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Gender and Attack Advertising in U.S. Senate Campaigns

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  • Nicole Koval
  • Kenneth M. Miller

Abstract

We examine if candidate gender influences the issues opponents use in advertising attacks against them in U.S. Senate campaigns. We find evidence that candidates consider partisan issue ownership and issue salience when choosing the topics on which to engage opponents. However, the gender identity of the opponent does not have measurable effects on the selection of issues mentioned in contrast and attack advertising. While highlighting the dominance of partisanship as a key concern in the formulation of attacks against opponents, this study also illustrates the very different issue landscapes faced by women running as Republicans and Democrats, where Democratic women are most likely to face attacks on the issues where both party and gender stereotypes place them at a disadvantage while Republican women are most likely to be attacked where partisan issue ownership puts them at a disadvantage but their gender identity gives them a reputational edge.

Suggested Citation

  • Nicole Koval & Kenneth M. Miller, 2024. "Gender and Attack Advertising in U.S. Senate Campaigns," SAGE Open, , vol. 14(2), pages 21582440241, June.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241259155
    DOI: 10.1177/21582440241259155
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    References listed on IDEAS

    as
    1. Tasha S. Philpot & Kenneth M. Miller, 2020. "A New Face to the Race Card? Campaigns, Racial Cues, and Candidate Credibility," Social Science Quarterly, Southwestern Social Science Association, vol. 101(1), pages 73-90, January.
    2. Sides, John, 2006. "The Origins of Campaign Agendas," British Journal of Political Science, Cambridge University Press, vol. 36(3), pages 407-436, July.
    3. Michael M. Franz & Erika Franklin Fowler & Travis N. Ridout, 2016. "Loose Cannons or Loyal Foot Soldiers? Toward a More Complex Theory of Interest Group Advertising Strategies," American Journal of Political Science, John Wiley & Sons, vol. 60(3), pages 738-751, July.
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