Institute of Governmental Studies

Whereas, most of the research in gender and politics looks at women in Congress, I examine the barriers female gubernatorial candidates face – particularly gender stereotypes. These obstacles may be bigger for women running for executive office than legislative office given the different role perceptions and ideal qualities voters perceive for each office. Gender politics scholars disagree over whether female gubernatorial candidates are more advantaged if they focus on male or female issues during their campaign. There is less debate over whether female candidates should focus on male or female traits; scholars believe focusing on masculine traits is a more advantageous strategy. In order to confront gendered perceptions of viability, female gubernatorial candidates attempt to confront their perceived weaknesses by emphasizing male traits in their advertisements. However, they take advantage of their perceived strengths and focus on female issues in their television advertisements. As more case studies become available, scholars should study how campaign messages change when female gubernatorial candidates run against other female gubernatorial candidates and the effects of gender stereotyping on Presidential candidates.