This research focuses on the effective image Michelle Bachelet portrayed during her televised presidential campaign and provides a quantitative study that reveals how the only female candidate was projected in competition with her three male opponents. An extensive literature review aided in determining the thematic competence, attitudes, and roles that women politicians usually project on the media. After establishing an "academic stereotype," more than elevenhours of Bachelet's TV electoral campaign in Chile between late 2005 and early 2006 were reviewed by applying a specific new unit of analysis.