Faith, Beer, and Other Things That Interest Geoff

In every election, there's a chance that women will be the decisive force that will elect someone who embraces their views. Yet they seem never to have done so, and I've never seen a satisfactory answer as to why. My own theory is that women don't decide elections because they're not rational political actors -- they don't make firm policy commitments and back the candidates who will move society in the direction they want it to go. Instead, they vote on impulse, and on elusive factors such as personality.
...
he second lesson is that elections that turn on the female electorate bear an unfortunate resemblance to a popularity contest. The Republicans have succeeded with women at the polls when they've made Democrats look not just mistaken, but clownish or geeky. Reagan in blue jeans beat Jimmy Carter in a cardigan. George H.W. Bush looked like John Wayne next to Dukakis peering over the edge of a tank in a helmet.