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Framing the Fight

An Analysis of Media Coverage of Female and Male Candidates in Primary Races for Governor and U.S. Senate in 2000

Iowa State University

TERRY A. ROBERTSON

Columbia College

MARY CHRISTINE BANWART

University of Oklahoma

The few research studies that explore the media's portrayal of female candidates in comparison to male candidates have been limited to general election campaigns and usually to one level of office. To expand this area of research, this study examines the media's portrayal of female and male candidates in primary races at two levels of political leadership in which the representation of women is strikingly low—state governor and U.S. senator—in the 2000 campaign. This study's exploration of how the media portrays female and male candidates relies on a content analysis of articles from major national newspapers and representative major regional newspapers. By studying the media's portrayal of male and female candidates during primary elections at two levels of political leadership, this study provides an understanding about how men and women are framed differently even when vying for their own party's bid and, thus, new insights into how such primary framing can translate into bias during the general elections.

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