Insults and Ads: How Gender Hurts Trump but Doesn’t Lift Clinton

Donald Trump thinks Hillary Clinton is playing “the women’s card.” But evidence suggests that if anything is making gender a potent issue in this campaign, it’s Mr. Trump’s words, not Mrs. Clinton’s.

How do we know? New data on the emotional engagement and effectiveness of different campaign messages suggests that it’s far easier to drive down support for Mr. Trump by highlighting the derogatory things he has said about women than it is to drive up support for Mrs. Clinton by talking about her as a strong woman. CONT.

Lynn Vavreck (UCLA), New York Times

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