The Year of the Woman Essay

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The Year of the Woman Reporters portray female and male candidates differently when covering campaigns for political office. In order to counteract the biased coverage in the papers the women of the 1992 Senate race used 30-second advertising spots to assert their key issue stances and strengths. Though this was not the sole purpose of their ads, they were very much geared toward compensating for the lack of fair coverage they were receiving in the news. Ultimately they persevered. Through verbal and nonverbal content, as defined by Lynda Lee Kaid, women designed their ads to portray a high level of competence. 1992 is widely known as 'The Year of the Woman,' when 5 women won Senate seats and 24 new women were elected to the House. "All…show more content…
Personal frames written by journalists in the 1992 campaign were analyzed by John Devit and supported the claim that the coverage of female candidates was biased. The sources in his analysis were more likely to use personal frames in describing female candidates than in describing male candidates (Appendix 1). Newspapers cover women inadequately and personally. In an Arizona Republic news article about Governor Jane Hull the journalist describes her as, "A grandmotherly red head dressed in a sensible suit climbs out of the back seat and strolls to the hotel…if anyone in the lobby recognizes Gov. Jane Hull…they don't let on." The Rocky Mountain News is another example of journalists guilty of the bias. In a news article covering another gubernatorial race the writer describes one candidate, Gail Schoeletter, as "showing up at glitzy campaign to-dos in a dusty 1993 Toyota with cans of apricot nectar and granola bars sliding around on the floor boards." These two newspapers are only a sample of the type of coverage women are subjected to during their political campaigns. Their issues are rarely covered and instead their personal habits and clothing style are commented on as the topic of choice
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