Audience Perception of Female News Anchors: A Study of Africa Independent Television (AIT)

Abstract

This study examined the perception of mass communication students on female news anchors in Africa Independent Television (AIT). The purpose of the study is to determine viewers perception on the physical characteristics of female news anchors on Africa Independent Television (AIT); whether viewers' attention is diverted from the news by the appearance of these anchors; and whether viewers' attention is affected by their physical appearance. . The study was guided by Social Perception Theory. Using survey method quantitative approach was used. The population of this study made of 5032 students in Federal Polytechnic Bauchi within period of the study (Academic Unit, 2024). 346 sample size was used. In gathering the data, questionnaire was used. Data of the study was analyzed using descriptive analysis. The sstudy indicated that, the appearance is generally viewed positively; certain aspects of attire may inadvertently cause distraction. The study conclude that, the perception of Mass Communication students regarding female television news anchors on Africa Independent Television (AIT) is generally positive, emphasizing professionalism, competence, and credibility. It is recommended that, AIT should continue to promote gender equality by ensuring equal representation of male and female anchors across all news programs.