Selling them Short? Differences in News Coverage of Female and Male Candidate Qualifications

Abstract

We draw on research from gender stereotypes and mass communication to develop and test an innovative theoretical framework of implicit and explicit gender framing. This framework delineates how and when coverage in newspapers will report on female candidates differently than male candidates. Implicit gender frames subtly draw on masculine stereotypes to reinforce patriarchal power structures through their coverage of political candidates. Explicit gender frames are the overtly sexist “hair, hemlines, and husband” coverage women receive more frequently relative to men. We argue that the print news media will be more likely to rely on implicit gender frames to elucidate differences between women and men running for political office. Using an exhaustive content analysis of Senate campaign news coverage, we find important differences in the coverage of women and men running against one another. We also find the use of explicit gender frames to be especially common in all-female races. These differences in coverage, especially in all-women contests, can perpetuate stereotypic beliefs that women lack the qualifications needed for political office among voters, and stymie women’s progress toward parity in representation.