Why Do Broadcast Journalists Look And Talk The Way They Do?

Nieman Lab reports on studies (by Elia Powers) that show journalists often assume that their primary audience is white. This assumption shapes marketing strategies and editorial decisions. Less attention has been paid to how the imagined audience influences journalists’ appearance and vocal delivery.
“If people can’t get past your look, they aren’t going to hear a word you say,” an image consultant commented. Journalists who distract audiences don’t last long on air, many advisers noted, though one commented, “if the content is interesting, you forget about whatever the heck was distracting you.”

Some people are distracted by something as simple as a shade of lipstick.

Laynie Erickson & Ava Wainhouse (KNDO-KNDU, Richland-Tricities-Yakima)