Grand Valley State University ScholarWorks@GVSU Masters Theses Graduate Research and Creative Practice 8-1-2005 Are Female Television News Anchors Still Judged by Their Appearance: A Study of Gender Bias in Relation to Female Television News Anchors And Their Perception of Age and Appearance Discrimination Dottie M. Barnes Grand Valley State University Follow this and additional works at:http://scholarworks.gvsu.edu/theses Recommended Citation Barnes, Dottie M., "Are Female Television News Anchors Still Judged by Their Appearance: A Study of Gender Bias in Relation to Female Television News Anchors And Their Perception of Age and Appearance Discrimination" (2005).Masters Theses. 645. http://scholarworks.gvsu.edu/theses/645 This Thesis is brought to you for free and open access by the Graduate Research and Creative Practice at ScholarWorks@GVSU. It has been accepted for inclusion in Masters Theses by an authorized administrator of ScholarWorks@GVSU. For more information, please contact [email protected]. Are Female Television News Anchors Still Judged by Their Appearance A Study of Gender Bias in Relation to Female Television News Anchors And Their Perception of Age and Appearance Discrimination By Dottie M. Barnes THESIS Submitted in partial fulfillment of the requirements For the Master of Science degree in Communication In the Graduate Studies Program at Grand Valley State University Allendale, Michigan August 1, 2005 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. SCHOOL OF COMMUNICATIONS GRAND VALLEY STATE UNIVERSITY ALLENDALE, MICHIGAN WE HEREBY APPROVE THE THESIS SUBMITTED BY Dottie M, Barnes ENTITLED Are Female Television News Anchors Still Judged bv their Appearance? A Study of Gender Bias in Relation to Female Television News Anchors and their Perception of Age and Appearance Discrimination AS PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE IN COMMUNICATION F c/. b Thesis Review CCoommmmiittee Chair Thesis Review Committee Member ThMis Review Coinmittee Member APPROVED: ____— ________________p_____________________ Date August 18. 2005 Director of School of Communications Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Abstract Are Female Television News Reporters Still Judged by Their Appearance Many female television news anchors and reporters believe the emphasis placed on physieal appearance in the 1980s and 1990s exists in the same magnitude today. As of 1998, women comprised more than one-third of the television news workforce in the United States and half of all television news reporters and anchors. According to testimonials from female news anchors, women continue to feel pressured to look young and attractive. Studies show female anchors believe they have overcome some of the gender bias encountered in the 1980s and early 1990s. A 2005 survey of female television news anchors in the western Michigan area conducted by the researcher showed most respondents agreed or strongly agreed that too much emphasis is placed on their appearance. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Acknowledgements I would like to express gratitude to those who gave their time to participate in the process necessary to test the research question of this paper. This includes the television news anchors who completed a survey and were willing to share their experiences and perceptions. Michael Pritchard, thesis review committee chair at Grand Valley State University, deserves many thanks for his direction and advisement. This work is dedicated to my husband, Brent and our children, Marie, Meredith and Andrew, for their support and understanding during the preparation, research and completion of this thesis. I would also like to thank my parents for instilling in me a quest for learning and the confidence to pursue my dreams. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Table of Contents Abstract........................................................................................................................2 Acknowledgments........................................................................................................3 Chapter I: Introduction.................................................................................................5 Situation Analysis................................................................................5 Problem Statement...............................................................................6 Significance of the Problem.................................................................6 Christine Craft Factor................................................................7 Purpose of the Study/Research Question..........................................13 Organization of the Thesis.................................................................14 Chapter II: Literature Review....................................................................................15 Summaries of other Studies...............................................................15 Age and Hair Color.................................................................15 Beauty and Goodness..............................................................16 Top Career Challenges............................................................16 Career Barriers........................................................................18 Scud Stud ................................................................................21 False Representation..............................................................22 Testimonials............................................................................23 Employment Discrimination............................................................24 Chapter III: Methodology..........................................................................................29 Study Design Overview.....................................................................29 Target Population and Sample Selection.........................................29 InstrumentationAAalidity and Reliability.........................................31 Data Collection and Analysis............................................................32 Chapter IV: Findings of the Study............................................................................33 Survey Results....................................................................................33 Chapter V: Conclusions and Recommendations......................................................41 Conclusions and Implications of the Findings.................................41 Suggestions for Action.......................................................................42 Limitations of the Study.....................................................................42 Recommendations for Further Study................................................43 Bibliography...............................................................................................................44 Appendices..................................................................................................................48 Appendix A: Survey Cover Letter....................................................49 Appendix B: Survey...........................................................................51 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. CHAPTER I Introduction Situation Analysis Over time, women television news reporters and anchors have expressed concern over the emphasis placed on their physical appearance and how this has affected their broadcasting careers. Women cite age, weight, even hair color as issues that often get more attention than their journalistic integrity (Lavin & Cash, 2001). The first flood of women into the television news business came in the early 1970s. It was long-feared that the public would not accept women, but audience research conducted in the ’70s convinced station owners that viewers wanted to see women behind the news desk and reporting in the field (Allen, 2003). More and more women were hired to work in television stations across the country, as research proved they could tap a new and larger audience. As focus groups were born, consultants developed and tested specific women for experience and trust — called a “Q score.” As male and female anchor teams were tested, it was consistently found that women had a high “Q score.” But, this voting concept, which at first proved beneficial to women, would lead to problems as female anchors began to be compared to one another. A scholarly study of audience perceptions affirmed that women not only had to meet all of the newscaster standards that applied to men, but feminine standards — from hairstyle and wardrobe to youthful appearance and physical appeal — also had to be met (Stone, 2000). Consultants were aware that as more women were seen and as viewers had to rate them, value would be placed on the feminine traits they could demonstrate, such as appearance, cosmetics and delivery (Allen, 2003). Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Problem Statement Twenty-five years ago, women made up only 13 pereent of the television news workforce (Engstrom & Ferri, 2000). Now, the majority of entry-level TV news applicants are women, and because of solid growth in the ’90s, by 2001, about two of every five workers in a newsroom were women (Huff, 2003). When sportseasters, weathereasters and photographers are excluded, women make up at least half of the work force. Women in general face barriers to their careers not experienced by men (Lafky, 1995; Melamed, 1996). Research shows women are held to certain beauty standards, and physical appearance plays a large part in how a woman’s worth is assessed (Engstrom & Ferri, 2000). This can be especially true for women in television news who, while trying to gain credibility, have to cope with societal expectations of appearance and beauty. Ferri and Keller (1986) studied the career perceptions of female anchors and found that career barriers centered on gender-related issues. Their findings showed that among the most significant of these experienced by female anchors were: the overemphasis placed on physieal appearance, overcoming gender stereotypes, and differential treatment in the hiring process. Ferri and Keller conclude that female anchors believe different standards exist for men and women, with women feeling they are judged more by their appearance while their male counterparts are judged more for their work skills. Significance of the Problem Accounts of women from the 1970s who confronted gender bias after joining network newsrooms are prominent. These include Pauline Frederick, Jean Enersen, Barbara Walters and Jessica Saviteh (Allen, 2003). Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Research and focus groups conducted as early as 1976 indicate that while opportunities were growing for TV newswomen, they were far from equal. Viewers were interested in journalistic qualifications, but also reacted to voice tones, hair colors, physical features and deference to men (Allen, 2003). Some women claim part of the problem of too much emphasis on appearance comes from management — positions mostly held by men. While there are more women news directors than ever, the number only equals about 25.9 percent — one woman for every three men (Anonymous, 2002). Author Donna Harper says top positions in both the broadcasting and journalism industries are still held by men, " ... the decisions that are made that affect women are still made by a very small group of men who have influence and power” (Anonymous, 2002, para. 8). Christine Craft factor The whole country would take notice of the way some female broadcasters felt in the 1980s in a case that now, some 24 years later, is considered a turning point for women. Christine Craft became a household name after she sued the television company she worked for, claiming she was fired for looking too old and unattractive. Craft impacted journalism by fighting against unfair treatment of women in the business, but as it would turn out, the courts would not agree on her highly publicized case. Craft was hired by Metromedia, Inc. and given a two-year contract. After eight months on the air, she was demoted from news anchor to news reporter because her boss, in what has become an infamous remark, said she was “too old, too unattractive and not deferential enough to men” (Schoonmaker, 1987, p. 22). Craft was 38 at the time. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. 8 She left Metromedia and sued for breach of contract. A jury ruled in her favor awarding Craft $500,000, but a judge threw out the verdict. A second trial ended in Craft’s favor, but Metromedia won on appeal. The fight ended when the Supreme Court refused to hear the case. Lawsuits against television stations are not uncommon. But often times, cases dealing with age and sex discrimination are settled out of court since the plaintiffs do not want to risk their careers by being seen as troublemakers and the stations do not want negative publicity. In 1995, Good Housekeeping devoted an entire issue to network anchors such as Katie Courie, Diane Sawyer and Jane Pauley and how they are constantly scrutinized about the appearance of their hair and changing styles (Schwarzbaum, 1995). Just this year. The Weather Channel made headline news after a former female anchor accused network officials of getting rid of her for a younger weather anchor. Mamy Stanier Midkiff, 42, filed a lawsuit in January 2005 claiming she was let go in 2003 because Weather Channel officials wanted sexy young anchors (Venezia, 2005). Midkiff claims she heard her boss describe female staffers at The Weather Channel as “matronly,” “dowdy” and “nun-like” and that female on-air talent should wear more revealing clothes like “V-neek” shirts (Venezia, 2005, para. 3). The lawsuit claims The Weather Channel began hiring new younger weathereasters beginning in 2003, when Midkiff, who was 41 at the time and anchored for the network for 16 years, was let go (Venezia, 2005). Midkiff s lawyer named new hires Alexandra Steele and Nicole Mitchell as examples of the new look the network officials were after, which includes wearing low-cut blouses. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.