Gender Diversity on Cable News: An Analysis of On-Screen Talent and Viewership

37 Pages Posted: 5 Jun 2023

See all articles by Ali Goli

Ali Goli

University of Washington - Michael G. Foster School of Business

Simha Mummalaneni

University of Washington - Michael G. Foster School of Business

Date Written: May 29, 2023

Abstract

This research analyzes on-screen gender diversity among cable news networks in the United States, focusing on the three major networks (CNN, Fox News, and MSNBC) from 2010 to 2021. We examine the amount of time women are shown on screen compared to men, the topics women are asked to discuss compared to their male counterparts, and the effect of the gender of on-screen talent on viewership. We also investigate how these patterns differ on a number of important dimensions: across the three major networks, through time, between different types of programs, between male vs. female viewers, and depending on viewers' familiarity with the on-screen talent. We find that viewers respond positively when women receive a greater portion of screen time, and that this effect becomes more favorable over the second half of the study period. Despite these changes among viewers, the cable news networks have not adjusted their on-screen product. Our results suggest that cable news networks are losing potential viewers by limiting women's opportunities to appear on screen.

Keywords: Gender representation, Consumer preferences, Product design, Cable news, Media

JEL Classification: J16, L82, M31, D12

Suggested Citation

Goli, Ali and Mummalaneni, Simha, Gender Diversity on Cable News: An Analysis of On-Screen Talent and Viewership (May 29, 2023). Available at SSRN: https://ssrn.com/abstract=4462592 or http://dx.doi.org/10.2139/ssrn.4462592

Ali Goli (Contact Author)

University of Washington - Michael G. Foster School of Business ( email )

Box 353200
Seattle, WA 98195-3200
United States

Simha Mummalaneni

University of Washington - Michael G. Foster School of Business ( email )

Box 353200
Seattle, WA 98195-3200
United States

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