Women with traits considered more masculine have an advantage in elections in Brazil, study shows

The face of female candidates has an influence on the performance they are able to achieve at the polls, while for men this relationship does not seem to exist. Furthermore, for them, the more masculine the traits, the greater the chances that they will be elected.

The two conclusions are part of a Brazilian study that was based on the photograph of the face of more than 1.5 million people who ran for councilor, mayor, state deputy and federal deputy from 2004 to 2018.

With the help of computer programs used for facial recognition, the portraits registered in the TSE (Superior Electoral Court) system were analyzed to find patterns. Thus, it was possible to construct what represents the average face of male and female candidates who are elected in different regions of Brazil.

This work was the doctoral thesis of economist Felipe Wajskop França, 39, defended at Insper, under the guidance of Sérgio Firpo, professor at the institution and columnist for Sheet.

Considering the photos and the results of the polls, the analysis points out that traits and proportions that approach a more masculine face represent an advantage for women to be elected. This result, explains França, although unprecedented for a study on political patterns in Brazil, is in line with what is already known in the scientific literature on appearance associated with leadership.

The masculine, these works show, is understood as a “shortcut” for thinking about who is most apt to command. Faces considered less delicate, with a larger and more angular chin and a more pronounced nose, for example, tend to be interpreted this way. On the other hand, those considered more delicate (or feminine) are associated with honesty, according to the history of social psychology and the economics of work.

“In addition to [o eleitor] using appearance to vote for women, still chooses those who look more like men. This is a finding that reveals the gender bias,” says França.

“Policy suggestions [contra a repetição desse padrão] are quotas and greater diversity, because, in the end, if it’s based on prejudice or a repetition of that stereotype, as you include more women in politics, you will dismantle stereotypes”, he adds.

When viewed together, this mosaic of faces of what would be the average candidates elected for each office and location shows subtle differences in appearance — although it is possible to notice distinctions. According to the research, in the South and Southeast, for example, men and women who run for councilors have features considered more masculine, while in the Northeast, for this position, there is an inclination towards those considered feminine.

It was also observed, among other points, that in the South region there is greater homogeneity in the faces. In the North, in contrast, greater diversification is pointed out.

To assess the role of appearance in electoral performance, the researcher looked at polls in cities that have free electoral advertising shown on television, that is, places where the image of those running in the election can be more widely known by voters.

With the photos processed only in black and white, the thesis focused on the patterns found in the faces without taking into account the skin color or race of the candidates – something that, says França, deserves further research that investigates these biases.

The work was also dedicated to researching if voters with less education, and also poorer, use the image more to vote. When looking at the history, it was possible to notice that yes.

The tendency to rely on image to make decisions at the polls, however, highlights França, gains strength in the choices for positions in which candidates are usually less known, such as councilor. This is something that has already been demonstrated in studies carried out in the USA. It weakens as one deals with a universe with a more widespread history, such as governor and president — even for that reason, positions not included in the scope of the research.

Finally, France tested whether there is, let’s say, an objective advantage for cities that have chosen candidates who are perceived to be good-looking. In terms of the number of amendments destined for the municipality and performance in evaluations on corruption, however, no benefit can be seen in the management.

Teresa Sacchet, a PhD in political science from the University of Essex (United Kingdom) and who studies the representation of women in Brazilian politics, comments that, in addition to thinking about appearance, it is necessary to pay attention to the mechanisms of campaign financing.

She, who did not participate in the France study, sees it as essential to look at the path that female candidates are able (or not) to go even before they are “judged” by voters.

“It’s very difficult to get into politics and get financed when you’re a novice. Prejudice starts within the parties”, says the professor and researcher at UFBA (Federal University of Bahia).