Gender differences in campaign materials and politicians' professional orientation: The case of a Hong Kong election

This study examines gender differences in election campaigns with a specific focus on whether professional orientation, defined as the extent to which a politician sees politics as a career with its own ladder of advancement, would suppress gender differences. This is because candidates with higher levels of professional orientation may tend to see themselves primarily as "politicians" instead of as women or men. A content analysis of 836 candidates' campaign leaflets in a local level election in Hong Kong was conducted. The results show some differences in the extent to which women and men candidates mentioned certain issues and used certain appeals in their platforms. However, when gender differences existed, they were more pronounced among candidates with weaker professional orientation. © 2007 Springer Science+Business Media, LLC.