Does Gender Matter in Elections?

This chapter provides the theoretical context for the study by exploring whether and how gender usually matters in campaigns and elections, and the ways in which the 2016 election was different in this regard. The chapter presents the literature on voter preferences for male and female candidates, the impact of gender stereotypes on voting, and the way campaigns and advertisers make use of these stereotypes when trying to promote their candidates or undermine their opponents. The chapter devotes particular attention to recent claims that women are not disadvantaged in contemporary American elections, and it explores ways in which this finding might be applied to the 2016 presidential election, the first to feature a female general election nominee.