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What is she wearing and how does he lead?: An examination of gendered stereotypes in the public discourse around women political candidates

Author

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  • Bennett, Aronté Marie
  • Connor, Rachel A.
  • Bryant, Morgan M.
  • Metzger, Sue McFarland

Abstract

The current research leverages >32 million Twitter posts to investigate gender differences in public discourse about political candidates. The Stereotype Content Model provides a theoretical framework for understanding ways gender manifests in social media conversations around characteristics that impact voting intentions. Findings suggest that competence-related characteristics are disproportionately present in the conversation around men candidates; conversely, warmth-related characteristics are disproportionately present in conversations around women candidates. And while women are less frequently the target of insults, conversation is more likely to focus on their appearance. Combined, these results suggest that social media reflects and perpetuates stereotypes that create obstacles for gender equality in politics. Understanding these dynamics offers pundits insight into election predictions while permitting campaign teams to develop strategies that confront stereotypes.

Suggested Citation

  • Bennett, Aronté Marie & Connor, Rachel A. & Bryant, Morgan M. & Metzger, Sue McFarland, 2024. "What is she wearing and how does he lead?: An examination of gendered stereotypes in the public discourse around women political candidates," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:tefoso:v:205:y:2024:i:c:s0040162524002506
    DOI: 10.1016/j.techfore.2024.123454
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