Gender Identification and Young Voters
Predicting Candidate Evaluations and Message Effectiveness
Bibliographic Data
| ID | 3756341 |
|---|---|
| Authors | Kelly L Winfrey (0000-0003-0994-5177, Kansas State University, Manhattan, KS, USA), Benjamin R Warner (0000-0002-2405-4842, University of Missouri, Columbia, MO, USA), Mary C Banwart (University of Kansas, Lawrence, KS, USA) |
| Year | 2014 |
| Volume | 58 |
| Issue | 6 |
| Pages | 794-809 |
| Publication date | 2014-05-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | American Behavioral Scientist (JOURNAL) |
| Journal identifiers | ISSN: 0002-7642 • E-ISSN: 1552-3381 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/0002764214521769 |
| OpenAlex | W2323055191 |
| Language | EN |
| Citations received | 6 |
| References cited | 19 |
The 2012 election was marked by discussions of women's issues from abortion to equal pay, and both presidential candidates employed strategies designed to win female voters. Since women vote in larger numbers than men and are more likely to be swing voters, it was imperative that the candidates win support among women. This study draws from group identification theories to better understand the process of gender socialization that influences young women's perceptions of candidates and the effect of targeted advertising. The findings of this study build upon existing group identification theory and suggest the need for more nuanced theories of female voters that take into consideration identification with one's gender group as well as beliefs about women's roles in society. Specifically, this study found that strong gender group identification was associated with higher favorability ratings of Obama. Women holding more egalitarian gender role beliefs were also more likely to rate Obama favorably. Gender group identification did not influence ratings of Romney, but women with more traditional gender role beliefs rated Romney more favorably. No direct support was found for an effect of targeted political advertising in this study, however, we argue that additional research is needed in this area
Abortion · Gender role · Identification (biology) · Perception · Political advertising · Political science · Politics · Presidential election · Presidential system · Socialization · Gender Politics and Representation · Gender Roles and Identity Studies · Psychology · Social and Intergroup Psychology · Social Psychology
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| Unique citing works | 6 |
|---|---|
| Citations per year | 0,75 |
| Citation span | 2018 - 2026 (9) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 6 |