Abstract
Research on negative campaigning has largely overlooked the role of stereotypes. In this study, we argue that the gender and partisan stereotypes associated with traits and policy issues interact with a candidate’s gender and partisanship to shape the effectiveness of campaign attacks. We draw on expectancy-violation theory to argue that candidates may be evaluated more harshly when attacks suggest the candidate has violated stereotypic assumptions about their group. Thus, attacks on a candidate’s “home turf,” or those traits or issues traditionally associated with their party or gender, may be more effective in reducing support for the attacked candidate. We use two survey experiments to examine the effects of stereotype-based attacks—a Trait Attack Study and an Issue Attack Study. The results suggest that female candidates are particularly vulnerable to trait based attacks that challenge stereotypically feminine strengths. Both male and female candidates proved vulnerable to attacks on policy issues stereotypically associated with their party and gender, but the negative effects of all forms of stereotype-based attacks were especially large for democratic women. Our results offer new insights into the use of stereotypes in negative campaigning and their consequences for the electoral fortunes of political candidates.
Similar content being viewed by others
Notes
Scholars have noted some differences between traits and issues in self-presentation and media and find that substantive attacks on traits are more effective than attacks without substantive content or issue based attacks (Dunaway et al. 2013; Fridkin and Kenney 2011; Brooks and Geer 2007), but little from this research offers a clear guidance as to whether attacks on traits or issue competence will interact more vigorously with candidate characteristics.
Reading a newspaper article likely offers a more conservative test of negative campaign effects relative to viewing a video of an ad, given that negative television ads can amplify emotional responses (Brader 2006). However, it does allow for a clean test of the causal relationship between those attacked and candidate perceptions.
We drew the control condition article from extant scholarship (Krupnikov and Bauer 2014).
Names used in the experimental treatment were drawn from previous experimental research (Holman et al. 2015).
For example, while uncompromising and weak both appear in the database, humility and protective do not, so we focused on the prior set of terms.
Women’s issues have been defined various ways in the literature, but commonly include issues pertaining to children, families, and social welfare generally (Holman 2014), which is consistent with the outcome of our factor analysis.
Modeling the effect of the treatment on these measures through an independent analysis of candidate type also ensures that we are comparing treatment conditions to the appropriate control condition. For example, estimating a regression model of the effect of the conditions on the Vote for the Republican candidates only compares votes in the masculine trait (or issue) attack conditions to the matched Republican control conditions, not all control conditions.
References
ABC News. 2015. ‘This week’ transcript: Donald trump. ABC News. November 22.
Banda, K. K., & Windett, J. H. (2016). Negative advertising and the dynamics of candidate support. Political Behavior, 38(3), 747–766.
Barnes, T. D., Branton, R., & Cassese, E. C. (2016). A re-examination of women’s electoral success in open seat elections: The conditioning effect of electoral competition. Journal of Women, Politics & Policy. doi:10.1080/1554477X.2016.1219589.
Bauer, N. M. (2017). The effects of counter stereotypic gender strategies on candidate evaluations. Political Psychology, 38, 279–295.
Berinsky, A. J., Huber, G. A., & Lenz, G. S. (2012). Evaluating online labor markets for experimental research: Amazon.com’s Mechanical Turk. Political Analysis, 20(3), 351–368.
Bos, A. L., & Schneider, M. C. (2015). Party and gender stereotypes. Journal of Women, Politics & Policy (Forthcoming).
Brader, T. (2006). Campaigning for hearts and minds: How emotional appeals in political ads work. Chicago: University of Chicago Press.
Brooks, D. J. (2013). He runs, she runs: Why gender stereotypes do not harm women candidates. Princeton: Princeton University Press.
Brooks, D. J., & Geer, J. G. (2007). Beyond negativity: The effects of incivility on the electorate. American Journal of Political Science, 51(1), 1–16.
Carroll, S. J. (2009). Reflections on gender and Hillary Clinton’s presidential campaign: The good, the bad, and the misogynic. Politics & Gender, 5(01), 1–20.
Crowder-Meyer, M., & Lauderdale, B. E. (2014). A partisan gap in the supply of female potential candidates in the United States. Research & Politics, 1(1), 2053168014537230.
Diekman, A. B., Eagly, A. H., & Kulesa, P. (2002). Accuracy and bias in stereotypes about the social and political attitudes of women and men. Journal of Experimental Social Psychology, 38(3), 268–282.
Ditonto, T. (2017). A high bar or a double standard? Gender, competence, and information in political campaigns. Political Behavior, 39(2), 301–325.
Dittmar, K. (2015). Navigating gendered terrain: Stereotypes and strategy in political campaigns. Philadelphia: Temple University Press.
Eagly, A. H., & Carli, L. L. (2007). Through the labyrinth: The truth about how women become leaders. Cambridge, MA: Harvard Business Press.
Eagly, A. H., & Karau, S. J. (2002). Role congruity theory of prejudice toward female leaders. Psychological Review, 109(3), 573–598.
Fridkin, K. L., & Kenney, P. J. (2008). The dimensions of negative messages. American Politics Research, 36(5), 694–723.
Fridkin, K. L., & Kenney, P. J. (2011). Variability in citizens’ reactions to different types of negative campaigns. American Journal of Political Science, 55(2), 307–325.
Fridkin, K. L., Kenney, P. J., & Woodall, G. (2009). Bad for men, better for women: The impact of stereotypes during negative campaigns. Political Behavior, 31(1), 53–77.
Fulton, S. A. (2012). Running backwards and in high heels the gendered quality gap and incumbent electoral success. Political Research Quarterly, 65(2), 303–314.
Funk, C. L. (1999). Bringing the candidate into models of candidate evaluation. The Journal of Politics, 61(03), 700–720.
Geer, J. G. (2012). The news media and the rise of negativity in presidential campaigns. PS Political Science & Politics, 45(03), 422–427.
Hayes, D. (2005). Candidate qualities through a partisan lens: A theory of trait ownership. American Journal of Political Science, 49(4), 908–923.
Holman, M. R. (2014). Women in politics in the American city. Philadelphia: Temple University Press.
Holman, M. R., Merolla, J. L., & Zechmeister, E. J. (2016). Terrorist threat, male stereotypes, and candidate evaluations. Political Research Quarterly, 69(1), 134–147.
Holman, M. R., Schneider, M. C., & Pondel, K. (2015). Gender targeting in political advertisements. Political Research Quarterly, 68(4), 816–829.
Huddy, L., & Terkildsen, N. (1993). The consequences of gender stereotypes for women candidates at different levels and types of office. Political Research Quarterly, 46(3), 503–525.
Julious, S. A. (2004). Using confidence intervals around individual means to assess statistical significance between two means. Pharmaceutical Statistics, 3(3), 217–222.
Jussim, L., Coleman, L. M., & Lerch, L. (1987). The nature of stereotypes: A comparison and integration of three theories. Journal of Personality and Social Psychology, 52(3), 536–546.
Kornblut, A. E. (2009). Notes from the cracked ceiling. New York: Crown/Archetype.
Krupnikov, Y. (2011). When does negativity demobilize? Tracing the conditional effect of negative campaigning on voter turnout. American Journal of Political Science, 55(4), 797–813.
Krupnikov, Y., & Bauer, N. M. (2014). The relationship between campaign negativity, gender and campaign context. Political Behavior, 36(1), 167–188.
Lawless, J. L., & Pearson, K. (2008). The primary reason for women’s underrepresentation? Reevaluating the conventional wisdom. The Journal of Politics, 70(01), 67–82.
Mattes, K., & Redlawsk, D. P. (2015). The positive case for negative campaigning. Chicago: University of Chicago Press.
McDermott, M. (1998). Race and gender cues in low-information elections. Political Research Quarterly, 51(4), 895–918.
Merolla, J. L., & Zechmeister, E. (2009). Terrorist threat, leadership, and the vote: Evidence from three experiments. Political Behavior, 31(4), 575–601.
Mo, C. H. (2014). The consequences of explicit and implicit gender attitudes and candidate quality in the calculations of voters. Political Behavior, 37(2), 357–395.
Paolacci, G., Chandler, J., & Ipeirotis, P. G. (2010). Running experiments on Amazon Mechanical Turk. Judgment and Decision Making, 5(5), 411–419.
Petrocik, J. R. (1996). Issue ownership in presidential elections: With a 1980 case study. American Journal of Political Science, 40(3), 825–850.
Pope, J. C., & Woon, J. (2009). Measuring changes in American party reputations, 1939—2004. Political Research Quarterly, 62(4), 653–661.
Prentice, D. A., & Carranza, E. (2002). What women and men should be, shouldn’t be, are allowed to be, and don’t have to be: The Contents of prescriptive gender stereotypes. Psychology of Women Quarterly, 26(4), 269–281.
Rudman, L. A., Greenwald, A. G., & McGhee, D. E. (2001). Implicit self-concept and evaluative implicit gender stereotypes: Self and ingroup share desirable traits. Personality and Social Psychology Bulletin, 27(9), 1164–1178.
Sanbonmatsu, K., & Dolan, K. (2009). Do gender stereotypes transcend party? Political Research Quarterly, 62(3), 485–494.
Sapiro, V. (1981). If U.S. Senator Baker were a woman: An experimental study of candidate images. Political Psychology, 3(1/2), 61–83.
Schneider, M. C. (2014). The effects of gender-bending on candidate evaluations. Journal of Women, Politics & Policy, 35(1), 55–77.
Wallace, G. (2016). Negative Ads Dominate in Campaign’s Final Days. CNN, November 8. http://www.cnn.com/2016/11/08/politics/negative-ads-hillary-clinton-donald-trump/index.html.
Windett, J. H. (2014). Gendered campaign strategies in U.S. elections. American Politics Research, 42(4), 628–655.
Winter, N. (2010). Masculine republicans and feminine democrats: Gender and Americans’ explicit and implicit images of the political parties. Political Behavior, 32(4), 587–618.
Acknowledgement
Data collection for the Trait Attack Study was funded by the 2015 Carrie Chapman Catt Prize. The authors would like to thank Angie Bos, Monica Schneider, Bas Van Doorn, J. Celeste Lay, Menaka Philips, the Gender and Political Psychology Writing Group, the Tulane Political Science Junior Scholar Research Group for their comments on drafts of this project, and our anonymous reviewers for their careful and constructive feedback. A previous draft of this paper was presented at West Virginia University and The College of Wooster. All data and code needed for replication is available on the Harvard Dataverse at https://dataverse.harvard.edu/dataset.xhtml?persistentId=doi:10.7910/DVN/OBGAHG.
Author information
Authors and Affiliations
Corresponding author
Electronic supplementary material
Below is the link to the electronic supplementary material.
Rights and permissions
About this article
Cite this article
Cassese, E.C., Holman, M.R. Party and Gender Stereotypes in Campaign Attacks. Polit Behav 40, 785–807 (2018). https://doi.org/10.1007/s11109-017-9423-7
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11109-017-9423-7