How to Overcome Stereotype

Women political candidates often struggle in election because people see them different way with men candidates. Women candidates often described by media how they work as woman. These images affect how voters view their ability to hold political office by stirring up stereotypical images of their responsibilities as mothers and wives. Women candidates always framed in stereotypical terms by the media, television advertising. There are differences and similarities in the ways in which female and male candidates use this campaign communication medium.　Female candidates’ political ads were more likely to emphasize social issues, such as education and health care. Male candidates did rely on statistics a “masculine” strategy. Both female and male candidates were equally as likely to use all of the elements of “feminine style”. Especially they use feminine style for thirty seconds spots on TV. Women candidates may want to show voters that they are more than wives and/or mothers. On the other hands, men candidates may want to round out their images beyond business and politics by portraying themselves as living husbands and/or fathers. For example they put their family picture in their office. Voters will perceive a woman candidate as more honest and trustworthy than a man, and just as intelligent and able to forge compromise and obtain consensus. In the past, women candidates suffered by media. However in more recent campaign cycle, female candidates achieved sufficient status as candidates to be given equal and sometimes greater coverage in newspapers than their male opponents. There are no longer great differences in the viability or electability quotient accorded to female candidates. Television commercials and web sites provide female candidates with tremendous opportunities to present themselves directly to voters, without interpretation by the news media. Female candidates seem to have been successful at achieving a television “videostyle”. But they cannot use...