In contrast to men, women are often assumed to bear the burden of making others feel comfortable through positive emotional displays such as smiling. However, in the literature, the empirical evidence for the relevance of gender stereotypes in explaining electoral outcomes remains inconclusive. By focusing on gender stereotypes regarding facial emotional displays, this study addresses the gendered consequence of candidates’ smiling on their electoral fortunes. I analyze the results of the 2014 Korean local elections and measure candidate smiles on campaign posters by employing a biometric artificial intelligence application detecting facial emotions in images. The results demonstrate that the smiling effect has a powerful positive impact on the electoral performance of women candidates running in a multicandidate race. The positive effect is limited for women running in two-candidate races and for male candidates regardless of the number of competitors. The findings suggest that voters use intuitive cues such as candidate facial displays in electoral posters when choosing among multiple candidates in low-information settings. This study contributes to a better understanding of the activation of gender stereotypes in the electoral process.

The smiles and affiliative expressions of presidential candidates are important for political success, allowing contenders to nonverbally connect with potential supporters and bond with followers. Smiles, however, are not unitary displays; they are multifaceted in composition and signaling intent due to variations in performance. With this in mind, we examine the composition and perception of smiling behavior by Republican presidential candidates during the 2012 preprimary period. In this paper we review literature concerning different smile types and the muscular movements that compose them from a biobehavioral perspective. We then analyze smiles expressed by Republican presidential candidates early in the 2012 primary season by coding facial muscle activity at the microlevel using the Facial Action Coding System (FACS) to produce an inventory of politically relevant smile types. To validate the subtle observed differences between smile types, we show viewers a series of short video clips to differentiate displays on the basis of their perceived reassurance, or social signaling. The discussion considers the implications of our findings in relation to political evaluation and communication efficacy.