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

• 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
• ISSN: 0894-4393; 1552-8286
• DOI: 10.1177/0894439313490390

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.