Public Perceptions of Credibility of Male and Female Sportscasters
Toro, Heather Michelle
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While there has been considerable growth in the success and involvement of women athletes in all levels of sport, the opportunity to participate is not enough to guarantee equality in the field of athletics. In society, one must have a voice that is not only heard but is considered credible. This voice is considered sport media, and the right of women to own a place in the field of sport media is as important as their right to participate in professional sport (Staurowsky & DiManno, 2002). While the appearance of women behind the sportscasters desk has grown in both local and network markets, are they deemed less credible than their male counterparts? This study was designed to explore the impract of attractiveness and knowledge in the formation of impressions of credibility of male and female sportscasters. Using a repeated measures analysis of variance, the findings illustrated that a sex stereotype does indeed exist concerning the perceptions of credibility regarding male and female sportscasters. Even the most attractive and most knowledgeable female sportscaster canâ t overcome the stereotype of another pretty face who cannot talk sports. Her sex prevents her from being judged as credible as the least attractive and least knowledgeable male sportscaster. Implications of these findings and suggestions for future research are discussed.
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