Navigating gendered terrain : stereotypes and strategy in political campaigns / Kelly Dittmar.

Format:

Book

Author/Creator:

Dittmar, Kelly, 1984- author.

Language:

English

Subjects (All):

Campaign management--Social aspects--United States.

Campaign management.

Political campaigns--Social aspects--United States.

Political campaigns.

Political candidates--United States.

Political candidates.

Sex role--Political aspects.

Women political candidates.

Social aspects.

United States.

Women political candidates--United States.

Communication in politics--United States.

Communication in politics.

Sex role--Political aspects--United States.

Sex role.

Feminist theory--Political aspects.

Feminist theory.

Physical Description:

xiv, 230 pages ; 25 cm

Place of Publication:

Philadelphia, Pennsylvania : Temple University Press, 2015.

Summary:

"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"-- Provided by publisher.

Contents:

1 Campaigns as Gendered Institutions 1

2 Consultant Perceptions of Voters' Gender Stereotypes 18

3 Consultant Perceptions of Effective Strategies 31

4 Gender in Context 49

5 Gender Dynamics in Image and Message Creation 80

6 Targeting Women Voters and Contrasting Opponents 127

7 On Her Own Terms: Shifting Gender Dynamics in Campaign Institutions 155.

Notes:

Includes bibliographical references and index.

ISBN:

9781439911488

1439911487

9781439911495

1439911495

OCLC:

878111548