Running on the Web: Online Self-Presentation Strategies in Mixed-Gender Races

Online self-presentation strategies are critical for female candidates to develop and deliver effectively. This is because the media appear to cover male and female candidates differently in news coverage, and research-based evidence continues to suggest that voters hold male and female candidates t...

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Bibliographic Details
Published in:Social science computer review 2013-10, Vol.31 (5), p.614-624
Main Authors: Banwart, Mary Christine, Winfrey, Kelly L.
Format: Article
Language:English
Subjects:
Candidates
Congressional elections
Elections
Females
Gender
Internet
Males
Mass Media
Media coverage
News Coverage
On-line systems
Online
Political behaviour
Political Campaigns
Political sociology
Race
Social networks
Sociology
Sociology of communication and mass media. Sociolinguistics
Sociology of knowledge and sociology of culture
Sociology of the family. Age groups
Strategy
Voters
Woman social status. Women's emancipation
Women
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Summary:Online self-presentation strategies are critical for female candidates to develop and deliver effectively. This is because the media appear to cover male and female candidates differently in news coverage, and research-based evidence continues to suggest that voters hold male and female candidates to different standards in mixed-gender races. This study examines how women running in mixed-gender races during the 2012 general election cycle employed self-presentation strategies to present a viable image for election. Candidate websites from U.S. House races featuring a female and male candidate are analyzed for their overall use of feminine versus masculine styles, as well as style-based issue discussion and image presentation. The results are compared to past research to further highlight relevant changes over time as women continue to construct their candidacies and define their space—and voice—within the political environment.
ISSN:0894-4393
1552-8286
DOI:10.1177/0894439313490390