Name It Change It Research

Name It. Change It., a joint project of the Women’s Media Center and She Should Run, released two new studies that demonstrate the gender-based challenges women face from the media when they run for office.

In the survey on media coverage of women candidates’ appearance, conducted by Celinda Lake of Lake Research Partners and Robert Carpenter of Chesapeake Beach Consulting, 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, a simulation of the impact of sexism in campaigns, conducted by Celinda Lake of Lake Research Partners and Leslie Sanchez of the Impacto Group, simulated a campaign situation similar to those experienced by real candidates and found that where a woman candidate has already been attacked, sexist coverage further diminishes her vote and the perception that she is qualified.

Download the Executive Summary of the Appearance Survey

Download the complete Appearance Survey

Download the Executive Summary of the Campaign Simulation Survey

Download the complete Campaign Simulation Survey

Download original Name It. Change It. research (2010)

Download the Name It. Change It. Media Guide to Gender Neutral Coverage of Women Candidates + Politicians