Framing Gender on the Campaign Trail: Female Gubernatorial Candidates and the Press

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Abstract
Daily newspaper reporters in 1998 treated female and male gubernatorial candidates equitably in terms of the quantity of coverage. However, newspaper readers were more likely to read about a female candidate's personal traits, such as her appearance or personality, than those of a male candidate. By contrast, they were more likely to read about a male candidate's stand or record on public policy issues than about a female candidate's. Some of these differences disappeared after examining campaigns individually. Results indicate that differences in coverage were due to stories written by male reporters who covered gubernatorial campaigns.

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