Visual Framing: A Study in Face-ism from the Websites for the 108th United States Congress.

• Main Author: Anderson, Beth Johnson
• Format: Others
• Published: Digital Commons @ East Tennessee State University 2003
• Subjects: Website; Congress; Politics; Gender; Framing; Face-ism; Communication; Social and Behavioral Sciences
• Online Access: https://dc.etsu.edu/etd/825; https://dc.etsu.edu/cgi/viewcontent.cgi?article=1982&context=etd

Websites are being used by increasing numbers to target a market with a message unfiltered by the media. This content analysis examined the website front-screens for the members of the 108th United States Congress to determine if the photographic images displayed reinforced the media's stereotypical frame of female politicians. A total of 3,892 photographic images were captured from 540 websites and coded using the face-ism index. Overall, the results supported the face-ism theory. Images of females were cropped lower on their bodies than images of males. The face-ism effect was not supported until the number of people in the photograph numbered six or more. Results revealed that photographic images of female representatives and senators were cropped no differently than their male peers. The research indicated females in Congress are successful in framing their own image but future website designs can portray a positive frame for all females presented on Congressional websites.