{"id":"https://openalex.org/W2033262148","doi":"https://doi.org/10.1080/00909888709365261","title":"\u201cMasculine\u201d vs. \u201cfeminine\u201d strategies in political ADS: Implications for female candidates","display_name":"\u201cMasculine\u201d vs. \u201cfeminine\u201d strategies in political ADS: Implications for female candidates","publication_year":1987,"publication_date":"1987-03-01","ids":{"openalex":"https://openalex.org/W2033262148","doi":"https://doi.org/10.1080/00909888709365261","mag":"2033262148"},"language":"en","primary_location":{"id":"doi:10.1080/00909888709365261","doi":"https://doi.org/10.1080/00909888709365261","is_oa":false,"landing_page_url":"https://doi.org/10.1080/00909888709365261","pdf_url":null,"source":{"id":"https://openalex.org/S18318442","display_name":"Journal of Applied Communication Research","issn_l":"0090-9882","issn":["0090-9882","1479-5752"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Applied Communication Research","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5008176941","display_name":"Anne Johnston Wadsworth","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I114027177","display_name":"University of North Carolina at Chapel Hill","ror":"https://ror.org/0130frc33","country_code":"US","type":"education","lineage":["https://openalex.org/I114027177"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Anne Johnston Wadsworth","raw_affiliation_strings":["Assistant Professor in the Department of Radio, Television and Motion Pictures, University of North Carolina, Chapel Hill"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Assistant Professor in the Department of Radio, Television and Motion Pictures, University of North Carolina, Chapel Hill","institution_ids":["https://openalex.org/I114027177"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5006750294","display_name":"Philip Patterson","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I28330173","display_name":"Oklahoma Christian University","ror":"https://ror.org/02vbtbv10","country_code":"US","type":"education","lineage":["https://openalex.org/I28330173"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Philip Patterson","raw_affiliation_strings":["Assistant Professor in the Department of Mass Communication, Oklahoma Christian College"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Assistant Professor in the Department of Mass Communication, Oklahoma Christian College","institution_ids":["https://openalex.org/I28330173"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5110473354","display_name":"Lynda Lee Kaid","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I8692664","display_name":"University of Oklahoma","ror":"https://ror.org/02aqsxs83","country_code":"US","type":"education","lineage":["https://openalex.org/I8692664"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Lynda Lee Kaid","raw_affiliation_strings":["Professor in the Department of Communication, University of Oklahoma"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Professor in the Department of Communication, University of Oklahoma","institution_ids":["https://openalex.org/I8692664"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5035229641","display_name":"Ginger Cullers","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ginger Cullers","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5072267887","display_name":"Drew Malcomb","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Drew Malcomb","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5009640177","display_name":"Linda Lamirand","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Linda Lamirand","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":29,"citation_normalized_percentile":{"value":0.20287253,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":96},"biblio":{"volume":"15","issue":"1-2","first_page":"77","last_page":"94"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11432","display_name":"Gender Politics and Representation","score":0.9419000148773193,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11432","display_name":"Gender Politics and Representation","score":0.9419000148773193,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.05090000107884407,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11047","display_name":"Gender Diversity and Inequality","score":0.0013000000035390258,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/political-advertising","display_name":"political advertising","score":0.8840000033378601},{"id":"https://openalex.org/keywords/women-candidates","display_name":"women candidates","score":0.8600000143051147},{"id":"https://openalex.org/keywords/gender-strategies","display_name":"gender strategies","score":0.6119999885559082},{"id":"https://openalex.org/keywords/aggressive-strategy","display_name":"aggressive strategy","score":0.5239999890327454},{"id":"https://openalex.org/keywords/career-strategies","display_name":"career strategies","score":0.8500000238418579},{"id":"https://openalex.org/keywords/family-strategies","display_name":"family strategies","score":0.9589999914169312},{"id":"https://openalex.org/keywords/candidate-image","display_name":"candidate image","score":0.4699999988079071}],"concepts":[{"id":"https://openalex.org/C105776082","wikidata":"https://www.wikidata.org/wiki/Q617473","display_name":"Likert scale","level":2,"score":0.7732344269752502},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.7262734174728394},{"id":"https://openalex.org/C177264268","wikidata":"https://www.wikidata.org/wiki/Q1514741","display_name":"Set (abstract data type)","level":2,"score":0.6976075172424316},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.6699913740158081},{"id":"https://openalex.org/C2778755073","wikidata":"https://www.wikidata.org/wiki/Q10858537","display_name":"Scale (ratio)","level":2,"score":0.5053389668464661},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.4884463846683502},{"id":"https://openalex.org/C138496976","wikidata":"https://www.wikidata.org/wiki/Q175002","display_name":"Developmental psychology","level":1,"score":0.267856627702713},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.1542072892189026},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/00909888709365261","doi":"https://doi.org/10.1080/00909888709365261","is_oa":false,"landing_page_url":"https://doi.org/10.1080/00909888709365261","pdf_url":null,"source":{"id":"https://openalex.org/S18318442","display_name":"Journal of Applied Communication Research","issn_l":"0090-9882","issn":["0090-9882","1479-5752"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Applied Communication Research","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[{"score":0.7307999730110168,"id":"https://metadata.un.org/sdg/5","display_name":"Gender equality"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":23,"referenced_works":["https://openalex.org/W571719747","https://openalex.org/W621106063","https://openalex.org/W1529549101","https://openalex.org/W1554609646","https://openalex.org/W1577495760","https://openalex.org/W1964542093","https://openalex.org/W1966437335","https://openalex.org/W2003360165","https://openalex.org/W2011793991","https://openalex.org/W2023585988","https://openalex.org/W2024239903","https://openalex.org/W2038632574","https://openalex.org/W2052673166","https://openalex.org/W2057270469","https://openalex.org/W2065469976","https://openalex.org/W2117538513","https://openalex.org/W2146025826","https://openalex.org/W2153669038","https://openalex.org/W2155381094","https://openalex.org/W2316163113","https://openalex.org/W2588654042","https://openalex.org/W4250448300","https://openalex.org/W4293246297"],"related_works":["https://openalex.org/W196208365","https://openalex.org/W2091603188","https://openalex.org/W1577495760","https://openalex.org/W2190689453","https://openalex.org/W1989458781","https://openalex.org/W2960041847","https://openalex.org/W1569552520","https://openalex.org/W4206033414","https://openalex.org/W4230131357","https://openalex.org/W3170064143"],"abstract_inverted_index":{"This":[0],"study":[1,106],"explored":[2],"several":[3],"research":[4],"questions":[5],"concerning":[6],"strategies":[7,38],"typically":[8],"said":[9],"to":[10,68,82,87,90,94],"be":[11],"beneficial":[12],"for":[13,146],"female":[14,26,147],"political":[15,20,48],"candidates.":[16],"Six":[17,61],"60\u2010second":[18],"videotaped":[19],"commercials":[21],"were":[22,39,65,80,135],"produced":[23],"featuring":[24],"a":[25,31,34,53,85],"\u201ccandidate\u201d,":[27],"each":[28,69],"containing":[29],"either":[30],"\u201cmasculine\u201d":[32],"or":[33],"\u201cfeminine\u201d":[35],"strategy.":[36,131],"The":[37],"aggressive,":[40],"nonaggressive,":[41],"career,":[42],"family,":[43],"ambitious,":[44],"and":[45,93,100,120,140],"nonambitious.":[46],"Each":[47],"commercial":[49],"was":[50],"inserted":[51],"into":[52],"set":[54],"of":[55,63,70],"four":[56],"locally":[57],"produced,":[58],"nonpolitical":[59],"ads.":[60],"groups":[62],"students":[64],"randomly":[66],"assigned":[67],"the":[71,77,91,95,105,109,117,121,129,138,141],"six":[72],"treatment":[73],"groups.":[74],"After":[75],"viewing":[76],"commercials,":[78],"subjects":[79],"asked":[81],"fill":[83],"out":[84],"questionnaire":[86],"measure":[88],"response":[89],"candidate":[92],"ads":[96],"through":[97],"semantic":[98],"differentials":[99],"Likert\u2010scale":[101],"questions.":[102],"Results":[103],"from":[104],"indicate":[107],"that":[108],"\u201caggressive\u201d":[110],"strategy":[111,119,123],"worked":[112,124],"better":[113,125],"in":[114,126],"comparison":[115,127],"with":[116,128],"\u201cnonaggressive\u201d":[118],"\u201ccareer\u201d":[122],"\u201cfamily\u201d":[130],"Few":[132],"significant":[133],"differences":[134],"found":[136],"between":[137],"\u201cambitious\u201d":[139],"\u201cnonambitious\u201d":[142],"strategies.":[143],"Several":[144],"implications":[145],"candidates":[148],"are":[149],"discussed.":[150]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":1},{"year":2013,"cited_by_count":1},{"year":2012,"cited_by_count":1}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2016-06-24T00:00:00"}
