How gender and age affect newscasters' credibility - An investigation in Switzerland

In an experimental study conducted in Switzerland the effects of newscasters, gender and age on credibility were analyzed using a 2 x 2 x 2 factorial design. Participants (N = 160) evaluated Swiss, German, and Austrian TV news items in terms of credibility of the newscaster and credibility or the message. News items read by female newscasters were perceived as being more credible. In contrast, male newscasters were considered to be more credible persons. Furthermore, a significant interaction between the newscasters' gender and age was observed: Age had no effect on the credibility of the younger newscasters, whereas older male newscasters were perceived as being the most credible.