Intersectional Motherhood and Candidate Evaluations in the United States

In the United States, emphasizing their families and talking about parenthood can be a potent strategy for political candidates as voters use information about a candidate’s family life to make assessments of the candidate’s personal attributes and issue competencies. We nonetheless know little about how a candidate’s race affects these assessments. We thus consider how Black women use and benefit from politicizing motherhood, and we argue that the unique intersectional identities of Black women shaped jointly by their race and gender can give Black women a stronger strategic advantage from highlighting motherhood compared to white women. Using both observational and experimental data, we apply this intersectional framework by examining motherhood messages. We identify the extent to which Black women rely on messages about motherhood and how voters respond. Our results show that Black women are just as likely to use motherhood messages relative to white women, and that Black women receive positive evaluations from voters from a message emphasizing motherhood. White and minority voters are equally likely to positively rate Black women who emphasize motherhood.