Gender and the media: An investigation of gender, media, and politics in the 2000 election

Abstract

Although women have made gains in the political arena during the past decade, sharp contrasts still exist when comparing the number of men and women in elected office. This study investigates the relationship between candidate sex and the issues and image messages existing in the media during the 2000 Senatorial and Gubernatorial mixed‐gender campaigns. Significant results were discovered concerning the types of issues discussed as well as the images portrayed when correlated to the gender of the candidate. Contrary to past research, however, women received more coverage, as well as more favorable coverage, in their 2000 campaigns. Ultimately, this study posits that gradual evolution is taking place within newspapers’ coverage of women running for political office. While some stereotyping does exist, the playing field for female candidates is flattening. Further investigation into media coverage of mixed gender elections is necessary to ascertain whether the trend will continue.