ComMANder in Chief: A Content Analysis of Candidates’ Images in the Media

1. ComMANder in Chief: A Content Analysis of Candidates’ Images in the Media By: Sarah Colleen Rompola

2. Research Question • How have presidential candidates’ performances of masculinity in photographs changed over time?

3. Thesis • Through time, newsmagazine images show changes in presidential candidates’ performances of masculinity that reflect hegemonic ideologies of gender portrayal.

4. Review of Past Literature • Masculinity • Connell (2005) • Definitions of Masculinity • Coe et al. (2007) • Social and historical construct • Judged as masculine or not in comparison to others • Study focused on language and rhetoric • Kimmel (2006) • Focused on masculinity of past presidents in detail

5. Review of Past Literature • Media and Presidential Elections • Gollin (1980), Ramsden (1996) • Role of media constantly changing • Depiction in media often how candidate is understood by voters • Graber (1972) (1976) • People are more likely to determine if they like a president based on personal image • Most information audiences receive is about human qualities of candidates

6. Review of Past Literature • Media and Presidential Election • Miller and Krosnick (2000) • Media primes recall • Mendelsohn (1996) • Voters form political opinions based on what first comes to mind • Media stresses personal qualities, understate party identification

7. Review of Past Literature • Person Perception and Performance Fragments • Moriarty and Popovich (1991) • Candidates try toshape how their performances and personal character are perceived • Erickson (2000) • President performs the role of president rather than “living” the presidency • Moriarty and Garramone (1986) • Political candidates are actors playing political roles • Candidates’ image established by how candidate portrays himself and then how the media represents candidates portrayal

8. Social Construction Theory • Berger and Luckmann (1967) • Reality is socially constructed • Habitualized actions retain meaning, narrow choices • Institutionalization of actions and ideas • Legitimation reinforces norms that go unquestioned • Best (2005), Loseke (2007) expand theory to social problem frameworks • Media as claims-maker • Media shapes what people think about; media helps builds institutions

9. Methodology • Content Analysis • Began with election of 1960 • Started analysis after respective candidate’s party convention • Newsweek • Large worldwide circulation • Convenience sample

10. Methodology Continued • Each photograph was coded for 12 characteristics • 8 of these characteristics operationalize masculinity • Torso • Interaction • Dress • Setting • Face • Family Present • Hands • Arms

11. Methodology Continued • Operationalizing “more” masculine and “less” masculine performances • “More” masculine: standing tall, shaking hands, dignified dress, confident facial expression, interacting with a crowd • “Less” masculine: slumped over or shrugged shoulders, alone, hands at sides, worried facial expression

12. Sample • 232 weekly issues of Newsweek • 13 election seasons, 26 presidential candidates • 1,359 total images • 49.2% images represented Republican candidates • 50.8% images represented Democratic candidates

13. Findings Table 1. Changes in Presidential Candidates’ Torso Performance from 1960 to 2008.

14. Findings Table 2. Changes in Presidential Candidates’ Interaction in Images from 1960 to 2008.

15. Findings Figure 1. Changes in Presidential Candidates’ Dress from 1960 to 2008.

16. Findings Figure 2. Changes in Presidential Candidates’ Setting in Images from 1960 to 2008.

17. Findings Figure 3. Changes in Presidential Candidates’ Facial Expressions from 1960 to 2008.

18. Discussion • Importance of significant findings • Lack of significant findings for some variables • Further Research and Improvements • Research Bias

19. Questions?