Audience Perceptions of Sexual Innuendo and Idiomatic Language in Male News Anchoring

Abstract

This study examines audience perceptions of sexual innuendo and idiomatic language used by male news anchors in the Kurdistan Region of Iraq, focusing specifically on Rudaw Media Network's 8:00 p.m. news program. Anchored by Mr. Shaho Amin, the program was analyzed through the lens of framing theory to understand how stylistic language affects audience trust, credibility judgments, and cultural sensibilities. Employing a mixed-methods approach, the research gathered responses from 627 participants through surveys and conducted qualitative analysis of selected news segments and related viewer commentary on social media. Results indicate that 91.6% of respondents recognized the presence of sexual innuendo in news segments, and a significant portion (76%) found such content to be inappropriate or discomforting, particularly during family viewing. Discomfort was linked to cultural, religious, and personal values, with 77.7% deeming such language unprofessional and 89.2% recommending its exclusion from news reporting. The use of idiomatic language also raised concerns regarding clarity and audience misinterpretation. These findings underscore the need for culturally sensitive and ethically responsible communication strategies in Kurdish broadcast journalism.