Running as a woman (or man): a review of research on political communicators and gender stereotypes

Abstract

Women gained the right to vote nearly 100 years ago, but it was not until 1980 that political scholars and practitioners began paying much attention to the role of women in elections. Twelve years later it was the so-called "Year of the Woman" in 1992 that sparked increased scholarly attention on women as political communicators. A record number of women, 117, ran for the U.S. Congress in 1992, but the number of women running and serving has been slow to increases since that time. One reason may be the unique challenges gender poses for female political communicators. Over three decades of research has proven gender stereotypes and expectations play a key role in how women (and men) communicate with voters. This review of research summarizes major findings and changes in gender and political communication research over the past three decades. Our focus is on communication by candidates and how gender shapes that communication. In all, 133 scholarly sources were reviewed; these sources included scholarly journals from related disciplines as well as books using quantitative, qualitative, and rhetorical methods. Our analysis demonstrates that gender stereotypes are still prevalent in American political campaigns, and women candidates must work to overcome the belief that they are not masculine enough to be political leaders. Additionally this review reveals two common strategies candidates use to negotiate gender stereotypes: feminine style and gender adaptiveness. We conclude that more research is needed to better understand how candidates navigate gender stereotypes in the 21st century, particularly in political debates and online communication.