Ideais de beleza e dinâmicas de género no jornalismo televisivo

: o caso das pivôs da SIC

Abstract

This dissertation explores the impact of beauty ideals on gender inequalities in television journalism, with a particular focus on SIC's female news anchors. It examines how social standards of beauty contribute to the professional challenges women face in an industry where appearance plays a crucial role. The investigation begins by defining beauty and gender, exploring how beauty ideals have evolved and intersected with gender roles, particularly in journalism. Furthermore, it investigates gender inequalities in the profession, highlighting how women face additional pressure compared to their male colleagues, both in terms of appearance and professional credibility. The study uses qualitative research methods, including interviews with SIC anchors and a focus group with SIC's news audiences. These aim to clarify, on one hand, how beauty standards influence the careers of news anchors and, on the other, how public perceptions of news content change depending on the anchor’s appearance and gender. This dissertation notes that while anchors do not feel explicit pressure from the company regarding their appearance, internalized social pressure and audience expectations significantly affect their experience. The focus group showcases a tendency to attribute greater credibility to anchors who conform to traditional beauty ideals, reinforcing gender inequalities in the profession. The findings highlight the need for the television journalism industry to shift its focus from appearance to talent, diversity and journalistic integrity. The conclusion offers suggestions for future research, arguing for broader investigations into how beauty standards intersect with race, age, and body type in journalism as well as in other fields. This dissertation contributes to the ongoing discussions around gender inequality and the need for a media reform, promoting a more inclusive, equitable and skills-focused environment.

Date of Award	6 Mar 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)