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Personalization, gender, and social media: gubernatorial candidates' social media strategies

机译：个性化，性别和社交媒体：州长候选人的社交媒体策略

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This study focuses on the 'self-personalization' of campaign politics, marked by candidates highlighting their personal lives over their policy positions. The rise of social media may be accelerating this shift. Applying Strategic Stereotype Theory [Fridkin, K. L, & Kenney, P. J. (2014). The changing face of representation: The gender of U.S. senators and constituent communications. Ann Arbor: University of Michigan Press.], which holds that women politicians try to deactivate stereotypes that associate men with agentic leadership traits while capitalizing on stereotypes that associate them with warmth, we assess what role gender plays in candidate self-personalization on social media. A large-scale computerized content analysis of social media posts by gubernatorial candidates in 2014 suggests that male candidates may see more and female candidates see less strategic benefits in personalizing, but this effect does not persist in the face of electoral contextual variables like competitiveness. We also find qualitative differences in the ways male versus female candidates personalize through social media.
机译：这项研究的重点是竞选政治的“自我个性化”，其特征是候选人突出了他们在政策立场上的个人生活。社交媒体的兴起可能正在加速这一转变。应用战略刻板印象理论[Fridkin，K. L，＆Kenney，P. J.（2014）。代表性的变化面孔：美国参议员的性别和选民通讯。 Ann Arbor：密歇根大学出版社，]认为女性政治家试图消除将男性与特工领导特质相关联的刻板印象，同时利用与温暖相关的刻板印象，我们评估性别在社交媒体上的候选人自我个性化中的作用。 2014年州长候选人对社交媒体帖子进行的大规模计算机化内容分析表明，男性候选人在个性化方面可能会看到更多，女性候选人看到的战略利益要少，但是面对选举背景变量（例如竞争力），这种影响并不会持续。我们还发现男女候选人通过社交媒体进行个性化设置的方式在质量上存在差异。

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