Research Report-Framing Gender on the Campaign Trail: Women's Executive Leadership and the Press
SUMMARY OF RESULTS:
We analyzed six 1998 executive campaigns (Arizona, Colorado, Maryland and Rhode Island gubernatorial elections; Massachusetts Democratic gubernatorial primary; and the Massachusetts Democratic primary for Attorney General.)
The analysis revealed that:
* Daily newspaper reporters treated female and male candidates equitably in terms of quantity of coverage.
* Journalists were more likely to focus on the personal characteristics of female executive candidates.
* Journalists more frequently cover the age, marital status, and family - most notably the presence of children - of female candidates than of male candidates.
* Male candidates received more substantive coverage; their issue positions or records on the issues were highlighted more often than those of female candidates.
* Male candidates were quoted backing their claims with evidence or reasoning more often than female candidates.
* Incumbency does not shield female candidates from this type of coverage.
There were some notable associations between a reporter's gender and how they covered female candidates:
* Male reporters were significantly more likely to highlight personal aspects of female candidates
* Women journalists were more likely to report personal aspects of both female and male candidates.
* Female reporters were significantly more likely to cover female candidates than were male reporters.
* Both female and male reporters were significantly more likely to focus on a male candidate's issue positions or records.
* Both female and male reporters were less likely to quote female candidates supporting their claims with evidence than male candidates.