Likeability trap

Prime MinisterMargaret Thatcher,who was dubbed bycommunistopponents as the Iron Lady, is known for embracing the nickname, which would later become a generalsobriquetfor other strong-willed female politicians.

Thelikeability trapis acampaign tacticwhere one attempts to portray one'sopponent,usually a woman, as calculating or power-hungry to harm their general likeability among theelectorate.The emergence of many women as democraticheads of governmentin the late 20th and early 21st centuries enabled research into the mechanisms through which popularbiases against womenaffect generalvoter approvaloffemale elected officials.

Although the tactic is most well-studied in the context of politics, some writers such asAlicia Menendezhave also observed similar phenomena inbusiness management.

Political campaigns

The likeability trap was long regarded as an effective campaign tactic because of an assumed mismatch between societal norms regardinggender rolesandleadership roles.Any attempt by the target candidate to shift their public image towards a more leader-likepersonaimplies shifting it away from the locally-ideal gender role and thus invitingbacklash.

Mechanisms

The mechanisms of democratic bias against women are the subject of active research. A 2010 study examining pre- and post-election approval ratings of candidates in US state elections found that likeability was the single most important factor determining the success or failure of women candidates. In contrast, male candidates exhibited no such dependence, indicating that US voters were more willing to vote for a male candidate who they viewed as being qualified, but that they did not personally like.

Countertactics

Somestrategistshave foundgender displayto be an effective countertactic for mitigating perceived misalignment between a candidate's gender role and leadership role.

United States

Because the United States has never had a woman as president, the ability to conductnatural experimentsat the national level studying electoral bias against women was extremely limited until the early 21st century. Interest in the phenomenon increased followingSenatorHillary Clinton's ultimately-unsuccessfulprimarybid against then-SenatorBarack Obama.A 2012 study by theBarbara LeeFamily Foundation found that approximately 34 percent of US voters consider male candidates more qualified than female candidates. Bias against women in politics is more prevalent among younger voters than older voters. The effect was most pronounced among younger African-American voters, with 50 percent indicating that they would consider a male candidate more qualified than a female candidate.

Then-presidential candidateBarack Obamahimself was noted for employing the tactic against Clinton during the2008 Democratic primarieswhen he responded to Clinton "You're likable enough, Hillary."Obama's comments at the time were widely criticized, and Clinton defeated him in theNew Hampshire primarya few days later. Although later observers assume Obama to have employed the tactic effectively, pundits at the time generally viewed the episode as unfavorable to Obama.Some writers such asAnn FriedmanandRebecca Traisterattribute the lack of women in senior government roles to differing societal views towards traits like ambition and assertiveness in men as opposed to women.

Entertainment business

In the context of theentertainment industry,female musicians such asTaylor Swifthave been cited as subjects of the likeability trap.Swift's detractors have accused her of being "calculated" and manipulating her image—a narrative bolstered after the 2016 dispute with American rapperKanye West.Cultural critics have highlighted that Swift's life and career have been subject to intensemisogynyandslut-shaming,and she is an easy target of "fragile male egos".In a 2019Vogueinterview, Swift stated that Clinton was being called a "manipulative" liar byTrumpistson the internet—the same type of negative comments Swift had received in 2016, and wondered whether she would be aliabilityto Clinton if she had openly endorsed Clinton for the2016 US presidential election:"Look, snakes of a feather flock together. Look, the two lying women. The two nasty women"; Swift added that as "millions of people were telling [her] to disappear", she decided to step away from spotlight for a year."Snake"was a word used by detractors to ridicule Swift, who embraced the term and made it the main visualmotifof her 2017 album,Reputation.

See also

• Public image of Hillary Clinton
• Elizabeth Warren
• Margaret Thatcher
• Giorgia Meloni
• Pink Chanel suit of Jacqueline Bouvier Kennedy
• Cultural impact of Taylor Swift