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Abstract
In a digital age in which the First Lady’s image is captured and disseminated by many different outlets, this article proposes the development of a coding instrument using Goffman’s (1979) gender displays as a new method for exploring the visual frames of the First Lady. Given the manner in which photographs are disseminated via the Internet by both official and journalistic sources, this new coding instrument takes into consideration the different vantage points that these image capturers have. Until recently, visual gender display frames of the First Lady from differing outlets have not been easily studied separately, given the fact that images disseminated by the White House had to go through the journalistic gate prior to dispersion. Ultimately, the study of photos of the First Lady as she appears in the “media” was mixed and confounded journalistic and official framing. The Internet has changed all of this and opens opportunities to study these framing sources separately. As a test of a new coding instrument to study these different framing sources, this article assesses Michelle Obama in her gender portrayal from two different framing sources: journalists and the White House. This visual content analysis demonstrates and supports the use of a new context-independent coding instrument, borrowing from Goffman’s gender displays as a method for visually studying the First Lady.