Appearance Matters: The Role of Appearance for Female Politicians in Political Marketing

This paper takes a comprehensive look on issues of appearance in political marketing in the United States of America, particularly as related to female politicians. A phenomenological research approach was employed. Specific... [ view full abstract ]

This paper takes a comprehensive look on issues of appearance in political marketing in the United States of America, particularly as related to female politicians. A phenomenological research approach was employed. Specific method chosen for data collection was in-depth interviews. Six female politicians, including a governor, a senator, a state senator, a state representative, a mayor, and a council member were interviewed. Additionally, 17 staff, aides, political consultants, volunteers, media and PAC members were interviewed. Findings were separated into two separate categories: (1) Role of appearance in political marketing, and (2) Gender and appearance in political marketing. The findings explicate struggles specific to marketing female politicians indicating how appearance is significant aspect of attaining success in political marketing.