26 January 2011

Frumpy Researchers Say Sexy News Anchors Distract Male Viewers

Megan Kelly as the "study" would imagine her doing the news.
Shockingly, this is not from The Onion!
From the Megan Kelly vs. Women's Studies Cage Match Department
Sexy News Anchors Distract Male Viewers | Smart Journalism. Real Solutions. Miller-McCune.:
"Scholars, critics and viewers have noted that some TV newscasts can be momentarily mistaken for Victoria’s Secret specials. In an apparent attempt to capture channel-surfing male viewers, stations have hired attractive female anchors, often outfitting them in attire that emphasizes their sexuality.
Researcher Leila Samson
This strategy may boost the ratings, but in terms of the programs’ purported purpose — informing the public — recent research suggests it has a definite down side. Males may be drawn to those alluring anchors, but they may not remember what they were talking about.
Researcher Maria Elizabeth Grabe
Two Indiana University scholars report that, for male viewers, “emphasis on the sexual attractiveness of female news anchors distracts from memory formation for news content.” They found that “men’s cognitive mechanisms favored visual over verbal processing,” which is a delicate way of saying their focus — and subsequent memory — are more on the broadcaster’s appearance than on the material she was delivering.
Writing in the journal Communication Research, researchers Maria Elizabeth Grabe and Lelia Samson describe the clever experiment that led them to this conclusion. They created two versions of their own short newscast, both of which featured the same 24-year-old female anchor."
I really need to apply for some of these research grants.  "Study finds girls prefer baking over monster trucks"; "Most women prefer romance novels over sci-fi" . . .
Grace Phan

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