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

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.