Make-Up Departments in News Networks
The use of make-up for women (and other genders) in news broadcasting is a nuanced topic that intersects with expectations of professionalism, visual presentation standards, and personal choice. There are several considerations regarding whether women need to wear make-up in news networks. Have societal norms forced the media giants to display their employees on a stage in a certain way to boost their ratings so that their advertisers will continue to pay them as much as they can get?
Viewers often have expectations regarding the appearance of news anchors and reporters. A well-groomed appearance is generally associated with professionalism and credibility. This isn’t just about attractiveness but also about presenting a professional image. A well-groomed appearance can make a strong positive first impression, encouraging viewers to continue watching. Make-up ensures a consistent appearance across different broadcasts, which is important for viewer recognition and brand consistency. Networks invest in a specific look and feel for their brand, and the appearance of their on-air talent is a crucial part of this branding strategy. This consistent, polished look helps maintain the brand’s integrity and viewer loyalty. Networks understand that viewers are more likely to stay tuned in when the on-air talent is visually appealing. In a highly competitive media landscape, networks strive to differentiate themselves.
Make-up helps to counteract the effects of high-definition cameras, which can highlight imperfections. Make-up helps to mitigate these issues, ensuring a smooth and professional look. Studio lights can wash out skin tones or create shadows, so make-up is used to balance and enhance the natural look of the on-air talent. Under bright studio lights, people can sweat, and make-up helps control shine and maintain a fresh appearance. Make-up can cover blemishes, scars, or other skin imperfections. Some individuals may have skin conditions or sensitivities that make wearing make-up uncomfortable or harmful.
Societal standards and cultural norms often dictate that women in public-facing roles wear make-up as part of their professional attire. Some individuals may feel more confident and comfortable wearing make-up, while others may prefer a more natural look. Make-up can be a form of self-expression and individual identity. Networks are increasingly recognizing the importance of allowing on-air talent to make personal choices about their appearance. Some news anchors and reporters, both male and female, have opted for minimal or no make-up, reflecting personal choice and evolving standards.
Embracing diverse appearances, including varying levels of make-up, can promote a more inclusive work environment and reflect a broader range of viewer identities. It’s important to consider whether similar appearance standards are applied to men and women equally. Often, women face more pressure to adhere to specific beauty norms. News networks could establish policies that respect personal choice while maintaining professional standards, ensuring that no one feels compelled to wear make-up against their will.
Ratings are directly tied to advertising revenue. Networks with higher ratings can charge more for advertising slots. Therefore, anything that can potentially enhance ratings, including the appearance of on-air talent, is taken seriously. During prime time and major news events, the stakes are even higher. Networks pull out all the stops to ensure their presentation is top-notch to maximize viewer numbers and advertising revenue. Beyond attracting viewers, maintaining their attention is crucial. A polished appearance helps keep viewers engaged throughout the broadcast. Consistent and appealing presentation encourages repeat viewership, building a loyal audience base over time. Allowing anchors some autonomy over their appearance can lead to higher job satisfaction and better on-air performance, indirectly benefiting ratings.
While make-up has traditionally been part of the standard appearance for women in news broadcasting, there is a growing recognition of the importance of personal choice and evolving standards of professionalism. Networks should strive to balance technical and visual needs with respect for individual preferences and promote an inclusive environment that allows on-air talent to present themselves in a way that feels authentic and comfortable.
Estimating the make-up budget for top news networks involves considering several factors, including the size of the network, the number of on-air talent, the frequency of broadcasts, and the overall production costs. While specific numbers can vary and are often not publicly disclosed, we can provide a rough estimation based on industry standards and available data.
*Estimated Make-Up Budget for Top News Networks
Major News Networks (e.g., CNN, Fox News, NBC News):
The make-up budget for a major news network can range from $1 million to $5 million per year.
To put this into perspective, we can estimate the make-up budget as a percentage of the overall operating expenses of a news network. Large news networks often have operating budgets in the hundreds of millions to billions of dollars annually. For example, CNN’s annual expenses are estimated to be around $1 billion. The make-up budget typically represents a small fraction of the total expenses. It is estimated to be around 0.1% to 0.5% of the overall budget.
Factors Influencing the Budget:
The more on-air personnel (anchors, reporters, guests), the higher the make-up budget. Networks with 24-hour news cycles or multiple daily broadcasts may have higher make-up costs. Special programs, election coverage, and high-profile interviews may require additional make-up resources. Networks with multiple studios or international bureaus might allocate more to make-up to maintain consistency across locations.
While specific budget details are typically confidential, a rough estimation for the make-up budget of major news networks like CNN, Fox News, and NBC News would be in the range of $1 million to $5 million per year, accounting for approximately 0.1% to 0.5% of their total operating expenses. This budget ensures that all on-air talent maintains a professional and camera-ready appearance, which is crucial for the network’s image and viewer trust.
Boosting ratings is a significant factor behind many decisions in the news industry, including the appearance of on-air talent. Appearance, including the use of make-up, directly ties into ratings and networks prioritize this aspect. A polished, professional look can enhance viewer engagement, trust, and loyalty, all of which contribute to higher ratings and, consequently, greater advertising revenue. However, networks are also increasingly balancing this with evolving societal norms and personal preferences, aiming to maintain a professional appearance while embracing authenticity and inclusivity.
These studios’ main goal is to make money by any means necessary.
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Now imagine if societal norms were different and less focused on appearance, the approach to on-air talent’s appearance, including the use of make-up, would surely be different. Here’s how a shift in societal norms away from an obsession with looks would impact news networks and their practices:
There would be less pressure on anchors and reporters to wear make-up. A more natural look might become the norm, emphasizing authenticity over polished perfection. On-air talent would have more freedom to choose whether to wear make-up based on personal preference rather than industry expectations.
More focus would shift towards the quality of the content rather than the appearance of the presenters. Viewers would prioritize the substance of the news over the visual presentation. The credibility and expertise of the anchors and reporters would take precedence over their looks. Networks might invest more in training and development to enhance journalistic skills. Viewers would see a broader representation of society on their screens, reflecting more realistic and varied human experiences.
Ratings might be influenced more by the quality of reporting and storytelling rather than the appearance of the anchors. Viewer loyalty could be driven by trust in the network’s journalistic integrity. Engaging content and compelling storytelling would become key factors in retaining viewer attention, reducing the reliance on visual appeal.
Advertisers might shift their focus to sponsoring high-quality content and reliable news programs rather than those with the most polished appearance. Trustworthy and engaging content could become more valuable for advertisers. Brands might seek to associate themselves with networks known for their journalistic excellence and authenticity rather than just their polished on-air talent. On-air talent would experience less pressure to conform to strict appearance standards, potentially improving their mental health and job satisfaction.
Authentic representations could enhance viewer trust and loyalty. Audiences might feel a stronger connection to anchors and reporters who appear more relatable and genuine. Networks might embrace a more transparent approach to journalism, focusing on building trust through honest and open communication.
As influential cultural institutions, news networks could play a significant role in shifting societal norms by embracing and promoting a less appearance-focused approach. On-air talent could serve as role models, demonstrating that professional success and credibility are not tied to appearance.
Such a societal shift would likely happen gradually, with incremental changes in media practices reflecting broader cultural changes. Over time, a focus on authenticity and substance over appearance could lead to more profound and lasting changes in societal values and norms.
Conclusion
If societal norms were less obsessed with external looks that alter the real/true face of an individual, the approach of news networks towards the appearance of their on-air talent would change significantly. The emphasis would shift towards content quality, journalistic integrity, and authenticity, with reduced pressure on appearance and make-up. This could lead to better mental health for on-air talent, and a stronger focus on building trust and credibility with viewers. Ultimately, this change could promote a broader cultural acceptance of natural beauty and individuality, encouraging people to value substance over superficiality in various aspects of life.
Would you be more or less prone to watch the news if the individuals are wearing make-up? Would you even care? Would that bother you if they had on too much or none at all?
*Financial data of news networks’ parent companies can be found in the following links:
Paramount Global (CBS News): https://www.sec.gov/edgar/browse/?CIK=813828&owner=exclude
Walt Disney Co (ABC): https://www.sec.gov/edgar/browse/?CIK=1744489&owner=exclude
Comcast Corp (MSNBC, NBC News): https://www.sec.gov/edgar/browse/?CIK=1166691&owner=exclude
Warner Bros. Discover, Inc. (CNN): https://www.sec.gov/edgar/browse/?CIK=1437107&owner=exclude
NEWS Corp: https://www.sec.gov/edgar/browse/?CIK=1564708&owner=exclude
