Document Type : .
Authors
1 Ph.D. student in Media Management, Islamic Azad University, Semnan Branch, Semnan, Iran
2 assistant professor and member of the academic staff of Islamic Azad University, Tehran Science and Research Branch, Tehran, Iran
3 Assistant Professor, Department of Social Communication Sciences, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
4 assistant professor and faculty member of Islamic Azad University, Damavand branch, Tehran, Iran
Abstract
This study aims to present a model for selecting news anchors by examining the impact of personal characteristics of news anchors on gaining audience trust and persuasion. The research method employed is a mixed-methods approach, both quantitative and qualitative. The first phase of the study involves 30 experts in the field of persuasion and news to identify the factors affecting persuasiveness, while the second phase includes 384 audience members to assess and compare the persuasiveness of different news anchors. According to the respondents regarding the current state of news anchoring, issues such as lack of attractiveness, expertise, skills, interest in anchoring, attention to appearance, freedom of action for the anchor, fear of criticism and failure, collaboration and teamwork, consideration of others' opinions and suggestions, and acceptance of criticism and suggestions were highlighted. Based on the feedback from respondents and experts, creative anchoring is considered the best model for news anchors in national media. The two main pillars of creative anchoring in national media are the creativity of the anchors and audience persuasion.
Keywords
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