Race/Gender Appeals? Candidate Discussion of Identity in the 2018 Midterms

Candidates make strategic decisions to emphasize particular messages, issues and identities while running for election. These decisions are particularly complex for women of color who navigate campaigns in racialised and gendered environments. Adding to a growing field of literature on this topic, we propose a kaleidoscope theory of representation to explain how these women use their multifaceted identities to connect with voters in their districts. Relying on a content analysis of campaign websites in 2018, we explore the quantitative and qualitative variance in campaign among women of color running for House, Senate and Gubernatorial offices. We conclude by discussing the implications of this work for our understanding of race, ethnicity, gender and representation in the United States.