Young female candidates perform better than other candidates when ballot papers contain photographs, according to new research conducted by University College Cork.
The results confirm a widely held opinion that elections are fast becoming "beauty contests", according to researchers at the department of government in UCC who presented actual ballot photographs from a Dublin city local electoral area to some 650 voters in three Cork polling stations last June.
Voters were asked to rank candidates in order of preference. Despite the fact that the candidates were completely unknown to the voters, young female candidates performed better than other candidates. There was also a strong female vote, with one candidate getting 75 per cent of her votes from women. However, older women did not vote for female candidates, young or old, the study indicated.
Female voters also displayed a strong preference for young, attractive male candidates and the eldest looking candidate on the ballot paper was the worst performer.
The actual performance of the candidates in the local elections closely mirrors the preferences expressed in the survey. Four out of the five elected candidates were selected by respondents in each of the three survey centres. Another trend noticed by the researchers was that voters in the 35-64 age categories are most likely to vote. Fewer young voters and over 65s cast their ballots.
These results now confirm a widely held opinion that elections are becoming "beauty contests", with increasing emphasis on candidate appearance and presentation, according to Ms Theresa Reidy from the department of government in UCC.
"The findings indicate an increased emphasis on image and confirm that the drift to superficiality evidenced across society, is now being reflected in the political arena. Ageism has also been on the increase and this is an emerging trend in politics, as well. The results have significant implications for political parties," said Ms Reidy.