Inequality in symbolism: Cultural barriers to female candidates in political advertising

Abstract

More women are successfully running for U.S. political offices. However, further advances may be limited by women's inability to symbolically portray themselves as effective leaders in political media. We see the dilemma most clearly in political ads for female candidates. These texts juxtapose in the viewer's mind the legacy of women's images in advertising — homemaker, mother, sex object — with the ideal of male‐dominated political leadership. In our culture we still identify the male as political and public‐minded and the female as involved in private concerns.

A feminist semiotic reading and comparison of political ads from a Maryland Senate race between two women (Linda Chavez and Barbara Mikulski) and one from George Bush (as an example of a male standard) illustrate the difficulty women face as candidates in portraying themselves as effective leaders. Bush's ad shows the ease with which men can be portrayed as symbolic Father ready to lead the country. Chavez uses her ads to establish her relationship to patriarchy; she will be a leader defined by maintenance of her roles as wife, mother, and daughter. Chavez's opponent, Mikulski, chooses a potentially riskier strategy and “breaks the rules” in seeking a new way to portray women in some of her ads. Mikulski creates a new kind of symbolic space for women that draws on the power of maternal relationships; she will be a leader who follows the example of her brave great‐grandmother. The develoment and acceptance of more powerful symbols for female candidates, such as motherhood, means a greater possibility for women's electoral victories and increased diversity in politics.