ABSTRACT
Descriptions of the styles of communication used by candidates in their televised campaign messages, or VideoStyles, have shown the differences and similarities in how male and female candidates present themselves to voters. In this chapter, the emphasis is on comparing how male and female voters respond to candidate presentations. The analysis provides two different approaches: (1) how male and female voters respond to male presidential candidate communications and (2) how male and female voters respond to female and male U.S. Senate and gubernatorial candidates.
