Leadership is about having power to influence others' thoughts and actions. Leadership legitimacy refers to how much people agree that leaders are worthy of leading them. Sexualized perception is the belief that leaders must be attractive, charming, and sexy. This article will explain how sexualized perception shapes perception of leadership legitimacy. First, it explains what sexualized perception is. Second, it explains why people have sexualized perception. Third, it provides evidence that sexualized perception does affect leadership legitimacy. Last, it discusses consequences of sexualized perception for society.
Defining Sexualized Perception
Sexualized perception means believing leaders should be physically attractive and able to evoke desire. In research, this is called "sex appeal". It includes physical characteristics such as looks, body shape, voice quality, clothing style, body language, mannerisms, and facial expressions. The most common measure of sex appeal is the Bem Sex Role Inventory (BSRI), which has been used in many studies. People who score high on the BSRI believe men should be masculine, athletic, adventurous, competitive, aggressive, self-confident, dominant, ambitious, powerful, courageous, and decisive. They also believe women should be feminine, submissive, nurturing, gentle, caring, sensitive, yielding, compassionate, modest, cooperative, and supportive. These beliefs may apply to both men's and women's leaders.
Why Do People Have Sexualized Perception?
People tend to have sexualized perception because they see other examples of sexualized leadership around them. Media shows sexy actors portraying heroic leaders like James Bond or Wonder Woman. Advertising features seductive models promoting beauty products. Politicians are often portrayed with youthful vigor and good hair. Powerful businesspeople wear expensive clothes and jewelry. This creates a feedback loop: people learn that leaders should look and act sexy, so they expect their own leaders to do so too. Leaders learn what works for others, so they try it themselves. Research finds strong relationships between media exposure and public opinion.
Evidence That Sexualized Perception Shapes Legitimacy
Researchers have tested whether sexualized appearance affects how people perceive leadership. One study found that when photos were manipulated to make politicians more or less sexually attractive, voter impressions changed accordingly. Voters rated the attractive politician higher on all traits related to charisma, power, leadership potential, and overall effectiveness. Another study showed that hiring managers preferred job applicants who looked physically appealing rather than experienced, knowledgeable, or talented. A third study compared the performance ratings of male CEOs by investors, colleagues, and subordinates in an industry where appearance is important (models) versus another industry where it is not (pharmaceuticals). The model CEOs received better ratings from everyone except colleagues.
Consequences For Society
Sexualized perception limits opportunities for diverse groups such as women, LGBT+ individuals, minorities, and the disabled. It also contributes to gender stereotypes and discrimination. When society believes men must be masculine and women feminine, this may create rigid gender roles that limit career options. People with disabilities are often perceived as weak or unattractive, so they struggle to find jobs. Sexualized perception makes people focus too much on physical characteristics at the expense of qualifications like experience, education, and expertise. This can lead to poor decision-making based on surface impressions.
Sexualized perception creates a culture of objectification that harms relationships between leaders and followers, creating distrust and resentment.
How does sexualized perception shape perception of leadership legitimacy?
Sexualized perception can shape perception of leadership legitimacy by creating an expectation that leaders must meet certain standards of physical appearance and behavior. Leaders who deviate from these expectations may be perceived as less legitimate than those who conform.