POWER OF THE PEOPLE: HOW FOUR GUBERNATORIAL CANDIDATES CAPITALIZED ON THE COLLECTIVE IDENTITY FOUND IN SOCIAL MOVEMENTS

Gubernatorial mansions are historically home to white men. Candidates with contrary identities, such as women and racial minorities have met limited success in their quest for office. Yet the number of women seeking executive level office has increased and these women represent a broader intersectional identity. The low percentage of women governors has been examined in detail, but that analysis largely holds gender as an isolated variable and does not consider the candidates' broader identity. This project posits gender is only one factor of candidate identity called into question when it is nonnormative and varies from historical office holders. I argue candidate identity interacts with the identity expressed by voters and the collective identity found in social movements. The ability of the candidate to navigate this interaction and use it to their advantage is paramount to their success. I find that structural differences in the Democratic and Republican parties provide opportunities and constraints for women candidates. Further, gender, race, and previous political experience are intersectional and create different responses by candidates. Ultimately, successful candidates align their political identity with the collective identity found in contemporary social movements as a mitigation mechanism for voters uncomfortable with who the candidate appears to be.