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Navigating Public Prejudices: The Impact of Media and Attitudes on High-Profile Female Political Leaders

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Abstract

Predictions from the stereotype content model (SCM; Fiske et al. 2002) that suggest high-status career women are perceived as competent but cold were tested with a sample of college students in California (N = 294; 51% female; M age = 21.49). Participants completed measures of sexism and attitude extremity, read a positive or negative article about a female senator, and rated her warmth and competence. Results indicate positive media coverage counteracts the competent but cold prediction of the SCM. In the context of negative media, extreme hostile sexism predicted evaluations of low warmth and competence; however, males with less extreme sexist attitudes had greater warmth and competence evaluations. Results are discussed in relation to the SCM and worldview confirmation hypothesis.

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Authors and Affiliations

  1. Department of Psychology, Salisbury University, 1101 Camden Ave., Salisbury, MD, 21801, USA

    Michèle M. Schlehofer

  2. Psychology and Sociology Department, California State Polytechnic University, Pomona, 3801 West Temple Avenue, Pomona, CA, 91768, USA

    Bettina J. Casad

  3. Department of Psychology, Claremont Graduate University, 123 E. Eighth St., Claremont, CA, 91711, USA

    Michelle C. Bligh

  4. Psychology Department, Baruch College and the Graduate Center, City University of New York, One Bernard Baruch Way, New York, NY, 10010, USA

    Angela R. Grotto

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  1. Michèle M. Schlehofer
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  2. Bettina J. Casad
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  4. Angela R. Grotto
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Correspondence to Michèle M. Schlehofer.

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Schlehofer, M.M., Casad, B.J., Bligh, M.C. et al. Navigating Public Prejudices: The Impact of Media and Attitudes on High-Profile Female Political Leaders. Sex Roles 65, 69–82 (2011). https://doi.org/10.1007/s11199-011-9965-9

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