Perceptions of Credibility and Likeability in Broadcast Commentators of Women's Sports

The purpose of this study is to understand, through the lens of social identity theory (SIT), perceptions of sportscasters commentating on female athletes playing what media and sports scholars have characterized as stereotypically feminine sports. Using an experimental approach with university students (N = 235), results showed differences in perceptions, with respondents finding female sportscasters more credible and more likeable than male sportscasters. As a predictor of credibility and likeability perceptions, respondent gender did not show significance, although mean directionalities generally supported SIT; that is, relative to male respondents, females found female sportscasters more likeable, while they found male sportscasters less credible and less likeable. Assessments of female sportscaster credibility showed parity. This exploratory study may inform future research concerning the role of the social identity of gender when evaluating performances of women in sports broadcasting or in other areas related to sports communication, such as coaching, teaching, or administration.