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Full Description
From the presidential level down, men and women who run for political office confront different electoral realities. In her probing study, Navigating Gendered Terrain, Kelly Dittmar investigates how gender influences the campaign strategy and behavior of candidates today. Concurrently, she shows how candidates' strategic and tactical decisions can influence the gendered nature of campaign institutions.
Navigating Gendered Terrain addresses how gender is used to shape how campaigns are waged by influencing insider perceptions of and decisions about effective campaign messages, images, and tactics within party and political contexts. Dittmar uses survey information and interviews with candidates, political consultants, and other campaign professionals to reveal how gender-informed advertising, websites, and overall presentation to voters respond to stereotypes and perceptions of female and male candidates.
She closes her book by offering a feminist interpretation of women as candidates and explaining how the unintended outcomes of political campaigns reinforce prevailing ideas about gender and candidacy.
Contents
List of Figures and Tables
Acknowledgments
1 Campaigns as Gendered Institutions
2 Consultant Perceptions of Voters' Gender Stereotypes
3 Consultant Perceptions of Effective Strategies
4 Gender in Context
5 Gender Dynamics in Image and Message Creation
6 Targeting Women Voters and Contrasting Opponents
7 On Her Own Terms: Shifting Gender Dynamics in Campaign Institutions
Appendix A: Interview List
Appendix B: Gubernatorial and U.S. Senate Contests Included in Interview Analysis of 2008 and 2010 Elections
Notes
References
Index
