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However, Vojdik said, "Those in the media insisted on gendering her candidacy, taking her from the public sphere to the private construction of her identity as a wife and a mother." This was often accomplished through the use of specific language. She gave as examples the terms, "shrill, emasculating, castrating," with oft used analogies of Hillary as "the hectoring mother," or "the wife as ball-buster." Hillary was not male, but she "had failed as a female." On the other hand, Vojdik saw Sarah Palin as seeking to be elected because she was a woman in the "good wife and mother" mode. Projecting herself as stereotypically feminine, albeit a "pit bull with lipstick," she "appeals to the 80's concept of the superwoman." "But," Vojdik asked, "where are the supports for ordinary women?"

That concept was illuminated by Anthony E. Varona, Associate Professor of Law at American University. He pointed out why the 2004 Karl Rove election strategy based on the "unease felt by religious and social conservatives" wasn't going to work in 2008. Plainly put, "Things have changed. New media and the blogosphere have made it impossible."