Reframing Public Opinion on Gender Quotas

This paper explores the potential to reshape public opinion on electoral gender quotas in Slovakia, a nation marked by its conservative stance and general resistance to such measures. The study primarily investigates whether presenting positive, empirically grounded arguments about the benefits of gender quotas can effectively shift public perceptions in a traditionally quota-resistant environment. In a nationally representative survey experiment (n=1,200), we examined the impact of positive arguments on public attitudes towards gender quotas. These arguments were centered on the proven advantages of quotas in improving the quality of political representatives, enhancing women's substantive representation, and promoting equality and fairness in the political arena. The findings indicated a notable shift in attitudes for both women and men, suggesting that positive framing can play a significant role in influencing public opinion. A follow-up study (n=1,806), which is ongoing and thus not yet yielding specific data, aims to test the durability of these positive effects of pro-quota arguments in the face of Slovakia's prevalent negative discourse surrounding gender quotas. This competitive framing experiment is designed to assess whether the positive effects of pro-quota arguments can be sustained in an environment with competing negative frames. Preliminary results suggest that the positive effects of pro-quota arguments prevail under the condition of the information environment being dominantly pro-quota. When the anti-quota arguments dominate, as is the current situation in Slovakia, the positive effects of pro-quota arguments on public opinion diminish. Our research offers vital insights into the dynamics of public opinion formation in conservative political contexts. It underscores the power of strategic framing and evidence-based advocacy in challenging established perceptions and fostering support for gender equality policies. The implications of this study are particularly relevant for policymakers, activists, and campaigners working in environments resistant to gender quotas. By highlighting the potential of positive argumentation in reshaping public opinion, this paper contributes to the broader discourse on electoral gender quotas and presents a framework for advocacy in similar conservative settings. It underscores the importance of nuanced communication strategies in political debates, particularly when aiming to overcome deep-seated resistance and advance gender parity in political structures.