No Gender Bias in Audience Perceptions of Male and Female Experts in the News: Equally Competent and Persuasive

Experts are prevalent and persuasive in modern media coverage of politics. The perceived competence experts makes them popular sources the media, their statements can some cases move citizens’ policy opinions substantially. However, men generally used far more as than women are. Because this predominance male general biases against women, we theorize that audiences may find to be less competent consequently on issues. We investigate through two experiments embedded a survey with 2000 respondents Denmark. Despite advances gender equality, still minority among Danish news media. despite current imbalance, no audience. There significant differences perceptions female experts, persuasiveness also unrelated expert. These results hold across different issues, practically all demographics within audiences. relevant both study representation mass generally. Furthermore, important for discussions selection experts.