The 1984 vice‐presidential debate: A case study of female and male framing in political campaigns

Abstract

This essay analyzes the performances of Geraldine Ferraro and George Bush in the nationally televised vice‐presidential debate in 1984. An exploration of these performances serves as a case study of differences in female and male patterns of communication in political campaigns. Ferraro and Bush revealed fundamental differences in their approaches to issues and decision‐making. The findings in this case study suggest that rhetorical critics should examine their assumptions concerning political discourse, and ask whether a masculine ethic has framed their analyses.

Key concepts:

• Framing
• masculine ethic
• sports metaphors
• female patterns of communication
• male patterns of communication
• out‐of‐frame responses
• different voices