CEU eTD Collection An exploratory study onframing offemale Electoral Candidates and theMedia: Electoral Candidatesand Department of Political Science Central European University University European Central Supervisor: Lina Dencik Dencik Lina Supervisor: Budapest,Hungary, candidates David Kovacs Submitted to Submitted 2012 By

CEU eTD Collection public office. candidates’for when genderdue to running understand inreporting needed the differences to is more research that indicate vastly generalizable, not while results, These affiliation. party of independent and issues local with inconnection on reported more often are candidates male belonging while politics in national theirparty and of terms commonly represented by reporters in all three districts is also uncovered. Itis found that female candidates moreare significant. A frame that has not previously been identified in research and thatis employed still were while others candidates, these on in reporting role play a not did literature the existing beon based to expected were which certain differences, that shows The study candidates. female and male between representation in differences the identify to analysis framing employing by are analysed races selected three in the candidates the on were published that articles The at. in looked from Election Kingdom Three pairs Unitedare 2010General the candidates the of run for office. intending candidates to for indicatingfuture of for directions both and research arevaluable newspapers. The results in howarerepresented candidates of providemedia. intends to adeeperunderstanding the It in framing ofmaleandfemale candidates explore differencesinthe the to This study setsout

Abstract i CEU eTD Collection SampleTable2. eachinseatsize ...... 20 CodingTablevariousof 1. frames ...... 19 List of Tables References 6...... 54 Conclusion...... 5. 47 Findings...... 4. 21 Methodology3...... 14 Literature2. Review ...... 4 Introduction1...... 1 Table of Contents 5.5 Implications5.5 FurtherforResearch ...... 52 Limitations...... 5.3 51 Female5.2 CandidatesMedia theand ...... 49 Overview ...... 5.1 47 Comparing4.5 Broxtowe,Lincolnshire, andHastings Ryeand ...... 44 HastingsRye3: Case and 4.4 ...... 38 LincolnshireCase2: 4.3 ...... 32 Broxtowe 1: Case 4.2 ...... 22 InitialImpressions...... 4.1 21 AnalysisProcess3.4 ...... 19 3.3 DominantFrames in Connection withWomen in Politics...... 17 CaseSelection3.2 ...... 14 Research3.1 ObjectivesQuestions and ...... 14 2.2 TheEffect of Media ...... 9 2.1 Reasons for Women’s Underrepresentation in Politics ...... 4 4.4.5 Overall4.4.5 ...... 43 FramesFurther 4.4.4 ...... 42 ViabilityFrame4.4.3 ...... 42 FrameIssue 4.4.2 ...... 40 FrameTrait4.4.1 ...... 39 Overall4.3.5 ...... 38 FramesFurther 4.3.4 ...... 36 ViabilityFrame4.3.3 ...... 35 FrameIssue 4.3.2 ...... 34 FrameTrait4.3.1 ...... 32 Overall4.2.5 ...... 31 FramesFurther 4.2.4 ...... 29 ViabilityFrame4.2.3 ...... 28 FrameIssue 4.2.2 ...... 26 FrameTrait4.2.1 ...... 22 Framing2.2.1Theory ...... 12 2.1.3 The Political Arena as a Male Domain ...... 8 2.1.2 BacklashEffect ...... 7 2.1.1 GenderStereotypes ...... 5 ii

CEU eTD Collection path of becoming representative, an influencingelected female politicians’ willingness run, to the steps along the many They affectof 1996). themselves (Kahn, politicians including the in arena political actors heldthe by most be gender foundto been has stereotypes often barrier A significant female politicians. few elected so are still of there why many theories There are (Childs, 2008). towards those who would identify as belonging the to same group as them (i.e.: other women) especially equal, women considered are that signalling value, carries symbolic also office political arena(Mackay,Additionally, 2004).presence visibility and the inwomen of elected the to and knowledge, skills values, attitudes, bring might different becausewomen general in improve making policy female could also representatives Furthermore, presence of the day politics. to inday given reasonable consideration not they are that worrying clearly is it society, majority impact the of issues substantive these 2006).Given that & Krook, (Childs andeducation affordable child care work or for equal for exampleequalpay women, primarilyissues impact that to given theattention improves as ‘descriptive representation’) to (referred women of representation fair numerically more a that found been has it all, of First increasing the numberof women in electeddemocratically institutions isimportant. why reasons symbolic and outcome-oriented both are there Nevertheless, experiences. givenany will that such widegroup holdindividuals withideologies, varied concerns, and in in population, arepresentthe beas itsmembers women sameratiothe represented should likeis a specific levelsargue thatthere noreason Onemight higherthe group of public life. dramatically, in most countries, even today, they are vastly outnumbered by men, especially at increase office elected in women of number saw the century last the that fact the Despite 1. Introduction 1 CEU eTD Collection of results The research. the for employed methodology the of explanation the by followed be The structure of the paperis as follows. First the relevantliterature will be reviewed. This will female face office.challenges for what on when candidates practitioners running academics and both understandingof the enrich andthus research areas of future possible exploreintended it to couldbe election.foundthis in during Secondly, identified past the mediain representation if differences totest aimed itFirstly, goals. hadseveral The research district and then the districts were compared to each other. the within compared first were candidates female the male and the of coverage the cases three (Baines & Harris, 2011).improvements Three closely contestedbringsignificantitwould hoped that itwas study because to election intriguingis an to districts women’s werecandidates in offramingterms in mediaduringthe the 2010General in Election selected UK.This the representation electoral forfemale and male of differences analysis. the exploring by research that on builds paper This In all but the mediathe al., (Bystrom et 2004;Norris, 1997). results in in differently maleframe female candidates is and to atendency there has foundthat research this area werePast 1993). (Entman,presented are facts that objective the just beyond upon, reported disappointing being events the evaluate and understand will they how in reader the influences omit to pieces which and emphasise to information of pieces which of choice journalists’ the theory this to According framing theory. is perception people’s mediahow affects about theory One is disputed. itoccurs how isand exactly thiseffect what 2005) but believe(Graber, they and what peoplehow on think hasan media effect the is that It accepted 1996). generally media (Kahn, influence the also stereotypes gender that indicate studies past of The results supportwillingness to them donationsthrough andvotes(Huddy & Terkildsen, 1993b). andsupporters’ 2008), & Pearson, nominatethem (Lawless to willingness parties their 2 CEU eTD Collection further research. of direction possible study the will be district presented by followed by district, conclusionsthe and suggestions for

3 CEU eTD Collection beingnominated moredecades women with have past many the over fallen barriers these of Whileput (Kousser,2005). a disadvantage is them generallyincumbentsat assumed also to againstmostly running challengers)are in usually low already number office, the women of certain fields like law ormanagement) (Banwart, 2010). The fact that women (who are, due to from emerge politicians of number large a (as occupation current their due to in politics for acareer are positioned fewerwho women are there that or fundraising when disadvantage example the fact that for reasons, Most arepractical of these proposed. havebeen reach higher office not women womendo are less likely Everto be selected since as candidates, the issue &Pearson,(Lawless 2008). that they challenge of a of areless is nominated equalbecoming at whom for a candidates male the than qualified representationmore be would being candidates far as get as to manage them, against being stacked deck the despite who, women the that think to outlandish hastoo be not would It well. as observation emerged this for explanation intuitive more another is There rivals. male several their than “quality” better of otheroffice in the United States. Her reasonsresults showed that the women candidates systematically were forthis by conclusion comparing theinformed evaluations of ofcandidates observers who for run why with female being better candidates of "quality" than maletheir rivals.Fulton (2011) reached that they are less qualifiedbeing notfemaleOne could explanations candidates for possible of the obviously elected be than their male2.1 Reasons forWomen’s Underrepresentation in Politics rivals. The opposite seems theory Lastly toframing underrepresentation. bewill exploredin more depth. be true, however, women’s rolein by mediafollowedwhat connection to an analysisThis willbe plays of bereviewed. will underrepresentation for reasons on the women’s literature someFirst of the Review 2. Literature 4 CEU eTD Collection gender from benefit potentially could female candidates cases In these 1996). (Kahn, stage centre takes women with associated traditionally issue an when climates electoral It has to be noted, however,actual nofor evidence this 2006). (Sanbonmatsu, that despiteis there atthethough pollseven femaleworse candidates do candidates that themselvesthink this general trend disadvantages them (Juholin, Research 2001). thatvoters,also indicates party leaders, andthe there greatly in elections, factor crucial a is arewhich have, candidates female certain- that 2001) (Newman, elections traits and personality issue priorities perceived sum the candidate’s of the - candidate-image and the In short, 1993b). &Terkildsen, officehigher (Huddy for running especially when masculine, considered are that issues and traits with associated generally is competence and talent political because women for disadvantage a represent stereotypes These decisiveness and rationality 2007). (Carlson, lacking and passion, and integrity,caring, honesty, as such traits personality different seen aspossessing They 2007). defenceare also (Carlson, or economy, like security, topics “masculine” handling at less adept but issues, women’s so-called the as well as security, social and housing, family policy, care, likehealth feminine, are perceived as that issues in more Itiswomen with competentconnection 1993a). are that Terkildsen, usually assumed & like(Huddy politicianis or candidate the what of independent political candidates femalemake held assumptions about stereotypesDue towidely actors politicians gender and 2.1.1 Gender Stereotypes by political actors (including politicians, the electorate, and the media). held like stereotypes gender the notable ones including particularly barriers stillpersist, that jobs' & representation is (Fox 2011), from Lawless, far still equal. given isunsurprising This 'pipelineinaforementioned the workingmore women and world for around the office public 5 CEU eTD Collection how of Independent experience. practical more had the who male candidate the or female with different groups. repeatedly was performed The experiment education. Thewith better other and the experience only change was that the respondentsresearcher switched where whether(2005) Cohen and by Uhlman experiment inan demonstrated been This has were it was the given the preferred group. the CVs of two candidatesmodify their evaluation criteria to be able togive readily a good will reasonthey for selectinggender, his/her someone to due from another over candidate a prefer they that admit to for a job - one maybereluctant people theyhave.While always stereotypes the people not awareof that are with more is 2010). Theotherproblem give (Banwart, to were expected they answers were awarewhich practical respondents fact that bythe words in other desirability, by social influenced were answers respondents’ chancethat strong is a there unacceptable, are socially sexism or stereotypes gender societies in certain Because reasons. two for questioned been have studies these of results Howeverthe 2010). Banwart, (see democracies) in Western least (at population claimwidelyThere arevoting heldgender stereotypesby some arenot that who anymore the challenges. electoral with deal to flexible less far them making ideology, or interests their of independent topics, certain on focus to constrained women are that fact change the not this does it around.Secondly,when makecomes opportunity on this in good women aposition are to if isit unclear becomeadvantage, an stereotypes when elections certain is itonly if all, with them more effectively (Herrnson et al., 2003). The problem with this is twofold. associated are Firstissues that address areableto certain parties believethat of voters when effect’ important than theirmale rivals (Kahn, 1996). This is similar to the so-called ‘issue ownership are issues that handle the qualified to better are feel wouldthey voters as stereotypes 6 CEU eTD Collection 2008). regardednegatively masculine(Myers, areconsequently and are considered that traits display politicians or candidates when female can beobserved effect aggressive” tobe“too“un-feminine”)being The doublebind and seen (McGinley, 2009). masculine (thusly politics)for too and beingseenasunsuited feminine consequently (and beingnavigate between too haveto leadership positions in aswomen “double bindeffect” as the to is referred sometimes effect” The“backlash 2001). &Glick, (Rudman unhealthy psychologically and unsympathetic being of accused and as unnatural seen be would they one, stereotypical the than different manner in a behave women when that phenomenon the to refers This effect”. “backlash so-called the face also actors political Female 2.1.2 Backlash Effect competences &Kenny,(Friedkin 2009). assumed theirabout viewswidely held change the to very isdifficultit stereotypes, these of lenses the through evaluated are statements and actions their Since problems. into run can they views, disadvantageous address these to attempt actors female political When 2002). (Sanbonmatsu, based on gender likely candidate’s morethe even unconsciously, butleast eitherin consciously, for,vote part, at wantto candidates.they They decide whom selecting when preference gender baseline havea to seem voters decline, the on were stereotypes gender expliciteven if Furthermore, 2009). & Kenny, (Friedkin candidate male a similarly qualified her to when comparing lower afemalecandidate rate Consequently they stereotypes. gender of filter the through stances policy candidate’s a evaluate still they while voters mostly do not that have suggested Researchers in politics. place take theorizedhas to been effect A similar think that either gender is more the position. for hadmore valuable male as candidate that the orexperience less fit to hold public consideredthe systematically respondents stereotypes, explicithave to admitted much they office, 7 CEU eTD Collection andin stay afterbeingelected. politics into the realm of politics, that voters will be willing topolitics makes isaman’s that perspective women itless electworld likely to enter will that want them, and that they will succeed while not very significant on similar practices, other and these that claims (2002b) theirRoss question. this with connection own, create an atmosphere in moremuch scrutiny receive women Moreover navigate. areato moremuch complex a that is hostile to women. The for men is it becausewhile is women for code the dress obvious rather female representatives incodes are lackingparliaments often from awritten 2002b).This(Ross, isproblematicfor illustrate dress facthelps lessexclusionthis An direct that isthe kind to of example which discrimination; rather it is more subtly expressed ‘unwelcomeness’. thinking of male politicians (Ross,2002b). isnot necessarily This a resultblatantof and open of way experiences and tothe is more suited formthat a terminology that activities, masculine well as the big number of as 1997), (Norris, womentermsexception and an asacuriosity are seen fact that by supported the and phrases that are Itassociated has also withbeen bothnoted politics 2.1.3 ThePolitical Arena as thata MaleDomain theand politicalwith arena is often similarly. characterised seen asis who a candidate a male for malebe would it than popularity gain to domain. candidates female for difficult This is both unattractive. wordsdisplaying Inother stereotypically could “masculine” makemoretraits it as seen be will politicians male of “territory” the into far” “too straying candidates female for often that means This 2009). (Carroll, Lady”) “Iron (the Thatcher Margaret Angela Merkel,to Hillary female from Clinton,high through concerningpoliticians, profile about bandied been have that terms of the think to has one only in action effect see this To 8 CEU eTD Collection their male counterparts andmakes itmore difficultfor them to shed or change assumptions The influence of on stereotypes forcesreporting female follow candidates to the agendaby set setting1996). (Kahn, agenda through and messages candidates’ amplifying by outcomes elections' on impact prospects the of femalemedia because politicians the isgenerallyseen important having as an 1996). These inturninfluence (Kahn, stereotypes This is reporting 1996). very detrimental to like holdstereotypes (Kahn, justvoters gender inmedia media working the the and those is evidence that discussed above.There question the This leadsbackof stereotypes gender to influence on the voters. isless atleastIt likely some kindofindirect more (or bias that may have obvious)an still 1997). negative(Norris, way in a female candidates directly impact would information which mediaatleastmainstream) is and(or it the the transmit unlikely rare would consequently that relatively hasbecome cleardiscrimination and Blatant today. representation political female However, neither of theseless frequentdirect (Norris et al, 1999). effects seems peoplein because theymedia of or theirpersuasion changing is something opinion saw the to be significantOn for other the information 1976).hand,media & the McClure evidence (Patterson through from the pointnew gaining people to which refer effects”, “learning ofso-called the of existence the view of for clearevidence is relatively some There question. moreis complicated a effect takes that what shape but 2005), (Graber, leastsome effect hasat media the that is some evidence There reached. has been clearconclusion no unsurprisingly,and, literature in academic debated hotly been has elections of outcome the over especially and society in has media that power media. The isthe aheadgetin politics to for women harder which it makes actor Another 2.2 TheEffect Media of 9 CEU eTD Collection This in issue-focusedless wasespecially true coverage. connection in andcoverage particular less receivedin general candidates femalevariationsinfindings, their While were there which issues, they found that women running for office face a clear disadvantage. to in connection mentioned and were candidates how often both basedon articles newspaper various coding By evaluate reporting. to analysis content quantitative on relied primarily 2002). They as1994to asdifferenttimes (from early and(gubernatorialsenatorial) at and female candidates invarious elections.US They studied elections for differentoffices andal. (2004) analysedcoverage of by Kahn(1996) Research Bystrom newspaper et the 2012). al, et (Blight coverage stereotypical generally with coupled bind” problem mentioned “double previously the relatesto this authors the According to scale. likability the on evaluations lower leading her, to trust not they could felt that respondents competent, as was portrayed found to impact strongly dimensions were Both focused(competence/personality). on they senator of the characteristic on the the and senator’s(positive/negative) senator the towards displayed they attitudes the likability.of terms in Furthermore, modified were Thetexts of samearticle. the wasgiven a version Each group a femalesenator. even when the candidatecandidates. In the experiment different groups of subjects were given newspaper articles about female of evaluation participants’ affects coverage media of nature the that showed by al.(2012) confirm etAn experimental Bligh study theory.Several studies seem to this for women to enter intopolitics (Ross, 2002a). barriers important most the oneof as themedia named Africa South and Australia, in Britain, candidates female asked, when fact, In 2008). & Coleman, (Major candidates political female to comes itagain when and again mediain reporting appear certain stereotypes shown that votersbased that hold onto their &Fridkin, on Several (Kittilson gender 2008). have studies 10 CEU eTD Collection was notsaid. They did not only arise fromcommonly, what was said, not but the also straightforward thanfrom howthose things of herwere rivals said, sexism by for nominee presidentfailure tobecome Democratic the her differently covering campaign and(Caroll, what of days 2009). gone These past,genderstereotyping and mightinhave inhereventual the mediawasevident playedarole differences, but were rather as mentioned when example cited asan isalso 2008 bidin Hillarydisadvantage. presidential Clinton’s more a subtle.at above,candidates female placing again content, in differed itwere, similar, was candidates female most elections in the US, Australia, newspaper found their during in coverage Kittilson &Friedkinof Similarly, study (2008) and Canada that while completely balanced. not itcertainly was more equitable, the amount of coverage while Bystrom 1993b).al.In elections coveragewas to et for such (2004), offices, according of male and stereotypes isthoughttobeincreasing for when higher running office (Huddy & Terkildsen, influence of the and that support) public theirgiven coverage, receivegood likely to more theywere ended arguably female thus (and elections upwinning candidate wherethe studied only Kerbs and Atkeson that out pointed be to has it down, breaking representation female to barrier another for sign positive a like seems this While candidates. female the in mayoral six be nodifferences between couldelections, found maleand onthe reporting the Atkeson In fact, andKrebsfound (2008) that whenanalysing the press coverage of candidates 2004). differences at least nowith elections, later during candidates male to way similar more in a covered inwere the amount of coveragemarital status) (Bystrom et al., 2004). Encouragingly,init was alsofound certain that female candidates example (for life personal their and elected elections being for viability candidates’ female on report in 2002 (Bystrom etlikelymore newspaperswith issuesTheyalsofound thatto were "masculine" (Kahn, 1996). al., 11 CEU eTD Collection make it easier to communicate,decisions entirely framesThis implies not &Tversky, thatonly (Kahneman 1984). different but alsoIndeed, have experiments by shown that framingthe changing of a situation people will make influence how we perceiveto approach story the and (Entman, understand presentedfacts the 1993). and act on a piece and by from informationinfluence interpreted is which providing how adirection understood of also Frames is unnecessary. explanation additional information, the of consumer by the is understood inthat away bundleinformation or shortcut a provide because they In essence, 2005). a coherentinformation into 1999). whole Frames (Barnett, organize consume (Barnett, Frames serve the purpose of makinginformation easiercommunicate to andeasier to story, peg the or whole the that is story hung (Norris, 1997). onto frame Onecouldincluded asadominantthemeruns a 1999). (Schaufele, seeathrough that is points reference the and stories, of the structure the languageused, the information through presented, how from emerge also frames addition, In attention. most the provided are by selecting which pieces of information are chosen to be in the story at all and which pieces framing iscreated the This that means 1993). (Entman, and salience" "selection comes from in any news theframing fact) story (or other words, of focusother on. In which issuesthey alsoon butjournalists to omit, choose framingfrom issues which does Not only emerge reader. the to be displayed isframing to justis ofreality selectingis that thethisto swath more asthere misleading than However, 1999). sees(Scheufele, anewsstory of reader the of what border the which denotes frame apicture or as awindow framing itself. of think One can term includedwithin the is one obvious most the of One metaphors. several through explained be can Framing theory. A theory of media effects that addresses this less obvious impact of reporting is framing 2.2.1 Framing Theory 12 CEU eTD Collection be inhurdles elected. overcome order to they that need to of greatest the women receiveisone that world,coverage the unequal andunbeneficial consequently the and peoplehow in see influencing crucial role media a Theplays stereotypes. overcoming these in face they difficulties and the actors political among all stereotyping gender prevalent still to due politics in succeed and enter to women for difficult nevertheless is it fallen, have in women democracies of more equal representation a for barriers many Overall, while 1993). (Pan&Kosicki, created is refersto, shortcut a given what of anunderstanding essentially agreement, social a actions these Through & it (Pan Kosicki, 1993). internalize reject frame, andthe accept or who who reporters who create the text, the text itself, and the consumers of the text whointerpret it, actionsthe oftheKosicki, firstshared meaningiscreatedthrough place (Pan& The 1993). in work the allowframes to that agreement social a shared increating of process the step one merelyframesjustcreated It isimportant tonotethat They arenot texts. represent through and eventually decide whether to cast theirvote for them or not. whichin wordsthe voters, public,the willbeother interpreting their actionsandstatements, Frames includingforframed willprovide public actors, lensthrough candidates. the political is astory how at look to important is so itwhy itclear make effects These explanations. inrooted in frames the iswhich subjectthe presented, eliminating usually potential alternative be always will understandings all because issue, or event an of understanding dominant the challenge Thisitto difficult canmake 1999). &Detenber, taken as afringe(McLeod opinion mightitframes,be interpretation dismissedsteps outsideor story the commonly used a of similar information fact(Entman, 1993).In thisfunction makes intheir peoples thinking very process to that of stereotypes. Frames can also pose a danger. When a story or an 13 CEU eTD Collection innumber the end the female of actual onlyincreased MPs was marginally It only 2.5%). (by since interesting further is election This in decades. government coalition first the creating by big shifts in governmentthe of Unitedthe Kingdom inboth terms of governingthe parties and It wasalso of brought anelection House the womenCommons (Burness, intowhich 2010). more get to made byboth were commitments but before ever than candidates female more representation of women (Campbell & Childs, 2010). Not only did both major parties field chosen focuses This study General in the foron Election of was Kingdom.2010 election United This the several3.2 CaseSelection reasons.previous work, and to uncover directions that are likely to be fruitful for further study. First findingstest the intends of itto draw general issues, both onthese conclusions allow to us of all,from the media it when wasrunning expecting be could beof needwhat they aware to who themselves candidates alsothe but to forexpected office. While in interested islikelyencounter forare equal those representation, not only useful political to the scope of theto present candidates malepolitical framesandfemale what understanding of elections. Enriching the bring research does recent more notbig explore to itis important ischanging, constantly society areas of in different gainsWhile there is a rich literature relating tothe topic, as the interpretationfor and the role of gender the face. female candidates that challenges the understand to help can framed is hopefuls political female and male of candidacy the how in differences the Exploring outcomes. election on impact media’s in the role important an play frames malemedia coverageof andfemale As candidates. political in described previousthe section The primary purpose of this3.1 Research Objectives andQuestions research was to explore the differences 3. Methodology in framing used in the 14 CEU eTD Collection it press, national the in especially and overall media in the candidates individual of coverage local press, in primarily in wasstudied six the candidates general. of all electoral coverage prospects The and when available mediaboth coveragein and playrole asignificantto thought incumbency, isoften which in the of for effects the control mannerin to a selected were The cases study. the for randomly national selected were districts three criteria above the on based emerged that papersof districts theset From as well. district. given inthe stood who candidates Labour the and GivenConservative the both of that relativemedia coverage atthe looked research the comparability, ensure greater them. To represented media the in how spare differences the impact not did gender that likely seems it gender same the of were candidates both if that was reason The gender. different a had candidates Conservative and Labour the where chosen were those criteria these fulfilled that districts From importantrole. havewas likely beento media most andthus the intensive the more hadplayed potentially a competition the there because selected were districts These considered. were second place or first in either were polling and candidates both theConservative Labour ones the the where marginal ultra marginal havein considered study.or Amongdistricts the beenincluded these whichwere in districts competing candidates the outcome: election in the a role played have likely to more were gender candidate’s media andthe the both where selected were Cases instudy. included the Conservatives) were the largest and (Labour parties two of the In order to reducecomplications from party differentideologies andpopularity, members only gain. possiblyovershadowed contributing everything &Harris, 2011), modest (Baines else tothis debates leader televised the of coverage media the women, on focus the despite said that 15 CEU eTD Collection hypothesised, as they depend on the interpretation of the readers. As was the case with gender be framesappeared canmerely various that of effects the means that study.obviously This mentionisso unfortunately this it scopeof complex outside the expensive -exercise, - notto that apply to only one or the other. However, to gauge how the frames are consumed is quite a when applied maleto femaleand political candidates or conversely that they reject the frames differently frames certain interpret texts media of consumers the that possible still be would It in the terms studied here. least at differently, evaluation politicians’ female and male the influence not would media the female then appliedonlyto specificnoframes. frames politicians, if therewere Obviously, which meaningthrough and istransmitted most which clearly would thepresence display of previously, while media out As themselves. pointed media texts namelyframes, meaningthe shared shared and texts do not exist on theirIt is importantown, to note thatin this studya vacuum,only looked at one component of theythe process of creatingare the mediumcandidates are communicated. This is what framing analysis can help to understand. be less obvious they will treatment inmedia if differences therewere Therefore, 1997). (Norris, unacceptable and it socially certainly is and extinct almost become has candidates political female against more likely sexism and ridicule, malice, outspoken decades last the over that before, out as pointed to be foundis, this for reason The texts. media the of reading a shallow just from be evident in not will this how stories counterparts, male media than their in the differently aretreated candidates political extension about male ifby female(1997) out15year politicians becauseimportant and ago pointed asPippa Norris and female The study employed framing analysis to allow for a deeper reading of the media texts. This is studied were Broxtowe, Lincolnshire and Hastings and Rye. districts three The study. the from papers commercial exclude any to necessary seem not did 16 CEU eTD Collection double bind effect; in other words, if the words, inother binddoubleeffect; the face politicians female whether question is the politicians of traits personality to Related issues. and traits categorization for andissues traits respectively,with for varioussubcategories the “kinds” of the uses analysis framing the Overall, “feminine”). considered are issue women’s and reproduction while “masculine” considered are maintenance andsystem issueand (production categories and to becompassionate 4 caring) areexpected women experience andactivity while strength, (traditionally “masculine”: 5 trait of classification based Carlsons (2007) on beenhave determined “feminine” are traditionally “masculine” Which andissuesaretraditionally and which traits assignedsex. on basedtheir be traditionally would as the same were acandidate with associated issue-competences or traits personality the whether was analysed frames issueor trait of the a sub-frame Therefore, 2012). sex (Meeks, of that candidates with mostly associated consequently are and masculine more or feminine more considered are which issues and traits personality certain also are there often in terms of their personality traits instead of theirissue positions (Meeks, 2012). Further, female political candidates. First of all, female politicians have been found to be framed more of coverage bein found the likely to are frames that several research hasidentified Past 3.3 Dominant Frames inConnection withWomen in Politics thereaders. havehadnotmightmight on or coverage the effects the about conclusions intentdraw noitselfto manifests was is andthere in mediatextwhich something that the problem,as the focus of this study was the media’s treatment of candidates of various gender, a constitute not This does climate. electoral the dependingon candidates for disadvantage a or advantage an be both couldframes, certain through presented being stereotypes, backlash frame backlash 17 trait frame is employed when they are framed and the the and issue frame frame issue as the as CEU eTD Collection bellow. codingindenote employed scheme thevariousin study the to frames ispresented 1. Table The ascandidates. seriously willbe taken they likely that lessit which makes represent, whatthey than actually rather wear) whatthey (for example looks in of terms their described frame the was literature in the mentioned been often has also that frame major A fourth 2002b). In the analysis, this is referred to as the welcome (Ross, there not belongand are not do women image that the domain propagating itself was described: arena ashow political the be examinedwas to question Afurther male candidates. to than often a place where both men and the through women could thrive or as framed(i.e., 2004) al., et (Bystrom viability a of in terms beingcandidate described was masculine the waswhether one The first for.look to frames more two there were frame tothis Related clean from the corruption that could be found among the currently elected representatives. are howthey focus on or situations certain in female politicians of nature blazing trail the novelty frame (the (Norris, candidates 1997) asnovelty asoutsiders or offemalecandidates representation was the appear likely to was that frame A third issues. or “masculine”traits through (Bystrom et. al, 2004). Female candidates were often found to belikelybeFemaleal,(Bystrom morewere often found 2004). et. candidates to to viability frame ). It has beto noted that this frame is notnecessarily negative as itcould refer to ). It has been alleged that this happens to femalemorecandidates It has happensto ). beenallegedthatthis

18 politics asamalearena frame . appearance appearance CEU eTD Collection not have disproportionately more material dealing with them than the challengers. Therefore Therefore challengers. the than them with dealing material more disproportionately have not incumbentsensure wouldin that to order wasconsidered Only campaign period official the base. data Lexis Nexis from the retrieved were period campaign official the Articles from 3.4 Analysis Process (Issue andframes trait description from adopted Carlson, 2007) frames various Coding of 1. Table

Competence/Experien Politics arena as male Politics amhCmaso 2.1 Warmth/Compassion ytmM itnne 1.2 System Maintenance Toughness/Strength Appearance frame Honesty/Integrity Women’s issues issues Women’s Backlash frame Backlash frame Viability frame Novelty frame Reproduction Issue frame Trait frame Production New frame Activity Activity Frame frame frame frame frame frame ce Code 2.5 2.5 1.3 1.4 1.4 2.6 2.6 2.4 2.3 2.2 1.1 1.1 6 4 3 2 1 5 7 communication, construction, industry,business,agriculture Issue concernedframe with issuesrelated to political andadministrative systems, the positionofminority Trait relatedframe totraitslike energetic, effective, hard- and interest groupsandthegeneralpolitical, administrative Issue frame Issue concernedframe with issuesrelated Issue frame Issue concernedframe with issuesrelated drugs andalcohol,housingsocial security, education, Frame showing the candidates as something new/out of assomething candidates Frame showingthe Trait relatedframe totraitslike understanding, caring, Frame negatively presenting their candidates for traits Frame showing politics as an area that is suited to men Candidates framed in terms of their issue competences and forestry,finance and economictaxation policy, and Issue frame Issue concernedframe with issues related c Trait relatedframe totraitslike knowledge,rational, institutions and women’sprofessions, health, women’s and legal relations betweenindividualcitizens andthe Trait relatedframe totraits like trustworthy, honest and law enforcement, foreign anddefencethe policy, position in marriageandwork life, genderroles,etc. Frame presenting candidates in terms of how they they how of in terms candidates presenting Frame cultural policy, environmental andconsumerpolicy questions touching uponfemale-dominated groups, Trait relatedframe totraitslikestrong, decisive, fiscal regulation, andenergyregional policies Candidates framed in terms of their personality Frame discussing the chances of candidates 19 A previously frame unidentified Description government aggressive look/dress sensitive working capable place

criminal policy family, health, transport and omprising

CEU eTD Collection section. section. nextin The the literature. analysis are described mentioned this in results from original the been have not might which frames new identify to eye an with and above, out laid frames the on based both in depth analysed were texts the Next, analysis. the of beginning the at sample in the candidates female and male all between and district given any from candidates between comparison easy enabled codes The accordingly. coded were these and frames, identifiable use any not didothers and that one candidate, for frames several employed texts some course Of neutral. or negative, positive, was employed frame the whether frames were associated which and with, they dealt which candidates according to withcoded, were articles The retrieved these candidates in the text.seat each size in 2. Sample Table A code was also added to capture study see Table 2. bellow. of foreachcase sample abreakdown the For in amere andpress. national the 6 papers only Overall 66 articlesincluded were inthe study, of out which a full 60 appearedinlocal news view. conveyof point to their bytheauthors whichintoframesinsight areused they can provide because studyingin bias inherent they are worth of because them, latter three the exclude the While some pieces, andeditorials. studies letters, opinion listing candidates, just the beyond were included inthe study. Thesample drawn includeswhich was newsitemsall which went announced) were results election the after day 07(the and May 2010 dissolve Parliament) asked the Queen to Brown 06(thedayGordon April between 2010 appeared articles which Hastings and Rye Lincolnshire Broxtowe Seat

local papers local papers Number of articles in 11 27 22

20 national papers Number of articles in 2 4 0 overall Number of articles 13 31 22 CEU eTD Collection paper the the paper Lincolnshire Echo (the newspapers local the in coverage The more even surprising. are coverage levels of low the therefore race, in the politician prominent somewhat a having even Lincolnshire call with to close too were races three all Secondly, newsworthy. more them make the national election. One would think that theirimportance for the national results would could of outcome impact the that crucially 2010) askeybattle (Lyons, ground were regarded one, Lincolnshire especially the seats, because the Firstly, reasons. for two This issurprising (goingjust beyondmentioning candidates). the any indetail race Hastings Rye and and national Lincolnshirethe the newspapersdiscussed in articles of only all,a couple at while nationally covered not was election Broxtowe the fact In newspapers. national in the lesscoverage even was There districts. in the candidates the mentioning articles have afewdozen carried only to local news appear the surveyed period meagre itthe was. In ishow in threedistricts coverage the all about striking thing The first 4.1 Initial Impressions three. Rye races, the results will be compared to see if there werearticles. any trends which hold Followingtrue in all the existingdiscussions and literature infrom have offrames terms emerged studying sample this which of the on based of identified thebeen have that frames Broxtowe,the of interms both be discussed will races three the Lincolnshire, and andimpressions amount the about the raceshavereceived ingeneral, the kindof coverage the the Hastings and In the following4. Findings chapter the results of the analysis will be presented. After a few initial Rye & Battle Observer & Rye Battle for Lincolnshire and the the and Lincolnshire for for Hastings and Rye) was usually brief and mostly issue issue mostly and brief usually was Rye) and Hastings for Hastings & Hastings St Leonards Observer 21 Nottingham EveningPost Nottingham for Broxtowe, the andits sister CEU eTD Collection Anna Soubry was presented as working hard asworkinginAnna campaign. Inone only with connection was presented the Soubry Nick Palmer was shown asusually for hard havingworked areaand the being reliable, while tothetwo candidates. traits gendered hardworkingdifferent slightly being ascribed way wasframedhere andwhich the candidates), ‘hardworking’ asproof werecited actions of male with associated (traditionally ‘activeness’ of a trait be considered this could (2007) by Carlson laid out schema the to While according case. ineach differently was represented ‘ evaluated. were statements their and candidates the which through frame a provided and appear obviously did traits Nevertheless, traits. candidates’ the indication of little only There was opinions onthem.candidates’ issuesand the focusedon Overallarticles the 4.2.1 Trait Frame circulation of 35000(Pugh,2011). around a whichhas Post isEvening local theNottingham paper The inthe2010election. Soubry lostHe Conservative 2010b). tothe Anna Eveningsince 1997(Nottingham challenger Post, district the representing been had who Palmer Nick was MP Labour sitting The recounts. after several votes few hundred bya momentand wasdecided last untilthe call to close too wasconsidered election The in MidlandsNottingham. in East the islocated Broxtowe 4.2 Case1: Broxtowe information. withwhatother and in connection in order, what present, to quotes which selecting in task a crucial had still they fact in journalists, the of role seem decreasethefirst While might glanceto this practice directly of at instead paraphrasing. quoting them themselves,usually candidates by statements the on relied heavily papers, all only the candidates’ stances on it. While there were some differences in the styles between the issue,and provided focused on a single national inpapers, articles, the even Most focused. Hardworking’ was a dominant theme that was associated with both candidates although it 22 CEU eTD Collection " differently. very politicians two the represented activities canvassing candidates’ the discussing article an example, For differently. presented also was campaigns their on worked candidates two the How issues. certain to be pertinent seem to field inthat her achievements and asalawyer, in area the sheworked had also Furthermore, well. had active yearsin forfor she been local awhileas quite and politics several consequently interestingframing choice toonly Nick apply to Palmer. AnnaSoubry had in been districtthe incumbency,itof was an been effect While job an could for have the this district. good focused a wasshowndoing on candidate as more while Labour the purpose, forissues this focus engagedwith andthe her being was impression only elected on that way gavethe this under way doors intheconstituency thecampaignwas evenbefore already knockedon10,000 officially " more strongly with the female candidate. However, this is not always presented positively. isassociated of activity trait “masculine” thetraditionally words, other In “active”. less and describelaidback,lessmake more dynamic, himseem used to as Nick Palmer’s canvassing Post, 2010a) in the city centre2010a), “ asshestrides (Nottingham Post, Evening no less“ be to shown are (anactions her even and area events the in participant wherea passive not is She life is happening). her. The thinkvoters of instead what she isdoing, in what of terms is described Anna Soubry terms that are 2010a). Evening Post, Post, 2010a) Nick Palmer, on the other hand, " wayenthusiastically, keentohearwhich peoplewillvoteon May 6 people overto strides herasshe faze this doesnot But stronghold. Tory which nota is The Conservative candidate Anna Soubry, a lawyer, claims she and her party workers had claims sheandherparty The ConservativecandidateAnnaSoubry,alawyer, ." (Moncrieff, 2010). Here the fact that she has worked hard is presented in presented is hard has worked she thatfact Here the 2010). (Moncrieff, ." She [Anna Soubry] [Anna 23 walks down aresidentialstreet admits it is a riskier area for the party, the riskier areafor is a admits it enthusiastically” ." (Nottingham Evening Evening (Nottingham ." (Nottingham Evening " (Nottingham (Nottingham " energetic ” CEU eTD Collection foris politics. job considereda pipeline before, mentioned as lawyer, a being that given knowledge, relevant and significant had also who from framed werealso someone AnnaSoubry'sascoming statements experienced politician an as shown clearly more was while Palmer Nick words, In other competent. considered be should who someone from coming were statements those that conveys statements her of most for profession a well-respected to connected Being2010b). Evening Post, former TV presenterwith some sense of being someone who was her competent.endowed have might This The onlycandidate. time sheconservative the wasbeing was to describedin addition lawyer as a former the article lawyer or a as described always wasalmost Anna Soubry is that factor interesting Another announcing thatrather incumbency. she won but candidate’sgender the beconnected to not might thisthe withit. Yet, resultsquoted often election hispositive with male MP, the with associated mostly itwas indeed here and “masculine” (Nottingham considered is traditionally that trait a is also ‘Experience’ MP. sitting the for experience, trait, another with itcouples it while actions, candidate’s Conservative of the evaluation positive waysThese candidates aquestion ofhow work-hard two reporting mark on puts the around for the Labour MP clear success is presented. 2010f). This way whileno results of the hard work are cited directly forthe female candidate, withwho done something for,or or thinkIhave doneagood job workedhave who, non-party volunteers,over theyears,I people I have370 quite hopeful. with of assaying: herthis whois arecontrasted Nick case those actions quoted Palmer, " 10,000 doorsintheconstituency thisyear " as afact. is doors on treated number wherethe knocked of in paper, samefact the another reporting of with be the Thisinbe contrasted can should doubt. put uncertain thefigures asif terms, Broxtowe Conservative candidate Anna Soubry and her team have knocked on have knocked her team Soubry and Anna candidate Broxtowe Conservative ." (Nottingham Evening Post, 2010f). However, in 2010f).However, Evening Post, ." (Nottingham 24 ." (Nottingham Evening Post, I am CEU eTD Collection Nick Palmer (although be competent to indicated were both and andcaring warm as them showed that did seem in terms described candidates were both While them. moreconforming of instead to stereotypes experienced),gender to counter rather was candidates the of painted was that picture the Overall, Anna candidate. theLabour strongly with was associated trait "feminine" Soubry was candidates rather associated " candidate: of Labour the for that except candidates, allparties’ with of trustworthiness questioningthe voter the 2010). There was no mention of Anna Soubry in connection with these traits, except for a quoted as quoted saying:" example, hewas afewtimes. For upquite brought were honesty integrity and Nick Palmers whofriend hasstopped byoutoftheblue Nick“ 2010a)and (Nottingham peopleEvening Post, treat Palmer are caring and concerned with the opinions of others. While Anna Soubry is " While Anna Soubry of others. opinions the with concerned and are caring from how 2010a)shows candidates both on article canvassing(Nottingham the Post, Evening Both candidates were also depicted as being caring being as depicted also were candidates Both in her. on reporting the was a applied thattypically frame this not was trait), this “masculine” obviously caseAnnaframed asmore Soubry was aggressive(atraditionally Palmer was shown as Palmer wasshown milderas havingafar" reaction (" anattack as framed was candidate’s opinion Conservative the housing, on adebate on example,reporting when in a neutral frame (usually “ from of examples beingframedby it.quotes werepresented Whilemostcandidate statements some were there candidate, either with associated typically not was While aggressiveness ." (Nottingham Evening Post, 2010a). It seems clear that this traditionally traditionally this that seemsclear It 2010a). Post, Evening (Nottingham ." he cares about the area. I'm other not convincedarea. I'm goingtogetthat from he caresaboutthe thatI'm For me, politics is about ideals; it is about makingsociety aboutideals;itis better For me,politicsis Ms Soubry attackedthecurrent system as thecandidateas said” ."(Nottingham 2010a). Evening Post, 25

or similar), there were exceptions. For and warm. The above discussed quotes He suggested " (Walker, 2010)) while Nick while 2010)) (Walker, " " (Walker,2010).While in warmly as if he is an old he is an if warmly as keen to hear keen to " (Walker, " CEU eTD Collection the of negativeappraisal rather her because controversial especially appeared statement candidate’s opinion (as well as that of the other MP hopefuls), seem more controversial. Her Conservative the made which candidates, other the of that to contrasted was position her here, policing.issueEven was MPs, andthis Labour sitting butnot the on reported was position Soubry’s Anna only which with in connection issue one only was there fact In described, butthere wasasecond where group only position the of Nick Palmer wasquoted. were issues these on opinions candidates’ several articles of group In one health care. and taxation,policing, roads, housing, with in on connection reported were stances candidates’ articles. The inframes the dominating the numberlarge of in a were Issuesdiscussed. Given the issue-focused nature of the reporting there was a great variety of topics which4.2.2 Issue Frame were issue frames. more the prominent within frame, morea secondary of represented traits candidates’ and personalities, candidates’ bythe framed in howarticles were often beseem abigdifference notto There did equitable. reasonably seems traits of in terms the coverage for thiscaveat, but Nevertheless, rewarded. of itinstead for leastpenalized partly, at be, might she trait, "masculine" a displaying butfemalebind, being thedouble mightof where itneverthelessexample bean reports, makes casefortoo keen.Whilethisisnotthe all herseemsomewhat(Moncrieff, the 2010) " doors on knocking candidate’s the critical terms,in fact as perhaps being too active, possibly in some way “pushy”. For example, in more some placespresented in was "activeness" AnnaSoubry’s questioned, were hardly traits positive is Palmer's while Nick pause that givemight aslight that The only observation trait). “feminine” (traditionally honesty Nickfocus Palmer's more on was there while active of being trait “masculine” traditionally even beforethecampaignwas underway. officially 26 " CEU eTD Collection given issue is stereotypically associated with. However, the way the candidates’ positions positions candidates’ the way the However, with. associated is stereotypically issue given Overall, the issues that candidates were framed through were not related tosignificant. which gender the still is rivals from positions seeking without it on report to chose still journalists that couldbe aresultincumbencyhis of involvementhis and in bigger local but fact affairs, the accept.This far kindof moreeasier to coverage his viewsappear obvious andconsequently and " the articles:" from of just titles the be question seen can (this be without needed solved to as problems that mentioned him,and had quotes from only him. issuesFurthermore, the clearly were presented framing of a particular issue. Twoarticles, discussing road maintenance and a permit tax, only convincing. Nick Palmer, on the other hand, often did nothave tocontend with his opponent’s experts (" requirements the local many of would meet certainly 3,000 an extra our borough but the needsof toher(" attributed quote Again the more controversial. Anna opinion Soubry's on housing issues was presented similarly in aframe thatmadeit seem 2010d). (Nottingham Post, Evening (" system the but officers the not ascriticizing wereshown candidates while other 2010d) the not the police system (" and themselves officers the criticized actually who candidate only the and was she area, the in problems current the also but past, the just not mention to one first the was also statement situation was followed the statements of police officers describing their achievements. Her The numbers are not made up by politicians; they are extrapolated by demographics demographics by extrapolated they are politicians; by made up numbers arenot The also moveabouttoooftenPolice officers Beeston campaigners oppose permit 'tax' opposepermit Beeston campaigners " (Nottingham Evening Post, 2010e)) which made her statement seem rather less seem rather statementher which 2010e)) made EveningPost, " (Nottingham Plea for housingroads estate's Plea for to becompleted 'dangerous' ." (Nottingham Evening Post, 2010e) was preceded by Nick Palmer's opinion 2010e)was precededby opinion Nick Palmer's (Nottingham Post, ." Evening Too many police officers are demoralized officers Too manypolice 27 " (Henesey, 2010). This kind of framingmakes kindof 2010).This " (Henesey, (...) . then you'removed to another beat There has never been a full study of afull neverbeen has There " (Nottingham Evening Post, " (Nottingham Post, Evening " (Robinson, 2010) (Robinson, " ." ." CEU eTD Collection (Nottingham 2010a) Post, Evening for him vote certain (" to were not who voters from quotes by illustrated was plight candidate’s Labour’s the hand, one the On gathering newsupporters. whowillnot sure they bevotingfor. tea. However,admittheyare a cupof echo thissentimentin for they andinvitehim and 63, (" holdsupporters to unto while Palmer wastrying Nick support for the Conservatives in the district). In fact, the whole article conveyed the sense that overwhelming the due to was this is thatit unlikely 1%, lessthan or hundredfew a only was votes in difference final the that (given voters from replies dismissive even or uncertain more as 2010a),hewasshown canvassing far getting (Nottingham activities Post, Evening candidates the discussing anarticle In scrutiny.more under whichwere chances candidate’s male the in fact itwas it race, close was avery meant that district marginal a While being 4.2.3 Viability Frame essentially providing the only solution. and problems real with seem engaging him made that receive coverage likely to more views with that of other toher bysetting uptheissuequestionable, positions counter andin contrastingher every case candidates or actors or asmore controversial werepresented positions Anna upon Soubry's differed. were reported as well. Nick Palmer, on the other hand, was indicated as having voted labour in the last election. The article made out a farbigger labourinlastelection. the voted made as havingThe articleindicated out were Palmer Nick rejected who of those besome while convinced not which could a group " leaflet passing (" staunch Labourvoters ." (Nottingham Evening Post, 2010a)). Furthermore, given that they were described as as they were described given that Furthermore, 2010a)). Post, Evening ." (Nottingham But Anna also meets a couple of staunch Labour voters whocampaign dismissher staunch Labourvoters alsomeetsa coupleof But Anna " (Nottingham " (Nottingham 2010a)is Post, itEvening clear just they that from were ), those who those Anna rejected Soubry mentionedin were only " (Nottingham Evening Post, 2010a)) Anna Soubry was 2010a))Anna Soubry Evening Post, " (Nottingham I'm voting for the fruitcake party. Ukip," she says"she Ukip," party. the fruitcake for voting I'm 28 Another coupleinthestreet,aged60 CEU eTD Collection the "masculine arena" that Karen observed. (2002b)previously Ross "masculine that the arena" like way in any framed not was itself space political the Similarly, space. political in the new particularly something representing as regarded be should them of either that indication any there was nor on, remarked were appearances candidates the of Neither study. under articles in werenotpresent literature in frames identified The appearancethe existing the andnovelty 4.2.4 Further Frames questionable viability Anna while Soubry was impliedtobe clearthe frontrunner. his inmorefar of terms was framed often PalmerWalker, Nick speaking Generally 2010). extremely unlikely appear them made in which terms described wereonly chances candidates’ remaining the that (for example: particularly given better, much seemed winning of her odds in election, the underdog bethe " Anna Soubry’s chances were discussed far less. However, since Nick Palmer was made out to (Robinson, 2010). " candidate election an of more and MP an of less moment the at was he that out pointing by soon, MP bethe not might he that implied least se at per outcomes election address not did that articles Even hopes. re-election Palmer’s Nick of coffin the in nail final the as focus ontheLib Dems’ chancesin but district the instead made outtheirin surge popularity him, hewill losehisseat " Democrats: for Liberal inthe the support the surge discussing inhappenedarticles several The same his viability. in clearly wereplaced chances a frame that questioned Palmer’s andNick support, actual in an was likely there than them between difference Labour's Nick Palmer, who is campaigning to retain the Broxtowe Parliamentary seat Parliamentary whoto retaintheBroxtowe is campaigning Labour's NickPalmer, sitting MP Nick Palmer freely admits that if Lib Dem supporters do not vote for Demsupportersdonotvotefor admitsthatifLib NickPalmer freely sitting MP ." (Nottingham Evening Post, 2010h).Thesenot Post, mostly articles ." (Nottingham did Evening hopes his party canproduceasurprise here 29 " (Firth & (Firth " ...." CEU eTD Collection Palmer this year Palmer this " by name. mentioned Nick was but Palmer as aparty, only discussed were Conservatives the chances, election candidates’ various the discussing article an in example, For to bementionedby as justnamenot for candidate the Labour. likely more he was and focused, locally more were Palmer Nick on reports while initiatives, national and politics party Conservative with connected be to likely more was Soubry Anna person, instead of a Labour backbencher. instead of a Labour person, politics, while Nick far articlesmore in AnnaSoubry was often national belonging depicted andher party terms of Palmer was given far morehelp ensureachangeinGovernment chances to appear level:" national tothe more applicable were as an independent, localtried tobeproactive focus (" a local with shown was Palmer Nick parliament hung a of possibility the about asked when Similarly Conservatives. Nottingham Trent Universitywhowill previouslyvotedLabour, said:"I probablyvotethe for Broxtowe as the to referred be can The lens. national the through shown were pledges and election the of outcomes the and terms localof politics rather independent of party, if or the party was morea important factor, in represented was itself race and the candidates the in whether differences significant were Two framesidentified which were not in however,literature, surveyedthe did emerge. There Mary Brown, 76, who lives in Beeston, says she will be casting her postal vote for Nick for postal vote casting her will be she says who inBeeston, lives 76, Mary Brown, ." " William Tyler, from Beeston, a second-year animal studies student at student studies animal second-year a Beeston, from Tyler, William " (Nottingham Evening Post, 2010c). Evening" (Nottingham Post, That is what I have always done locally."”As a constituency MP I have always aconstituency donelocally."”As MPIhavealways always what Ihave That is ." " The Conservatives are a strong favourite with the bookies this year in with bookiesthis strong favourite the Conservatives area The personal/local ." (Nottingham Evening Post, 2010g), while Anna Soubry whileAnnaarguments 2010g), Soubry Post, Evening (Nottingham ." and the the and ." (Nottingham Evening Post, 2010g).Looking Eveningall ." (Nottingham Post, at the party/national frames party/national She said a vote for herinthiskeya vote will marginal She said for 30 respectively. In Broxtowe Broxtowe In respectively. CEU eTD Collection for. be can impactreporting controlled might gender which other than candidate factors This way there. situation the to observations comparethese and to reversed, were and roles belonging,incumbency, another party where the look at campaign to important was why it is media. bytherestof This national newsworthy the which issues on dependent were deemed most factors, other obviously belonginginstead incumbencyand of party gender and perhaps many of result be can differences these Naturally, Soubry. Anna presenting when significant the perspective of personality onfrom reported more often was male candidate The identified. frames also newwere Two and locality, whilefarmore questioned widely. her party and national were chances male candidate’s the literature, the on based expectations to counter clear that, politics were morehis viability,itIn termscandidate opinion times "unopposed".was several could of present male the while controversial, being as framed often more were opinions candidate’s female the that was difference The only issues. most on opinion their about asked were candidates In terms of issues there did not seemalthough in one case Annato Soubry was portrayedbe somewhat negativelyany for being "too" active. gender related werepresented candidates the havehow impact on negative did much not traits of stereotypic difference in reporting. reversal The andcompassionate. ascaring framed were candidates Both aggressive. case even Both in one and more active, was Anna Soubry while experienced, and honest more as presented was Palmer Nick them. to opposed exactly were times other at and stereotypes gender with line in were partly only these position, issue and personalities their of terms in framed often were all.While candidates found not at frames were novelty The appearance and expected. was that way the in not particularly and Broxtowe, in reporting the in role significant play a found to where literature previous the identified basedon were all that frames Not 4.2.5 Overall 31 CEU eTD Collection (Lincolnshire Echo, 2010i). These different frames in different papers give a wholly different different a wholly give papers in different frames different These 2010i). Echo, (Lincolnshire answer, Ithinktheothertwo candidatesdidnotreally grasp theissuesas as she did firmly (Lincolnshire 2010i) saying: andwas Echo, a voter reported " " only able to isas being described Merron While Gillian honesty. as onesided as with notis picture herethe although as well, negative was competences candidates’ of the The evaluation a closecontest whatwinis likelytobe to votes in afew ploy letter appearsnothing morethanacynical tobe " are questioned: statements McCartney’s Karl similarly However, close them Government to with the constituency, yetvoted " writes: paper one Gillian Merron For issues. various on positions their untrustworthy when describing or as being dishonest indicated were candidates negative: showing theFraming very wastraits through in not common Lincolnshire race.Theframingthe wasoften candidates in terms 4.3.1 Trait Frame of lacking a crucial capacity.2011). 17000 (Pugh, For example, both is the paper local The win seat. the to managed who by of Conservatives, sinceKarl the was challenged McCartney minister 2009, health alsoserved asa who in Merron, Labour elected The government. MP 1997, Gillian next form the party would which indetermining be crucial would race which tight very a seen as also was election local andthe Midlands, in East the located is also Lincolnshire 4.3 Case2: Lincolnshire The candidate also managed to field shouted abuse about Gordon Brown's recent gaff " gaff recent Gordon Brown's about shouted abuse field to managed also The candidate bluster about Labour'sbelated attempts at control ." (Lincolnshire 2010e) Echo, Lincolnshire Echo Lincolnshire She promised to try to help the post offices inher post offices help the try to to She promised 32 " (Woods, 2010) she is 2010) shedescribed also " (Woods, as , which has a circulation of around ." (Lincolnshire Echo, 2010b). Echo, (Lincolnshire ." “I think Gillian gave the best best gave the Gillian think “I However, I have tosayhis I However, ." ." CEU eTD Collection hard 2010) while " Brown or mayhavetheinspiredideas battle aheadneither Merron " is as described Merron (Gillian candidates stereotypicalmost ofthe by farrepresentation numerology.While the through gave this Another article which has beto mentionedis one which analysed the candidates’ chances to arrangemeeting the in firstplace 2010g). the (LincolnshireEcho, enough asinfluential beingher presented of instead side perhaps wasemphasised, her caring this man. Through young remarkable asa helped had she that person the of presentation the by framed was involvement Her offices. see government the to children oftaking memories active 14year oldwants tobe who PM one day,in appeared she a supportive having role fond a politically about a story In Merron. with Gillian inconnection frame caring of the evidence was some there activeness, or aggression either on based frames no were While there in of ambiguously competence. wereframed terms candidates both overall that see wecan Nevertheless, GillianMerron. for implied samewas the negatively hewas framed framed positively, with was this Merron'sincompetence,contrasted impliedGillian when but being was McCartney when fact In positively. framed was Merron Gillian that mean didn’t thisbut candidate, with Labour the contrasted caseshewas in both that note to interesting (" evaluation positive a more heissuea particular alsogot speakingon Onthe otherhand,(Lyons, 2010)). when Health minister thankspartlyMs Merronisinwith achance, toblundersbyheropponent. (" campaigned he how in incompetency by framed also was McCartney Karl unsuited to the position, while in the other she in fact comes out ahead of the other candidates. beentirely to appears she one In actions. and statements candidate’s the to appearance "(Hamilton-Parker, 2010)), it is how it much was doubtful "(Hamilton-Parker, 2010)), bythe determined content the of Karl McCartney is shown as a determined person who will fight fight will who person determined a as shown is McCartney Karl McCartney was clear abletosound McCartney on this issue seeks balancerather than conflict and in the hard 33 ." (Woods, 2010)). It is 2010)).It (Woods, ." . " (Hamilton-Parker," . u Public But ” CEU eTD Collection (" Gillian Merron was quoted as not really engaging with the local dimension of the problem seen from “ seen from title the issue be can it (as as animportant showed thearticle crime, while discussing Similarly, when 2010). thetopic (Woods, on touch out of as portrayed was Clearly Merron Gillian 2010)). “ as was described response candidate Labour (the above been described have immigration issue of the around statements describecandidates’ the usedto The terms question. different a is of course issues thesevarious appearon to wereallowed candidates the competent How immigration. defence, and health care, oneducation, discussion inthe seen be could This opinions. candidates’ rivals’) their (and both itcompared it contrasted did and rarely, when rather and indetail positions candidates’ described the Lincolnshire Echo the found. In general, be to differences many explicit not were there describe candidates, the to used were that issue competences the Looking at 4.3.2 Issue Frame for that. only was example butone there candidate, female the to applied only was frame caring the that was difference The only competence. of in terms ambiguously and honesty, of in terms negatively framed being statements their with their traits, of in terms framed similarly were candidates both article, one this Save for is indispensible. win) "should" whoas one articleimplied the also the was who male candidate tothe (attributed aggression aplacewhere as being shown arena was instance only the wherethe also political tostereotypicalconformed This was expectations. completely that traits of in terms shown were candidates the here example, one only was piece this while Nevertheless, numerology. of by rules the dictated andhowmuch author bluster There are now record numbers of police officers acrossthecountry ofpoliceofficers There arenowrecordnumbers ” (Woods, 2010) while the Conservative rival sounded rival while Conservative 2010) the ” (Woods, Under-funded policeinpolicy Under-funded spotlight 34 " (Lincolnshire Echo, 2010h)) Echo, (Lincolnshire " clear ontheissue "(Lincolnshire Echo, "(Lincolnshire ” (Woods,” CEU eTD Collection despite the general positive outlook, the Conservatives’ chances were also repeatedly repeatedly also were chances Conservatives’ the outlook, positive general the despite example:" (for hopesquestion yetlikelihood Labour’s tothevictory pointed of winning Conservatives’ the few articles which used the outcome of the race as a quite their were there outcome, election foroverall the seat acrucial was Lincolnshire that Given frame. Most of them did not directly 4.3.3 Viability Frame prominent in their importance to the district’s electorate. more were butall at candidates the any of to connected always not were these themselves issues by the created was frame common most the here while Interestingly, expertise. issue specific to than competence her of evaluation general the to related more be might issues,therefore “feminine” traditionally“masculine”both and applied to This tendency questionable. least somewhat at seem made them that inaway more often were presented options Merrons’ Gillian differed. represented views were these how topics, most views on theirstate to the opportunity were given both Although candidates. the between framing inissue some differences were seem overall,there not gendered did While issuecompetences Lincoln GillianMerron should havesomething to say onthis was:" actually job title the relevant how competence, phrasing writerthe notedhersupposed the immediately of sentencethe questions several years, the presentation of her expertise was not entirely positive. For example, while for minister as a served had she where area an care, health namely her competence, proving Even when discussing anissue wherearguably Gillian Merron should have haddifficulty no bureaucracy as saying: " quoted solutionsMcCartney was (Karl various alloffered candidates other 2010h)) whilethe I will fight for fair funding for Lincolnshire Police and to reduce unnecessary to forLincolnshire and Police funding fair for willfight I ." (Lincolnshire Echo, 2010h)). ." (Lincolnshire Echo, Tories, tipped as most likely to win Lincoln" win likely to most as tipped Tories, Come to think of it, Health Minister and MP for andMPfor Health Minister it, of think to Come 35 ." (Lincolnshire 2010a) Echo, (Donnelly, 2010)). However, 2010)). (Donnelly, CEU eTD Collection Times described as having " Sunday the who male challenger her in fact butexpect to led us have would literature the as femalecandidate this wasnotthe of inframed However, beingappearance. terms candidate for a wasanexample there in apparent ofthearticles, any wasnot frame novelty While the 4.3.4 Further Frames independently. candidate’sdiscussed wereseldom Labour chances vulnerabilitiesfavourablyframedit ofviability,more in his the while also addressed terms generally was McCarthy of coverage the While opponent. her of that than strongly more Overall, it does not seem some toof the articles which emphasisebe Karl McCartney's positivethe election chances. case that Gillianviability Merron's although viabilityout ontop the use of wasthe questioned term" following: " far for this isthe An example the winner. as Merron pegged Gillian that weresome fact there in hopes; bigelection Conservatives’ eventhe mention not did which articles some There were be decidedbyless than two thousandvoters prediction with:" polled strongly in lastyear's CountyCouncilelections within agoodshout,havingoustedLabour controlfrom ofthecitycouncilin 2007. Theyalso candidate KarlCertainly, suggests McCartneyas thehotfavourite. recentform are the Tories Conservatives' have bookmakers the and years in election closest general the potentially " with: perspective McCartney’s Karl from very positively starts article while an example,For was reported. winners the being of likelihood them the questioned when even referring to how he dressed this description did anchor to the candidate’s how candidate’s didanchor tothe appearance. hedescription dressed this referring to ." (Lincolnshire Echo, 2010i). This can be seen as quite positive in terms of of in terms positive seen asquite be This can 2010i). Echo, ." (Lincolnshire From an Echo straw straw the publicLabour'sFrom anEcho GillianMerron seemedpoll of tocome However, the difference between Lincoln staying red or turning bluecould Lincoln stayingredorturning the differencebetweenHowever, a hintofestateagency seemed ." (Iredale, 2010) 36 " makes the observation less confident than than confident less observation makesthe " " (Woods, 2010). While not explicitly not While2010). (Woods, " ." (Iredale, 2010), it does amend the does it 2010), (Iredale, ." Now we face CEU eTD Collection leader opinions.articulate totheparty deferred to ifhave independently hewould from party the than Thishim moreEcho, 2010c). framed share was allowed whoit hand other the (Lincolnshire on hisopinions was thecandidate to in was visit Conservativethe quoted Echo, 2010f), articlechairman’sthe (Lincolnshireduring minister the visit minister’s health the describing While politics. national-party to connected herselfasmore candidate framing the nationallocal thereby ones, instead of issues talk about to shown being were leaders the and footnote minor a like more was involvement Merrons’ Here Gillian leaders described. Labour were visitsfrom with howthe This isincontrast issues. local mentioned also article The race. the win him help to coming politicians party prominent the on focused The story figure. a central was McCartney Karl candidates, the for drum support visitingup to in whowere the politicians describing Furthermore, article an district. the in living people the eyetowards with aspecific country isthe Here “we”the thepeopleof 2010d). withthe overallnumbers brightest people,control on but andthebest whenWe must not uncontrolledimmigration. necessaryattractthe from immigration, but issue: " was the describing cited candidate conservative way the the to contrast interesting This isan local district. than rather “we” leaders as party tightly controlled On immigration, for example, whileattributed statements whichshe were relevant toor referred to nationalwas politics. quoted as saying more often and terms related party in described was more commonly who Merron, Gillian that " candidate,it belonging.was the Labour independently In Lincolnshire somewhat party of often framed wasmore onecandidate likein Broxtowe, Lincolnshire, well. hereas wasfound In Broxtowe in terms inthe caseof andwas mentioned identified literature in frame the not The issue which was of party politics, while the other in terms of local politics, and " (Lincolnshire Echo, 2010d) where she was referring to the government and 37 Lincoln and the UK can benefit from benefit from the UKcan Lincoln and we know it needs to be weto itneeds know ." (Lincolnshire Echo, Echo, (Lincolnshire ." CEU eTD Collection was district, the represent to hisparty of first the Foster, Michael MP Labour sitting Hastings and Rye is 4.4 Case3: Hastings and Rye an electoral district in male rival. her in to beviewedthan party politics of terms East Sussex in the likely wasmore female candidate found here:the werealso in Broxtowe were observed that south of England. Hereof how likely his eventual victory was.the Lastly, the personal/local and the party/national frame was also relatively equitable although McCarthy was somewhatmore often discussed in terms The framing ofviability interms candidates. issuesmost both by mentioned framed articles that given bias, especially anygender of evidence no there was candidates the articles about frame In terms input issues usedto of the thatinwhich them were framed doubt. away be likely to more were positions Merrons’ Gillian eachissue, be heard on chanceto the got Whileboth of them issue in competences. candidates’ the of terms similarwastrue Something be prone framed negatively to alesser and tobe to framed degree by feminine traits. more was slightly Merron be by Gillian framed likely their personality, wasmore to candidate neither while traits, personality of In terms insignificant. was frame all, appearance the at and role any play not did frame novelty The diverged. nevertheless media the in framing their on, werereported candidates two the how between majorno differences were again While there 4.3.5 Overall parties. in different and positions in different were they though even candidate female the to applied was frame party/national the in both cases that interesting is very it Broxtowe in than in Lincolnshire weaker frames were Although these hisof independent party. focused and locally more was opponent male her while issues, national with preoccupied politician, Labour a as be framed to likely more was candidate female the that seems it Again 38 CEU eTD Collection integrity. lack also of but onlyincompetence not byimplying MP evennegatively more Labour the previous statements" was questioned: Forster Michael of competence articlethe same In the (Morris,2010b).project the for AmberRudd was of support " how mentioned system train the of issue the on article an MP, sitting in the disappointment While expressing community.important tothe were projects that for Amber Ruddwasalsoinshown asbeingsomewhat caring the sense providedsupport she that 2010c). aggressive statements which included phrases like " with other each with interact to shown were candidates the how by enhanced also was This both framedfirstwere "hit"place.as displaying inthestrength.candidates were Thisway forbutthey their implyonly they that phrasing alsoaggressively that foughtright, not did statements being led up to with " their with beingframed competitive, were as candidates by.framedBoth were candidates the that traits the about observed be could little fairly reporting the of brevity the Given 4.4.1 Trait Frame harder, frames have nevertheless emerged. considerably made analysis the While this daily. than rather weekly local are papers the perhapsbecause districts, studied two previously it in was the sparserthan iseven candidates They had acirculation The 18000 and6000respectively of coverage 2010). (Luft, of local the Observer. & Battle Rye andthe Observer Leonards & St Hastings the papersare local The the sitting MP and return the district to the Conservatives for the first time since 1997. unsteady to managed challenger The Party. Conservative the from Rudd Amber by challenged (Morris, 2010b). Through the use of the term "chose" the article framed hit back at..." hit 39 "(At the meeting) Mr Foster chose to repeat Mr Fosterchoseto meeting) the "(At (Alderson, 2010a; Alderson, 2010c). This 2010c). Alderson, 2010a; (Alderson, Labour scaremongering Labour encouraging (Alderson, " " the " CEU eTD Collection the numberin particular issuein district, the was central the Transportation afewexceptions. were there of trains connectingmentioning beyondissueit.just The rarely Yet, engaged indepth articles with any particular 4.4.2 Issue Frame the area to more combative aggressive. and somewhat urbanized as shown were candidates Both questioned. often quite was her competence was, she When parts ofRudd wasframedless infactshe waspositively and described less interms of traits often. the country.Overall, the sitting MP Bothwas shown as caring as well as mostly honest and competent. (Alderson, 2010c). Amber area: "" area: the in representing his competence praised leaders also visiting party successful. Similarly, (Hemsley, 2010), emphasising how important his actions were for the districts efforts to be " example: for saying question, without MPs’ popularity Labour the celebrated Otheralso articles2010). (Moore, 'tax onjobs' government work,andbusiness,the inteaching, interference voluntary debt, on was better She raised. audience rather godly whichthe marriage and faith and without much to exonerate underbeing question herput a far less competence with evaluation positive Amber Ruddgot her (" hispointing to integrity and warmth. question, thebadhisby pointing he reaction for firsthis out by got isimproved image answer with hisdecencyandhumour. district as follows: " inthe debate inthe described hisperformance magazine Spectator The article inthe national An in more two traits. of positively incumbent terms these framed articles the other However, He is an outstandingMPwho isabrilliant advocate Hastingsfor inparliament He was roundly booed about the deficit, but otherwisewas roundlybooedaboutthedeficit, but He convinced people They praised Rye MP Michael Foster supporting theirefforts RyeMPMichael for They praised " (Moore, 2010). While again putting his competence under his under competence While again putting 2010). " (Moore, Amber Rudd waswithAmber Rudd uncomfortable issues the about 40 ." ." ." " CEU eTD Collection were cited aspledgingwere cited supportwasa" to Conservative the scheme the that out pointed even area, and in the done had Labour what refer to theydid articles indirectly mentioned these wasnot Forester WhileMichael 2010c). Amberonly (transportation), issue a production to connected were candidates both while Overall, issue framing was slightly more gendered than in the other cases that were studied, as in confirmed. areawas the position very Hecame 2010a). (Alderson, from out positively exchangethe andhisexpertise undercuttingConservativestatement worded the astrongly add his with 2cents chance to Whilea area. politician tothe got not even mentioned,Michael Foster AmberRudd was about was infactvisit the of in that a conservative is an article interesting happened thatthis The issue of opponents. their than tourismeducation in involvedwasmore least beingframed at as were Conservatives the Nevertheless, 2010b). also discussed in connection with " statement: general rather a with in thearticles the Labourappear limited to opportunity Amber got Rudd, sheonly support Hastings to havingcome to MP. What as on reported were notionally they While statements. making upon werereported leaders is Conservative two and education, was one first The parties. two the of members leading visitsby in to issuesin thepresswereconnection prominence two whichgained The other only mentionedone AmberRudd as being helpful(Morris, 2010b). while Morris, 2010a) and (Hemsley, along 2010 in rolling projects the involvement getting Foster’s many Michael praised articles hand, Onthe other (Alderson, 2010c). bewould cut 2010b) ministerif Conservativesthreatening funding aLabour the and wintheelection that Michael Foster was criticised for transportation. issueof the not with in connection press negative some helpingreceived candidates enough to ensure rail projects succeed (Morris, flagship Labour governmentflagship policy 41 Our young people deserve afuture Our young peopledeserve " (Alderson," ." (Morris, CEU eTD Collection although somewhat weaker than in the two previous cases. The articles discussing the the discussing articles The previous cases. two the in than weaker somewhat although again present were hand other the on frames party/national the and personal/local The in. compete to for women place be asuitable not itwould that implication no was there papers, in the arena depicted political into fitaggressivenessof the both the seemedcandidates given to that seem have not frameFurthermore, novelty arole. played to again did The appearance andthe 4.4.4 Further Frames chance. counterbalancedmentioning a for why he negativewas better by reasons still evaluation stood questioning escapedthe whileneither candidate therefore, Overall, her opponent. of inthat than her case of their viability,in cited less circumstances far exonerating was there werequestioned, candidates While both despite reversed. exactly results the eventualObserver (Morris, 2010d).This since issurprising election the held next theday very saw the resultsLeonards St and Hastings bythe a poll conducted be to behindin polls, according to the it seems that Michael Foster's more often questioned, many articles also described him as" many him described also articles morequestioned, often was Forester of Michael future While viability. the in framed of wereterms candidates Both 4.4.3 Viability Frame issue whether framing conclusions was truly gendered. draw is to it questionable issuesdiscussed, of number lowgiven the However, issue). production "masculine" atraditionally (again tourism with in connection was cited Foster being " as Amber citedwhile is Ruddwas more that Rather surprising popularity (Morris, 2010e). was Rudd the favourite withthebookies" the favourite framed through education (a traditionally "feminine" issue), and only Michael only and issue), "feminine" (atraditionally education through framed (Morris, 2010d), in 2010d), piece another herparty (Morris, was shown 42 optimistic " and pointed to his to pointed and " CEU eTD Collection missing, there were some striking similarities. completely again were arena) male a as politics and novelty, (appearance, frames three that especially given literature, the to linecompletely not up do results the While obviously mirrored what was expected based on the existing literature most closely in Hastings and Rye. candidates political female and male the of representation media's in the differences The 4.4.5 Overall wasallowedmore distance. party’s candidate Labour the while reporting the in policy their and party Conservative the to tied closely more was also Amber Rudd asa local one. male candidate the and player political a national more as framed often female candidate the wasstill with incases,there a difference than other focused locally andmore party oriented weremore both candidates in Hastings while Overall, talked Foster 2010a). local implicationsMichael the (Alderson, about while plan national a with in connection mentioned were Conservatives the tourism about cabinet hechoseeducation a jobintheshadow offered commitment to education party’s the emphasised he yet institutions educational local the about talk did wig with the examplebig attention. visiting more The Conservative got Conservatives topic)the national more of a of David Cameronis yet implications haslocal (which education issueof the more on wasgiven attention, Foster (“ Michael tourism and transportation both of issues local the on while that telling also is It (Alderson,2010c). area: " with the connection example,For when Minister’sdescribing visit aLabour ministerthe praised in Michael Foster andissues. local events with connection in often mentioned more MPwas Labour while the inpolitics party interested more and nationally focused more were candidate Conservative The town wouldThe town bewithoutpoorer himin wordevery senseofthe 43 ” Alderson, 2010 b). When talking b). Alderson,2010 ” When Cameron was first Cameron When ." CEU eTD Collection opponent. her of that than frame in more far competitive were presented a in Broxtowe), Conservatives the Broxtowe and in Hastings and Rye got. Her opinions, similarlyLincolnshire)enjoy did not advantagein the amountthe of Labourcoveragein that incumbent to Anna Soubry (who ran for in candidate Labour (the Merron Gillian that interesting is It Rye. and in Hastings andespecially in Broxtowe than inLincolnshire coverage of kind the andcoverage of amount inthe both fewer differences were there that see can areas we three the comparing When 4.5 Comparing Broxtowe, Lincolnshire, and Hastings and Rye through his party than in the other districts. framed more often alsowas male candidate Rye the in and Hastings belonging, herand party politics national oftenframedthrough more was Rudd While Amber lessclearly. although again, whichwerepresent electoral districts, into thenew two frames identified previous the relates local.being This not was of accused she was that of things one the that telling is quite questionable given that she was compared to the women who Gordon Brown called bigoted, it was complaints her on reporting While the 2010). (Walker, London” from lady Tory heras“that referring byheropponent to as being “irked” Ambercame Ruddwasreported up. in note It isinteresting misogyny question the that to districtthis andgenderof consequently most often. AmberRudd’schancesquestioned candidate’s, victorious of chances eventually the the it was herethat areaof In the viability gendered. quite trait of compassion was appliedConversely, (transportation). successful inproduction feminine areaof traditionally the the to Michael Rudd. Nevertheless,was completely the a void of "masculine" overall frames as she was alsoshown as both pictureaggressive and was stillmediaAmber presence however,cannotbe Rudd's that It said, case andtransport). tourism this production (in "masculine" issueof in traditionally the with connection competence and The male candidate was more often framed through the traditionally "masculine" traitof 44 CEU eTD Collection stereotypes. to counter acting strongly face of challenge the haveto not did they so Soubry, Anna than traits “masculine” of terms in framed being to prone less were Hastings and Rye at all. in inpresent and Lincolnshire not Of framing was while“masculine”such negative traits, too course, this might be because did forin Anna representing seem tobenegatively framed afewcasesinBroxtowe Soubry Gillian Merron and barelyThere in Only andonlyvery evidencefor doublebind beingwas the any effect. week Amber Rudd indication that this would not be suitable for either of the candidates. no was there aggressive, more as was portrayed race political while the where andRye, for Hastings true This even was numerology). about in article exception the one the (save for with masculinity associated media itself, in the or stereotypical, were competences that or traits any with for endowed fighting were candidates the was office the of In none districts the expectations based moreclosely formed literature. tothe on the conforming representations candidates’ the of signs some were there trend, all-powerful no was there While moreslightly gendered. frame were used issue framethe and both traitthe framing device, common more the still were issues while hand, other the on Rye, and In Hastings care. be framedpolicing issue health through justas likelyto of the asmalecandidates through were candidates female The gendered. systematically not were by framed were they issues the and traits personality by framed dominantly were candidates the of none Broxtowe in and upon in likely tobereported InLincolnshire ofissueprioritiesterms thanpersonality traits. more were both and similarly rather framed were candidates Both districts. electoral two first the to applied that framing trait and issue of terms in emerged has trend no imbalance, this than Other speaking tourism. on candidate’s Labour the to compared particularly detail, inmuch on reported not some her were however, positions that behas of noted, to It others. certainon Amber issues, Ruddalsogot thechance tobethe give only one to opinion an on gottospeakmore inFoster entirely whileMichael andRye This wasnot where Hastings true 45 CEU eTD Collection individuals and farless membersas just of their given party. as morefarframed They were on party.their less dependent locallyfocused and more be much shownto onthe male hand,other were usually candidates, tree The politics. national by framed and belonging party their of bein terms described to likely more were cases they allthree In intensity. different with although candidate female the to applied cases only three in all was frame, party/national the analysis, in the identified frames new the of one Lastly, belonged which to. to party candidates related the beseem viability termsnot infrequency framingpublicalso didto of There sentiment. of of a reflection just imbalance was seem that not this likely it does were of all elections three results the close Given how evaluated. harshly more was arguably femalethe candidate’s but belonged In Hastings to. andRye, the both on hand, other candidates viability questioned,was slightly more inlikely be independent viability terms of describedto their of party they which were who candidates male the actually itwas cases two first in the viability, of In term 46

CEU eTD Collection it inwhich identified were of A cases group reporting. inthe any played role backlash effect the explored whether The study also 1997). Norris, framenovelty (see and the al,2004) et. (seeBystrom frame appearance the (seeRoss,2002b), frame arena as amasculine politics 2004), the al., frame et Bystrom viability the (see 2007;Meeks,2012), frame(see Carlson, issue frame the and trait the These were be used. to expected were frames several literature the existing electionBased on campaign. general UK 2010 duringfemale the candidates male and on reporting usedwhen frames in the explore differences the to out set This research and what ideas they recall to make sense of a new piece of information (Entman,events 1993). interpret readers the how influence These elements. other and choice, word structure, thereaders neutral; influence not they Newsitems are 1993). (Entman, be includedto andomitted is information chosen and is what focused, a news story influencetheorized audience to isframing(Scheufele, its is 1999).Framing thewayinwhich is media in which ways the One of world. seethe people how media affect as significant is particularly stereotypes lens of the through world the shows media the that fact The politicians ontothe public in andthe peoplewhowork media the (Lawless, 2009). from in to bewidely held society, They are thought them conform (McGinley, 2009). to ascribe specific roles,These & 1993b). Huddy Terkildsen, 1993a; &Terkildsen, Huddy & Kenny,Friedkin 2009; traits, and expertise to 2007; stereotypes (Carlson, widelyheldgender the explanations are those someof on men and women and punish thoseselection process (Lawless & Pearson, 2008). One of thewho primary reasons that exerts influencedo not proposed reasons for this varyfrom lower the fundraising ability 2010) (Banwart, to an unfair It is a well known fact 5.1 Overview that women are still greatly underrepresented5. Conclusion in elected office. The 47 ’ understanding by their their by understanding CEU eTD Collection be adefinite seemedto gender divide. electionsreporting the2010UK and where there on the extensively employedframes during new wereidentify which alsomanaged two to It media treats male and female candidates, although notexactly along the expected dimensions. the how inis adifference showed there that still It its goals. accomplished study Overall, the concern. secondary somewhat a of being belongings party theirwith focus, local more a with framed were candidates male nationalbelonging politics,framed party the while intheir and more of terms often were candidates female the districts three all In frame. party/national the and personal/local the - frames identified newly two the were found were differences gender significant most the "masculine" traits and issues,in other cases precisely the opposite was true. The frames where traditional with be associated lesslikely to were candidates female cases in certain While influencing the frame choice. gender of candidates’ limited evidence only was there but used, widely frame werealso issue the and frame trait The candidates. male the with in connection was mostly it employed was frameviability Whilethe used asexpected. not found were frameswere Other which effect. politics as a masculine arena frame. There was also only very limited evidence of the the backlashand frame, appearance the frame, novelty the of use no essentially was There employed. The analysis found that not all the was performed. frames expected to be used framing analysis a candidates with the dealing thearticles After retrieving failure. success or based on the literature incumbency, eventual party and wasvariability were there inaffiliation, ensure that candidates’ the could have been an importantwas likely that the mediafactor played at least as some well. role in the outcome Out of theof election these, and gender three were selected in a way to 48 CEU eTD Collection beenhave found not play a to rolesignificant frames. are "hiding" within other The masculine but literature based onthe identified were frames that the some of that isit possible In fact local the context. women are out of place in politics, sowhile writing about local issues they remove them from feel that journalists conversely that possible is also It support. extra need this candidates male feel that not do they while them, backing organization powerful have a candidates female how show to need they that feel journalists that is possible It effect. their as similarly femaleWhy wereonly canonlybe tomaleor frames these applied hypothesised, candidates in identified all districts. three frames eventual election outcomes. This was especially true for the personal/local and party/national incumbency, belonging, and inparty their despite differences districts, inall three candidates male to only femaleand to applied only were which frames certain were There spot. to female inof difference disappearnotjust treatment andmalecandidates the becomedo harder the observation,that conforms PippaNorris'literature (1997) to from the frames drawn The fact that this was in severalmale female.is by whether fact they or are impacted the represented cases more subtlecandidates are consequently how and story theirfor frame choosing a stereotypes when and less obvious thanby gender arestill influenced reporters itseems that However outcomes. andthe reasons the with some of the andguess media itwhaton only hasexploratory reported to anopportunity the gives research That is difficult tosay with the available data. The current research only endeavoured to do an office? hold indeed or office for running are who politicians female for mean this does What 5.2 FemaleCandidates and the Media runningfor publiccandidates office. further for highlight findingsthese Both of aneedfor carry andstudy significance also 49 CEU eTD Collection with how they at least perceived their gender as an asset or a difficulty in an election. frame and why the male of kind certain employ a to chose systematically candidates female the why question the candidates chose another candidates, of influence the under are completely used frames ifthe extremes, even two these still had most between lies probably truth While the probablybuildingstrategy. animage of part frames as certain apply to somethingthem influenced consciously who teams campaign candidates’ the towas it rather do journalistsbeyond tothinkin roleframeslittle reason that decidingthetheyuse, played and not is It possible. also is observations these for explanation alternative an Nevertheless, female for counterparts. theirthan with themselves associate they issues and traits which of in terms flexible be easierto still male fortraditionallyindicate withis both genders. associated it Thiscould that politicians issues into relation on reported were malerivals issues, their“masculine” to connected in the case often framed inof terms of“feminine” traits in thesedistricts. A similar issuetrend has been observed framing:more were candidates male the the cases, of in two traits “masculine” basedon presented be to likely less somewhat were candidates female while that whilenote to interesting is also It female candidates individuality was questioned. their politician of role “masculine” the in appeared they when Essentially, werewith. interacting somewhat supposedly furtherfrom andwere they people the removed were way they this largergroup, less likelyplay a role toin whybe they could effect backlash the Similarly, were). they place of out how demonstrate to space (or were presented more of seem out not to group of politicians) (or male politician a oftenin with presented connection not as individuals were female candidates the that fact bythe be represented could example for frame arena but as members of a 50 CEU eTD Collection be interesting to look at how their presence will impact the races in the future. still might it but success, electoral into translate not did attention this because study this from excluded were They election. 2010 the during attention considerable whoreceived Democrats Liberal the of in case the true especially is This reporting. of dynamics the on influence considerable exerted have could oneswho smaller of candidates account the into take not did and parties largest two of the the candidates with concerned was only study the Furthermore, affiliation. party or incumbency like coverage candidates’ the influenced have might that factors other for controls other to in beexplored media ableother and be surveyed to have would to races More makegeneralizability. results’ more general claims. problem for an exploratory likestudy this one,this means no that claims can bemade of This the would also allowa present not did While this small. relatively was surveyed contests electoral of number the to introduce strongerdrawing general conclusions fromWhile the results. they First used. of sample the of size the and do nature the all,from stemming limitations several has not study The the size directlyof the sample in terms impactof5.3 Limitations on the study’s office. goals, they for public morerun women more and as beinvaluable likely to is coverage changes inthis do affect themedia possibility built of them. the images that the counter or on cancapitalize they how considerThe haveto candidates female detailedof knowledgehas implications for women public for Sincerunning office. differencesin still exist coverage, of what coverage to expect, directionchartfor for this suchfuture to which study was precisely research.Thestudy also and tracking thegoals of fulfilling one further answer research, without the to impossible are Thesequestions 51 CEU eTD Collection in for coverage. differences the reason another isif there or areeffecting reporting stereotypes gender whether light on more shed therefore and candidate given any with connection in use to frames the choose journalists why and how look at bewouldto be necessary theframing would invaluable.understanding process, It of holistic more a gaining words in other framing, in differences the of results the and reasons the exploring studied, in districts three all found been have differences that given Secondly, media channels used. the thepartiesin includedand but of terms surveyed, numberof districts inonly of terms not beexpanded should sample studies the future differently. In on reported are candidates female and male whether on results generalizable more to lead should sample the expanding The study5.5 Implications for Further Research highlights male andon female candidates. plentyin reporting of differences the and effects dynamics the of understanding expandthe further of areaseven future studiesto for scope plenty of islimitations there these of By addressing some for future uncover. research.studiedmeans the reasons that and theeffects of employment the of framesdifferent ishard to meaningstepwas in creation first shared the only fact that the Lastly, the surveyed districts. 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52 CEU eTD Collection they will encounter. kindcoverage the of anticipate it helpthem could strategies, as managementmedia are preparing who candidates for relevant be also could but academically, interesting questions these are only Not insociety. meanings shared of a change to be due itcould or election a particular of dynamics the of resultbe a could in coverage role plays a other the or frame one Whether time. reporting newones while have appeared givesrise tothequestion how framesof develop over from disappeared entirely almost haveor entirely seem frames someto fact that the Lastly, in certain situations are beneficial, while others create a disadvantage. just certain frames isas in case likelythat stereotypes gender themselves. It of the more than candidates for the is frames different the of significance the what understanding for crucial is candidates the them through and frames the evaluate and interpret voters the how Further, framing dynamic. the aspect of an important highlight also could is case that the reason what forand communicate, imagethey what reporting, influence candidates how Thirdly,

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