Author

Ya-Ching Lee & Yi-Shun Song

Keywords

media, news anchors’ image, audiences’ intention of TV news watching behavior

Abstract

This study investigates effects of newspaper reporting TV news anchors’ love life on anchor images, and effects of anchor images on audiences’ intention to watch TV news with experimental methods. The results show that positive news and negative news can enhance anchor images more than neutral news. In addition, there is a positive association between images and audiences’ intention to watch TV news.