New York Women in Communications Probes Influence ofGender, Celebrity in 2008 Presidential Race.

Survey Reveals Younger Voters, Minorities More Likely to Vote Female to "Make History"

Will Oprah Tip The Balance on Election Day?

NEW YORK -- Most Americans say they're gender-blind when it comes to voting in the 2008 presidential election, according to a recent survey

commissioned by New York Women in Communications, Inc. (NYWICI), a leading women's professional organization. Yet, when questioned about specifics, more women than men say they view female candidates as better leaders, more trustworthy, and stronger on issues like healthcare and education. The survey, which queried over 2000 Americans who plan to vote in the 2008 election, also shows that Black and Hispanic voters and those aged 18 to 24 are more likely to support a woman candidate in order to "make history."

"Voters aren't deeply influenced by a candidate's gender, yet men and women have different perceptions around the issue," comments Kristine Welker, NYWICI President. "The survey suggests that although women won't support another female unconditionally, they're more receptive to certain campaign messages, and they're far more sensitive than men to public scrutiny of a female candidate."

Just 17 percent of women (compared to 14 percent of men) say they would be more likely to vote for the female if they liked a male and a female candidate equally. Yet, when asked about specifics, over one-third of women (36 percent) say they would support a female seeking public office due to her perceived strength on issues like education and healthcare. For Black and Hispanic voters, the figure is even higher, with 41 percent of Black voters and 45 percent of Hispanics saying a female candidate deserves their vote on the issues. And though only 20 percent of all respondents say they would support a woman as a historical precedent, 36 percent of Hispanic voters and an identical percentage of those 18 to 24 say they would support a woman in order to "make history."

Policy....or pantsuits?

Though men and women are thought to differ on key election issues, the survey shows the greatest perception gap on other aspects of the race. Eighteen percent of women say females make better leaders, compared to only 10 percent of men. But the largest divide is seen in how women seeking office are treated. Forty-seven percent of women say females are more likely than males to receive negative media coverage, compared to only 35 percent of men. And 60 percent of women say female candidates are more likely to be judged by their clothing or hairstyle, while only 49 percent of men concur.

Endorsements don't influence... except when they Do!

Only 8 percent of those surveyed say they could be swayed by a celebrity's support of a candidate, but endorsements clearly matter to some. When queried about specific personalities from politics, entertainment, and journalism, 20 percent say Al Gore's backing would affect their vote. As an influencer, the former Veep beats Oprah Winfrey, who was named by 12 percent of respondents, followed by ABC-TV's Diane Sawyer (10 percent), "The Daily Show" host Jon Stewart (9 percent), and Fox's Bill O'Reilly (9 percent.) Among African Americans, however, Oprah has greater weight; fully 30 percent of Black voters say her endorsement will influence them on Election Day.

Additional Survey Results Highlights

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About the Survey

The survey was conducted by telephone among a national probability sample of 2,025 adults comprising 1016 men and 1009 women 18 years of age and older, living in private households in the continental United States. Interviewing was completed during the period December 13-17, 2007. It was conducted by Opinion Research and sponsored by New York Women in Communications.

About New York Women in Communications, Inc. (www.nywici.org)

New York Women in Communications, Inc., founded in 1929, is a not-for-profit organization of more than 1000 communications professionals dedicated to promoting high professional standards and to providing education and leadership for the next generation. The membership includes senior executives and other communicators from a range of enterprises, as well as young professionals and students of communications.