Good-looking politicians get more TV time in US
Washington: US television journalists think their viewers prefer to see physically attractive people, a new study has found.
The study, conducted by University of Haifa researchers, Israel Waismel-Manor of the School of Political Science and Yariv Tsfati of the Department of Communication, asked 463 Israeli students to rank the physical attractiveness of Members of the 110th United States Congress (2007) based on the official photographs posted on Congress’s website.
“Physical appearance ranked third in the criteria for gaining television coverage, and ranked higher than seniority, position in Congress and legislative activity in this respect,” the authors of the study said.
The authors chose that year for its distance from elections, which could otherwise influence media coverage. Israeli students were chosen for this, so as to eliminate the possibility of biases stemming from political views or previous knowledge of Congresspersons, both of which could influence an objective judgment of physical attractiveness.
So as to determine that the Israeli assessment of “good looks” is not culturally different from the American judgment, the researchers compared the Israeli ranking to a ranking given by 30 American students, to find a very high correlation between the two.
Furthermore, to eliminate other possible biases, the researchers did not include in the survey politicians who were running for president, nor the Speaker of the House and the majority and minority leaders in the House and Senate.
Features that affect media coverage, such as seniority in Congress, political standing, electoral invulnerability, political ideology, legislative and overall activity, communication effort, chamber of Congress, media markets, state size, age, gender and race were all controlled for this study.
The authors defined media coverage as an article or item that appeared during 2007 in which a particular Member of Congress speaks or is quoted. Television coverage was surveyed from the national television networks (ABC, CBS, CNN, Fox News, MSNBC, NBC and PBS).
The radio coverage measure was comprised of all NPR news radio programs, while the newspaper measure includes all articles that appeared in USA Today, front to back.
The researchers found that physical attractiveness has an effect on television exposure, as, the better looking the politician, the more TV coverage he or she gains. Yet no significant effect was found for radio or printed news coverage.
Following congresspersons’ congressional activity and their state’s size, physical attractiveness is the third strongest predictor of TV coverage, scoring slightly higher than chamber of Congress, gender, tenure in office, bills sponsored and political standing.
After weighting the various factors playing into media exposure, the study found that for every additional score on the ‘physical attractiveness index’ (a scale of 1 to 10), the politician’s television exposure rises by 11.6%.
According to the researchers, the possible mechanism underlying the attractiveness effect on news coverage would either be that television journalists believe their viewers want to see beautiful people, or good looks broadcast reliability and respectability or good looks heighten a politician’s self-confidence and subsequently these politicians invest more efforts in achieving media exposure.