Gendered styles, gendered differences: Candidates’ use of personalization and interactivity on Twitter

Historically, a “feminine communication style” has not been a welcomed addition to the masculinized arena of American campaigning. But this style’s personalized and interactive elements have started to gain a foothold in digital campaigning because it mimics the intimacy of retail politics and face-to-face campaigning. To examine whether candidates are incorporating a feminine communication style in a mediated campaign setting, this study features a content analysis of U.S. Senate candidates’ campaign Twitter feeds during the 2012 election cycle, and explores the differences across candidate gender and electoral success for personalization and interactivity. Results revealed that men and women were similar in their incorporation of personalization, and women were more interactive than men. Further, the type of personalization and interactivity contributed differently to electoral success for women and men.