Abstract

The purpose of this research study is to learn more about the stereotypic media coverage of women vice presidential candidates. The areas of focus are their traits, issues, ability to win (horse race), and qualifications. The question I ask is how does media coverage of women vice presidential candidates differ from similar men vice presidential candidates in the areas described above? Past scholars have looked at these areas of difference between men and women legislative candidates and found the media to have engaged in stereotypic coverage, but they have not examined media coverage of vice presidential candidates. In order to fill this gap, I conduct an automated content analysis of New York Times articles about each of the three major party, women VP candidates, Geraldine Ferraro, Sarah Palin, and Kamala Harris, compared to similar men candidates, Lloyd Bentsen, Paul Ryan, and Joe Biden. I find that the media does engage in stereotypic coverage of issues and qualifications but find mixed results for traits and horse race. The media gave less masculine and general issue coverage and more feminine issue coverage for women compared to men. Women candidates also received less media coverage of their qualifications than men candidates. The media engaging in gender stereotypes can affect how voters view candidates and can help perpetuate the underrepresentation of women in elected office.

Advisor

Bos, Angie

Department

Political Science

Disciplines

American Politics

Keywords

Media, Women, Vice Presidential Campaigns, Politics, Gender Stereotypes

Publication Date

2022

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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