The research used actual quotes about women candidates from media coverage of the 2012 elections and demonstrates that when the media focuses on a woman candidate’s appearance, she pays a price in the polls.  This finding held true whether the coverage of a woman candidate’s appearance was framed positively, negatively or in neutral terms. The second survey …found that where a woman candidate has already been attacked, sexist coverage further diminishes her vote [totals] and the perception that she is qualified.

… “Politics and Style page editors should take note: positive, negative, or neutral media coverage of a woman candidate’s appearance has a detrimental impact on the woman candidate’s race, whether the coverage is on the politics channel or style channel.  When a woman candidate’s looks become part of the election story, she loses ground,”

Name It. Change It. Releases New Research on Appearance Coverage of Women & Campaign Simulation | Name It. Change It.

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