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Published byBrandon Ward Modified over 8 years ago
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how likely would you be to vote for a qualified female presidential candidate from your party?
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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
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many other nations have elected female heads of state › even countries perceived as having more gender inequality than the u.s.
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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
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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.
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increased females in professional roles on popular television over time increased news media coverage of female congresswomen over time
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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
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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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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
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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?
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on a five-point scale, the mean changes › unprimed: 3.041 › primed: 2.956 likert scale › Range from highly likely to highly unlikely
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consistent upward trend in both news and entertainment media parallels public opinion trend
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