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

By: Sarah Colleen Rompola

Research Question

How have presidential candidates’ performances of masculinity in photographs changed over time?

Thesis

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

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

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

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

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

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

Methodology

Content Analysis Began with election of 1960 Started analysis after respective candidate’s party convention

Newsweek Large worldwide circulation Convenience sample

Methodology Continued

Each photograph was coded for 12 characteristics

8 of these characteristics operationalize masculinity1. Torso2. Interaction3. Dress4. Setting5. Face6. Family Present7. Hands8. Arms

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

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

Findings

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

Decade Bow Sit Tall

1960s 2 (1.5%) 34 (25.2%) 135 (73.3%)

1970s 5 (2.3%) 74 (34.7%) 134 (62.9%)

1980s 7 (1.9%) 106 (28.1%) 213 (70.0%)

1990s 16 (7.2%) 64 (29.0%) 141 (63.8%)

2000s 14 (3.4%) 136 (32.9%) 263 (63.7%)

Total 44 (3.2%) 414 (30.5%) 886 (65.2%)

Findings

Decade Alone Unseen CrowdCheering Crowd

1960s 20 (14.8%) 93 (68.9%) 22 (16.3%)

1970s 45 (21.1%) 130 (61.0%) 38 (17.8%)

1980s 77 (20.4%) 259 (68.7%) 41 (10.9%)

1990s 39 (17.6%) 140 (63.3%) 42 (19.0%)

2000s 79 (19.1%) 244 (59.1%) 90 (21.8%)

Total 260 (19.1%) 866 (63.7%) 233 (17.1%)

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

Findings

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

Findings

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

Findings

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

Discussion

Importance of significant findings

Lack of significant findings for some variables

Further Research and Improvements

Research Bias

Questions?