The coal miner's daughter or the governor's daughter? A comparative study of media coverage of two Appalachian women politicians

In 1996, West Virginia voters nominated the first woman as the Democratic candidate for governor, Charlotte Pritt. This coal miner's daughter was supported by organized labor and was seen as the likely victor in a state dominated by Democrats. But in a surprising twist the Republican candidate, a former governor and coal industry executive, won in the general election.;Later in 2000, voters appeared to rally around another female candidate for an open seat in the U.S. House of Representatives. Republican Shelley Moore Capito was the daughter of a former governor and had name recognition, connections, and the support of business. Although Republicans are the minority in the state and she faced a wealthy Democratic opponent, Capito was able to capture the seat.;Political scholars examined media coverage for gender bias in the 1996 campaign; however, gender did not become a factor in the 2000 U.S. House race. Could sociocultural factors have had more to do with the outcomes than gender? What were the differences between these two campaigns? A critical-cultural studies framing analysis based on historical evidence was designed to compare the media coverage of both candidates to determine the narrative similarities and differences between the two races.;Although gender was a consideration, the argument was made that other sociocultural factors, such as class and political ideologies, may have affected the coverage and election outcomes as much or more than gender. This theory was developed as a result of the state's political and historical narrative, which involves the powerful influence of the state's dominant industry of coal.;Political scientists in the state agree that West Virginia's political system cannot be explained without a thorough understanding of the history and influence of "King Coal." Moreover, the intersection of this industry with the political and media systems in the state provide evidence of hegemonic forces maintaining elite ideologies as well as reflecting political economy through the ownership of the state's newspapers. Using historical evidence to identify these frames, the findings suggest that a "culture of coal" was apparent in the media coverage of these political candidates in addition to narratives of gender.;Keywords. Critical-cultural studies textual frame analysis, politics, labor/class, gender, and media.