{"title":"Which Visuals Really Matter? Effects of (Counter) Stereotypical Visual Information on Candidate Evaluations","authors":"Jennifer Bast, Corinna Oschatz","doi":"10.1177/00936502241309957","DOIUrl":null,"url":null,"abstract":"Building on research on gender stereotypes and a parallel-constraint-satisfaction theory on impression formation, this project investigates the effects of gender stereotypical and counter-stereotypical visuals on voters’ evaluations of political candidates with two pre-registered experimental studies. Study 1 ( N = 1,225) is a conceptual replication of an online experiment on the effect of visual communication of fictional U.S. candidates, testing main assumptions in the context of real-world German candidates on X (formerly Twitter). In contrast to the original study, we find that visuals reinforcing masculine as well as feminine stereotypes can be detrimental to men candidates. Evaluations of women candidates were not affected by (counter) gender stereotypical visual information. Study 2 ( N = 1,058) repeats Study 1 outside of an election context. Findings differ from the first study. Moreover, no effects of visual communication are found when prior attitudes are controlled. The project highlights the importance of replicating experimental findings in different contexts.","PeriodicalId":48323,"journal":{"name":"Communication Research","volume":"70 1","pages":""},"PeriodicalIF":4.9000,"publicationDate":"2025-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Communication Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/00936502241309957","RegionNum":1,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
Building on research on gender stereotypes and a parallel-constraint-satisfaction theory on impression formation, this project investigates the effects of gender stereotypical and counter-stereotypical visuals on voters’ evaluations of political candidates with two pre-registered experimental studies. Study 1 ( N = 1,225) is a conceptual replication of an online experiment on the effect of visual communication of fictional U.S. candidates, testing main assumptions in the context of real-world German candidates on X (formerly Twitter). In contrast to the original study, we find that visuals reinforcing masculine as well as feminine stereotypes can be detrimental to men candidates. Evaluations of women candidates were not affected by (counter) gender stereotypical visual information. Study 2 ( N = 1,058) repeats Study 1 outside of an election context. Findings differ from the first study. Moreover, no effects of visual communication are found when prior attitudes are controlled. The project highlights the importance of replicating experimental findings in different contexts.
期刊介绍：
Empirical research in communication began in the 20th century, and there are more researchers pursuing answers to communication questions today than at any other time. The editorial goal of Communication Research is to offer a special opportunity for reflection and change in the new millennium. To qualify for publication, research should, first, be explicitly tied to some form of communication; second, be theoretically driven with results that inform theory; third, use the most rigorous empirical methods; and fourth, be directly linked to the most important problems and issues facing humankind. Critieria do not privilege any particular context; indeed, we believe that the key problems facing humankind occur in close relationships, groups, organiations, and cultures.
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