This can be a hard act to pull off. Research has shown that being liked has outsize importance for women because voters will support a man they dislike, but they will not support a qualified, unlikable woman. Take what happened in the 2016 presidential election: Trump and Clinton both had historically low favorability ratings, but Trump still eked out a victory despite Clinton’s political credentials. That speaks to another trap several political scientists told me that women often face: A long political track record can open a candidate up to more criticism, but without an established résumé, a woman might not be taken seriously at all. Men, meanwhile, can run with less experience and get away with talking more vaguely about their policy positions, according to Amanda Hunter, research and communications director at the Barbara Lee Foundation, a nonprofit group that has done research on gender bias and elections. “Women are judged more harshly if it seems like they’re learning on the job,” she said. “So that means they have to be uber-prepared to run, while men can kind of figure it out as they go.”
There are some stereotypes that can work to female candidates’ advantage — but they can be a double-edged sword. Women are more likely to be seen as having expertise on issues that are stereotypically associated with women, like health care or child care, which can give them a boost when those issues are at the top of voters’ minds — a nice edge until you learn that men have an advantage on issues like the economy or national security. Female politicians are generally assumed to be more liberal, too, which can be a good thing in the Democratic primary but can quickly go south in a general election. And studies have shown that women are generally perceived as possessing more honesty and compassion than men — qualities that many voters say are important for politicians. But Cecilia Mo, a professor of political science at the University of California, Berkeley, cautioned that even being seen as the more civil or morally upright candidate can become a liability because there’s more room for disappointment.