PRETTY AND PLASTIC: THE REAL LIFE PRESSURES TO BE NEWS ANCHOR BARBIE

66 Pages·2014·0.32 MB·English

by  Stefanie Davis

The Pennsylvania State University

The Graduate School

College of Communications

PRETTY AND PLASTIC: THE REAL LIFE PRESSURES TO BE NEWS ANCHOR
BARBIE
A Thesis in

Media Studies

by

Stefanie E. Davis

© 2014 Stefanie E. Davis
Submitted in Partial Fulfillment
of the Requirements
for the Degree of
Master of Arts

August 2014
ii

The thesis of Stefanie E. Davis was reviewed and approved* by the following:

Colleen Connolly-Ahern
Associate Professor of Communications
Thesis Advisor

Michelle Rodino-Colocino
Associate Professor of Communications

C. Michael Elavsky
Associate Professor of Communications

Marie Hardin
Professor and Associate Director of the Curley Center for Sports
Head of Department of Communications

*Signatures are on file in the Graduate School
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ABSTRACT

This paper explores the current role of women in the television news industry. Women are
increasingly getting more opportunities in this historically male-dominated career, but does
inclusion mean equality? Through in-depth interviews with female newscasters, I explore
challenges facing women in the television news industry today. Using a feminist lens of analysis,
I tease out themes common among these women. These themes include: pressure to meet
unattainable beauty standards, being placed in secondary or sexualized roles in the newsroom
and in the field, and balancing credibility and intelligence with attractiveness and sexuality to
build audience rapport. These female broadcasters take their roles as credible public servants
seriously, yet are forced to negotiate through gender-biased challenges each and every day.
These are challenges not faced by male newscasters, thus adding to the social power imbalance
in the industry. The hope for this research is to spark a conversation that can lead to positive
change for women in the broadcast news business.

Keywords: female broadcasters, gender inequality, credibility, appearance, feminism, power
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TABLE OF CONTENTS
List of Tables ............................................................................................................... v
Acknowledgements ...................................................................................................... vi
Chapter 1 INTRODUCTION ....................................................................................... 1
Chapter 2 LITERATURE REVIEW ........................................................................... 6
Chapter 3 METHODOLOGY ..................................................................................... 24
Chapter 4 FINDINGS ................................................................................................. 28
Chapter 5 DISCUSSION ............................................................................................ 45
References ................................................................................................................... 54
Appendix ..................................................................................................................... 59
v

LIST OF TABLES
Participant Descriptions ............................................................................................... 27
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ACKNOWLEDGEMENTS

First and foremost, a huge thank you to my wonderful advisor, Dr. Colleen Connolly-
Ahern. You “get me” on so many levels--academically, professionally, and personally--and for
that I am incredibly grateful. I am so thankful to have you as an advisor, role model, and friend.
To my committee members, Dr. Michelle Rodino-Colonino and Dr. C. Michael Elavaksy,
it has been an absolute pleasure getting to know you and learning from you. You’ve both taught
me so much and I cannot thank you enough for sacrificing the time to guide me through this
process.
A heartfelt thank you to my long-time mentor, Jeff Brown. You’ve been my go-to for
advice at Penn State since I was a freshman. Thank you for your selfless guidance and
encouragement.
And finally, thank you to my family. Mom and Dad, thank you so much for supporting
me and encouraging me to chase my dreams no matter what. I hope I make you proud. To my
brother, Brian, who beat me to a Master’s degree at Penn State, thanks for pushing me to catch
up with you. And to the last of the Penn Staters, my little brother, Greg, thanks for always being
a positive influence. It’s your turn now, kid!
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Chapter 1

INTRODUCTION
“A flair for journalism…and power pink.” Branded with this motto, News Anchor Barbie
made her debut in 2010. Dressed to impress with a power pink blazer, skin-tight pencil skirt, and
sky-high black pumps, this journalist is truly all dolled up. Microphone in hand, this modern
news queen is ready to scoop the competition…in style.
Sadly, this pretty-in-plastic perception of female television broadcasters has taken root
firmly in newsroom culture. Barbie news queens are taking the spotlight all across the country.
But what does this say about the role of women in the television industry?
Today, women are more present than ever in the news media. In fact, 52 percent of
television news stories are presented by female talent (Global Media Monitoring Project, 2010).
It’s fair to say the number of opportunities for women in the news media industry is greater now
than ever. But at what cost have women earned their airtime? Does inclusion mean equality?
This thesis argues that the debate over gender inequality in the news media industry is
connected to the debate over postfeminism. Postfeminism would suggest that because women are
now allowed in historically male-dominated industries (like journalism), the fight is over. Female
journalists have earned their place and the battle has been won. However, a routine viewing of
nightly newscasts underscores the engendered roles still performed by anchors and reporters
(Cann & Mohr, 2001). Applying a feminist perspective on the situation will be useful in
understanding the delicate balance women broadcasters must negotiate between advancing in the
industry and exploiting their feminine identity.
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Rationale for Study
The topic of this thesis is one that is very personal for me. My undergraduate degree is in
Broadcast Journalism. Through my coursework, I learned all the skills necessary to get a job as a
televisions news broadcaster. I was taught how to shoot and edit video, write scripts, and stack
show lineups. I was taught about the ethics of journalism and media law. I graduated feeling
fully prepared to enter into the rough and tumble world of television news, and make a career as
a serious and credible journalist. But, within mere days at my first job, I realized that no amount
of coursework could have prepared me for the challenges I was about to face as a young female
in this industry.
My first job in television news was in a small town in Northeastern Pennsylvania. I was
eager and excited to uncover injustices, shine a light on corruption, and serve the community as a
conduit of accurate and meaningful information. I was ready to use all of the skills I learned in
school to make an impact as a journalist. But, I soon found out none of that really mattered, at
least to my boss.
My first week on the job was like a makeover show. Countless hours were spent in front
of the mirror with an image consultant. I was told exactly how to do my hair, how to apply my
makeup, and which clothes to wear. It was quite clear that deciding which shade of lipstick to
use was more important than deciding which story to cover. I quickly realized image was
everything.
As I progressed up through bigger television markets, the focus on image got more
intense. My stations spent thousands of dollars flying in image consultants from across the
country to work with us. Straighten your hair. Use this type of mascara. No sleeveless dresses.
Pre-approved jewelry only.
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It was stressful and demoralizing having every detail of my physical appearance picked
apart. The female newscasters were given three hour time slots for our consultations. The men
only took about a half hour. But, all of the women had to do it, and no one ever complained,
except to each other. We’d never dare address the issue to our male news director.
I worked under this pressure for years, until one day, one of my news directors pushed
too hard. I had only been working at my new job for a few months as a reporter when my boss
asked me, at the last minute, to anchor the noon newscast. It was around the holidays and most of
the main anchors had the day off. The fill-in called in sick and I was the only one left who knew
how to anchor. I was working in a satellite office and drove almost two hours to the main station
to anchor the show. I had zero prep time and didn’t even get to read the scripts before I went live
on the air. I was nervous and unsure, but I solo anchored the entire noon newscast.
It went well. All of my co-workers applauded me and my general manager thanked me
for my efforts. I was eager to get feedback from my news director, hoping he would give me the
same positive encouragement. He called me over and said, “Nice job. But next time, can you
make your bottom eyelashes a little less clumpy?” I nearly lost it.
During the two hour drive back that afternoon, I thought a lot about my place in the
newsroom. I made all of those sacrifices to help out and the only feedback I got was on my
eyelashes. I was so angry and embarrassed. I knew if I had been a man, it would have played out
in a completely different manner. I wondered if other women shared in similar experiences. I
began to ask around and realized that they did.
I then decided to study this issue from a scholarly perspective. The pressure of
appearance is just one of the many gender inequalities in today’s television news industry. These
injustices, however, are rarely discussed, if at all. And so I feel it’s important to shed light on the
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challenges female newscasters face. Women broadcasters are being placed in secondary and
sexualized roles, and it’s a topic that needs to be addressed in order to move towards a solution
of equality.

Significance of Study
Most female journalists take their jobs very seriously. They hit the streets every day to
expose corruption, injustice, and prejudice. They work to advance their credibility as a journalist
and make a positive impact on social justice. In my experience, women are just as competent,
aggressive, and sharp as their male counterparts, but they are seldom placed in lead reporter
roles. Female broadcasters are also expected to fit into a strict standard of beauty not imposed on
men. It places women journalists in a difficult position, one they deal with every day: being a
smart, savvy, serious journalist…but looking like News Anchor Barbie.
There has been scholarly work done on the issues of gender, credibility, and appearance
in the televisions news industry, but most of the research is quantitative in nature and tackles the
topic from an audience perspective. Viewer surveys are a common approach.
While this type of work is valuable and sets a foundation, I want to approach the issue
from a different angle. How do the female broadcasters themselves feel about the situation they
are in? How do they negotiate this struggle and how does it impact their view of themselves and
the industry as a whole? What insight can they offer to move towards a solution of equality and
inclusion?
This study aims to fill that gap in the literature by conducting in-depth interviews with
female newscasters across the United States. I hope this unique perspective will add valuable
depth to the previous research to attempt to better understand the complex relationship between