The Impact of Prejudice On Female Candidates:

Current research suggests that gender prejudice no longer impedes women from winning top-level political positions. Nevertheless, the number of women in all levels of political office remains startlingly low— meriting a closer look at the role of gender prejudice. This study takes an experimental look at how voters respond to female candidates pushing unambiguous, tough policy stands. Interestingly, voters seem to infer that women possess traditional "feminine" strengths even when they emit a clear "masculine" message. Therefore, female candidates should not fear visceral reactions from voters if they assume an aggressive campaign posture. Rather, this "masculine" approach may be the optimal campaign strategy for women seeking top-level or administrative positions.