Asst. Professor Advertising & PR
13 Jan 2022

How race and gender impact perceived objectivity of broadcast women of color on Twitter

Using an online survey (Nā€‰=ā€‰528), this study examines the impact of race/ethnicity and gender on the perceived objectivity of broadcasters who are women of color. Findings show that when the broadcaster is a woman of color, Twitter engagement does not necessarily lead to positive perceived objectivity. Most respondents (52.6%) following broadcasters on Twitter agreed that broadcast women of color were more biased than other broadcasters they follow on Twitter, with men being more likely to agree than others. In addition to perceived objectivity, 38.7% of respondents either agree or strongly agree that the race/ethnicity of the journalist impacts their objectivity. Of the respondents who follow broadcast women of color on Twitter, 57.4% either agree or strongly agree that they share too many opinions. Practical and theoretical implications are discussed.

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