Navigating Gendered Terrain
Stereotypes and Strategy in Political Campaigns
Published on 2. January 2015
Book
Hardback
244 pages
978-1-4399-1148-8 (ISBN)
Description
From the presidential level down, men and women who run for political office confront different electoral realities. In her probing study, Navigating Gendered Terrain, Kelly Dittmar investigates how gender influences the campaign strategy and behavior of candidates today. Concurrently, she shows how candidates' strategic and tactical decisions can influence the gendered nature of campaign institutions.
Navigating Gendered Terrain addresses how gender is used to shape how campaigns are waged by influencing insider perceptions of and decisions about effective campaign messages, images, and tactics within party and political contexts. Dittmar uses survey information and interviews with candidates, political consultants, and other campaign professionals to reveal how gender-informed advertising, websites, and overall presentation to voters respond to stereotypes and perceptions of female and male candidates.
She closes her book by offering a feminist interpretation of women as candidates and explaining how the unintended outcomes of political campaigns reinforce prevailing ideas about gender and candidacy.
Navigating Gendered Terrain addresses how gender is used to shape how campaigns are waged by influencing insider perceptions of and decisions about effective campaign messages, images, and tactics within party and political contexts. Dittmar uses survey information and interviews with candidates, political consultants, and other campaign professionals to reveal how gender-informed advertising, websites, and overall presentation to voters respond to stereotypes and perceptions of female and male candidates.
She closes her book by offering a feminist interpretation of women as candidates and explaining how the unintended outcomes of political campaigns reinforce prevailing ideas about gender and candidacy.
Reviews / Votes
Dr. Dittmar's manuscript is distinctive in its research focus regarding questions of the gendered nature of contemporary campaigns for elective office. Her focus on the perspectives of campaign practitioners and their implementation of strategies to affect gender issues is singular in its contribution to our knowledge of this domain. --Barbara BurrellMore details
Language
English
Place of publication
Philadelphia PA
United States
Target group
Professional and scholarly
College/higher education
Dimensions
Height: 229 mm
Width: 152 mm
Thickness: 23 mm
ISBN-13
978-1-4399-1148-8 (9781439911488)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Kelly Dittmar is an Assistant Research Professor at the Center for American Women and Politics, a unit of the Eagleton Institute of Politics at Rutgers University.
Content
List of Figures and Tables
Acknowledgments
1 Campaigns as Gendered Institutions
2 Consultant Perceptions of Voters' Gender Stereotypes
3 Consultant Perceptions of Effective Strategies
4 Gender in Context
5 Gender Dynamics in Image and Message Creation
6 Targeting Women Voters and Contrasting Opponents
7 On Her Own Terms: Shifting Gender Dynamics in Campaign Institutions
Appendix A: Interview List
Appendix B: Gubernatorial and U.S. Senate Contests Included in Interview Analysis of 2008 and 2010 Elections
Notes
References
Index
Acknowledgments
1 Campaigns as Gendered Institutions
2 Consultant Perceptions of Voters' Gender Stereotypes
3 Consultant Perceptions of Effective Strategies
4 Gender in Context
5 Gender Dynamics in Image and Message Creation
6 Targeting Women Voters and Contrasting Opponents
7 On Her Own Terms: Shifting Gender Dynamics in Campaign Institutions
Appendix A: Interview List
Appendix B: Gubernatorial and U.S. Senate Contests Included in Interview Analysis of 2008 and 2010 Elections
Notes
References
Index