Just Like One of the Guys?: Perceptions of Male and Female Sportscasters' Voices

Abstract

This study measured the influence of a sportscaster's vocal pitch on listeners' perceptions of authoritativeness from a constructivist theoretical perspective. College students heard sportscasts read by a low- or high-pitched male or female and completed questionnaires measuring authoritativeness and sexist attitudes toward women. Male sportscasters were considered more authoritative than females, but male sportscasters with higher-pitched voices were rated more authoritative than those with lower pitches.

Side-by-Side Sports Reporters: A Between-Subjects Experiment of the Effect of Gender in Reporting on the NFL

“…Interestingly, our study’s findings do not reproduce most of prior literature concerning the intersection of sports journalism and gender (Davis & Krawczyk, 2010; Etling & Young, 2007; Etling et al, 2011; i.e., Mitrook & Dorr, 2001; Toro, 2005). Regardless of the gender of the participant, we found no significant difference in terms of perceptions of knowledge or credibility between male and female sports broadcasters.…”

“…Regardless of the gender of the participant, we found no significant difference in terms of perceptions of knowledge or credibility between male and female sports broadcasters. In a previous study, Etling et al (2011) argued that future research should examine whether people rated female television sportscasters as less credible and knowledgeable than their male counterparts. This study did this and found no disparity.…”

“…The research showed that the more attractive the sportscaster, the higher they were rated in knowledge and credibility. Also, looking to measure credibility and knowledge, Etling et al (2011) tested the influence of a sports journalist’s vocal pitch; participants listened to an audio-recorded sportscast comprising numerous sports stories given by either a man or woman. Results showed that female listeners rated male sportscasters more authoritative than female sportscasters.…”

“…Over the past several decades there has been a worldwide increase of women journalists on sports news broadcasts (Etling et al, 2011; Schoch & Ohi, 2011; Strong & Hannis, 2007). Today’s youth have grown up accustomed to seeing and hearing female journalists’ voices in sports discourse.…”

“…Today’s youth have grown up accustomed to seeing and hearing female journalists’ voices in sports discourse. While equality, in terms of the numbers of women in the field, might be moving in the right direction, prior research has shown that viewers do not think of male and female sports journalists in the same way, finding male sports journalists more credible (i.e., Mitrook & Dorr, 2001; Etling & Young, 2005, 2007; Davis & Krawczyk, 2010; Etling et al, 2011; Schmidt, 2015), and often trivializing or sexualizing women associated with sports (Bruce, 2016; Crolley & Teso, 2007). Has this attitude changed?…”