In Western, many television networks always expend largely to mold the star anchor for raising rating. They believe that the more attractive the anchor¡¦s image, the higher the rating.
Since the first cable television station has established in Taiwan in 1993, the competition among television stations to attractive the audience become intense. The way to make up anchor¡¦s image is changed; we can read anchor¡¦s stories in newspaper in various ways.
General speaking, the only one purpose for publicizing is rating. The main purpose of this study is in connection with news report and anchor¡¦s image. The experimental design is to figure out audiences¡¦ reactions between different newspaper contents (the love & marriage life news and the family life news) and the different aspects (the positive, the negative and the neutral reports). Therefore, the study will also focus on the relationship between anchor¡¦s image and audiences¡¦ television news choices.
The study uses questionnaire to collect the data and infers the following results:
1.News report is remarkable to influence anchor¡¦s image.
2.The news report about anchor¡¦s love and marriage has the stronger influence with anchor¡¦s image than the news report about anchor¡¦s family life.
3.It influences with anchor¡¦s ¡§personal glamour¡¨, ¡§professional ability to cover news item¡¨, ¡§trusty¡¨ and ¡§authoritative¡¨ when audiences read the news report about anchor¡¦s love and marriage.
4.The audiences¡¦ imaging evaluations for the news anchor that come from¡¨ negative report¡¨ is apparently higher than other evaluations (which come) from positive and neutral reports.
5.There is the highly positive relationship between the imaging index of the news anchor and the intention of the audience.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0707105-155558 |
| Date | 07 July 2005 |
| Creators | Sung, Yi-hsuan |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0707105-155558 |
| Rights | restricted, Copyright information available at source archive |
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