Presidential candidates' wives in the media: An analysis of coverage of Ann Romney & Michelle Obama (2013)

Undergraduate: Florence Bryan

Faculty Advisor: Ferrel Guillory
Department: Journalism & Mass Communication

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During the 20th century, presidential candidates' wives began to have a more prominent role on the campaign trail and media coverage of the wives increased. Several frames emerged in the coverage of first ladies and first ladies-to-be, who often serve as a model for what is expected of women in American society. My research aimed to answer how Michelle Obama, the wife of Democratic President Barack Obama, and Ann Romney, the wife of Republican challenger Mitt Romney, were framed in the media during the 2012 presidential election. The sample for my analysis included content from three national newspapers and 33 political blogs. The sample was coded for several frames — the escort role, the style icon, the noblesse oblige, the policy adviser, compare/contrast to former first lady, and background characteristics. The escort role was divided into four subcategories — family and marriage, defender or advocate, sacrifices and reluctance, and campaign asset/liability. The most common frame to appear was the campaign asset/liability subcategory of the escort role, as the wives were evaluated in relation to their husbands' campaigns. Differences arose between coverage of Ann Romney and Michelle Obama and among the newspapers and blogs, although much of the coverage was similar across the sample. While frames based on traditional gender roles still appear in coverage of first ladies-to-be, changes in the expectations of the position and the media landscape have influenced coverage.