Scholars examining gender bias in elections have found that voters stereotypical expectations of women and men candidates affect their vote choice. This dissertation examines gender stereotypes from the perspective of campaigns. Specifically, I examine how ad, candidate and election variables interact with gender stereotypes to determine the use of emotions in political ads. My analysis contains ad data for the 2008 Senate, House and gubernatorial races gathered from the Wisconsin Advertising Project, combined with original content analysis of 1,170,728 ad airings (3,424 unique ads). The results indicate that campaigns use of fear, anger, enthusiasm and hope appeals depends to a great extent on gender stereotypes, and that this relationship is conditional on other factors such as the gender of the opponent, the level of the office, and the competitiveness of the election.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-06012015-161114 |
| Date | 10 June 2015 |
| Creators | Paul, Newly |
| Contributors | Kim, Min-Joung, Searles, Kathleen, Dunaway, Johanna, Garand, James |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-06012015-161114/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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