“Running as Women”?

Abstract

This article compares the campaign brochures of female and male candidates who ran for the Pennsylvania State Assembly in 1996 and 1998. The photographs and statements made in the brochures were content analyzed to see if female candidates advertise themselves in ways identified in the literature as “running as a woman.” Specifically, the issues, traits, qualifications, and group associations mentioned in the brochures were coded as “male,” “female,” or “other.” The findings indicated that while women present a mix of messages in their brochures, they are more likely than men to identify “female issues” and “female qualifications.” These differences were greatest among Republicans and challengers.