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Description - Gender and Candidate Communication by Dianne G. Bystrom

A poll as recently as 2000 revealed that one third of the population thinks 'there are general characteristics about women that make them less qualified to serve as president'. As the public and the media rely on long-held stereotypes, female candidates must focus even harder on the way they want to define their own image through traditional mass media, such as television, and new forms, such as the internet. VideoStyle, Webstyle, NewStyle digs deep into the campaigns of the last decade sifting through thousands of ads, websites, and newspaper articles to find out how successful candidates have been in breaking down these gender stereotypes. Among their findings are that female candidates dress more formally, smile more, act 'tougher' when they can, and prefer scare tactics to aggressive attack ads. This book also presents the most comprehensive, systematic method yet for identifying and understanding self-presentation strategies on the web. The internet may be the medium of the future, but Bystrom has found that coverage on the web tends to draw even more heavily on old stereotypes. No close observer of campaigns, gender, or the internet will be able to ignore their fi

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Book Details

ISBN: 9780415946827
ISBN-10: 0415946824
Format: Hardback
(229mm x 152mm x mm)
Pages: 256
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 23-Sep-2004
Country of Publication: United Kingdom

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Books By Dianne G. Bystrom

Gender and Candidate Communication by Dianne G. Bystrom
Paperback, September 2004
$62.99