Goldenberg, 1991;Koch, 1999;Norris, 1997). Ignoring women's stance on issues has negative consequences for female candidates.…”

“…A vast body of research shows women are often typecast by the media as important only for their stance on traditional feminine issues, specifically education and health care (Kahn, 1991;Kahn & Goldenberg, 1991;Koch, 1999), their appearance (Devitt, 2002;Heldman et al, 2005;Kahn, 1994;Kahn & Goldenberg, 1991;Norris, 1997;Scharrer, 2002;Serini et al, 1998;Witt et al, 1994), and how unlikely they are to win an election (Bystrom et al, 2001;Devitt, 2002;Serini et al, 1998;Kahn, 1994;Kahn & Goldenberg, 1991;Koch, 1999;Norris, 1997).…”

“…This marked increase sparked considerable interest by journalists and academics aimed at determining the advantages and disadvantages women face in pursuing public office. Several scholars argued that the media-especially newspapers-often applied a double standard when covering female candidates (Kahn & Goldenberg, 1991;Kahn, 1994;Scharrer, 2002;Serini et al, 1998). Although mainly focusing on leadership qualities and the issue positions of male candidates, the press often focused on female candidates' appearance.…”