The first presidential debate of 2016 was historic along a number of dimensions, including the first woman general election candidate and the first general election candidate in history with no political or military experience. Given the presence of the first woman nominee of a major party, along with dramatic gender differences in support for the candidates, we focus on the role of gender in shaping people’s emotional responses to candidate messaging during the debate. Through the use of a controlled experiment, we measure changes in attitudes after exposure to the debate. In addition, we utilize facial expression software to explore real-time reaction to the candidates during the debate. Leveraging data generated during the debate by the facial expression software and as well as responses to pretest and post-test questionnaires, we find that men and women respond differently to candidates’ messaging during the debate and these emotional responses influence post-debate evaluations.
- Political attitudes
ASJC Scopus subject areas
- Sociology and Political Science