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- W1777280016 abstract "The growing literature on women in politics has chronicled an increasing number of women running for office. Earlier research has found that women and men’s campaign styles are fairly similar, but with some significant differences. This paper explores whether this holds true with the use of social networking sites. This paper is part of a larger study that examines patterns of social media and political advertising usage by women and men candidate pairs during the 2012 U.S. Senate races. The current study focuses on gender similarities and differences in the candidates’ use of Twitter and Facebook during two weeks of the general election campaign. The analysis draws on data we collected for four highly competitive female/male races in Connecticut, Massachusetts, Missouri and Wisconsin. Our findings suggest that there are few substantive issue discussions and few gender differences in social media campaign messages. Both women and men candidates tend to use Twitter and Facebook with the same frequency, focus on the same topics, and use similar tones. All of the candidates we analyzed use social media most frequently to highlight events on the campaign trail and GOTV efforts. When considering negative attacks and visual tone, we observed significant differences across campaigns. In 3 out of the 4 states, Republican candidates, regardless of gender, were significantly more negative in their attacks and tone of visual images in the social media. Women and men were similar and what differences did occur were confounded by partisanship and trailing position in the campaign. Moreover, we found significant gender differences in the social aspects of Twitter and Facebook. Women tended to connect more positively with potential supporters. Our findings contrast with past research on political advertising and news coverage which emphasize negative and critical messages. Instead, our analyses of Twitter and Facebook during these four 2012 U.S. Senate races, suggest a new space for more positive, interactive campaign communication, but perhaps, at the expense of substance." @default.
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- W1777280016 date "2014-01-01" @default.
- W1777280016 modified "2023-09-26" @default.
- W1777280016 title "Gender and Self-Presentation in Social Media: An Analysis of the 10 Most Competitive 2012 U.S. Senate Races" @default.
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