The Political Consequences of Being a Woman: How Stereotypes Influence the Conduct and Consequences of Political Campaigns

In America today, women hold only 6% of U.S. senate seats and state governorships. What accounts for women's lack of success in winning statewide office? When might a campaign slogan like "a mom in tennis shoes" meet with victory, and when might it fail? Does a woman who speaks intelligently and forcefully about nuclear proliferation in the Middle East stand a chance of winning a major political race? Drawing on a wide sample of campaign advertisements, mass media coverage, voter surveys, and election results, Kim Kahn investigated the reasons why women are so poorly represented in the highest strata of political power in America. Focusing on the cycle of influence among campaign tactics, media representation, and voter opinion in senate and gubernatorial races, The Political Consequences of Being a Woman explores how women's perceived liabilities and capabilities make or, more often, break their campaigns