Party and Gender Stereotypes in Campaign Attacks

Research on negative campaigning has largely overlooked the role of stereotypes. In this study, we argue that the gender and partisan stereotypes associated with traits and policy issues interact with a candidate’s gender and partisanship to shape the effectiveness of campaign attacks. We draw on expectancy-violation theory to argue that candidates may be evaluated more harshly when attacks suggest the candidate has violated stereotypic assumptions about their group. Thus, attacks on a candidate’s “home turf,” or those traits or issues traditionally associated with their party or gender, may be more effective in reducing support for the attacked candidate. We use two survey experiments to examine the effects of stereotype-based attacks—a Trait Attack Study and an Issue Attack Study. The results suggest that female candidates are particularly vulnerable to trait based attacks that challenge stereotypically feminine strengths. Both male and female candidates proved vulnerable to attacks on policy issues stereotypically associated with their party and gender, but the negative effects of all forms of stereotype-based attacks were especially large for democratic women. Our results offer new insights into the use of stereotypes in negative campaigning and their consequences for the electoral fortunes of political candidates.     

Campaigning on behalf of the party? Party constraints on candidate campaign personalisation

This article analyses what makes political candidates run a party‐focused or personalised election campaign. Prior work shows that candidates face incentives from voters and the media to personalise their campaign rhetoric and promises at the expense of party policy. This has raised concerns about the capacity of parties to govern effectively and voters’ ability to hold individual politicians accountable. This article builds on the literature on party organisation and considers the possible constraints candidates face from their party in personalising their election campaigns. Specifically, it is argued that party control over the candidate nomination process and campaign financing constrains most political candidates in following electoral incentives for campaign personalisation. Using candidate survey data from the 2009 EP election campaign in 27 countries, the article shows how candidates from parties in which party officials exerted greater control over the nomination process and campaign finances were less likely to engage in personalised campaigning at the expense of the party programme. The findings imply that most parties, as central gatekeepers and resource suppliers, hold important control mechanisms for countering the electoral pressure for personalisation and advance our understanding of the incentives and constraints candidates face when communicating with voters. The article discusses how recent democratic reforms, paradoxically, might induce candidate personalisation with potential negative democratic consequences.     

Campaign contributions as valence

I study how the possibility of voters contributing to candidates in response to the candidates’ policy proposals affects the equilibrium policy in winner-take-all political competition. More specifically, I allow each partisan voter to contribute to her preferred candidate where the amount contributed depends on the relative positions of the two candidates. Candidates then use the donations to build valence through campaigning, which in turn affects the voting decision of impressionable voters. Since candidates are concerned with raising money as well as picking a policy position preferred by the median voter, I show that campaign contributions may lead to divergent equilibria in winner-take-all elections when politicians are policy-motivated, albeit only under stylized utility functions and donor densities. Further, under symmetric voter and donor densities, if either the donor density is single-peaked or the voter utility is concave, a unique equilibrium exists in which both candidates propose the ideal policy of the median voter.     

Gender-Based Strategies on Candidate Websites

As a result of changes in the campaign landscape, candidates have several strategic options available to them, particularly when considering how to respond to voters’ gender stereotypes. The goal of this paper is to understand candidates’ use of strategies based on gender stereotypes by emphasizing either particular issues or particular traits that are commonly associated with one gender or the other. To do this, I developed hypotheses of why candidates might choose a trait or issues strategy based on gender stereotypes. I tested these hypotheses using a large-scale content analysis of candidate websites over four election cycles. I found that female candidates mostly pursued strategies that were consistent with gender stereotypes. Interestingly, female candidates were found to have different strategies on different pages of their websites. I discuss the implications of gender-based strategies for the election of female candidates and for representation.     

Seeing Spots: Partisanship,Negativity and the Conditional Receipt of Campaign Advertisements

Changes in the media landscape increasingly put voters in control of the amount and type of political content they consume. We develop a novel experiment to assess the factors that drive this conditional receipt of information. We focus on how party source and tone interact with partisanship to influence the campaign messages voters seek out or avoid, as discretion over self-exposure varies. We randomly expose subjects to comparable positive or negative television ads aired by Democratic or Republican candidates from the 2012 Presidential election, and measure subjects’ propensities to skip, re-watch and share the spots. Partisans avoid out-party ads, albeit asymmetrically: Republicans are more consistent partisan screeners than Democrats. We find more such selectivity as discretion increases, but little evidence that negativity influences self-exposure. Our findings provide greater insight into the forces behind information selectivity, and have important implications for elections in the post-broadcast era.     

Candidate appearance in campaign advertisements

Many scholars have examined the nature of campaign advertising strategy across differing contexts in U.S. elections. Little attention has been devoted to exploring the incentives that candidates face to appear — or not — in their own advertisements. We argue that candidates should seek to distance themselves from potential backlash stemming from more negative messages by not appearing in negative ads. We also expect that candidates should be more likely to appear in advertisements aired during primary elections relative to general elections because candidates should use ads in this election stage to introduce themselves to voters. Furthermore, incumbents should be less likely to appear in ads than other candidates because their constituents should not need to be introduced to them. Data on candidate-sponsored television advertisements collected across four years for four different offices provides support for our expectations and suggests that candidates make strategic decisions about when to appear in advertisements.     

Gender Differences in Assessments of Party Leaders

Is there a relationship between party leader gender and voters' assessments? The answer is ‘yes’ according to theses on gender identity and stereotyping. A voter survey during the 2011 Danish general election allows for a comprehensive analysis of a less likely case with four male and four female party leaders. Female party leaders are assessed more positively by female voters than male voters both in regard to general party leader sympathy and assessment of specific characteristics, whereas it is not the case that male party leaders are assessed more positively by male voters than female voters. The impact of gender does not increase with age; in fact, the opposite is the case among men since younger male voters have less sympathy for female party leaders. Furthermore, there is no support for the expectation that voters with more education or with higher levels of political interest and knowledge are more positive towards party leaders of their own gender than voters with less education. Also, the relationship between gender and voter assessment is not stronger prior to an election campaign than immediately after an election. Hence, in sum, gender identity does not seem to require a higher level of political sophistication, nor does it decrease with higher levels of information.     

Campaign allocations under probabilistic voting

We develop a probabilistic voting model where candidates compete by advertising in different media markets. Ads are viewed by everyone within a market and cannot be targeted to subgroups such as one candidate??s partisans. Candidates estimate the distribution of voter preference intensities in a market, and campaign ads then shift this distribution. Individuals with any intensity vote with some probability for each candidate. We derive comparative static implications of changes in a variety of factors on the advertising decisions of each candidate. Using campaign advertising data from 2002, we find these results to be consistent with actual campaign allocation behavior.     

Negative Advertising and the Dynamics of Candidate Support

Scholars have spent a great deal of effort examining the effects of negative advertising on citizens’ perceptions of candidates. Much of this work has used experimental designs and has produced mixed findings supporting one of two competing theories. First, negative ads may harm candidates who sponsor them because citizens tend to dislike negativity. Second, negativity may drive down citizens’ support for the targeted candidate because the attacks give people reasons to reject the target. We argue that the mixed findings produced by prior research may be driven by a disregard for campaign dynamics. We present a critical test of these two theories using data drawn from 80 statewide elections—37 gubernatorial and 43 U.S. Senate contests—from three election years and public opinion polling collected during the last 12 weeks of each campaign. We find that a candidate’s support declines as her advertising strategy includes a higher proportion of negative ads relative to her opponent and that this process unfolds slowly over the course of the campaign.     

A model of candidate location with endogenous valence

This work gives a theoretical explanation for the increase in campaign spending and party polarization in U.S. politics. I assume that the effectiveness of persuasive advertising, and of costly valence campaigning in general, positively depends on the share of nonpartisan voters. A decline in the number of partisan voters in a constituency results in greater campaign spending by the candidates. If the voters are risk-averse, the candidates who maximize their expected office rents minus the cost of campaigning will choose divergent policy platforms strategically in order to reduce the costs of subsequent campaign spending. The degree of policy divergence positively depends on the share of nonpartisan voters for a broad class of voter disutility and candidate cost of valence functions.     

Voter behavior under STV-PR: Solving the puzzle of the Irish party system

This paper examines voter preferences when voters are allowed to rank order large numbers of candidates both within and between different parties (STV-PR). How voters complete such a ballot has consequences both for models of voting behaviour and also for patterns of party competition. More concretely, although such a system should promote a great deal of candidate centered voting behaviour, this does not, in fact, seem to occur for the case we examine. While Irish voters do seem to exhibit multiple party loyalties they are, nevertheless, party and not candidate specific loyalties. The consequences of this for both a Michigan account of party loyalty and also standard interpretations of Irish party competition are discussed.     

Securing the base: electoral competition under variable turnout

I evaluate the ??Securing the Base?? strategy, which prescribes that candidates position themselves away from the political center in order to maximize turnout among their supporters and reduce defections of their supporters to third party candidates. My results support the notion that voters abstain due to indifference and imply that candidate positioning has a large effect on voter turnout and third party voting. Nonetheless, my results indicate that the candidates can best compete by adopting centrist positions. While a candidate can increase turnout among his supporters by moving away from the center, many moderate voters will defect to his opponent.     

Fit for the Job: Candidate Qualifications and Vote Choice in Low Information Elections

Cues and heuristics—like party, gender, and race/ethnicity—help voters choose among a set of candidates. We consider candidate professional experience—signaled through occupation—as a cue that voters can use to evaluate candidates’ functional competence for office. We outline and test one condition under which citizens are most likely to use such cues: when there is a clear connection between candidate qualifications and the particular elected office. We further argue that voters in these contexts are likely to make subtle distinctions between candidates, and to vote accordingly. We test our account in the context of local school board elections, and show—through both observational analyses of California election results and a conjoint experiment—that (1) voters favor candidates who work in education; (2) that voters discriminate even among candidates associated with education by only favoring those with strong ties to students; and (3) that the effects are not muted by partisanship. Voters appear to value functional competence for office in and of itself, and use cues in the form of candidate occupation to assess who is and who is not fit for the job.

     

Voters’ evaluation of (contra-)prototypical political candidates. An experimental test of the interaction of candidate gender and policy positions cues in Flanders (Belgium)

Following social psychological models of impression formation, information about candidates' policy positions shapes voters' impressions of their personal qualities (Rahn et al., 1990). This paper presents an experimental test of the impact of the inclusion of information about candidates' policy positions on the prevalence of issue competence stereotypes in Flanders (Belgium), i.e. the idea that male and female candidates have different areas of issue competence. Respondents are found to primarily base their evaluation of the presented candidates on the policy positions presented by the candidate and the extent to which they agree with the presented policy positions. It can therefore be concluded that the inclusion of information about candidates' policy positions trumps the effects of candidate gender on voters’ preferences. This decreased stereotype reliance is potentially beneficial for female candidates because it also decreases the chances of a voter bias.     

Voter reactions to candidate background characteristics depend on candidate policy positions

Do personal background characteristics of a political candidate affect voter evaluations when voters also know the candidate's policy position? Several studies have shown that voters infer personal traits and policy positions from candidate characteristics such as gender, family background and occupation. However, in most elections, voters do not evaluate candidates absent of any policy information. We investigate whether the influence of personal background characteristics vanishes when policy information regarding a candidate is available to the voters. Using a survey experiment, we confirm that voters infer both personal traits and policy positions from the background characteristics of a candidate, and we furthermore show that explicit information on policy positions moderates the relationship between background characteristics and candidate evaluations. However, policy information does not simply crowd out the effects of candidate background characteristics. Instead, policy information can change the valence of background characteristics, turning otherwise disadvantageous characteristics into an electoral advantage.     

Gender Stereotypes,Information Search,and Voting Behavior in Political Campaigns

It is still unclear exactly how gender influences vote choice. Using an information processing perspective, we argue that instead of directly influencing vote choice, candidate gender guides the amounts and types of information that voters search for during a campaign, and that effects of gender on vote choice ultimately come from differences in information search influenced by candidate gender. Using two unique experimental datasets, we test the effects of candidate gender on vote choice and information search. We find that subjects change their search based on a candidate’s gender, seeking out more competence-related information about female candidates than they do for male candidates, as well as more information related to “compassion issues.” We also find that evaluations of candidates’ traits and issue positions are important predictors of subjects’ vote choice.     

Roadmaps to Representation: An Experimental Study of How Voter Education Tools Affect Citizen Decision Making

Efforts to educate citizens about the candidates and issues at stake in elections are widespread. These include distributing voter guides describing candidates’ policy views and interactive tools conveying similar information. Do these voter education tools help voters identify candidates who share their policy views? We address this question by conducting survey experiments that randomly assign a nonpartisan voter guide, political party endorsements, a spatial map showing voters their own and the candidates’ ideological positions, or both a spatial map and party endorsements. We find that each type of information strengthens the relationship between voters’ policy views and those of the candidates they choose. These effects are largest for uninformed voters. When spatial maps and party endorsements send conflicting signals, many voters choose candidates with more similar policy views, against their party’s recommendation. These results contribute to debates about citizen competence and demonstrate the efficacy of practical efforts to inform electorates.

     

Manifesto functions: How party candidates view and use their party's central policy document

Electoral manifestos play a crucial role in visions of party democracy and political science analyses of party competition. While research has focused on the contents of manifestos, we know much less about how parties produce manifestos and the roles they take in campaigns. This paper identifies three campaign-related functions of manifestos: they provide a compendium of valid party positions, streamline the campaign, and are used as campaign material. Based on the characteristics of the candidates, the parties and the campaign, the paper then derives expectations of how party candidates may differ in attributing importance to their party's manifesto. Based on a candidate survey after the 2013 Austrian general election, the paper shows that the key user-group of parliamentary candidates considers manifestos generally important and useful documents. Candidates' policy-centred campaigning and left–right distance from their own party are important in explaining individual differences. While the manifesto's service functions of providing a summary of valid party positions for the candidates and as a campaign means to be handed out to voters are widely appreciated, campaign streamlining is more divisive when it results in constraining candidates.     

The dynamics of candidate evaluations and vote choice in 2008: looking to the past or future?

In this paper, we leverage a 10-wave election panel to examine the relative and dynamic effects of voter evaluations of Bush, Palin, Biden, McCain, and Obama in the 2008 presidential election. We show that the effects of these political figures on vote choice evolves through the campaign, with the predictive effects of President Bush declining after the nominees are known, and the effects of the candidates (and Palin), increasing towards Election Day. In evaluating the relative effects of these political figures on individual-level changes in vote choice during the fall campaign, we also find that evaluations of the candidates and Sarah Palin dwarf that of President Bush. Our results suggest a Bayesian model of voter decision making in which retrospective evaluations of the previous administration might provide a starting point for assessing the candidates, but prospective evaluations based on information learned during the campaign helps voters to update their candidate preference. Finally, we estimate the “Palin effect,” based on individual-level changes in favorability towards the vice-presidential nominee, and conclude that her campaign performance cost McCain just under 2% of the final vote share.