Historic Firsts: Public Opinion Toward Michelle Obama and Ann Romney in the 2012 Presidential Election

Abstract

This chapter explores public perceptions of the 2012 presidential candidate spouses, Michelle Obama and Ann Romney. Although these two women had different backgrounds and embodied different personal styles, they embraced similar roles during the 2012 presidential election. Both were visible and gifted campaign surrogates, drawing on their unique personal knowledge of their husbands to make the case that they would make the best possible president. Both emphasized traditionally gendered themes such as the importance of motherhood and family in their convention speeches. Both signaled that they were not interested in influencing administrative decision or shaping policy. And, as a result, the American public had quite favorable opinions of both Ann Romney and Michelle Obama. While the partisan political terrain of the 2012 election did constrain the popularity of Michelle Obama and Ann Romney, both women remained less polarizing and more popular than their husbands. Since these two spouses represent historic firsts, with Michelle Obama the first African American presidential candidate spouse and Ann Romney the first Mormon presidential candidate spouse, the analysis pays attention to the role of gender, race, and religion in public evaluations of these two women, finding evidence that both women provided representation to marginalized groups.