But the best explanation for Fox glam may be the channel’s largely conservative audience. An argument can be made that conservative women are typically less squeamish than progressive ones about embracing what the sociologist Catherine Hakim calls “erotic capital,” otherwise known as using your looks to get ahead. See the gleeful Laura Ingraham/­Ann Coulter school of beauty­ology, which holds that the angrier and better-­coiffed you are, the more attention you will receive. The Republican Party welcomes looks in a woman—Michele Bachmann, Sarah Palin, Nikki Haley—and so does Fox.

“They’re definitely pandering to a male audience,” says Meli Pennington, a makeup artist who runs a blog called Wild Beauty. Also, cable-news viewers tend to be older, so Fox may be specifically catering to the sensibilities of older men, she posits, by making women a little “brighter.” She means this literally. “You think of Hugh Hefner’s girlfriends,” she says: “As he got older, they all get brighter and blonder. Look at Anna Nicole Smith. It’s like the large-print edition of women.”