Degree Name

Master of Arts (MA)

Semester of Degree Completion

1994

Thesis Director

Douglas Bock

Abstract

A number of studies conducted by Lin (1992), Meeske (1992), Stone and Lee (1990), and Weinthal and O'Keefe (1984) have examined which variables are rated highest and most prominent by respondents toward television anchors. Professionalism, voice and speech, personal appeal, and attractiveness have been among the top rated variables, but they have never been researched within a single study. This study examines the above variables for local male and female television anchors and discovers which was rated the highest by male and female respondents. Significant findings within this study include male respondents perceive professionalism to be the highest rated variable in both male and female anchors. Results also show that female respondents rated professionalism highest in male anchors and voice, speech and personal appeal highest in female anchors.

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