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Does Gender Still Matter? Issue Emphasis in 2006 U.S. House and Senate Campaign Ads

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Abstract:

Political communication researchers examining gender stereotypes have typically found that female candidates benefit by focusing on “female” issues and men benefit by emphasizing “male” issues. In today’s political climate, however, this strategy may no longer make sense. This study content-analyzes 176 ads from the 2006 U.S. House and Senate campaigns and finds little difference between men and women in issue emphasis. Moreover, neither men nor women hurt their chances of winning by violating gender stereotypes.

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issu (130), gender (101), candid (96), ad (83), women (80), polit (69), femal (67), male (52), campaign (52), 2006 (51), p (46), stereotyp (43), men (42), 2 (40), still (39), 1 (38), matter (37), hous (36), senat (34), differ (29), u.s (28),
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Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p204304_index.html
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MLA Citation:

Heim, Kyle. "Does Gender Still Matter? Issue Emphasis in 2006 U.S. House and Senate Campaign Ads" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, The Renaissance, Washington, DC, Aug 08, 2007 <Not Available>. 2013-12-15 <http://citation.allacademic.com/meta/p204304_index.html>

APA Citation:

Heim, K. , 2007-08-08 "Does Gender Still Matter? Issue Emphasis in 2006 U.S. House and Senate Campaign Ads" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, The Renaissance, Washington, DC Online <PDF>. 2013-12-15 from http://citation.allacademic.com/meta/p204304_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Political communication researchers examining gender stereotypes have typically found that female candidates benefit by focusing on “female” issues and men benefit by emphasizing “male” issues. In today’s political climate, however, this strategy may no longer make sense. This study content-analyzes 176 ads from the 2006 U.S. House and Senate campaigns and finds little difference between men and women in issue emphasis. Moreover, neither men nor women hurt their chances of winning by violating gender stereotypes.

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Associated Document Available Association for Education in Journalism and Mass Communication
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Document Type: PDF
Page count: 30
Word count: 7319
Text sample:
Does Gender Still Matter? 1 Running head: DOES GENDER STILL MATTER? Does Gender Still Matter? Issue Emphasis in 2006 U.S. House and Senate Campaign Ads Kyle Heim Doctoral Student University of Missouri-Columbia School of Journalism Columbia MO 65211 krhhcf@mizzou.edu Paper submitted to the Mass Communication and Society Division of the Association for Education in Journalism and Mass Communication AEJMC 2007 Convention Washington D.C. August 9-12 2007 Does Gender Still Matter? 2 Does Gender Still Matter? Issue Emphasis in 2006
— Security/Terror 1 (5.3%) 9 (24.3%) — 10 (27.0%) 5 (26.3%) 0.00 Taxes 1 (5.3%) 9 (24.3%) — 12 (32.4%) 3 (15.8%) 1.77 Budget/Economy 4 (21.1%) 15 (40.5%) 2.13 13 (35.1%) 2 (10.5%) 3.88* Social Security 3 (15.8%) 5 (13.5%) — 2 (5.4%) 0 (0%) 1.48 Health 7 (36.8%) 12 (32.4%) 0.11 8 (21.6%) 7 (36.8%) 1.48 Energy/Environ. 6 (31.6%) 4 (10.8%) —† 9 (24.3%) 4 (21.1%) — Education 2 (10.5%) 4 (10.8%) — 4 (10.8%) 0 (0%) —


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