(8) Hockey Moms and Abortion Barbies: An Examination of Gender Differences in News Media Coverage

     Through a content analysis of 1,152 articles covering 20 different gubernatorial races between 2004 and 2014, I examine how the presence of a female candidate in an electoral race affects media coverage of that... [ view full abstract ]

     Through a content analysis of 1,152 articles covering 20 different gubernatorial races between 2004 and 2014, I examine how the presence of a female candidate in an electoral race affects media coverage of that campaign. This project considers the prevalence of gender biases and stereotypes and examines whether or not print media outlets perpetuate these stereotypes or subvert them. I find that races with a female candidate receive more horse race and less issue coverage than races with two male candidates. Additionally, female candidates are more likely to be described as able to “change government,” while male candidates are more likely to be described as “experienced.” Existing research suggests that voters favor traditionally masculine traits over traditionally feminine traits when evaluating candidates for public office. The difference in media coverage may therefore influence female candidates’ chances of getting elected, and thereby influence women’s descriptive and substantive representation.