What happens in an electoral environment involving female candidates? Do women face different challenges during the electoral process? How do gender dynamics alter the conventional norms of electoral politics? Do women campaign differently from men? Do male candidates pay more attention to women's issues, or make other strategic and behavioral changes when opposed by a female candidate? Author Richard Logan Fox answers these questions and many others with compelling evidence that suggests that women candidates are having a profound impact on the electoral process. In Gender Dynamics in Congressional Elections, Fox studies the congressional races of 1992 and 1994 in California in which a record 19 women were candidates for House seats. He contrasts the experiences of both the male and female candidates and sheds new light on the different challenges women face during political campaigns. Providing a groundbreaking examination of an understudied topic, Gender Dynamics in Congressional Elections will be essential for students and professionals in political science.
Chapter 3: Gender and Strategy in Campaign Messages
Gender and Strategy in Campaign Messages
Do female and male candidates present different campaign messages to the electorate? This chapter compares the campaign messages of male and female candidates in three areas: personal traits, central themes, and policy issues. Major academic studies of female candidates have largely ignored their strategies and agendas (e.g., Burrell 1994; Darcy, Welch, and Clark 1994). Comparing the campaign messages of female and male candidates deserves attention for a number of reasons (see Williams 1994; Benze and DeClercq 1985). First, campaign messages provide a window into the dynamics of candidate behavior in an election. Examining the messages allows us to determine how men and women strategize about campaigns. Second, the agendas presented in a campaign are ...