For years, journalists have faced unspoken expectations about how they should look and sound. From the traditional “broadcast voice” to the polished, uniform appearance of TV anchors, the industry has shaped how reporters present themselves to the world. But as journalism evolves, so too do these norms.
Elia Powers, an associate professor of mass communication at Towson University, has been studying the pressures journalists face when it comes to self-presentation. His new book, “Performing the News: Identity, Authority, and the Myth of Neutrality,” examines the experiences of journalists — particularly those from historically marginalized groups — who have had to navigate these industry standards.
“I started this research by looking at journalists who, like me, had a stutter but still went into broadcasting,” Powers said. “Surprisingly, quite a few journalists in TV and radio have speech impediments; some cover it up well while others don’t.”
His work expanded beyond speech to include the broader ways journalists are expected to conform. From how they dress to how they speak, many absorb industry expectations simply by watching others. “A lot of the journalists I talked to got a sense of how they were supposed to speak and look without ever having a direct conversation with anyone about it,” he explained. “It was just through observation — watching how people at their internships and in college dressed and carried themselves.”
How marginalized journalists experience industry pressure
Powers’ book focuses largely on the experiences of journalists from marginalized backgrounds. While all journalists face certain pressures related to self-presentation, he found that women and journalists of color often experience heightened scrutiny, particularly regarding voice and appearance.
“For journalists of color, accents and dialects become a huge issue,” Powers said. “There’s often an assumption that you have to sound like the classic Walter Cronkite or Tom Brokaw to be taken seriously. The concern is that if you don’t fit that mold, audiences will be distracted or won’t trust you as much.”
Women in broadcast news also face unique challenges. “Female journalists, especially in radio, get a lot more criticism for things like vocal fry and upspeak,” he said. “Men in public radio have openly talked about the fact that they receive far fewer audience complaints about their voices than their female colleagues do.”
But the expectations go beyond just voice. For years, an unwritten rule was that female TV anchors should have a mid-length, straight hairstyle — the so-called “anchor bob.” Many women in the industry spent countless hours straightening their hair to fit this standard.
“This was something I hadn’t even thought much about before researching this book, but it’s a huge issue for female journalists,” Powers said. “Beyond just the time and effort, the chemicals in hair straighteners have been linked to health risks. So breaking away from that norm isn't just a matter of convenience — it’s about personal health and well-being.”
The evolution of self-presentation in a digital age
As the media landscape shifts, so do the norms surrounding self-presentation. With the rise of digital news and podcasting, traditional expectations about how journalists should look and sound are being challenged.
“In the past, if you chose print journalism, you didn’t have to worry about how you looked or sounded,” Powers said. “But now, even veteran print journalists are finding themselves in front of microphones and cameras. I’ve had editors tell me, ‘We need to train our staff quickly so they sound their best on podcasts.’ That wasn’t part of the job description years ago, but it is now.”
Podcasting, in particular, has opened the door for a more authentic and diverse range of voices in journalism. Unlike traditional radio or TV, podcasting doesn’t have the same rigid expectations about what a journalist should sound like. “The norms in podcasting are still forming,” Powers explained. “It’s much more about sounding authentic than trying to fit a mold. Audiences want to hear people who sound like them, rather than just a polished, traditional broadcast voice.”
The COVID-19 pandemic further accelerated this shift. Before remote work became the norm, television networks would fly guests to their studios, put them in professional makeup, and carefully curate their appearance before they went on air. Now, it’s common to see interviewees appearing live from their kitchens, with no formal set behind them.
“It’s remarkable how much things have changed,” Powers said. “Audiences have become far more accepting of casual, at-home appearances. The world is shifting, and with it, so are our expectations for what professional journalism looks and sounds like.”
The rise of AI in journalism and its impact on authenticity
Another factor reshaping the future of news presentation is artificial intelligence. AI can generate photorealistic avatars, synthetic voices and even AI-generated news anchors. This raises questions about the role of human journalists and whether audiences will accept AI-driven news delivery.
“I’m actually conducting a study right now where students create their own AI anchors,” Powers said. “They can customize everything — the voice, the look, the tone. But what’s interesting is that, even though they have full control, most still find AI-generated voices robotic and off-putting.”
He believes that while AI-generated anchors might have a role in quick updates or automated reports, they won’t replace human journalists anytime soon. “There’s still something about human connection that audiences respond to,” he said. “We build relationships with podcast hosts and TV anchors over time. AI can mimic a lot but doesn’t quite replicate that connection.”
What newsrooms should take away from performing the news
Powers hopes news organizations will take a more thoughtful approach to self-presentation as the industry evolves. He wants newsroom leaders to recognize how their language — both what they say and what they leave unsaid — can shape journalists’ perceptions of themselves.
“I try to avoid saying someone has a ‘good’ or ‘bad’ broadcast voice,” Powers said. “Instead, I think we should be asking: How do you want to present yourself? What are your goals? What are your concerns?”
Rather than issuing directives about how journalists should look or sound, he believes there should be more open conversations about self-presentation. “There’s still a need to look and sound professional, but it should be a dialogue rather than an imposed standard,” he said.
At the same time, he acknowledges that newsroom leaders have to think about audience perception. “I’m not naive to the fact that TV stations need to consider their viewers,” he said. “But some of the more outdated norms deserve to be questioned. The industry is changing, and it’s time to rethink what we consider ‘professional.’”
His hope is that journalists, particularly young ones entering the field, will feel more empowered to present themselves in a way that feels authentic to them. “Ultimately, my goal is to help people understand how these norms developed and how they can evolve,” he said. “Journalists should be able to focus on the work they do rather than feeling pressured to fit into a narrow definition of what a reporter should look or sound like.”
Powers’ book, “Performing the News,” is available through Rutgers University Press and major online retailers.
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