July 1, 2020 - Biden Ad Embraces Masculine Tone

In a new Biden campaign ad, “That’s a President,” the narrator reminds voters that being president takes strength and courage while they are shown images of Biden with (nearly all) male and military leaders. While women make a cameo when the ad touts Biden’s compassion, the ad’s masculinized tone – quite literally in music that mirrors that used in Ford truck commercials – adheres to campaign norms that perpetuate instead of disrupt the alignment of political leadership with stereotypically masculine traits and imagery.