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.