Navigating Gendered Terrain: Stereotypes and Strategy in Political Campaigns (Paperback)

Navigating Gendered Terrain: Stereotypes and Strategy in Political Campaigns By Kelly Dittmar Cover Image
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From the presidential level down, men and women who run for political office confront different electoral realities. In her probing study, Navigating Gendered Terrain, Kelly Dittmar investigates how gender influences the campaign strategy and behavior of candidates today. Concurrently, she shows how candidates' strategic and tactical decisions can influence the gendered nature of campaign institutions.
Navigating Gendered Terrain addresses how gender is used to shape how campaigns are waged by influencing insider perceptions of and decisions about effective campaign messages, images, and tactics within party and political contexts. Dittmar uses survey information and interviews with candidates, political consultants, and other campaign professionals to reveal how gender-informed advertising, websites, and overall presentation to voters respond to stereotypes and perceptions of female and male candidates.
She closes her book by offering a feminist interpretation of women as candidates and explaining how the unintended outcomes of political campaigns reinforce prevailing ideas about gender and candidacy.

About the Author

Kelly Dittmar is an Assistant Research Professor at the Center for American Women and Politics, a unit of the Eagleton Institute of Politics at Rutgers University.

Praise For…

Dr. Dittmar's manuscript is distinctive in its research focus regarding questions of the gendered nature of contemporary campaigns for elective office. Her focus on the perspectives of campaign practitioners and their implementation of strategies to affect gender issues is singular in its contribution to our knowledge of this domain. --Barbara Burrell
Product Details
ISBN: 9781439911495
ISBN-10: 1439911495
Publisher: Temple University Press
Publication Date: January 2nd, 2015
Pages: 244
Language: English