Stereotypes are prevalent throughout our society. Using content analytical and experimental data in conjunction with case studies, When Stereotypes Collide explores the influence of gender and ethnic/racial minority stereotypes in the production of campaign messages created during congressional elections. Filling a void in political campaign research, this book draws specific attention to the uses and consequences of political advertisement videostyle strategies on the electoral fortunes of women and minority candidates. Stereotypes are prevalent throughout our society. Using content analytical and experimental data in conjunction with case studies, When Stereotypes Collide explores the influence of gender and ethnic/racial minority stereotypes in the production of campaign messages created during congressional elections. Filling a void in political campaign research, this book draws specific attention to the uses and consequences of political advertisement videostyle strategies on the electoral fortunes of women and minority candidates. List of Figures vii List of Tables ix Acknowledgments xi CHAPTER ONE Videostyle and Congressional Campaigns 1(6) CHAPTER TWO Stereotypes and Candidate Evaluation 7(7) CHAPTER THREE Elements of Videostyle: Theory and Method 14(14) CHAPTER FOUR The Videostyles of Congressional Candidates 28(12) CHAPTER FIVE Videostyle in Context 40(39) CHAPTER SIX Interpreting Videostyle: The Role of Stereotypes in Candidate Evaluations 79(9) CHAPTER SEVEN An Antidote to Media Bias? Videostyle and Racialized Press Coverage 88(7) CHAPTER EIGHT When Candidates Attack: Negative Videostyle 95(10) CHAPTER NINE Conclusion: When Stereotypes Collide 105(6) Appendix 111(1) Questionnaire 111(7) Videostyle Codesheet 118(11) Experimental Advertisement 129(4) Notes 133(6) Works Cited 139(8) Index 147