Mini-rallies at Super Wal-Mart: Measuring the Effectiveness of Janet Reno's "Red Truck Tour"

Using the design of a natural experiment, this study investigated the effects of the political spectacle of 2002 Florida Gubernatorial candidate Janet Reno’s “Red Truck Tour,” which lasted from February - March 2002. Voting intentions and support for women’s issues were examined using the theoretical perspectives of political spectacle, direct effects, and gender effects. This study predicted a positive impact of candidate support and a shift in undecided voters as a result of the candidate hitting the campaign trail. Finally, the study examined concerns about women’s issues and related policies as a direct effect to voter intention as related to gender.