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SANGHVI, MINITA, Ph.D. Marketing the Female Politician: an Exploration of Gender, Appearance, and Power

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SANGHVI, MINITA, Ph.D. Marketing the Female Politician: an Exploration of Gender, Appearance, and Power SANGHVI, MINITA, Ph.D. Marketing the Female Politician: An Exploration of Gender, Appearance, and Power. (2014) Directed by Dr. Nancy Hodges. 253 pp. Since the founding of the United States of America, there have been just 34 female governors and, as of yet, no female president or vice president (CAWP, 2014). Today, women comprise just 18.3% of the Congress and only 5 of the 50 governors are female (CAWP, 2014). This disparity may be the result of the perception that electing individuals to positions of power that impact millions of people is still predominantly a male bastion (Watson, 2006). Female politicians who seek election to public office often face biased media coverage and receive greater attention to their physical appearance, including clothing, hair, and shoes, than they do for more substantive issues (Baxter & Lansing, 1980; Carroll, 1985; Falk, 2010; Siegel, 2009; Watson, 2006). While previous studies have analyzed the increased scrutiny female politicians face with respect to appearance (Carlin & Winfrey, 2010; Falk, 2010) none have addressed the underlying reasons for it. This study fills that gap in the literature. The purpose of this dissertation is to understand the lived experience of the female politician from a phenomenological perspective. Thus the guiding question of the research is: What is it like to be a female politician? Two objectives were developed to address the research question: (a) to explore the role of appearance management in the marketing of the female politician; and (b) to investigate how issues of gender and power shape others’ interpretations of the female politician. This study integrates literature on dress and appearance management with that of political marketing and women’s studies to address the topic, and considers the gender hierarchies and power dynamics that surface using Freud’s psychoanalytical theories from a feminist perspective. Three methods of data collection were employed, including in-depth interviews, focus groups, and secondary supplemental data analysis. A concentric circle approach based on Strauss and Corbin’s (1994) conditional matrix allowed for creation of a holistic participant sample. Four female politicians, including a governor, a senator, a state senator and a mayor, encompassing executive, legislative, state and local offices were interviewed. In addition, 17 staff, aides, political consultants, volunteers, media and PAC members were interviewed. Last, two focus groups were conducted with a total of 12 voters. Data were analyzed for similarities and differences based on the various perspectives of the participants’ experiences, which were then used to structure three layers of thematic interpretation: (1) Understanding the Lived Experience of the Female Politician, (2) Marketing the Female Politician, and (3) Voting for the Female Politician. Utilizing the theories of Freud, this dissertation is the first to attempt to explain the impact of modern day manifestations of power and gender dynamics within the lived experience of female politicians. Findings reveal the struggles specific to female politicians, such as impossible appearance standards, issues of self-doubt, trouble building credibility and dealing with the old boys’ network, as well as subtle forms of discrimination, such as lack of access to critical resources. This interdisciplinary study reveals how appearance is used as a code to indicate deeply-held, unconscious biases that facilitate the ongoing objectification of female politicians, and points to the pressing need for further research on the topic of appearance and political marketing. MARKETING THE FEMALE POLITICIAN: AN EXPLORATION OF GENDER, APPEARANCE, AND POWER by Minita Sanghvi A Dissertation Submitted to the Faculty of The Graduate School at The University of North Carolina at Greensboro in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Greensboro 2014 Approved by _______________________________ Committee Chair © 2014 Minita Sanghvi APPROVAL PAGE This dissertation has been approved by the following committee of the Faculty of The Graduate School at The University of North Carolina at Greensboro. Committee Chair ___________________________________ Dr. Nancy Hodges Committee Members ___________________________________ Dr. Gwendolyn O’Neal ___________________________________ Dr. Kittichai Watchaversringkan ___________________________________ Dr. Kathi Weeks Date of Acceptance by Committee Date of Final Oral Examination ii ACKNOWLEDGEMENTS I would like to thank my advisor, Dr. Nancy Hodges for her patience, encouragement and effort for this critical endeavor. For pushing me to work harder and make my dissertation better, thank you! Next, I would like to thank my committee members, Dr. Gwendolyn O’Neal, Dr. Kittichai Watchaversringkan, and Dr. Kathi Weeks for their time, support and constructive feedback. To all the students, professors and staff at CARS, especially Lisa McHenry, thank you for your support and sunny disposition! This dissertation would not have been possible without the support of my family – starting with my grandfather, Dwarkadas Sanghvi, to whom I owe everything. My parents, Nita & Jayant Sanghvi, especially my mother for her strength and guidance as well as my parent-in-laws, Robin & Joseph Di Maio for their faith and confidence in me. I am greatly appreciative of the Mehta families, Nikita, Viral, Viransh and Vrithik and Yash Mehta for their encouragement. I am truly grateful to Soneera Sanghvi for all the edits that she read without complaining and all the help she provided for this dissertation. Bronte has attempted to write this dissertation alongside me by typing away with her paws on the laptop every time I sat down to work. She finally gets her to say her two bit: 6t-[ew iii Finally, with all my heart, I want to thank my wife, Megan Di Maio for her boundless patience and support through this gargantuan undertaking, for never complaining even I was working weekends, for believing in me and cheering me on towards the finish line. iv TABLE OF CONTENTS Page LIST OF TABLES ............................................................................................................. ix LIST OF FIGURES .............................................................................................................x CHAPTER I. INTRODUCTION .................................................................................................1 Background ..................................................................................................3 Women in Office ..................................................................................3 Appearance and Bias ............................................................................6 Purpose and Objectives ................................................................................8 Theoretical and Methodological Considerations .........................................9 Scope and Significance ..............................................................................11 Summary ....................................................................................................12 II. LITERATURE THAT INFORMS THE RESEARCH ........................................13 Political Marketing.....................................................................................13 Political Marketing as Marketing .......................................................13 Political Marketing in U.S. Politics ....................................................18 Political Marketing and the Female Candidate ..................................28 Appearance Management...........................................................................35 Women and Appearance ....................................................................37 Appearance and Political Marketing ..................................................41 Conceptual Framework ..............................................................................45 Conscious and Unconscious Mind Structures ....................................46 Psychosexual Development ................................................................49 Phallic Stage .......................................................................................51 Pre-Oedipal Complex..................................................................52 Oedipus Complex........................................................................52 Castration Anxiety ..............................................................................53 Oedipus Complex for Girls ................................................................55 Lacan and Psychoanalytic Theory ......................................................60 Feminist Responses to Psychoanalytic Theory ..................................62 Summary ....................................................................................................69 v III. METHODOLOGICAL FRAMEWORK .............................................................70 The Phenomenological Approach ..............................................................70 Data Collection Methods ...........................................................................74 Interviews ...........................................................................................74 Focus Groups ......................................................................................76 Secondary Supplemental Data ............................................................77 Participant Sample and Selection...............................................................78
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