38 , 2016-3 , Institute for Communications Research, Keio University
This study draws on data from a survey of Japanese voters' attitudes toward women politicians. We explored voters' perception of personal traits and issue competencies of women politicians, focusing on the role of media use and political cynicism. The results revealed that women politicians were perceived as lacking political ability and as being able to more competently deal with welfare issues rather than governance issues. Media use affected voters' perceptions of the integrity of women politicians and their competency in welfare issues, indicating that the Japanese media reinforces gendered reactions to the personal traits and issue competencies of women politicians in Japanese politics.