Women of TV Broadcast Journalism in the UK versus the US - Dissertation Example

The Stereotypical Portrayal of Women in TV Broadcasting Journalism: A Comparison between Trends in UK and USA A Study By Devangini Mahapatra Chauhan CONTENTS 1. Introduction 2. History and Background of the Broadcasting Industry 3. Role of Women in TV Broadcasting Journalism 4. Portrayal of Women in Broadcasting: Women Broadcasters in UK Women Broadcasters in the US 5. Conclusion 6. Bibliography and Sources Cited Page The Stereotypical Portrayal amongst Women of TV Broadcast Journalism in the UK versus the US Introduction Broadcasting is that form of expression that emanates from the momentum granted to the field of mass media from real life events. TV broadcasting journalism is an entertaining and wide medium used for the visual persuasion of ideas backing current events and their consequences. On a more technical note, the broadcasting industry can be described as one consisting of radio and television stations apart from networks engaged in the creation of content or acquisition of the right to broadcast taped television and radio programs. [Bureau of Labour Statistics] More people have come to trust the media than their governments, especially in developing countries, according to a ten-country opinion poll for the BBC, Reuters, and The Media Center. Media is trusted by an average of 61 percent compared to 52 percent for governments across the countries polled. But the US bucked the trend – with government ahead of media on trust (67% - 59%) along with Britain (51% - 47%). [Globe Scan] Since the two countries under scrutiny in this study are UK and the US, we might as well keep these figures in mind right from the start. For the purpose of conducting this study on the portrayal of women broadcasters in US and UK, the help of various sources and surveys on a worldwide basis as well as secondary data collection have been taken. For starters, there is a brief look at the broadcasting industry, its history Media 2 and emerging trends, as a whole, before moving onto the aspects that define the world of women broadcasters, specifically. These aspects include statistics as well as case studies for comparing trends and probabilities in both countries. Further, this topic has been studied from a broad perspective in context of the increasing role and participation of women in all spheres of the broadcasting industry, apart from emerging feminist communication theories. Media 3 History and Background of the Broadcasting Industry That done with - let us now move onto setting a background for this phenomenon. The television burst upon our senses following the inventions and discoveries of many men and scientists.  While the first generation of television sets were not entirely electronic, the display had a small motor with a spinning disc and a neon lamp, which worked together to give a blurry reddish-orange picture about half the size of a business card!  The period before 1935 is referred to as the "Mechanical Television Era”. A Television Set from the period between 1935 and 1941 (tvhistory.tv) This era was followed by a plethora of changes in the subsequent decades leading us to televisions and broadcasting as we see them today. Apart from a more perfected form of the ‘electronic’ television, the world was exposed to experimental broadcasting. This period was short lived as it was followed directly by the World War II, which put a halt to almost all kinds of broadcasting in most countries. The last and final rebirth of Media 4 broadcasting took place after 1949, as television sets were soon added to the must have list. This figure illustrates the increase in viewer ship of several kinds of TV programs during 1940 In the period between 1951 and 1969, broadcasting in countries like USA and UK went from toddler hood to adolescence, with a gradual inclination towards more stylised programming. Television broadcasting journalism as we know it today is more or less a result of the revolution from the 1970s onwards to break out of the conventional modes of bringing news to people’s home and making the whole gamut more entertaining. By the end of this era, most employees in this industry were found to be working in clean, comfortable surroundings in broadcast stations and studios. Television news teams came to consist of reporters, camera operators, and technicians travel in Media 5 electronic news-gathering vehicles to various locations to cover news stories. Although such location work is exciting, some assignments, such as reporting on military conflicts or natural disasters, may be dangerous. These assignments may also require outdoor work under adverse weather conditions. Further, the audiences were beginning to develop increased sensibilities as part of the experiences of having gone through a world war and the major conflicts that followed it. There was also an inclination towards cultural interaction on a wider platform between people from various places as well as arenas. All of this led to a period of postmodernism where there was a gradual boom in the quantity as well as quality of news channels. Changes in Federal Government regulation and communication technology have affected the broadcast industry in the form of the Telecommunications Act of 1996 that relaxed ownership restrictions – an action that has had a tremendous impact on the industry. Media 6 The figure above illustrates the fact that four of every five commercial TV stations had local news operations by mid-1994. For every ABC, CBS and NBC affiliate that does local news – which is quite a sizable figure, there is a great majority of independent stations that do not follow suit. Only 2% of the Big- Three affiliates but 64% of other stations said they had no news staff. All these findings fuelled the transition to a period of postmodernism for mass media – an era ushered in equal parts by the beginning of globalisation as well as sensationalism. Part of the transition to postmodernism was the emerging trend of using women broadcasters, as we will study below. Media 7 Role of Women in TV Broadcasting Journalism Fact: Women now run 1/4 of TV newsrooms. Figures: Womens shares of TV news director positions: 1972.....00.5% 1976.....02.3% 1982.....07.6% 1987.....14.5% 1992.....16.5% 1996.....24.1% And Still Rising… (Source: Vernon Stone, Missouri) Apart from bringing glamour and a certain amount of light heartedness to the whole routine of broadcasting, women have a powerful role to play when it comes to dominating an audience’s attention in terms of mass media. Apart from bringing Media 8 a certain amount of sensitivity to the most general and banal of issues being reported or discussed, a woman broadcaster, more than anything else, ‘strikes that note’. How else can one explain the popularity of an Oprah Winfrey over a Phil Donahue when it comes to day time talk shows? Remember the jingle from Oprah’s earlier days – “It’s 4 ‘o’ clock – where’s everybody gone?” Well, needless to say, it’s time to ask, where have all the men gone? And of course, the figures say the rest. In an article titled “Women Break Glass Ceiling in TV news”, Vernon Stone of the Missouri School of Journalism used a set of Radio Television News Directors Association (RTNDA) – supported survey to observe and learn of a variety of trends as they transgressed the period between the 1970s and 1990s. It all started from the year 1972, where Stone observed that only 2 of the 398 respondents were female. In contrast, the projections for 1997 pointed to a figure where women numbered 25% or about 215 of 850 news directors at commercial TV stations. The major trend that has been seen across the last three to four decades conforms to situations where women have gone from bush leagues to the majors in terms of meaty positions in the broadcasting industry. Typically dominated by men, there has suddenly been a growth in the number of women behind the scenes. Media 9 “How do you think your sex/gender has affected your career progress?” _____________________________________________ Made No Helped Hurt Difference N All TV 16% 20 64 1692 Men 13% 17 70 1097 Women 22% 25 53 594 Whites 15% 20 65 1496 Minorities 21% 20 59 189 ..Black 21% 26 53 111 ..Hispanic 25% 10 66 61 White men 12% 18 70 995 White women 20% 25 55 500 Minority men 15% 12 73 100 Minority women 28% 29 43 89 _____________________________________________ (Source: Vernon Stone, Missouri) This table shows that a fourth of the women said their gender had been a career barrier. Tallies read more or less the same for white and minority women, although minority women were the more likely to say gender had helped. Again, the "two-for" hiring advantage -- station affirmative action credit for being female as well minority, two credits for one hire. Media 10 We have now reached a point in this study where it would be imperative to examine the dynamics behind the social aspect of such findings in a world as public as that of mass media, and broadcasting in particular. Feminist communications theories have gained a whole new angle since the explosion of the fairer sex on the scene of broadcasting, where thinking about women has expanded beyond the categories that once marked the emergence of these theories. For starters, the issue of identity has taken on a whole new dimension wherein the notion of identity of has been questioned in great detail in communication studies. The synthesis of the theories surrounding the changes in feminist media hypothesis points to three major debates, outlined by Andrea L Press in Mass Media and Society, as follows: Feminism, difference and identity. Feminism and the public sphere. New technology and the body: feminism at the postmodernist margins. [James Curran, J.C, Michael Gurevitch, M.G; Mass Media and Society, 2005] A noteworthy point can be made here with respect to the naming of minorities in the broadcasting industry where one inevitably ends up with a series of body genres for, by and about women. These issues turn out to be problematic ones as genres. Here, the traditionally dichotomous nature of the relationship between the ‘natural’ and the ‘technological’ is challenged only to reveal the underlying elements that link these two seemingly elusive categories. This trend has the potentiality to transform the study of technology which is so central to this field. Therefore, the three categories outlined below should not be considered as entirely exclusive divisors of a field that many consider ‘messy’, crowded and full of overlapping as well as contradictory perspectives. Issues emanating from feminist research fall into Media 11 more than one category which gives the impetus to read them merely as dominant impulses that guide a variety of feminist theoretical products instead of inclusive descriptions of discrete categories. On a more general note, according to Andrea L Press, it has now become essential to pose the question: ‘what is feminist communication theory?’; more specifically, ‘what is feminist about feminist theory in communication at present?’; and finally, ‘what lessons can communication theory generally learn from this more specific body of work?’ All these questions, more importantly need to be asked in context of emerging trends in the portrayal of women in broadcasting journalism. For this purpose, let us now compare how women broadcasters are portrayed in two of the most developed nations in our world today – the US and UK. Media 12 Portrayal of Women in Broadcasting To facilitate a more precise depiction as well as understanding of the portrayal women in TV broadcasting journalism in UK and the US, we will undertake the study of trends in both countries in context of case studies which are merely to serve as the yardsticks along which we are to conduct measurements and observations regarding the issue in question. In this day and age, packaging is the most important aspect of any product or service. The way a product is presented must appeal to all senses in order to make it appear attractive. The same holds true for the women broadcasters from the two countries. It is their overall packaging that makes all the differences and grants them their stereotypical portrayals. Women Broadcasters in UK A classic British case study of the sophistication and elegance portrayed by the quintessential British woman broadcaster would be best based on Sue MacGregor, who in her own way, paved the way for the current scenario of women broadcasters in Britain – the birthplace of the pioneer of the worldwide broadcasting industry i.e., the British Broadcasting Company a.k.a the BBC. Born in Oxford, it was South Africa that witnessed Sue MacGregor’s first broadcast on a programme for teenagers. Media 13 After joining BBC in London as producer, Sue went onto become a reporter on the hugely watched World at One. For 15 years Sue was best known as the voice of Womans Hour on Radio 4. For over 17 years she fronted Today, and was their longest-serving presenter until she left in 2002. As of now, she now presents a programme titled, A Good Read and The Reunion. Apart from being a Trustee of UNICEF, Sue also serves as a Trustee of the John Ellerman Foundation as well as being a part of the Chancellors Forum for the London Institute; and an honorary graduate of several universities, that include Nottingham, Nottingham Trent and Dundee. Her autobiography Woman of Today was published by Headline in 2002. She was awarded the CBE in 2002 for services to broadcasting. Sue’s example is an inspiring for women broadcasters in all of Britain as they try to break out of stereotypes and spread their wings towards more meaningful aspects of broadcasting. At the same time, the portrayal remains that of a sombre, sensitive and elegant woman with enough of intelligence and exposure to challenge anyone and everyone. Moving on to recent reporting in this regard, in August last year, it was newsreader Michael Burke of BBC, who commented that, "almost all the big jobs in broadcasting are held by women" who "decide what we see and hear". He went on to elaborate by observing that the shift in the balance of power between both sexes has gone too far due to the fact that women’s rules influence how people run their lives. He couldn’t have been closer to the truth. Media 14 These comments had followed events where former BBC One controller Lorraine Heggessey discontinued working at the BBC, only to be replaced by a man, Peter Fincham, while Mark Damazer became the BBC Radio 4 controller, replacing Helen Boaden – currently head of BBC News. In UK, emphasis is placed on two findings – the portrayal of women as detachable from their local environments, and of men as unassuming characters. It is argued that these patterns are characteristic of TV broadcasting more generally, and that they have possible connections with general cultural presuppositions concerning men and women. From a period of widespread discrimination and gendered occupational segregation, earlier equal opportunity initiatives have re-emerged in the context of the need for centralized policies and administration that need to revolve around a more generic portrayal of both sexes. Women presenters in UK are known to be smart looking, and non experimental when it comes to their make up and jewellery. They have a certain air and quality about them that makes them seem very formal, and extremely elegant with a “bookwormish” charm. You cannot ignore them, and yet, they refuse to hold your attention for too long. With her impeccable hold over the English language and a strong accent, the British woman presenter will surprise you if she ever happens to let out a statement of personal dimensions or a no holds barred smile. She is portrayed as someone who is trusted with a homemaker’s show above anything else. Yet, she doesn’t remain in one’s mind after the show is over due to her packaging, which is done in very subtle tones. Whatever the packaging, one should not be fooled by her. If we are to take the examples of presenters like Alice Beer (BBC) or Sian Williams (BBC), we will find that they are successful in other fields apart from broadcasting like travelling, lifestyle, books, etc. Media 15 Women Broadcasters in the US In contrast to the British case study, is the more modern American one – the ‘masculine’ world of sports, criminals and a woman broadcaster? Who would have ever imagined it looking at the very pretty Denise Albert of the NBA fame. Denise Albert has, during her career in broadcast journalism, which has included stints both in front of the camera and behind the scenes as an award-winning producer, interviewed Michael Jordan, Paula Jones, John and Patsy Ramsey, as well as inmates at a womens penitentiary in North Carolina. Currently a producer for ABCs Good Morning America, as well as a reporter for NBA TV, Albert began her professional career as a story coordinator for King Worlds nationally syndicated newsmagazines, Inside Edition and American Journal. She travelled the country chasing murderers, covered the aftermath at Columbine High School, and produced Deborah Norvilles exclusive interview with Paula Jones. Some of her more memorable reports varied from spending a day with New York Giants star Tiki Barber to the social impacts of 9/11 on the sports community. If we are to take into account the content analyses of male and female portrayals in the US, in terms of the findings and estimates as predicted for the current times, we will come to the conclusion that the gaps are fast declining. Women broadcasters in the US, albeit more glamorous yet casually dressed than their British counterparts, are beginning to mean serious business in every aspect of the broadcasting industry. And the good part is that they are mostly going unchallenged. Sensible and sensitive, yet Media 16 hard core and very modern – the woman broadcaster in America is an epitome of everything that stands for the obvious influence of globalisation and raising a voice for every issue that deserves a fitting platform. American women broadcasters are full of genuine laughter and comments. If the general perception is anything to go by, these ladies broadcast from their hearts as compared to their British counterparts who broadcast essentially from their heads and whatever it is that is in the script. The American woman broadcasting on TV is one who goes beyond experimenting with a fresh approach to clothes, jewellery and make up; she is one who experiments with the content of the show, her speech - her basic manner of expression. What makes them all the more identifiable is their quality to reach out; something a British woman broadcaster will seldom do unless she is presenting a show on fashion, grooming or housekeeping. American woman broadcasters have broken out of such stereotypes to form some of their own – racy manners of broadcasting, outspokenness and a strong foothold in regions earlier marked as strictly ‘masculine’. The American stereotyped woman broadcaster is more attractive and comes across as more sensitive to human interest stories, less politically correct, and as intelligent as her British counterpart. Apart from going where very few have gone before, these set of ladies are stereotyped in the sense that they cater to what people want to watch when they are watching the news or other such shows – they have become the stereotypical American package of great looks, lots of charm and a brazen attitude to boot. That explains why Paula Zahn first made a fuss about, and then reconciled to CNN paying extra attention to her looks. Maria Bartiromo made a career on brown eyeshadow and a nice smile, and ushered in Media 17 the trend of watching commercials even when the newscaster is off air for those few minutes. If we are to take up the example of presenters like Paula Zahn (CNN), Nancy Grace (CNN) and Audrey Lowe (FOXsports), one inevitably comes up with adjectives like witty, smart and beautiful. They each have a strong human side to them and take up challenging issues. Media 18 Conclusion Broadcasting still has a long way to go, especially in terms of women broadcasters within the industry. Yet, the women broadcasters are the ones who are bringing in the freshness and sensitivity apart from empowering those with misplaced sensibilities, by demonstrating a high level of responsibility against a high pressured moral underscore that silently dominates the broadcasting industry. Culturally different and traditionally varied in their direction of transition from the old days to the modern world, the women broadcasters of UK and the US share a common thread – that of emerging trends in feminist communication theories. If we are to summarise the comparison between the two, it would bring out the fact that there are different contexts of subtleties in portrayal of women broadcasters in both countries. America, being America, is more brazen and in your face, while the women of Britain, in their reserved, yet resilient way, are making that mark in their own quiet way. The conclusion of this study can be summarised in one phrase – different paths, same journey. Bibliography and Sources Cited Page 1. James Curran J, Michael Gurevitch M - Mass Media and Society; Hodder Arnold Publication; 2005 2. Marlene Sanders M, Maricia Rock M - Waiting for Prime Time: The Women of Television News; 1994 3. Vernon Stone – Women Break Glass Ceiling in TV News; URL: http://www.missouri.edu/~jourvs/gtvminw.html Accessed on: 28th August, 2006 4. National Organisation for Women Foundation. Affirmative Action in the Broadcasting Industry ; URL: http://www.nowfoundation.org/issues/communications/tv/affirmative.html Accessed on: 28th August, 2006 5. Globe Scan. Media wore trusted than government. URL: http://news.bbc.co.uk/1/shared/bsp/hi/pdfs/02_05_06mediatrust.pdf Accessed on: 28th August, 2006 6. Television History - the first 75 years. URL: http://www.tvhistory.tv/ Accessed on: 28th August, 2006 7. Bureau of Labour Statistics. Broadcasting. URL: http://www.bls.gov/oco/cg/cgs017.htm Access on: 28th August, 2006 8. NBA.com. NBA TV Talent: Denise Albert. URL: http://www.nba.com/nba_tv/denise_albert_bio.html Accessed on: 27th August, 2006 9. BBC. Sue McGregor – A Good Read. URL: http://www.bbc.co.uk/radio4/presenters/sue_macgregor.shtml Accessed on: 27th August, 2006. 10. BBC News. Buerk Attacks Women Broadcasters. Tuesday, 16th August, 2005. URL: bbc.co.uk; Accessed on: 27th August, 2006 11. CNN News. URL: www.cnn.com Accessed on: 30th August 2006 12. FOX News. URL: www.foxnews.com Accessed on: 30th August 2006 Read More