A Woman's Level: The Insight of Campaign Consultants on Female Candidates

In 2014, female candidates are still a minority in electoral politics. The general election in 2014 featured 169 female candidates for U.S. Congress. This study examines four campaigns of female candidates for U.S. Congress. Interviews with campaign staff shed light on how female candidates choose issues and plan communication strategy. Contrary to prior academic literature, findings from interviews suggest that party affiliation is a better determinant of strategy than gender. Staffers acknowledge gender and stereotypes associated with gender; however, in 2014 these staffers did not think gender was an important factor in the general election.Bachelor of Art