The Older Viewers‘ Perception of Female News Anchors‘ Attractive Body Language and its Influence on Attention to News: A Case of Two Television Channels in Kenya.
| dc.contributor.author | Oyaro, John Obunga | |
| dc.date.accessioned | 2025-01-15T12:42:09Z | |
| dc.date.available | 2025-01-15T12:42:09Z | |
| dc.date.issued | 2024 | |
| dc.description | DOCTOR OF PHILOSOPHY in Communication | |
| dc.description.abstract | Television news, in part, aims to convey factual information to the audience. However, the body language of female television news anchors, seemingly receives much attention from the viewers. As a result, viewers concentrate on this rather than the information which is being conveyed. With this in mind, this study set out to examine the older viewers‘ (50-70 years) perception of female television news anchors‘ attractive body language and its influence on attention to news. In order to unpack this, three research questions guided this study: What are the perceptions of the older viewers on the body language of Kenyan female television news anchors? Which factors influence female television news anchors‘ attractive appearance on Kenyan TV? How does the body language of the female television news anchors influence the older viewers‘ choice of the television broadcast to view? ; Why do perceived cultural behaviours of the older viewers on the body language of the female television news anchors affect family television viewership? The study was anchored on qualitative research approach, involving older television news viewers in Rongo Sub- County who watched television. Insights from the kinesics, social perception, gaze and attractiveness attention boost theories were blended in the study. An interview guide was developed to generate data through the face to face interviews and focus group discussions. I was also bale to observe these viewers‘ watching news in their natural setting. The data was analysed thematically before the final narrative. The study established that simple smart news anchors catch attention of viewers; news anchors having appearance with sexual appeal distract the older viewers; TV managements don‘t promote news anchors which is why they resort to self-marketing through attractive body language. Majority of news anchors‘ physical appearance is distractive to news. The findings showed that the attractive appearance of the female television news anchors to catch the attention of the audience was a professional lap. The study concludes that older viewers are attracted to news when the news anchor is simple smart, but they are distracted when the appearance of the news anchor portrays sexual appeal. Hence, a recommendation to the policy makers, CA, MCK to ensure media houses strengthen the use of existing media code of ethics to improve the professionalism of the news anchors, media houses to use simple smart news anchor and to market the news anchors to avoid self commodification/marketing/promotion. | |
| dc.identifier.citation | Oyaro, J. O. (2024). The Older Viewers‘ Perception of Female News Anchors‘ Attractive Body Language and its Influence on Attention to News: A Case of Two Television Channels in Kenya. Daystar University, School of Communication | |
| dc.identifier.uri | https://repository.daystar.ac.ke/handle/123456789/5886 | |
| dc.language.iso | en | |
| dc.publisher | Daystar University, School of Communication | |
| dc.subject | Television news | |
| dc.subject | Body language | |
| dc.subject | Factual information | |
| dc.subject | Sexual appeal | |
| dc.title | The Older Viewers‘ Perception of Female News Anchors‘ Attractive Body Language and its Influence on Attention to News: A Case of Two Television Channels in Kenya. | |
| dc.type | Thesis |