Media-based mechanisms of gendered evaluations of politicians

This dissertation addresses the enduring underrepresentation of women in political decision-making and its multi-faceted causes. It focuses on media's pivotal role in perpetuating and shaping gender inequalities within politics. By conveying gendered images of women politicians, media coverage reinforces existing biases, impacting public perceptions and voting behaviors. The dissertation’s objective is to illuminate the influence of media coverage on voters' perceptions of male and female politicians. Reviewing interdisciplinary literature, it first proposes a theoretical causal framework of media-based gendered candidate evaluations. In a series of four empirical articles and eight original data collections, the dissertation explores and tests key relationships between different types of media coverage and voter responses. Combining qualitative and quantitative methods, including meta-analysis, think-aloud paradigms, and survey experiments, this dissertation finds that media coverage does not consistently distort gender-based voter evaluations of politicians. In fact, the evidence seems to favor a gender similarities model: media coverage of candidate traits, issue positions, and qualifications tends to affect evaluations of women and men politicians similarly rather than differently. Moreover, when differences arise, they often favor women politicians. This suggests that women in politics can benefit by emphasizing their expertise over perceived gender norms. Nonetheless, subtle biases may persist within complex political and media systems. In conclusion, this dissertation uncovers the intricate relationship between media, gender, and voter responses. By shedding light on the interplay of these factors, it enhances our understanding of gender biases in political communication and suggests potential pathways for promoting more equitable political representation.