Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 2010 erstellt
Description:
The literature on gender and campaigns is rich and has evolved rapidly. The most persistent topic in gender and campaigning has to do with media coverage of candidate campaigns. Next, studies of the content of political advertising emerged with a heavy emphasis on the imagery and issues contained in the ads. This line of research has been expanded to include data on the frequency of ad airings in a campaign. We add to this line of inquiry by incorporating the data on particular networks and shows selected for airing these ads and include measures of audience demographics, allowing us to test whether candidates offer their advertising themes to similar or disparate audiences. The sense of prior research findings is that candidate gender matters less and less in terms of how candidates present themselves to the electorate. We contend that such a conclusion cannot be fairly reached until we look at the expected audiences for the ads, not stopping at the coding of ad images or the frequency of ad airings on broadcast television. We hypothesize that audience demographics are matched with ad content intentionally by candidate campaigns precisely to motivate different sectors of the electorate (here, along gender lines) to distinguish between the candidates on the issues and images most welcome to that voter