Personality Trait of News Anchors: A Perception Study on University Students in Assam

Prof. Dinesh Kumar Pandiya; Arijeet Das; Niranjan Sinha

Volume : X, Issue : V, May - 2020

Personality Trait of News Anchors: A Perception Study on University Students in Assam

Prof. Dinesh Kumar Pandiya, Arijeet Das, Niranjan Sinha

Abstract :

With the advancement of technology with a single click we can access to news in our cellular phone or computer. Nonetheless, the charm of viewing news in television screen is incomparable. While watching news in television screen the equally/most important part other than content of the news is the news anchor, the way he/she delivers the news. Targeting this weakness of the Indian viewers, the media market is being flooded with various news channels. This situation motivated the researcher to undertake the study in order to identify and comprehend the personality traits which should be present in a news anchor. For the present study few pertinent personality traits were identified from literature. Thereafter perception of the university students regarding personality traits of news anchors was recorded. 51 post graduate students of Mass Communication department were the sample respondents. The study used reliability test to find out the consistency of the responses received and later used non parametric Mann–Whitney test and Kruskal–Wallis test for testing of hypothesis. Later as per their response, the traits were ranked and in the later stage an attempt was made to find out whether there exist any significant difference between the respondents’ demographic variables and their perception regarding personality traits of news anchor. Result of the study highlighted that personal kill related skills and language related skills were the most important personality traits considered by the respondents to be present in a news anchor. Findings of the study also stated that there is no significant difference among the male and female respondents on their perception about the different categories of personality traits of news anchor. However, there is significant difference between the respondents’ perception on the basis of their frequency of watching television and their monthly family income in case of knowledge related traits