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The rise of women and candidates of color who identify as Republicans provides a new opportunity to examine how partisanship intersects with race/ethnicity and gender in messaging strategies. Building upon the deracialization and gender bias literature, we ask: do Black and Brown candidates strategically adopt and articulate "non-threatening" stances on racial politics, deliberately avoiding discussions of their own race and the race of their constituents? Are Black and Brown Republican candidates more likely to do this than their Democratic counterparts? Does this vary by gender? And perhaps most importantly, is this strategy successful?
We answer these questions with a unique dataset of 2026 Congressional primary candidates’ websites. Our analysis will examine distinct campaign strategies, particularly at the intersections of partisanship, race/ethnicity and gender. We discuss the implications of these findings for future analysis.
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