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Gender and Candidate Communication : VideoStyle, WebStyle, NewStyle - Dianne G. Bystrom

Gender and Candidate Communication

VideoStyle, WebStyle, NewStyle

By: Dianne G. Bystrom (Editor), Terry Robertson (Editor), Mary C. Banwart (Editor), Professor Lynda Lee Kaid (Editor)

Hardcover Published: 23rd September 2004
ISBN: 9780415946827
Number Of Pages: 256

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A poll as recently as 2000 revealed that a third of the population thinks "there are general characteristics about women that make them less qualified to serve as president." As the public and the media rely on long-held stereotypes, female candidates must focus even harder on the way they want to define their own image through traditional mass media, such as television, and new forms, such as the internet. "Gender and Candidate Communication "digs deep into the campaigns of the last decade sifting through thousands of ads, websites, and newspaper articles to find out how successful candidates have been in breaking down these gender stereotypes. Among their findings are that female candidates dress more formally, smile more, act "tougher" when they can, and prefer scare tactics to aggressive attack ads.
"Gender and Candidate" "Communication" also presents the most comprehensive, systematic method yet for identifying and understanding self-presentation strategies on the web. The internet may be the medium of the future, but Bystrom has found that coverage on the web tends to draw even more heavily on old stereotypes. No close observer of campaigns, gender, or the internet will be able to ignore their findings.

Women, Communication, and Politics
Women, Communication, and Politics: an Introduction
VideoStyle, WebStyle, and NewsStyle: A Framework for Gendered Analysis
Campaign Advertising: Gendered Messages, Gendered Reactions
VideoStyle: Communication Messages through Campaign Advertising
The Interaction of Electoral Status, Political Party, and VideoStyle
Case Study: Videostyles in the 2002 Kansas Governor's Race
Voter Reactions to Candidate VideoStyle
Candidate Web Sites: Gendered Messages, Reactions, and Applications
WebStyle: Communication Messages through Candidate Web Sites
Case Study: WebStyles in a North Carolina U.S. Senate and Montana Gubernatorial Race
Voter Reactions to Candidate WebStyle
Media Coverage of Candidates: Gendered Messages, Gendered Reactions
NewsStyle: Media Coverage of Candidate Presentation
Case Study: NewsStyles in the 2000 New York U.S. Senate Campaign
Gendered Reactions to Media Coverage
Gender and Political Communication in Future Campaigns
Gendered Political Campaign Communication: Implications for the Future
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780415946827
ISBN-10: 0415946824
Series: Gender Politics, Global Issues
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 256
Published: 23rd September 2004
Country of Publication: GB
Dimensions (cm): 22.86 x 15.24  x 1.91
Weight (kg): 0.52
Edition Number: 1