Some Influences of Appearance on Television Newscaster Appeal

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Abstract
The advent of television made the selection of an on‐air newscaster by a station far more difficult. Not only did one have to consider the professional and vocal qualifications of the newsman, but one also had to consider his appearance. Although we are aware of complaints made about “raised eyebrow” delivery of the news, it is possible that far more mundaine points of appearance have their effect upon the audience's perceptions of the anchor man. Is there a non‐verbal communication in the way a newsman parts his hair? Does his necktie or his height or the color of his shirt make a difference? How about his race, or whether or not he wears glasses, or his age, or the color of his coat? Is a fat man trusted more than a thin one? These and other possible influences are examined in the following study. Dr. Keith P. Sanders is associate professor in the School of Journalism at the University of Missouri. He has worked professionally in several print and broadcast media, and has published a history of broadcast news. Mr. Pritchett, a former M.A. candidate at the University of Missouri, currently teaches journalism in the Phoenix, Arizona, school system.

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