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The Fairer Sex?

Gender and Negative Campaigning in U.S. Elections

University of Maryland

Jennifer C. Lucas

University of Maryland

Women have made significant strides in politics, but differences persist in how female and male candidates conduct their campaigns, including their willingness to use negative campaign tactics. Theories of contextual politics suggest that negative campaigning violates traditional female stereotypes and that female candidates should be less likely than men to attack opponents on most issues. We find that female candidates are more likely to disapprove of most negative campaigning, but they are more inclined to raise negative campaign issues that have gender-related implications but do not focus on family matters. These issues have the potential to benefit female candidates.

Key Words: campaigns • elections • gender • campaign advertising • negative campaigning • congressional elections

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