How do explanations for women’s underrepresentation shape their desire to run for office? Holman and Schneider (2018) show that framing the issue as supply versus demand changes women’s political ambition, with key differences across racial groups.
Men continue to dominate political institutions in the United States. Media and academic discussions often focus on two types of obstacles that lower women’s representation: demand factors, such as political parties and elite networks, and supply factors, such as women’s self-confidence and political interest. Still, little is known about whether these narratives affect women’s ambition to run for office, or how they influence women of color.
Holman and Schneider demonstrate that attributing women’s underrepresentation to supply versus demand causes clear changes in political ambition. When the lack of parity is blamed on demand factors, white and Asian women can dismiss the possibility that failure is due to their own abilities, which increases their political ambition. Conversely, framing underrepresentation around supply factors lowers ambition for white and Asian women, possibly because of stereotype threat. Black women respond in the opposite way, showing decreased ambition in demand scenarios, while Latinas are unaffected by these narratives. Overall, the authors’ findings show how framing intersects with racial and ethnic identity to shape political ambition.
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Holman, M. R., & Schneider, M. C. (2018). Gender, race, and political ambition: How intersectionality and frames influence interest in political office. Politics, Groups, and Identities, 6(2), 264–280. https://doi.org/10.1080/21565503.2016.1208105