ABSTRACT
This
research examined the “Impact of Newscaster Attire on Audience Attitude toward
News Messages” (A case study of African Independent Television (AIT), Lagos
Television (LTV) and Television viewers in Lagos). There is no doubt about the
fact that newscasters are the representatives of their respective television
stations. Reporters are assigned to different beats or locations to gathered
news, after which editors edit and gate-keep unwanted parts and pass to the
newscasters who will present it to the audience. Therefore, this role plays
special responsibility on newscasters to sell the news content to the viewers
on behalf of the television station. However, the appearance (attire),
confidents, pronunciation, eye-contact and other elements are hall mark of
television news presentation. Critical reviews to related literature were made.
Relevant theories were used to gratify the study. Quantitative research design
was used in which cross-sectional survey method was adopted while the data
collection instrument was questionnaire. 200 copies of questionnaires were
printed and distributed to 200 respondents selected from AIT, LTV and viewers.
183 copies were returned which the analysis in chapter four were focused. The returned
questionnaires were analyzed and interpreted using percentage and frequency
statistics table. Therefore, findings of the study revealed that the adage that
says “Appearance shows the manner”, this assertion agreed more with the concept
of this research i.e the way and manner you dress or appear usually determine
the kind of treatment you are likely to receive from the people. Finally, it is
therefore recommended after the critical reviews to the literature and analysis
of the responses generated from the returned research tool (questionnaire), newscasters
are enjoined to appear on the television news in line with the dressing/attire
that is accepted within the broadcasting signal coverage. If newscasters are given
enough wardrobe allowances and highly paid therefore, they will have enough
cash to buy quality and good materials that will enhance their appearance on
the screen. Television stations should design appreciable dressing code or
pattern of appearance for their staff because style and tradition of a
particular television station usually tells on what their newscasters and
reporters wear on the screen, some house style may mandate wearing local
dresses while some may demand wearing English or combination. For instance most
of the newscasters in Nigerian Television Authority (NTA) usually appear in
local dresses at moderate combination.
