SAME RACE, DIFFERENT STRATEGY: HOW WOMEN OF COLOR NAVIGATE IDENTITY IN ELECTORAL CAMPAIGNS

Abstract

This thesis investigates how Black and Latina women congressional candidates engage with their gendered and racial identities during political campaigns, particularly when running against other women of color. Drawing on a mixed-methods approach, the study combines quantitative data analysis with seven in-depth case studies from the 2022 primary and general elections. It examines Twitter posts to explore how candidates employ identity strategically in both primary and general election periods, classifying tweets by references to gender, race/ethnicity, intersectionality, and the term “women of color.” The project also incorporates thematic analysis of interviews with former Congresswomen to assess how identity narratives carry into elected office. The findings reveal that Democratic candidates are more likely to engage with shared identity frames, such as “women of color,” while Republican candidates selectively reference identity to appeal to distinct values or contrast themselves with opponents. In races featuring two women of color, strategic identity engagement becomes more complex, often shaped by party affiliation, district demographics, and the potential for coalition-building or differentiation. This research expands our understanding of identity politics by showing how women of color navigate the pressures of strategic campaign schemes, especially when running against each other.

Keywords: Women of Color, Intersectionality, Campaign Strategies, Intersectional Stereotypes, Coalition Building, Weaponized Intersectionality