Beyond the gender gap: Presidential politics is a ‘masculinity contest’

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In the United States, women have, for decades, tilted toward Democrats, who today are leaning into issues like abortion access and economic equality. Men have leaned toward Republicans, who are evoking traditional gender roles in discussing gun violence, child care, and family planning.

But this campaign underscores a preference – beyond gender – for masculinity in the nation’s highest office, says Lindsey Meeks, a University of Oklahoma professor specializing in political communication and gender: “It doesn’t have to necessarily be a man, but [voters are] still really liking a masculine presence at that level.”

Why We Wrote This

The gender gap in U.S. presidential politics is not new. But in this election year, the importance of projecting power has become gendered. Both candidates are wooing voters with their own brands of masculinity.

Former President Donald Trump’s campaign displayed hypermasculine images. From appearances with pro wrestlers to frequent use of aggressive language, he has connected with male voters who value a certain type of masculinity.

Vice President Kamala Harris walks a finer line, attempting to appeal to men while keeping her base among women. She’s played up her more masculine qualities – as California’s “top cop” and as a gun owner.

“Almost every election is, in fact, a masculinity contest,” says Dan Cassino, executive director of polling at Fairleigh Dickinson University. “To be taken seriously as a potential leader, you have to show masculine traits.”

As early voting gets underway across the United States, one political divide has become clear: Most men prefer former President Donald Trump. Most women prefer Vice President Kamala Harris.

That gap reflects party narratives throughout this election season – with Democrats leaning into issues like abortion access and economic equality, while Republicans have evoked traditional gender roles in discussing gun violence, child care, and family planning.

This gender gap, while significant, goes back decades. What this campaign underscores is Americans’ broader preference – beyond gender – for masculinity in the nation’s highest office.

Why We Wrote This

The gender gap in U.S. presidential politics is not new. But in this election year, the importance of projecting power has become gendered. Both candidates are wooing voters with their own brands of masculinity.

The president “doesn’t have to necessarily be a man, but [voters are] still really liking a masculine presence at that level,” says Lindsey Meeks, a University of Oklahoma professor specializing in political communication and gender.

Power projection

Trump stumper Tucker Carlson at a rally this week implicitly referred to his presidential candidate as “Dad.” He unfurled a metaphor in which “when Dad comes home” he deals with his misbehaving children – implicitly the Democrats: “You’ve been a bad little girl, and you’re getting a vigorous spanking.” It capped a campaign laden with hypermasculine images. From appearances with pro wrestlers to frequent use of aggressive language – including a recent vulgar reference to the late golf legend Arnold Palmer’s anatomy – former President Trump has consistently connected with male voters who value a certain type of crude masculine power figure. And Friday he is set to record an interview with Joe Rogan, the podcaster wildly popular with young male audiences, including young Black men.

Julia Demaree Nikhinson/AP

Cheering supporters of former President Donald Trump wait for him to take the stage at a campaign rally this week in Greensboro, North Carolina.

Ms. Harris is walking a finer line, attempting to appeal to men while keeping her base among women. Her choice of Tim Walz as a running mate brought some balance to her femininity. But she’s also played up her more masculine qualities – as California’s “top cop” and as a gun owner. And, this week, former President Barack Obama rallied supporters on her behalf in Detroit alongside rapper Eminem, making a pointed appeal to young men to support the Democratic candidate.

Projecting strength is trickier for women, says Dan Cassino, who conducts polling for Fairleigh Dickinson University. “Female candidates have to be masculine, but not too masculine, and feminine, but not too feminine. Whereas masculine male candidates just have to be masculine.”

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