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Name It. Change It. Women’s Media Center She Should Run An Examina<on of the Impact of Media Coverage of Women Candidates' Appearance Findings from an online dial survey of 1500 likely voters na<onwide with an oversample of 100 young women voters

Celinda Lake, Alysia Snell, Cate Gormley, and Flora Lethbridge-‐Cejku Lake Research Partners Washington, DC | Berkeley, CA | New York, NY LakeResearch.com 202.776.9066 Bob Carpenter Chesapeake Beach Consul<ng Chesapeake Beach, Maryland 703.980.2144

Methodology

Lake Research Partners and Chesapeake Bay Consul<ng designed and administered this survey which was conducted online March 3 – 7, 2013. The survey reached a total of 1500 likely voters na<onwide with an oversample of 100 young women, age 18-‐35. The sample was drawn from an online panel and respondents were screened to include only registered and likely voters. The data were weighted slightly by age, educa<on, race, region and party iden<fica<on to reflect the a_ributes of the actual popula<on. The young women oversample was weighed down into the base. The margin of error for the total sample is +/-‐2.5% and +/-‐9.8 for the 100 oversample.

2

Methodology

The survey was divided into a systema<c experiment with a hypothe<cal Congressional contest between female candidate Jane Smith and male candidate Dan Jones. Voters read a profile about the two candidates and then heard a series of news stories about each. The full sample heard a story about the male candidate that covered his posi<on on an educa<on bill. In the stories about the female candidate, in addi<on to focusing on the educa<on bull, we included various descrip<ons of her appearance. A quarter of the voters, a control group, heard a descrip<on of Jane Smith that did not reference her appearance in any way. A quarter of voters heard a neutral descrip<on; quarter heard a posi<ve descrip<on; and a quarter heard a nega<ve descrip<on.

3

Methodology

§  Neutral descrip.on: Smith dressed in a brown blouse, black skirt, and modest pumps with a short heel...

§  Posi.ve descrip.on: In person, Smith is fit and a_rac<ve and looks even younger than her age. At the press conference, smartly turned out in a ruffled jacket, pencil skirt, and fashionable high heels….

§  Nega.ve descrip.on: Smith unfortunately sported a heavy layer of founda<on and powder that had se_led into her forehead lines, crea<ng an unfla_ering look for an otherwise pre_y woman, along with her famous fake, tacky nails.

4

Key Findings

Key Findings

•  This experimental survey shows that when media coverage focuses on a woman’s appearance, she pays a price in: o  the horserace, o  her favorability, o  her likelihood to be seen as possessing posi<ve traits, o  and how likely voters are to vote for her.

6

Key Findings – The Damage

•  Neutral, posi<ve, and nega<ve descrip<ons of the woman candidate’s appearance all had detrimental impacts on her candidacy. Importantly even appearance coverage that purports to be neutral or complimentary damages the woman.

•  While this appearance coverage is very damaging to women candidates, the male opponent paid no price for this type of coverage.

•  In reality, men are not covered in a similar way on appearance, and this damages women because even slight neutral appearance descriptors are electorally damaging.

•  The voters who are most responsive to the coverage of women’s appearance are Independents, key to any candidate’s victory.

7

Key Findings – The Damage

•  Appearance coverage damages the woman candidate on all key traits but the greatest average losses are on:

o  Being in touch (-‐11) o  Likeable (-‐6) o  Confident (-‐5) o  Effec<ve (-‐5) o  And Qualified (-‐5)

•  That is a startling amount of damage. The decline is the greatest for those who heard posi<ve and nega<ve coverage.

8

Key Findings – The Response

•  This survey not only quan<fies the damage done by focusing on a woman’s appearance, it also provides guidance to women candidates looking to run on how to address this problem.

•  When a woman candidate responds directly by saying this coverage has no place in the media and that her appearance is not news, she regains the ground she lost.

•  Moreover, even voters who had not heard the appearance descrip<ons respond posi<vely to the woman candidate standing up for herself.

9

•  A third-‐party validator saying we must end this type of coverage for women candidates also helps the woman candidate recover.

•  However, the strongest situa<on in favorability and vote likelihood is when appearance never comes up.

•  Responding is essen<al because not only does the woman candidate lose votes but her male opponent gains when appearance is men<oned and the gains are greater the more pronounced and nega<ve the coverage.

10

Key Findings – The Response

Key Findings – Language to Use when Responding

•  Has no place in the media •  My appearance is not news •  Depict women as being less serious and having less to

offer •  Much to offer my cons<tuents •  Damages our poli<cal debate and democracy •  We must end this type of coverage for women candidates •  The coverage focuses on what she wears rather than what

she thinks

11

Summary of the Experiments

Vote Vote

Likelihood Mean

Favorability Mean

Profile Jane Smith 49% 5.8 (9%) 57 (4%)

Dan Jones 48% 5.7 (7%) 54 (4%)

No* Appearance Ballot (+from

Profile)

Neutral * Appearance Ballot (+from

Profile)

Posi.ve* Appearance Ballot (+from

Profile)

Nega.ve* Appearance Ballot (+from

Profile)

Vote Jane Smith 50% (+1) 46% (-‐3) 43% (-‐6) 42% (-‐7)

Dan Jones 48% (+0) 51% (+3) 54% (+6) 55% (+7)

Vote Likelihood

Jane Smith 6.9 (+1.1) 6.4 (+0.6) 6.0 (+0.2) 5.9 (+0.1)

Dan Jones 6.4 (+0.7) 6.4 (+0.7) 6.4 (+0.7) 6.6 (+0.9)

Favorability Jane Smith 69% (+12) 61% (+4) 57% (+0) 58% (+1)

Dan Jones 62% (+8) 64% (+10) 62% (+8) 65% (+11) 12

*1/4 of the sample

The Ballots

Jane Smith is neck-‐and-‐neck with her opponent when her coverage does not men<on her appearance, but she loses ground when the coverage includes appearance. Responding helps Jane gain back lost ground.

13

The ballots taken at different points in the survey show an interes<ng pa_ern: Jane Smith is neck-‐and-‐neck with her opponent when her coverage does not men<on her appearance, but she loses ground when the coverage does. Responding helps Jane gain back lost ground.

25

12

18

17

19

17

52

42

43

46

50

49

15

23

18

16

15

16

45

55

54

51

48

48

Response ballot

Nega<ve Appearance Ballot*

Posi<ve Appearance Ballot*

Neutral Appearance Ballot*

No Appearance Ballot*

Profile Ballot

Ballots

Jane strong Jane not strong Und -‐ Lean Jane Dan Strong Dan not strong Und -‐ Lean Dan

14

Darker colors indicate intensity

If the elec<on for Congress was held today, and the candidates were (ROTATE) Jane Smith and Dan Jones, for whom would you vote, or are you undecided?

*1/4 of the sample

Net

+1

+2

-‐5

-‐11

-‐13

+7

15

In the ini<al ballot, Jane and Dan are <ed ater voters hear a short profile about each candidate.

17 16

49 48

1 2

Jane Smith Dan Jones Other Can't decide

Ini.al Ballot


+1


16

Jane Smith Profile

Jane Smith enjoys a reputa<on as a bi-‐par<san reformer and is an advocate for small businesses and hardworking families. An economist by training, she graduated at the top of her class in law school. She grew up in a working class neighborhood where she learned the value of hard work and discipline. As the daughter of a police officer and a nurse, she believes in fiscal responsibility, cracking down on criminals, and gevng this economy working again. Before running for Congress, she served two terms on city council, one term as head of the Chamber of Commerce, and is in her third term in the state legislature. Currently she serves as a senior member of the Appropria<ons and the Joint Economic commi_ees. She believes in free markets and personal responsibility. She is also a strong and <reless advocate for families who are unable to make ends meet in these tough economic <mes. Smith is divorced with three grown children: Linda, Ma_ and Jordon.

17

Dan Jones Profile

Dan Jones is known in the state legislature for his consistent vo<ng record on issues like immigra<on, energy independence, and economic development. He is a staunch advocate for cuvng unnecessary government regula<ons and is a believer in more fiscal discipline and accountability from Washington. He also believes in inves<ng in our priori<es like public educa<on and expanding access to affordable healthcare for small business. He believes world class educa<on and affordable health care are key to our future economic compe<<veness as a na<on. He successfully climbed the ranks of the largest employer in the state before deciding to run for city comptroller and then was twice elected mayor of one of the largest ci<es in his state. Currently, he is serving his second term as state Senator and majority leader, where he serves on the Appropria<ons Commi_ee and the Governor’s Economic Task Force. Jones met his wife Cecilia ater college and they have two grown children: Christopher and Taylor.

18

In the ini<al ballot, there is a 12 point gender gap. Men prefer Dan by 5 points, while women prefer Jane by 7 points. Younger women prefer Jane by 11 points.

15 17 19 16 16 13

46 51 52 45

54

43

Jane Smith

Dan Jones Jane Smith


Dan Jones

Ini.al Ballot by Gender



Men Women Young women

-‐5 +7 +11

19

The quarter of the sample that hears a news story about Jane and Dan that does not reference the appearance of either con<nues to be fairly evenly split between the two candidates.

19 15

50 48

1 2


No Appearance Ballot*


+2

*1/4 of the sample


Text of No Appearance Jane Smith News Story and Dan Jones News Story

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa<on and teachers. At the press conference she told reporters about her support for the legisla<on and the need to promote quality schools for all students to ensure our children 21st century jobs. Dan Jones voted for the educa<on legisla<on that passed the State Legislature today, which will guarantee funding for quality educa<on and teachers. In a press conference following the vote, Jones spoke plainly but compellingly about the need to improve schools for students across the state, but that we need to be mindful of the state budget and how we balance these interests.

20 *1/4 of the sample

21

For the quarter of the sample who heard the stories about Jane and Dan that did not reference Jane’s appearance, the gender gap disappears. Young women con<nue to prefer Jane by wider margins.

18 15 20 14 26

14

49 47 50 50 54

45

Jane Smith



Dan Jones

No Appearance Ballot by Gender




*1/4 of the sample

+2 +9

22

However, the quarter of the sample that hears a neutral descrip<on of Jane narrowly favors Dan.

17 16

46 51

1 2


Neutral Appearance Ballot*


-‐5

*1/4 of the sample


Text of Neutral Appearance Jane Smith News Story and Dan Jones News Story

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa<on and teachers. At the press conference, Smith dressed in a brown blouse, black skirt, and modest pumps with a short heel, told reporters about her support for the legisla<on and the need to promote quality schools for all students to ensure our children 21st century jobs. Dan Jones voted for the educa<on legisla<on that passed the State Legislature today, which will guarantee funding for quality educa<on and teachers. In a press conference following the vote, Jones spoke plainly but compellingly about the need to improve schools for students across the state, but that we need to be mindful of the state budget and how we balance these interests. 23 *1/4 of the sample

24

There is an even larger gender gap for the quarter of the sample who heard a neutral descrip<on of Jane’s appearance. Also, younger women are now worse for Jane than older women.

16 16 17 17 17 14

38

58 53

44 47 49

Jane Smith



Dan Jones

Neutral Appearance Ballot by Gender




*1/4 of the sample

-‐20 +9 -‐2

25

Even though a quarter of the sample heard a fla_ering appearance descrip<on of Jane, they prefer Dan by a double-‐digit margin which is greater than the neutral and no appearance descrip<on messages.

18 18

43

54

2 1


Posi.ve Appearance Ballot*


-‐11

*1/4 of the sample


Text of Posi<ve Appearance Jane Smith News Story and Dan Jones News Story

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa<on and teachers. In person, Smith is fit and a\rac.ve and looks even younger than her age. At the press conference, smartly turned out in a ruffled jacket, pencil skirt, and fashionable high heels, Smith told reporters about her support for the legisla<on and the need to promote quality schools for all students to ensure our children 21st century jobs. Dan Jones voted for the educa<on legisla<on that passed the State Legislature today, which will guarantee funding for quality educa<on and teachers. In a press conference following the vote, Jones spoke plainly but compellingly about the need to improve schools for students across the state, but that we need to be mindful of the state budget and how we balance these interests.

26 *1/4 of the sample

27

There is a 19 point gender gap for the quarter of the sample who heard a posi<ve descrip<on of Jane’s appearance. Women narrowly prefer Dan Jones.

14 18 23 19 20 19

38

58 48 49

46 48

Jane Smith



Dan Jones

Posi.ve Appearance Ballot by Gender




*1/4 of the sample

-‐21 -‐2 -‐2

28

The quarter of the sample who heard an unfla_ering descrip<on of Jane’s appearance prefers Dan by 13 points overall, with a 10 point gap in intensity.

12 23

42

55

1 2


Nega.ve Appearance Ballot*


-‐13

*1/4 of the sample


Text of Nega<ve Appearance Jane Smith News Story and Dan Jones News Story

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa<on and teachers. At the press conference Smith unfortunately sported a heavy layer of founda.on and powder that had se\led into her forehead lines, crea.ng an unfla\ering look for an otherwise pre\y woman, along with her famous fake, tacky nails. She told reporters about her support for the legisla<on and the need to promote quality schools for all students to ensure our children 21st century jobs. Dan Jones voted for the educa<on legisla<on that passed the State Legislature today, which will guarantee funding for quality educa<on and teachers. In a press conference following the vote, Jones spoke plainly but compellingly about the need to improve schools for students across the state, but that we need to be mindful of the state budget and how we balance these interests.

29

*1/4 of the sample

30

Men and women both vote for Dan Jones by double-‐digit margins when the sample hears Jane Smith described in terms of nega<ve appearance, however young women s<ll strongly favor Jane.

12 23

12 23 22 15

40

56

44

54 56

44

Jane Smith



Dan Jones

Nega.ve Appearance Ballot by Gender




*1/4 of the sample

-‐16 -‐11 +12

31

Ater voters hear a response from Jane and from Name It. Change It., Jane regains the ground she lost, earning her only lead in the survey.

25 15

52 45

1 2


Final Ballot


+7


Text of Jane Smith’s Response and Name It. Change It. Response

Jane’s Response: What I wear or how I choose to wear my hair or nails has no place in the media coverage of my race. However, apparently the media and others have decided that what women wear, how they wear it, and how they decide to do their hair deserves coverage in their news stories rather than our ideas, experiences, and vision. My appearance is not news and does not deserve to be covered. Rarely do they cover men in this fashion and by doing so they depict women as less serious and having less to offer voters. I have much to offer my cons<tuents and none of it has to do with my appearance or my fashion choices. This kind of coverage damages our poli<cal debate and our democracy and ul<mately it hurts how women and young girls see themselves in our society. Name It. Change It. Response: Across America a broad array of organiza<ons and leaders, including The Media Accountability Project cri<qued the media coverage made about Jane Smith in her race for elected office. One prominent leader of The Media Accountability Project said “Oten, female candidates are judged based on their appearance, wardrobe, and personality, rather than their qualifica<ons.” We must end this type of coverage for women candidates. It may not seem like it is harmful, but this media coverage diminishes women’s value and the valid views they bring to the table when the coverage focuses on what she wears, rather than what she thinks.

32

33

The voters who heard a nega<ve descrip<on and the voters who heard a posi<ve descrip<on of Jane are much more evenly divided in the final ballot than the voters who heard a neutral descrip<on or the voters who heard no descrip<on.

25 14

27 12

25 15 22 19

56

41

54

44 50

46 49 47

Jane Smith




Dan Jones

Final Ballot by Appearance Language



No Appearance* Neutral Appearance* Posi<ve Appearance* Nega<ve Appearance*

+15 +11 +3 +2

*1/4 of the sample

34

Ater voters hear the responses from Jane and from Name It. Change It., women, par<cularly young women, vote for her by large margins. Men remain in the Dan Jones camp, although his margin is much smaller.

21 16 29

14 31

10

46 50 58

40

63

34

Jane Smith



Dan Jones

Final Ballot by Gender




*1/4 of the sample

-‐4 +18 +29

Vote Likelihood

Voters are most likely to vote for Jane when they do not hear any physical descrip<on of her and least likely to vote for her when they hear a nega<ve appearance descrip<on.

36

Looking at the treatments on Jane’s appearance, voters are most likely to vote for Jane when they do not hear any physical descrip<on of her and least likely to vote for her when they hear a nega<ve descrip<on. Both of the responses make voters likely to vote for Jane.

26

7

13

19

23

14

14

23

19

22

19

21

17

19

26

33

32

35

29

26

29

16

32

25

21

23

30

27

9

9

9

6

4

13

10

Ini.al

No

Neutral

Posi.ve

Nega.ve

Jane's Response

NICI Response

Jane’s Vote Likelihood Summary

0-‐4: Much less likely 5: In the middle 6-‐7: Likely 8-‐9: More likely 10: Much more likely

Mean

5.8

Based on what you just heard, please rate in the entry box below how likely you are to vote for Jane Smith from 0 to 10, where 10 means much more likely and 0 means much less likely, and you can be anywhere in between.

6.9

6.4

6.0

6.8

6.6

5.9

Again, voters’ likelihood to vote for Jane decreases when the coverage focuses on her appearance. The responses from Jane and Name It. Change It. are both effec<ve, even with the groups among whom Jane lost the most ground.

37

Jane Smith Vote Likelihood (Mean 0-‐10 scale)

Ini<al Vote Likelihood 5.8

No Appearance*

6.9

Neutral Appearance*

6.4

Posi<ve Appearance*

6.0

Nega<ve Appearance*

5.9

Jane’s Response

NICI Response

Jane’s Response

NICI Response

Jane’s Response

NICI Response

Jane’s Response

NICI Response

6.9 6.7 6.7 6.6 7.0 6.7 6.5 6.3

*1/4 of the sample Based on what you just heard, please rate in the entry box below how likely you are to vote for Jane Smith from 0 to 10, where 10 means much more likely and 0 means much less likely, and you can be anywhere in between.

38

Regardless of the type of descrip<on voters heard about Jane, they remain equally likely to vote for Dan. The coverage Jane receives has no impact on Dan’s chances.

26

14

13

14

12

24

21

21

21

22

25

35

32

29

31

18

22

25

30

28

7

9

9

6

8

Ini.al

No

Neutral

Posi.ve

Nega.ve

Dan’s Vote Likelihood Summary

0-‐4: Much less likely 5: In the middle 6-‐7: Likely 8-‐9: More likely 10: Much more likely

Mean

5.7

Based on what you just heard, please rate in the entry box below how likely you are to vote for Dan Jones from 0 to 10, where 10 means much more likely and 0 means much less likely, and you can be anywhere in between.

6.4

6.4

6.4

6.6

Irrespec<ve of the language voters heard about Jane, voters are about equally as likely to vote for Dan.

39

Dan Jones Vote Likelihood (Mean 0-‐10 scale)

Ini<al Vote Likelihood 5.7

No Appearance*

6.4

Neutral Appearance*

6.4

Posi<ve Appearance*

6.4

Nega<ve Appearance*

6.6

*1/4 of the sample

Based on what you just heard, please rate in the entry box below how likely you are to vote for Dan Jones from 0 to 10, where 10 means much more likely and 0 means much less likely, and you can be anywhere in between.

Favorability

The appearance treatments also nega<vely impact Jane’s favorability.

41

Voters in the sample that did not reference Jane’s appearance feel much more favorably toward her than those who did hear something about her appearance. The responses also increase how favorably voters feel toward Jane.

15

7

15

18

13

16

18

14

3

6

8

12

5

6

15

9

14

11

15

10

12

33

44

32

38

38

24

28

19

29

26

21

18

31

26

4

8

8

4

3

15

10

Ini.al

No

Neutral

Posi.ve

Nega.ve

Jane's Response

NICI Response

Jane’s Favorability Summary

0 -‐ 25: Very Unfavorable 26-‐49: Unfavorable 50: In the middle 51-‐79: Favorable 80-‐99: Highly Favorable 100: Very

Favorable Unfavorable

56

80

60

70

64

Total Favorable

63

65

Mean

57

69

61

57

66

61

58

Based on everything you heard, please give this statement a ra<ng from 0 to 100 in the entry box below, where 100 means you feel very favorable toward Jane Smith ater hearing this statement and 0 means you feel very unfavorable toward Jane Smith, and you can be anywhere in between.

The appearance treatments impact Jane’s likeability. The response from Jane is slightly more effec<ve at increasing Jane’s favorability than the response from Name It. Change It.

42

Jane Smith Favorability (Mean 0-‐100 scale)

Ini<al Favorability 57

No Appearance*

69

Neutral Appearance*

61

Posi<ve Appearance*

57

Nega<ve Appearance*

58

Jane’s Response

NICI Response

Jane’s Response

NICI Response

Jane’s Response

NICI Response

Jane’s Response

NICI Response

67 63 64 61 67 60 66 61

*1/4 of the sample Based on everything you heard, please give this statement a ra<ng from 0 to 100 in the entry box below, where 100 means you feel very favorable toward Jane Smith ater hearing this statement and 0 means you feel very unfavorable toward Jane Smith, and you can be anywhere in between.

43

No ma_er what kind of descrip<on voters heard about Jane, they s<ll feel favorably toward Dan.

18

13

12

14

11

14

8

6

5

7

15

10

9

10

7

33

41

39

36

39

17

22

27

30

29

4

6

7

5

7

Ini.al

No

Neutral

Posi.ve

Nega.ve

Dan’s Favorability Summary

0 -‐ 25: Very Unfavorable 26-‐49: Unfavorable 50: In the middle

51-‐79: Favorable 80-‐99: Highly Favorable 100: Very

Mean

54

62

64

62

65

Based on everything you heard, please give this statement a ra<ng from 0 to 100 in the entry box below, where 100 means you feel very favorable toward Dan Jones ater hearing this statement and 0 means you feel very unfavorable toward Dan Jones, and you can be anywhere in between.

Favorable Unfavorable

54

69

72

71

75

Total Favorable

Voters report being more favorable toward Dan ater hearing the story about him, irrespec<ve of which story they heard about Jane. The sample who heard the nega<ve Jane story is the most favorable toward Dan.

44

Dan Jones Favorability (Mean 0-‐100 scale)

Ini<al Favorability 54

No Appearance*

62

Neutral Appearance*

64

Posi<ve Appearance*

62

Nega<ve Appearance*

65

*1/4 of the sample

Based on everything you heard, please give this statement a ra<ng from 0 to 100 in the entry box below, where 100 means you feel very favorable toward Dan Jones ater hearing this statement and 0 means you feel very unfavorable toward Dan Jones, and you can be anywhere in between.

Traits

Ater voters hear language about Jane’s appearance, they are less likely to think she possesses each of the posi<ve traits.

46

Ini<ally, Jane only has advantages on being in touch and being likeable. Voters are split on which candidate is be_er at sharing their values and having a vision for the future. Dan has a clear advantage on being experienced and a small advantage on being effec<ve, strong, and qualified.

Now you will see a list of words and phrases and for each one please indicate whether you think it describes Jane Smith be_er, Dan Jones be_er, both the same, or it doesn't describe either.

Both the same

34

22

43

43

39

42

33 32

26 23

20 20 19 18 17

32 22 17

25 25 26

33 24 21

13 11 9 9 8 8 8 7 7

14 10 8

12 11 10 13 9 8

Shares your values

In touch

Likeable

Has a vision for the future

Strong

Effec<ve

Experienced

Qualified

Confident

Candidates’ Traits – Pre News Stories

51

52

Describes Dan Be_er Describes Jane Be_er Net

+10

+1

+9

-‐5

-‐6

-‐14

-‐6

-‐4

41 -‐2

Even though ini<ally Jane Smith only had advantages on being in touch and likeable, ater the news stories, she loses ground on all of the traits.

1

-‐2

10

-‐1

9

3

-‐2

-‐5 -‐5

-‐11

-‐6

-‐11

-‐14

-‐18

-‐6

-‐11

-‐4

-‐9

-‐20

-‐15

-‐10

-‐5

0

5

10

15

Ini<al Ater News Stories

Net Advantage for Jane Smith on Traits

Shares your values

In touch

Likeable


Strong

Effec<ve

Experienced

Qualified

Confident

47

48

Ater the news stories, Jane has a small advantage on being likeable. Conversely, Dan has even more significant advantages on being experienced, strong, effec<ve, qualified, and confident.

Now you will see a list of words and phrases and for each one please indicate whether you think it describes Jane Smith be_er, Dan Jones be_er, both the same, or it doesn't describe either.

Both the same

38

29

41

42

42

48

28 26 25

21 18 17

14 15 16

30 27 22

26 29 29

32 26 25

11 9 9 9 7 7 7 6 7

14 13 10 12 14 13 15 12 12

Shares your values

In touch

Likeable


Strong

Effec<ve

Experienced

Qualified

Confident

Candidates’ Traits – Post News Stories

51

50

Describes Dan Be_er Describes Jane Be_er Net

-‐1

-‐2

+3

-‐5

-‐11

-‐18

-‐11

-‐9

44

-‐11

Dial Graphs

The dials illustrate a clear nega<ve reac<on to any descrip<on of Jane.

“Control – No Appearance Jane Smith”– Text of Statement

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa.on and teachers. At the press conference she told reporters about her support for the legisla<on and the need to promote quality schools for all students to ensure our children 21st century jobs.

DIAL RATINGS

Mean Min Max

Total 60 48 74

Men 59 46 72

Women 61 48 77

Young women 63 49 79

Split sampled ques<on

“Control – No Appearance Jane Smith”

Now you are going to hear an excerpt from a news story from a major newspaper about Jane Smith running for Congress. As you listen to the audio, use the slider to show how you feel about what you’re hearing, where 0 is very cool, unfavorable feelings toward Jane Smith and 100 is very warm, favorable feelings toward Jane Smith, and 50 is neutral. Your slider starts at 50. Again, as you’re listening, we want you constantly to use your slider to show how cool or warm you’re feeling toward the candidate while you are hearing the statement.

0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81

TOTAL Men Women Young Women

In the control experiment about Jane Smith that does not reference her appearance, men, women, and young women follow the same overall pa_erns with men dialing slightly less posi<vely than women.

“…quality educa<on and teachers…”

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings


“…need to promote quality schools for all students…”

“…21st century jobs…”

“Control – No Appearance Dan Jones”– Text of Statement

Dan Jones voted for the educa<on legisla<on that passed the State Legislature today, which will guarantee funding for quality educa.on and teachers. In a press conference following the vote, Jones spoke plainly but compellingly about the need to improve schools for students across the state, but that we need to be mindful of the state budget and how we balance these interests.

DIAL RATINGS

Mean Min Max

Total 60 46 74

Men 59 45 73

Women 61 47 75

Young Women 63 48 78


“Control – No Appearance Dan Jones”

0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91


Among the quarter of the sample who heard the non-‐appearance descrip<on of Jane, men, women and young women follow the same pa_erns, although women dial with more warm, posi<ve feelings than men.

“…need to improve schools for students…”

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings

Now you are going to hear an excerpt from a news story from a major newspaper about Dan Jones running for Congress. As you listen to the audio, use the slider to show how you feel about what you’re hearing, where 0 is very cool, unfavorable feelings toward Dan Jones and 100 is very warm, favorable feelings toward Dan Jones, and 50 is neutral. Your slider starts at 50. Again, as you’re listening, we want you constantly to use your slider to show how cool or warm you’re feeling toward the candidate while you are hearing the statement.


“In a press conference following the vote…”


“…balance these interests…”

“Neutral Appearance Jane Smith”– Text of Statement

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa.on and teachers. At the press conference, Smith dressed in a brown blouse, black skirt, and modest pumps with a short heel, told reporters about her support for the legisla<on and the need to promote quality schools for all students to ensure our children 21st century jobs.

DIAL RATINGS

Mean Min Max

Total 59 45 74

Men 58 45 72

Women 60 45 77



“Neutral Appearance Jane Smith”


0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91 101


Here, even a neutral descrip<on of Jane’s appearance causes men, women, and young women to dial down, expressing cool, nega<ve feelings. However, they resuming dialing in the posi<ve direc<on when the focus returns to the educa<on ini<a<ve.


Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings


“…dressed in a brown blouse, black skirt, and modest pumps…”

“…quality schools for all students…”

“…our legislator Jane Smith…”

“ At the press conference…”

“Neutral – No Appearance Dan Jones”– Text of Statement


DIAL RATINGS

Mean Min Max

Total 62 46 75

Men 61 46 74

Women 62 46 76

Young women 64 46 79


0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91


Among the quarter of the sample who heard the neutral descrip<on of Jane Smith, men and women dial similarly. Voters respond to language about quality educa<on and teachers as well as improving schools. There is a small dip among young women when they hear that it is important to be mindful of the state budget.

“…guarantee funding for quality educa<on and teachers…”

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings



“…need to improve schools across the state…”

“…mindful of the state budget …”

“Neutral – No Appearance Dan Jones”

“Posi<ve Appearance Jane Smith”– Text of Statement

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa.on and teachers. In person, Smith is fit and a\rac.ve and looks even younger than her age. At the press conference, smartly turned out in a ruffled jacket, pencil skirt, and fashionable high heels, Smith told reporters about her support for the legisla.on and the need to promote quality schools for all students to ensure our children 21st century jobs.

DIAL RATINGS

Mean Min Max

Total 57 39 75

Men 57 40 73

Women 57 38 76




0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91 101 111 121


Voters who heard the posi<ve descrip<on of Jane Smith start to dial down around the descrip<ve language. They begin to dial posi<vely again once the focus shits back to the educa<on legisla<on.


Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings


“…fit and a_rac<ve and looks even younger than her age…”

“…fashionable high heels…”

“…smartly turned out…”

“…promote quality schools for all students …”

“Posi<ve Appearance Jane Smith”

“Posi<ve – No Appearance Dan Jones”– Text of Statement


DIAL RATINGS

Mean Min Max

Total 62 46 76

Men 61 46 73

Women 62 46 78



0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91


The overall trend is the same for voters who heard the posi<ve descrip<on of Jane Smith. Younger women con<nue to dial a bit more posi<vely than women overall and men.

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings



“…guarantee funding for quality educa<on and teachers…”

“…need to improve schools across the state…”

“…mindful of the state budget …”

“…balance these interests…”

“Posi<ve – No Appearance Dan Jones”

“Nega<ve Appearance Jane Smith”– Text of Statement

Today the State Legislature passed educa<on legisla<on and our legislator Jane Smith voted for funding for quality educa.on and teachers. At the press conference Smith unfortunately sported a heavy layer of founda.on and powder that had se\led into her forehead lines, crea.ng an unfla\ering look for an otherwise pre\y woman, along with her famous fake, tacky nails. She told reporters about her support for the legisla<on and the need to promote quality schools for all students to ensure our children 21st century jobs.

DIAL RATINGS

Mean Min Max

Total 54 36 71

Men 54 37 70

Women 55 35 72




0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91 101 111 121 131


Men, women and young women dial down consistently throughout the nega<ve appearance descrip<on and only dial up again when the coverage shits off of Jane’s appearance.


Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings


“…sported a heavy layer of founda<on and powder…”

“…along with her famous fake, tacky nails…”

“…need to promote quality schools…”

“Nega<ve Appearance Jane Smith”

“Nega<ve – No Appearance Dan Jones”– Text of Statement


DIAL RATINGS

Mean Min Max

Total 62 47 75

Men 61 47 74

Women 62 47 76



0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91


For those who heard the nega<ve descrip<on of Jane’s appearance, the dial pa_erns for Dan Jones remain consistent with those from the other samples. It is clear that he pays no price for the media covering Jane in a nega<ve fashion.

“…guarantee quality funding for educa<on and teachers…”

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings



“…state legislature today…” “…need to improve schools for students across the state…”

“…how we balance these interests…”

“Nega<ve – No Appearance Dan Jones”

“Jane Smith Responds”– Text of Statement

What I wear or how I choose to wear my hair or nails has no place in the media coverage of my race. However, apparently the media and others have decided that what women wear, how they wear it, and how they decide to do their hair deserves coverage in their news stories rather than our ideas, experiences, and vision. My appearance is not news and does not deserve to be covered. Rarely do they cover men in this fashion and by doing so they depict women as less serious and having less to offer voters. I have much to offer my cons.tuents and none of it has to do with my appearance or my fashion choices. This kind of coverage damages our poli<cal debate and our democracy and ul<mately it hurts how women and young girls see themselves in our society.

DIAL RATINGS

Mean Min Max

Total 68 40 85

Men 65 40 81

Women 70 40 88


0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191


When Jane Smith responds to the coverage, voters start dialing up when she asserts that there is no place in the media for appearance-‐focused commentary. There are small dips around “what women wear” and that this “deserves coverage in the news.” But voters dial up on “my appearance is not news” and con<nue an upward trend through the rest of the message.

“…has no place in the media…”

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings


“…deserves coverage in their news stories rather than our ideas…”

“My appearance is not news…”

“…depict women as being less serious and having less to offer…”

“…much to offer my cons<tuents…”

“…what women wear, how they wear it…”

“Jane Smith Responds”

0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91 101 111 121 131 141

Total No appearance split Neutral appearance split Positive appearance split


Regardless of the type of appearance coverage voters heard, they respond well. Even those who heard no descrip<on of Jane's appearance dial in line with those who heard some of the most damaging language.

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings

“Jane Smith Responds”

“…has no place in the media…”

“…deserves coverage in their news stories rather than our ideas…”

“My appearance is not news…”

“…depict women as being less serious and having less to offer…”

“…much to offer my cons<tuents…”

“…damages our poli<cal debate and democracy…”

“Validators”– Text of Statement

Across America a broad array of organiza<ons and leaders, including The Media Accountability Project cri<qued the media coverage made about Jane Smith in her race for elected office. One prominent leader of The Media Accountability Project said “Oten, female candidates are judged based on their appearance, wardrobe, and personality, rather than their qualifica<ons.” We must end this type of coverage for women candidates. It may not seem like it is harmful, but this media coverage diminishes women’s value and the valid views they bring to the table when the coverage focuses on what she wears, rather than what she thinks.

DIAL RATINGS

Mean Min Max

Total 59 40 80

Men 58 39 77

Women 61 40 83


“Validators”

0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171


The language from Name It. Change It. does not really kick off un<l the avowal that we must end this type of coverage. From there, men, women and young women dial up consistently, although men are less posi<ve than women.

“We must end this type of coverage for women candidates…”

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings


“…media coverage diminishes women’s value…”

“…what she wears rather than what she thinks…”

0

10

20

30

40

50

60

70

80

90

100

1 11 21 31 41 51 61 71 81 91 101 111 121 131 141

Total No appearance split Neutral appearance split Positive appearance split


Again, whether voters heard no descrip<on of Jane’s appearance, a neutral descrip<on, a posi<ve descrip<on, or a nega<ve descrip<on, they dial nearly exactly the same.

Warm, posi<ve fe

elings

Cool, nega<

ve fe

elings

“Validators”

“We must end this type of coverage for women candidates…”

“It may not seem like it is harmful…”

“…what she wears rather than what she thinks…”

Celinda Lake [email protected] Alysia Snell [email protected] Cate Gormley [email protected] Flora Lethbridge-‐Cejku [email protected]

Washington, DC | Berkeley, CA | New York, NY LakeResearch.com 202.776.9066

Chesapeake Beach, MD 703.980.2144 Bob Carpenter chesapeakebeachconsul<[email protected]

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