Abstract
News anchors, as one of the key elements of media, play a significant role in attracting audiences, building trust and credibility, and achieving persuasive influence. This capacity is particularly important in countering the potential threats posed by hostile media outlets. The present study aims to examine the impact of personal characteristics of news anchors on audience trust and persuasion, ultimately proposing a model for selecting anchors in national news networks. The research follows a mixed-method approach, combining both qualitative and quantitative methods. In the first phase, 30 experts in the fields of persuasion and news communication were consulted to identify key persuasive factors. In the second phase, 384 audience members were surveyed to assess and compare the persuasive effectiveness of different news anchors. According to respondents, current shortcomings in anchoring include lack of appeal, insufficient expertise and skills, low passion for the role, inadequate attention to appearance, limited autonomy, fear of criticism or failure, poor teamwork, disregard for feedback, and resistance to constructive criticism. Based on insights from both experts and audiences, the study concludes that "creative anchoring" represents the most effective model for national media. The two foundational pillars of this model are anchor creativity and audience persuasion.
Keywords: Anchoring, Persuasion, National Media, Audience, Creativity.
 
Introduction
One of the most fundamental reasons for the emergence of mass communication tools has been the need to inform societies. From the beginning, the main function expected from media was to fulfill the informational needs of the public through news, reports, and analysis. News has always been a defining element in the history of mass media, shaping both political and social transformations. Trust in media is therefore as vital as trust in political institutions. If people believe that news is not manipulated and censorship is justified for national interest, they may tolerate information gaps. Trust in the media depends largely on the credibility of the source, which includes both expertise and reliability. In the age of digital technologies and mobile news access, media trustworthiness is more important than ever. In this context, TV news anchors play a crucial role in audience persuasion, and studying their characteristics can help improve audience engagement and trust in national broadcasting.
 
Materials & Methods
This study employed a mixed-methods approach combining both qualitative and quantitative research phases to provide a comprehensive understanding of the persuasive elements of news anchors and their influence on audience trust and engagement in Iran’s national media. The qualitative phase was conducted first, utilizing a purposive snowball sampling method to identify 30 media professionals and scholars specializing in persuasion and broadcast journalism. These experts participated in in-depth, semi-structured interviews aimed at identifying the critical personal and communicative traits that contribute to the persuasive power of news anchors. The interview protocol included open-ended questions regarding factors such as emotional delivery, credibility, appearance, voice modulation, spontaneity, and creative autonomy in delivering news content. The second phase consisted of a quantitative study conducted with a representative sample of 384 national television viewers, selected based on Morgan’s sampling table. These respondents were surveyed using a structured questionnaire designed to measure perceptions of different anchors’ persuasive impact, trustworthiness, and appeal. The questionnaire incorporated demographic information and Likert-scale items measuring audience evaluations across multiple dimensions, including expertise, appearance, speech clarity, emotional resonance, perceived sincerity, and adaptability. SPSS software was employed to analyze quantitative data using descriptive and inferential statistical methods such as frequency distribution, mean comparison, and correlation analysis.
 
Discussion & Result
The results of this study demonstrate a clear misalignment between the current structure of news anchoring in Iran’s national media and the evolving expectations of its viewership. While anchors are expected to fulfill traditional roles of neutrality and professionalism, audiences increasingly demand emotional authenticity, creativity, and individual style. The research shows that persuasive anchoring requires a balance between informational clarity and emotional resonance—both of which are currently underemphasized in the national broadcaster's performance evaluation and anchor training procedures. From a theoretical perspective, these findings confirm the centrality of McLuhan’s communication theory, particularly the idea that the “message is the medium.” In the case of televised news, the anchor is not merely a messenger but the embodiment of the message’s credibility and emotional impact. If the anchor fails to establish trust or fails to persuade through verbal and non-verbal cues, the message itself loses effectiveness, regardless of its factual accuracy. The study identifies “creative anchoring” as the most viable model to bridge this gap. This approach positions the anchor as a semi-autonomous communicator who can infuse individuality, emotional tone, and context-specific adaptation into news delivery. Creative anchors do not merely read from a script but reinterpret the message in real-time to maximize resonance and clarity for their specific audience segment. Based on both expert opinion and empirical data, the creative anchoring model hinges on two strategic pillars: (1) fostering creativity among anchors through structural reform and training, and (2) reorienting anchor performance metrics toward persuasion and trust-building outcomes rather than just procedural compliance. Operational implications of the study suggest that national media institutions must revise their recruitment criteria and retraining protocols. Rather than prioritizing rigid formality, institutions should invest in anchor development programs focusing on voice training, emotional delivery, improvisation, and audience analysis. Anchors must also be granted greater editorial and performative flexibility to respond to real-time developments and societal moods. In conclusion, the study establishes that news anchors serve as more than passive conveyors of information; they are strategic communicators whose personal traits significantly affect media credibility, audience engagement, and ultimately, the public trust in national institutions. Failing to recognize this reality can further erode viewership and public reliance on domestic media sources. Thus, embracing creativity and psychological persuasion within anchoring is not a luxury—it is a necessity for the survival and relevance of national media in an increasingly competitive information environment.
 
Conclusion
This study highlights the strategic role of news anchors in shaping public trust and media credibility in Iran’s national broadcasting system. By combining qualitative insights from experts with quantitative audience data, the research demonstrates that anchors are not merely news readers but central figures in the communication process. Their emotional authenticity, clarity of speech, adaptability, and creative delivery are critical to persuasive broadcasting. The current formal and restrictive anchoring model no longer meets the evolving expectations of a digitally engaged audience. Introducing the "creative anchoring" model—focused on emotional engagement and individualized delivery—can significantly enhance audience trust and connection. For national media to remain relevant, reforms are essential in recruitment, training, and performance evaluation, aligning them with persuasion-oriented goals. Ultimately, embracing creativity and human-centered communication strategies will empower national anchors to act as effective mediators between the state and society, restoring confidence in domestic media amid a rapidly changing information landscape.