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Guidebooks
Cracking the Code: Political Intelligence for Women Running for Governor
Cracking the Code: Political Intelligence for Women Running for Governor (362K)
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Our research highlights two emerging areas of concern when voters consider a female candidate for governor: the manner in which female candidates present themselves and their campaign organizations, and the way female candidates preform when facing off against their opponents.
In this guide, we focus on three challenges:
Keeping up Appearances: More Important Than You Think
Personal qualities and performance often outweigh substantive issues with voters. The initial impression that a female candidate makes stays with voters longer and is less likely to change than voters' impressions of a male candidate. These impressions are molded by the candidates' personal presentation, style, confidence and communication skills, as well as the performance of the candidate's campaign organization.
Performance Under Pressure: Grace and Grit Wit Voters are particularly attentive to moments in a campaign (i.e. press conferences and debates) when they might glimpse the "authentic," unscripted candidate. A female candidate's mistakes at these moments are more vivid and longer lasting than similar gaffes committed by male candidates.
Who's the Boss: Tell 'em, Show 'em. Tell 'em Again
The research confirms that title and executive authority matter. For women candidates who hold the office of attorney general or mayor, the title helps reassure voters that they can "get the job done" as governor. Voters are even more confident in a statewide office holder who has exercised the power of her office, thereby demonstrating competence, authority and confidence.