Running as a Woman? Candidate Presentation in the 2018 Midterms.

The record high number of women who ran for the U.S. Congress during the midterm elections led many journalists to proclaim 2018 as another "Year of the Woman." Although not every female candidate was successful, this large number of women running for office provides the opportunity to advance our understanding of the ways in which women present themselves to their voters. Using the "Biography" pages of more than 1,500 2018 congressional campaign websites, we use a structural topic model to examine how these candidates present themselves to their constituencies. In doing this, we find great variance in the presentation styles of women running for Congress in 2018. We also find that prior political experience, more so than gender, is the primary driver in influencing how candidates (both men and women) present themselves. Experienced candidates use similar styles that highlight their past political work while amateur candidates are more likely to use "values-driven" language. [ABSTRACT FROM AUTHOR]