Boy Talk/Girl Talk

Abstract

Using data from a comprehensive database of political advertisements broadcast during the 1998 congressional election cycle, this study assesses whether male and female candidates follow different campaign communications strategies. The results of the analysis demonstrate that there are systematic differences between the ways that male and female candidates communicate with voters, but that these differences are typically not sizeable. In other words, gender seems to matter in campaign communications strategies but not always for very much. Where we do observe differences, however, the findings show that they tend to reinforce gender-based stereotypes more so than work to counteract them. Thus, these differences may be partly accountable for the electoral results we observe.