Gender and Candidate Communication: VideoStyle, WebStyle, by Dianne G. Bystrom, Terry Robertson, Mary Christine Banwart,

By Dianne G. Bystrom, Terry Robertson, Mary Christine Banwart, Lynda Lee Kaid

First released in 2004. Routledge is an imprint of Taylor & Francis, an informa corporation.

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Additional info for Gender and Candidate Communication: VideoStyle, WebStyle, NewStyle (Gender Politics, Global Issues)

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S. Senate and gubernatorial races from 1990 through 2002 showed many similarities in their VideoStyles. However, significant differences also emerged. S. Senate races in the 1990s, this analysis found no significant differences between women and men in their use of negative advertising. Women candidates did use negative attacks more often than men candidates and ran more opponent-negative focused ads during the seven election cycles studied, but the differences were small and not statistically significant.

Issue Emphasis. When we examined the overall content of the ads, we found that 62 percent of the ads of women candidates and 64 percent of the ads of men candidates focused on campaign issues rather than candidate images. 2). The ads of female candidates were significantly more likely than the ads of male candidates to discuss the economy, a masculine issue (15 percent to 9 percent), as well as the feminine issues of education (31 percent to 22 percent), health care (20 percent to 13 percent), senior citizens’ issues (18 percent to 13 percent), women’s issues (9 percent to 4 percent), and youth violence (4 percent to 1 percent).

Female and Male VideoStyle Does recent research show distinct female and male VideoStyles? S. Senate and governor over twelve years leads us to conclude with a (qualified) yes. S. Senate campaigns in 1990, 1992, and 1993, Bystrom proposed distinct female and male VideoStyles. From her findings, she concluded that women candidates generally used verbal strategies identifying with their states, invoking change, inviting action, and attacking their opponents on their records; pictured themselves with their opponents; used more intensifiers in their language; made more eye contact; smiled more; dressed formally more; spoke more often for themselves in their ads; used live audio from the candidate; and used more slides with print and superimpositions.

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