Perceived Credibility of Male Versus Female Television Newscasters

Abstract

Biological sex impacts people's perceptions of others, including their perceptions of how credible another person is. The purpose of this study was to determine if male or female television newscasters would be rated differently in their credibility when delivering the same message. After the researchers controlled for the physical attractiveness of the newscasters, a male and female newscaster were selected to read a 30-second weather-related newscast. Two groups of undergraduate students (N = 232) viewed a video of either a male or female newscaster reading the newscast, and then completed credibility measures. Results indicated that male newscasters were rated higher in competence, composure, and extroversion. No differences were found in character or sociability. Future research should address what about the sexes (e.g., attractiveness, vocal quality, traditional sex role expectations) influences perceptions of credibility.