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Study Finds That The “Sexier” The Anchorwoman Is, The Less A Male Viewer Remembers

» 55 comments

Here’s an interesting study that combines two of our favorite subjects: TV news and sexy people. Two Indiana University researchers have attempted to test how the attractiveness of a female news anchor affects the response from men in the audience. They found that the men remembered substantially less the “sexier” the anchor was. Clearly now that this study has come out, we’ll stop seeing the sexualization of newscasters, right? Right?

To do the study, the researchers took a 24-year-old woman and had her present a short newscast two times, one wearing a shapeless outfit and the other time dressed so as to accentuate her, as they call it, “waist-to-hip ratio.” They then had 400 men watch either of the newscasts and tested them on the content. Men watching the sexualized one retained significantly less information. When women were shown the same videos, their two groups retained equal amounts. A test has yet to be done with hunky dude anchors.

As the abstract for the study explains, the men not only remembered less from the sexy versions, they also found the woman less “suited” was politics and war reporting:

The experimental study reported here employed one of the most compelling visual cues of female sexual attractiveness (low waist-to-hip ratio) to test the influence of news anchor sexualization on audience evaluations of her as a professional and their memory for the news that she presents. Male participants saw the sexualized version of the anchor as less suited for war and political reporting. They also encoded less news information presented by the sexualized than her unsexualized version. Conclusions were drawn in line with evolutionary psychology expectations of men’s cognitive susceptibility to visual sex cues. Women participants, on the other hand, did not vary across conditions in their assessments of the anchor’s competence to report on war and political news. Moreover, they encoded more news information presented by the sexualized than unsexualized anchor condition.

It’s definitely an intriguing sounding study but I think it’ll be even more interesting to watch how it’s reported on. As this story gets picked up by different blogs, it’ll be fun to see which anchorwomen get called out the most in the images accompanying the piece.

(h/t The Consumerist)

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  • BatBoy

    Jon, do some investigative reporting and find out how much grant money these two Indiana University researchers got to do this study.

  • notsofast

    They needed a study to determine that?

    MG, when a guy sees a sexy woman, he forgets that he is married.

  • The Donger

    I wonder if this was funded by the “stimulus” package.

  • Jackie_Treehorn

    Hence the reason FAUX stacks the on air staff with hot blondes. So viewers won’t remember what the crazy shit they say and deny multiple Nazi references even when presented with video evidence….

  • notsofast

    Jackie_Treehorn said:
    Hence the reason FAUX stacks the on air staff with hot blondes. So viewers won’t remember what the crazy shit they say and deny multiple Nazi references even when presented with video evidence….

    That must be why MSNBC stacks it shows with repulsive looking women so no one can forget the crap they spew.

  • Yargburger

    I was wondering why I never remember what Anderson Cooper says while he is on screen. The more you know…

  • The Donger

    Yargburger said:
    I was wondering why I never remember what Anderson Cooper says while he is on screen. The more you know…

    I would agree that Anderson fell out of the feminine tree and hit every branch but you go to far in saying he is like a sexy woman.

  • Seeing 2012 From My Window

    Hey Jon, did you put a picture of Megyn with your piece because she’s the hottest anchor (which she is) or because you were subconsciously trying to take a dig at FOX NEWS?

    Poor Jackie, can’t stand it that FOX NEWS has been #1 for 9 straight years!!!!!!!!

  • Pablo

    Wait, so this is comparing the same woman in different outfits? And they found that men focus less on the words coming out of her mouth when the..uh…feminine charms are prominently displayed? Amazing! Is there anything science doesn’t know?

    Yeah, I’d like to know how much they got paid for this. I’ve got a theory that the more alcohol men consume, the prettier the women around appear him get. And I’ve got another that hypothesizes that the more alcohol women consume, the more likely they are to have drunken, uninhibited sex. Somebody fund me! I’ve got work to do!

  • Yargburger

    The Donger said:
    I would agree that Anderson fell out of the feminine tree and hit every branch but you go to far in saying he is like a sexy woman.

    Wasn’t saying he’s a woman, but saying he’s dreamy enough for me to suffer amnesia.

  • Just_MC

    Jackie_Treehorn said:
    Hence the reason FAUX stacks the on air staff with hot blondes. So viewers won’t remember what the crazy shit they say and deny multiple Nazi references even when presented with video evidence….

    So, you’re saying Fox torpedoes its own propaganda by delivering it in a way that nobody remembers it.

    “Truly sir, you have a dizzying intellect.”

  • Yargburger

    Pablo said:
    Wait, so this is comparing the same woman in different outfits? And they found that men focus less on the words coming out of her mouth when the..uh…feminine charms are prominently displayed? Amazing! Is there anything science doesn’t know?

    Yeah, I’d like to know how much they got paid for this. I’ve got a theory that the more alcohol men consume, the prettier the women around appear him get. And I’ve got another that hypothesizes that the more alcohol women consume, the more likely they are to have drunken, uninhibited sex. Somebody fund me! I’ve got work to do!

    The purpose of science is to see if theories such as yours are true or just perceptions. The “miraculous” discoveries are when they don’t fit those perceptions. You can’t measure the how much’s and why’s without studying it scientifically. Or we can just laugh at science and feel superior. Those smart people aren’t as smart as us because we don’t need proof to know what we know.

  • Seeing 2012 From My Window

    Just MC says:

    So, you’re saying Fox torpedoes its own propaganda by delivering it in a way that nobody remembers it.

    “Truly sir, you have a dizzying intellect.”

    Somehow that “logic” makes sense to Jackie.

  • OxyCon

    Man, you gotta love a girl that looks prettier wearing less makeup.

  • Jackyboy

    Wow Mediaite, what riveting journalism…

  • Just_MC

    Yargburger said:
    The purpose of science is to see if theories such as yours are true or just perceptions. The “miraculous” discoveries are when they don’t fit those perceptions. You can’t measure the how much’s and why’s without studying it scientifically. Or we can just laugh at science and feel superior. Those smart people aren’t as smart as us because we don’t need proof to know what we know.

    I think you miss the point. There is NO end to what you COULD study. Every dollar spent studying something is a dollar off someone’s dinner table. When free markets spend money to study something, they do so to provide a RETURN ON INVESTMENT. Government will blow money on anything, not to provide return on investment to those who paid, but to provide return to the pols and their buddies who hand out other people’s money. And since there is NO END to what you COULD study, it’s capable of blowing a lot of cash, taking a lot of money off of a lot of dinner tables.

    So, your point about validating things through science is a bit academic. While correct, it is virtually a truism. And the trick to doing research properly is the SELECTION of what to study and at what cost, which has a lot of common sense in it. If you don’t think so, why don’t you embark on a study to see if rubbing your d1ck over a gold-plated cheese grater raises your IQ? (Which might sound like a personal affront, but I actually only said it that way to illustrate in an obvious way that common-sense is needed in choosing what is studied and how much ito spend on it. And implicitly, why the private sector should choose where research dollars are spent, not government. If you think something is WORTH studying, PAY FOR IT YOURSELF.)

  • The_Reasonable_Lib

    So you mean to tell me that men tune in to megyn and laura not for actual substance but solely for fap material? I’m shocked.

  • treecutter

    notsofast said:
    That must be why MSNBC stacks it shows with repulsive looking women so no one can forget the crap they spew.

    You beat me to the punch.

  • The Donger

    The_Reasonable_Lib said:
    So you mean to tell me that men tune in to megyn and laura not for actual substance but solely for fap material? I’m shocked.

    I usually head to HLN for fap material, get my Meade on. If I need a lasting performance though I switch over to CNN.

  • Pablo

    Yargburger said:
    The purpose of science is to see if theories such as yours are true or just perceptions. The “miraculous” discoveries are when they don’t fit those perceptions. You can’t measure the how much’s and why’s without studying it scientifically.

    I know. That’s why I need a grant!

  • notsofast

    The_Reasonable_Lib said:
    I’m shocked.

    We can only hope.

  • Dem4Ever

    Oh mama!

  • http://www.facebook.com/people/Dronetek-Bulk-Vanderhuge/100000918732763 Dronetek

    You’re supposed to think to yourself, “the women on Fox are hot, so it must be some conspiracy to brainwash the public!”

    Very transparent Mediaite.

  • treecutter

    O.K so now we have to get rid of our hotties and replace them with JOY BEHAR, ANDREA MITCHELL, RACHEL MADDOW, WHOOPI GOLDBERG, and last but not least ROSIE O’DONNELL. They should get our groove on.

  • Liberty_Hound

    The study failed to mention that the men in question were significantly more likely to watch the news much more often with the sexy lady making him more likely to retain more over time. After a while he starts to appreciate her other assets like her classiness and brains.

    By the way, from a previous post:.

    Damn, Megyn Kelly sure is hot! And smart too!… Oh and did I forget to mention she’s hot? FNC has a lot of beautiful smart classy ladies working from them. You know, that’s the real reason they call themselves FOX News. Now who can argue with that logic? I know, someone will.

    For the classiest, hottest and smartest ladies in TV news today tune in to FOX News.
    http://www.foxnewsgirls.com/

  • Some_Dude

    This isn’t really sensational, we’ve known about these cognitive behaviors for a while. I bet this isn’t even the first time it has been applied to the communication of news.

    Too lazy to look it up though, distracted by that image of Megyn.

  • skyfet

    I told you Murdoch is an evil Genius.

  • valkyrie101

    “Broadcast News”

  • valkyrie101

    skyfet said:
    I told you Murdoch is an evil Genius.

    Ruppert loves the page three girls.

  • Color Me Badd

    Got told by a man yesterday I looked like Megyn Kelly. she is pretty.

  • BatBoy

    Seeing 20l2 From My Window said:
    That bubble headed witch Megan

    Nice try…we are on to you! 20l2
    The real 2010 is gonna’ take you out back and kick your imposter butt! – And we will make sure it is done.

  • BatBoy

    Make that 2012!

  • The Tea Weasel

    I guess this means that male Fox News viewers are too busy mentally undressing and violating Me-Gyn to pay attention to what she is saying?

    Sounds about right.

  • The Tea Weasel

    …and maybe it also means that female Fox New Viewers are feeling inferior to her when they watch?

  • The Tea Weasel

    …could it also mean that male Fox News viewers secretly watch Rachel Maddow and fantasize about hooking up with her and getting her to play for the “right team”?

  • http://twitter.com/SailRabbits Magister

    Seeing 2012 From My Window said:
    Hey Jon, did you put a picture of Megyn with your piece because she’s the hottest anchor (which she is) or because you were subconsciously trying to take a dig at FOX NEWS?

    Yeah, Jon? You should balance it with a shot of Contessa Brewer.
    (Though the Megyn did make me click)

    Of course the study probably explains why “Naked News” doesn’t invest in a lot of in-depth reporting.

    Back in the day, they may have had a larger discretionary budget when it seems like they were posting almost daily (official) teases to iFilms and the brand was growing around the world, so it’s not like it wouldn’t have been a possibility, but if few remember what you’re saying, why bother? I guess.

  • http://twitter.com/SailRabbits Magister

    Uh… It’s been a while since I’ve looked at “Naked News” and in testing my links, I see that though the tease is just a tease, the commercial in the middle of the site’s mainpage is NSFW.

  • Some_Dude

    Color Me Badd said:
    Got told by a man yesterday I looked like Megyn Kelly. she is pretty.

    a/s/l?

    Joking

  • Seeing 2012 From My Window

    Batboy says:

    Nice try…we are on to you! 20l2
    The real 2010 is gonna’ take you out back and kick your imposter butt! – And we will make sure it is done.

    Or I could just ignore him/her. They say imitation is the sincerest form of flattery. It would appear that Beck and Palin aren’t the only ones who live rent free in the heads of liberals around here.

  • Color Me Badd

    Some_Dude said:
    a/s/l?

    Joking

    LMAO cute.

  • http://www.libertarianism.com/ Jack Burns

    Study Finds That The “Sexier” The Anchorwomen Is, The Less A Male Viewer Remembers

    Hmmm, I must be a women trapped in a mans body cause I remember every word that Megyn says, and more……

  • http://www.facebook.com/mgzaloom Zaloomination

    [Glances at pic of Megyn] I’m sorry, what’s this article about again?

  • njoy-d-ride

    We need a simular study with a sexy, scantially clad MALE reporter.,,

  • http://www.facebook.com/people/Clifford-EElisary/1434665168 Clifford E.Elisary

    Megan Kelly has a seen more PENIS’S at Fox News the the company URINAL !!!! This SLUT has slept her way to the top.

  • BatBoy

    Clifford E.Elisary said:
    Megan Kelly has a seen more PENIS’S at Fox News the the company URINAL !!!! This SLUT has slept her way to the top.

    Clifford, seriously…maybe you need to think about staying off those self prescribed “Bitter Pills!”

  • BatBoy

    Seeing 2012 From My Window said:
    They say imitation is the sincerest form of flattery.

    Imitation is good, and I agree with your assessment…but “Deception,” with the intent to mislead, as in the case of 20I2, is quite another.

    Deception is just one more way to “HATE,” and perpetuated by the lefties!

  • skyfet

    Clifford E.Elisary said:
    Megan Kelly has a seen more PENIS’S at Fox News the the company URINAL !!!! This SLUT has slept her way to the top.

    That is slander.

  • nogard

    LOL! If you can’t beat the opposition with facts, logic and reason, attack them personally and try to smear their character. Call them names and insult them like a little child would! Liberals are so pathetic. Liberalism is truly the mindset of someone who is emotionally, mentally and rationally stunted.

    Now, here is where instead of providing a sound rebuttle, you start calling me names!

  • The Lantern of Truth

    RRKING puzzled . No mention of Shep Smith or Geraldo ?

  • valkyrie101

    The Tea Weasel said:
    I guess this means that male Fox News viewers are too busy mentally undressing and violating Me-Gyn to pay attention to what she is saying? Sounds about right.

    Me-gyn has a twin brother, Obie.

  • http://www.facebook.com/people/Tony-Westover/1496648721 Tony Westover

    Men remember less if what they’re listening to lacks substance and they have something to distract them… for instance, a sexy anchor.

    Take for example Megyn Kelly, who’s gorgeous. But she’s also really smart and her news casts are informative so I remember plenty.

    On the flipside, Maria Molina is a first rate piece of ass. (I mean holy shit! Have you seen her?) But she’s giving the weather, which I don’t really care about so after she’s been on I don’t know if there’s a drought or a hurricane coming my way.

  • huntingtonboy

    You needed to study this? LOL

  • http://richardh-g.blogspot.com/ Richardhg

    So now we know why the Republicans insist on only having pretty women in the party. The can say anything and not be refudiated.

  • http://www.zazzle.com/talkingpoints NORBIT Jr.

    That’s only because the sound is off!

  • http://pulse.yahoo.com/_3WWXCOIHYBAQCUVFBNBFSRQRA4 Ardiva

    From what I can remember, stuff like this was going on at Fox News for quite awhile. Many women anchors with very short skirts.

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