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When women attack.

Bryan McLaughlin1, Catasha Davis2, David Coppini2

  • 1Texas Tech University.

Politics and the Life Sciences : the Journal of the Association for Politics and the Life Sciences
|September 25, 2015
PubMed
Summary
This summary is machine-generated.

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Female politicians may benefit from negative campaigning, especially during sex scandals. Gender stereotypes can favor women attacking opponents, contrary to common assumptions about political tactics.

Area of Science:

  • Political Science
  • Social Psychology
  • Gender Studies

Background:

  • Traditional assumptions suggest female candidates avoid negative campaigning due to gender stereotypes.
  • This study challenges the notion that negative ads are always detrimental for women in politics.

Purpose of the Study:

  • To investigate how gender cues influence voter perceptions of negative political advertisements.
  • To examine the impact of gender stereotypes in the context of a political sex scandal.

Main Methods:

  • An online experiment was conducted with a national sample of U.S. adults (N = 599).
  • Participants evaluated a politician's negative ad based on manipulated gender and partisan affiliation, targeting an opponent in a sex scandal.

Main Results:

Keywords:
Gender cuescandidate evaluationsgender stereotypespartisanshippolitical attack adssex scandals

Related Experiment Videos

  • A female candidate attacking an opponent in a sex scandal was evaluated more positively than a male candidate.
  • Female participants favored the female candidate, while sponsor gender did not significantly affect male participants' evaluations.
  • Partisanship played a role, with the Democratic female candidate receiving more favorable evaluations than her Republican counterpart.

Conclusions:

  • Gender stereotypes can favor female politicians engaging in negative campaigning under specific circumstances, such as sex scandals.
  • Voter reactions to negative ads are influenced by candidate gender, scandal context, and voter partisanship.
  • The findings suggest a nuanced understanding of gender dynamics in political communication and campaign strategies.