Race and Gender as Peripheral Cues on Political Campaign Web Sites

Abstract

This study examines the roles candidate race and gender may play in the evaluation of candidates presented via campaign Web sites. Apparent race and gender of a candidate were manipulated while issue information was held constant on a campaign Web site. The candidate's gender was shown to affect evaluations of the candidate (positively for female candidates) after controlling for participant political ideology, political knowledge, and political self-efficacy. The candidate's race did not affect evaluations of the candidate. Findings are discussed in the context of peripheral bias of central processing.

Keywords:

• Campaign Web Site
• Elaboration Likelihood Model
• Gender
• Politics
• Race

Notes

∗p < .05. ∗∗p < .01.

Additional information

Notes on contributors

Melissa M. Smith

Melissa M. Smith (PhD, University of Alabama, 2003) is an assistant professor in the Department of Communication at Mississippi State University.

Barry P. Smith

Barry P. Smith (PhD, University of Alabama, 2006) is an assistant professor in the Department of Communication at Mississippi University for Women.