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how likely would you be to vote for a qualified female presidential candidate from your party?

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Presentation on theme: "how likely would you be to vote for a qualified female presidential candidate from your party?"— Presentation transcript:

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2 how likely would you be to vote for a qualified female presidential candidate from your party?

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4  suffrage movement: 19 th amendment grants women right to vote in 1920  would you vote for a woman for president if she were qualified in every other way? asked in1937  chosen time frame › equal rights amendment › geraldine ferraro › “hillary effect”  presidency as a marker of general female equality

5  many other nations have elected female heads of state › even countries perceived as having more gender inequality than the u.s.

6  hess and grant study from 1983 – influence of television on gender roles  zaller study from 1994 - positive constructs of public opinion  atkeson study from 2003 – media influence on political opinions of women

7 agenda setting  news stories set the agenda for public discourse cultivation  television viewing helps form beliefs about the world based on viewing experiences  this reflects and generates contemporary standards and gender roles these influence public opinion formation.

8  increased females in professional roles on popular television over time  increased news media coverage of female congresswomen over time

9 news media  female senators and representatives 1980-2000  systematic sampling  television news transcripts from lexisnexis  23 of 118 women entertainment  start with nielsen top 20 › eliminate reality, sports, movies › take top 10  1980-1981 to 1999-2000 seasons.  200 shows

10 news media  manifest news content  “representative” or “senator” and “congress”  term plus one year  average mentions per year over term entertainment media  latent entertainment content  0 = minimally professional, 1= somewhat professional, 2 = highly professional  totaled numbers for season year = level of professionalism

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14  priming by mentioning women in traditional roles will decrease public opinion support for president › one time snapshot parallels long-term media effect?  anticipated result: very small effect

15  two questions › how likely would you be to vote for a qualified female presidential candidate from your party? › (primed): given that women often have to juggle the demands of family and work, how likely would you be to vote for a qualified female presidential candidate from your party?

16  on a five-point scale, the mean changes › unprimed: 3.041 › primed: 2.956  likert scale › Range from highly likely to highly unlikely

17  consistent upward trend in both news and entertainment media  parallels public opinion trend

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