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Facing the Competition: Gender Differences in Facial Emotion and Prominence in Visual News Coverage of Democratic Presidential Primary Candidates

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Abstract

This study considered the impact of gender on visual coverage of the top 12 candidates in the 2020 Democratic Presidential Primary. Using Microsoft Azure’s Face API, we analyzed 9,529 still images from 43 mainstream news sources for facial emotion (happiness, anger, neutrality) and prominence (close-up, medium, long shots). We found visual evidence for an age-old narrative that undermines confidence in women’s leadership fitness: They were presented as emotionally less composed than men. Although we found no gender differences for facial prominence per se, its interaction with facial emotion gave nuance to gender differences in visual coverage of leadership performances.

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Dynamic stereotypes characterize social groups that are thought to have changed from the attributes they manifested in the past and even to continue to change in the future. According to social role theory’s assumption that the role behavior of group members shapes their stereotype, groups should have dynamic stereotypes to the extent that their typical social roles are perceived to change over time. Applied to men and women, this theory makes two predictions about perceived change: (a) perceivers should think that sex differences are eroding because of increasing similarity of the roles of men and women and (b) the female stereotype should be particularly dynamic because of greater change in the roles of women than of men. This theory was tested and confirmed in five experiments that examined perceptions of the roles and the personality, cognitive, and physical attributes of men and women of the past, present, and future.
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A preference for viewing men's faces and women's bodies in pictorial media has been termed “face‐ism.” The present study examined differences in the framing of men and women in a sample of prime time commercial network television programs and hypothesized that differences would be enhanced in single camera shows. Results confirmed the presence of face‐ism in prime time television, but did not find differences in single versus multiple camera productions.
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In this article, the authors integrate the seemingly disparate literature on culture and emotion by offering a biocultural model of emotion that offers three premises heretofore not introduced in the literature: (1) emotions need to be distinguished from other affective phenomena, (2) different types of emotions exist, and (3) within any emotion different domains can be studied. Previous controversies have occurred because writers have called all affective states “emotion” without regard to the type or domain of emotion sampled. The authors argue that not all affective states should be called emotion, that emotions that may be biologically innate are different than those that are not, and that different domains of emotion are more relatively influenced by biology or culture. The authors offer researchers a terminology—biological versus cultural emotions, Priming Reactions, Subjective Experience, and Emotional Meanings—provide hypotheses concerning the relative contributions of biology and culture, review the available literature that supports those hypotheses, and argue that the literature can be somewhat neatly integrated into a cohesive whole. The authors contend that the relative contribution of biological and cultural factors to emotion depends on what emotion is being studied and the specific domain of emotion assessed. While the authors acknowledge that their delineations are not the only or the best delineations that can or should be used, they contend that some kind of delineations should be made and can help to synthesize and integrate a large and seemingly disparate, contradictory literature. The authors offer theirs as a first step in this effort.