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

Abstract

Women are more visible than ever in sports media. Yet, extant research has shown that females have endured an array of issues exclusive to their gender. Consistent research updates on gender in sports media is necessary in order to discover whether an increase in numbers has changed the assessment of women in sports media. This study’s objective was to understand how audiences now perceive women in television sports media, specifically as sports reporters covering the NFL. This quantitative experiment employed two current, veteran sports reporters (one female and one male) and pre-tested for the purpose of this study. It is the first known study that utilized professional television sports reporters. Each reporter recorded the same two “stand-ups” with identical backdrops. Survey participants randomly watched a video either of the male or female giving a fact or an opinion report and were then asked questions to measure their perception of the sports reporter’s knowledge and credibility. Intriguingly, this study did not replicate results from prior research, and therefore could contribute to literature on women in sports media moving forward.

Auditory Cuteness in Sports Podcasting: A New Lookism?

“…Moreover, perceived attractiveness positively predicted perceived expertise, which replicates the findings by prior researchers (Brisbane et al, 2021; Davis & Krawczyk, 2010). Together with the above findings, it’s useful to consider the addition of vocal attractiveness on top of physical appearance in future sportscaster credibility studies.…”

“…Within sport, Davis and Krawczyk (2010) found that perceived physical attractiveness of female sportscasters is positively associated with audience perceptions of their expertness and competence. Similarly, Brisbane et al (2021) suggested that perceived attractiveness of a female sportscaster is positively related to her perceived knowledge. As society places an emphasis on women’s physical attractiveness, and female sportscasters are believed to be hired largely because of their looks (Sheffer & Schultz, 2007), audiences are more likely to consider physical attractiveness as an important dimension of expertise.…”

More similarities than differences: women’s and men’s perspectives on ice-hockey reporting in Czech sports journalism

“…Even though radio and television broadcasting now have a greater percentage of women working in sports than they used to have (cf. Boyle, 2006;Brisbane, 2021), studies have demonstrated the disadvantages that women are confronted with, especially when it comes to credibility, stereotyping, and sexism (Etling and Young, 2007;Mastro et al, 2012;Mudrick et al, 2017). In TV sports broadcasting, female reporters are mostly relegated to reporting from the side-lines, while their male colleagues do more prominent work, such as providing commentary and game analysis (Messner et al, 2000).…”

“…They consider female sports reporters and presenters less trustworthy and knowledgeable than male reporters (Mitrook and Dorr, 2001;Toro, 2005;Etling and Young, 2007). However, a major breakthrough was reported in a research by Gayle Jansen Brisbane et al (2021). Brisbane's study which focused on the work of journalists within National Football League in the USA was the first ever to assert significantly better acceptance by audiences of women sports broadcasters and a diminishing tendency to stereotype women.…”

“…Nonetheless, sports journalism has undergone a change in the last few decades (cf. Creedon, 1994;Boyle, 2006;Brisbane, 2021), especially in the reporting of sports news, where the traditional emphasis on facts and analysis has shifted to the emotional, relational, and psychological aspects of sport. Nowadays, sports sections in newspapers are more inclined to offer interpretation and opinion-based journalism rather than recapitulations and analyses of statistics (Billings et al, 2018).…”