Uneven Echoes: Gender’s Divergent Influence on Candidate Personalization and Voter Response in Taiwan

Is personalized social media beneficial for female politicians, and how do voters respond to personalized posts from these candidates? To explore this question, this study employs a unique dual-method approach that integrates content analysis of candidates’ Facebook posts with online experiments evaluating voter responses. Additionally, the study refines the definition of personalization to include both the privatization of candidates’ personal lives and the individualization of their viewpoints. The findings show that although posts about candidates’ private lives are relatively rare, there’s been a notable rise in content reflecting individual viewpoints. Content analysis suggests that female candidates are less likely to use personalized messaging. However, online experiments reveal that voters respond positively to such content, increasing both likability and voting intentions. These results suggest that female candidates, still navigating gendered expectations, may be underestimating the advantages of personalization – possibly because voters’ attitudes have evolved more quickly than the candidates realize. This disparity between their limited use of personalized messaging and the favorable voter response underscores the complex influence of gender stereotypes on women in politics.