Our comprehensive look at gender and political communication includes not only an analysis of how female and male candidates present themselves through the candidate-controlled mediums of television ads and Web sites, but also an examination of how the media and voters react to these presentations. The framework for our analysis-VideoStyle, WebStyle, and NewsStyle-is based on theories from communication, sociology, and psychology that have been specifically applied to gender studies. This chapter explains these theoretical frameworks, the results of previous research relevant to our lines of inquiry, and the methods used in our analyses.