Sexual Cues Emanating From the Anchorette Chair: Implications for Perceived Professionalism, Fitness for Beat, and Memory for News

Abstract

The experimental study reported here employed one of the most compelling visual cues of female sexual attractiveness (low waist-to-hip ratio) to test news anchor sexualization influences on audience evaluations of her as a professional and memory for the news that she presents. Close to four hundred subjects (N=390) participated in this between subjects study. The data reveal variance in professional assessments and memory outcomes across sexualized versus unsexualized embodiments of the female anchor. Moreover, male and female participants varied in their responses. Conclusions are drawn in line with evolutionary psychology expectations of men's cognitive susceptibility to visual sex cues--here to the detriment of forming memory for news content.Key words: Evolutionary psychology, sexual attractiveness, waist-to-hip-ratio, gender, female anchor, television news, memory, information processing. Anchorette sexualization 3Recent lawsuits suggest that the broadcast news industry disfavors aging women anchors. The assumption, most likely fueled by consulting firms, seems to be that women anchors loose their audience-drawing potential by their midthirties. Beyond the age factor, anecdotal evidence points to rather dramatic changes in the grooming conventions for on-air women news workers.Specifically, the trend is to play up sexual attractiveness. Traditional industry standards for the physical appearance of female anchors and reporters were conservative, encouraging an androgynous presence. Indeed, the old way of thinking was that the trappings associated with female sexual attractiveness would distract from the news messages that reporters deliver. But in recent times female journalists are seen wearing their hair at shoulder length or longer, they are featured with bold make-up (especially lip color), and large swinging earrings, often accompanied by a showy necklace and a cleavage-revealing neckline.These industry trends invite an investigation of how sexual attractiveness might influence news reception. Theoretically, it entices an exploration grounded in evolutionary psychology postulates about sexual attractiveness and mate selection. The goal of the experimental study reported here is then to evaluate the potency (if any) of visual sexual attractiveness cues on men and women audience members' ratings of a female anchor's professional performance and her suitability for reporting on different news beats. Perhaps most important, by employing memory measures, this study takes stock of how female sexuality might impact the journalistic goal of informing citizens.

High Heels, Low Grades: Internalized Sexualization and Academic Orientation Among Adolescent Girls

“…Specifically, we asked girls to prepare to deliver a mock newscast, a task that simultaneously triggers concerns about competence (e.g., accurate pronunciation, smooth delivery) and concerns about appearance that are arguably centered on sexuality. Grabe and Samson () stated:

Traditional industry standards for the physical appearance of female anchors and reporters were conservative, encouraging an androgynous presence. Indeed, the old way of thinking was that the trappings associated with female sexual attractiveness would distract from the news…But in recent times, female journalists are seen wearing their hair at shoulder length or longer, they are featured with bold make‐up (especially lip color), and large swinging earrings, often accompanied by a showy necklace and a cleavage‐revealing neckline…(p. 472)

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“…Specifically, we asked girls to prepare to deliver a mock newscast, a task that simultaneously triggers concerns about competence (e.g., accurate pronun-ciation, smooth delivery) and concerns about appearance that are arguably centered on sexuality. Grabe and Samson (2011) stated:…”

Exploring the Impact of Delivery Mistakes, Gender, and Empathic Concern on Source and Message Credibility

“…The Expectancy Violation Theory also figures prominently into gender considerations for communications. Prior research indicates audiences generally have different standards for men and women with regard to physical appearance, topic appropriateness, expertise, and empathy because of various moderating factors (e.g., Grabe and Samson 2011;Rakow and Kranich 1991). However, results from prior research did not suggest a conclusive answer regarding how gender would moderate the impact of delivery mistakes on credibility evaluations.…”

“…Research has shown female news anchors are judged more stringently in their appearance (Bock et al 2018;Grabe and Samson 2011;Engstrom and Ferri 2000;Holland 1987), which impact how viewers perceive their professionalism and expertise-the key components of credibility. Grabe and Samson (2011) found that a female anchor's appearance makes a difference in what male viewers think they should be allowed to cover in the news and how much information the viewers would retain. Their study found men saw a more sexualized anchor as less suited for war and political reporting and retained less news information than that reported by a non-sexualized female anchor (Grabe and Samson 2011).…”

“…Although little research has conceptualized errors as verbal delivery mistakes, a review of prior studies suggested several factors that may affect the impact of delivery mistakes on viewers' evaluations. First, studies have demonstrated gender as a factor that influences viewers' perceived message and source credibility of news anchors (e.g., Bock et al 2018;Brann and Himes 2010;Cann and Mohr 2001;Grabe and Samson 2011;Gunther, Kautz, and Roth 2011;Holland 1987). Second, the news format (i.e., morning v. evening news) may influence perceptions of delivery mistakes because morning broadcasts tend to be more conversational, whereas evening broadcasts are more formal and emphasize content (Christie 2009;Dolan 2000;Wieten and Pantti 2005).…”