WOMEN CANDIDATES IN THE NEWS: AN EXAMINATION OF GENDER DIFFERENCES IN U.S. SENATE CAMPAIGN COVERAGE

By covering male and female candidates differently, the newsmedia may influence the success of female candidates for publicoffice. A content analysis was conducted to assess potentiallyimportant differences in the newspaper coverage of a sampleof male and female U.S. Senate candidates in the elections of1982–86. The results of the study show that female candidates for the U.S. Senate are treated differently by the press.Female candidates receive less news coverage and the coveragethey do receive concentrates more on their viability and lesson their issue positions. Furthermore, female candidates' viabilitycoverage is more negative than that of their male counterparts.Given these gender differences in press treatment, we wouldexpect voters' recognition of male candidates to exceed thatof female candidates and we would also expect evaluations offemale candidates to be tied more closely to their perceivedviabil ity. Because female candidates are often considered noncompetitiveby the press, this attention to the horserace may lead votersto develop more negative evaluations of female candidates. Theseresults suggest that current patterns of press coverage mayserve as a critical obstacle for women running for the U.S.Senate.