this paper aims to investigate the media policies governing national media in Iran following the revolution. As national media is a multifaceted and extensive organization covering various domains, this research focuses on the policies applied to the news anchoring sector. News anchoring is crucial in media due to its continuous and direct connection with the audience, making it highly influential in attracting and impacting viewers. However, the anchoring model is primarily shaped by the overarching policies of national media rather than individual characteristics. The central question of the article is: What effects do the prevailing policies of Iranian national media, including television, have on persuasive news anchoring? The findings indicate that moving away from traditional anchoring, redefining the mission of news anchors as creative message deliverers, identifying target audiences and competitors in terms of influence, and recognizing their needs and expectations necessitate changes in media policy and oversight. This study employs a qualitative methodology using questionnaires and in-depth interviews. The statistical population includes Tehran residents who are audiences of national media, as well as experts and scholars in the field of news anchoring.
Introduction
Media serves as a tool for governments to implement cultural policies. It acts as an intermediary between the government and society, conveying national goals and policies. In this context, news anchoring holds significant importance due to its role in news transmission and its influence on the audience. However, news anchors, as media message deliverers, are neither independent nor free, as their existence and function are intertwined with the organization they represent. Thus, it is expected that organizational interests and objectives will take precedence over their skills during media activities. Consequently, the capacities available in news anchoring, regardless of their general and broad dimensions, are affected by the primary policies and rules established by the authorities. In other words, news anchors can only utilize their abilities and skills to attract and engage the audience within the framework of organizational policies. After the revolution in Iran, the policymaking and planning for the Islamic Republic of Iran Broadcasting (IRIB) have consistently sought strategies that maximize the organization's potential for embedding the values and rules established in society post-revolution. Media influence serves as a key to transmitting the revolution's message, revolutionary identity, and the fundamental values of the political and religious system. As a result, national media actors, including news anchors, play active roles as policy implementers while their performance is contingent upon these policies. Therefore, it is pertinent to question how compliance with these policies can assist implementers in utilizing their skills and abilities to attract audiences and enhance influence. This article examines the most significant documents containing the policies governing national media, which effectively reflect the cultural policies of the government. It then analyzes responses gathered from questionnaires completed by expert anchors and audiences using qualitative methods.
Research Methodology
The statistical population of this research comprises two groups: the first group consists of experts in persuasion and news, from which ten individuals were selected using non-probability snowball sampling. Given that this study aims to assess the effectiveness of various factors and characteristics of TV news anchors in persuading the audience, the second group comprises all Tehran citizens who are audiences of national media, totaling 384 individuals selected through simple random sampling. The researcher distributed questionnaires in person among the sample population. Furthermore, to obtain documented and accurate results, the findings from the questionnaire regarding the research questions and hypotheses were cross-checked against the insights of ten experts and scholars in news anchoring and media.
Discussion and Results
The concept of news anchoring can be defined and outlined as an effective message delivery mechanism due to the new conditions arising from audience demands and technological transformations, availability of necessary resources and equipment, and human capital. Based on this model, the researcher hypothesizes a meaningful relationship between individual-level characteristics and the appropriate selection model of news anchors in various news segments. Responses from the general respondents emphasize that news anchors' use of personal attributes—such as experience, skills, expertise, and charisma—are suitable factors for enhancing their role in audience persuasion. Therefore, anchors can increase engagement with their audience by employing individual techniques, as audiences use media organizations to meet their needs. Thus, if anchors wish to take the initiative in attracting audiences and establishing themselves as creative presenters in competition with others, they must leverage personal anchoring characteristics to attract a wider audience.
However, the described model and its potential success in attracting audiences are only applicable if the policies and objectives set for national media are aligned. The research findings reveal that the persuasive anchoring model, which ideally involves the freedom of the anchor and the use of innovative techniques, conflicts with the media policies based on ethical and Islamic objectives, which are the ultimate aims of national media. Additionally, due to the challenges and parallel actions in oversight and execution that lead to inconsistent practices over time, a significant gap exists. Thus, proposing any model requires a reconsideration of policies that, while safeguarding the interests of the revolution and the Islamic government, utilize modern techniques and tools to open new channels of communication with society through professional anchors. This is particularly emphasized in the contemporary era of rapid media transformations. Indeed, it should be acknowledged that the traditional methods previously employed by national media can no longer solely address fundamental changes, especially in engaging with diverse public opinions. Therefore, national media must adopt new methods and techniques, especially in developing flexible and dynamic qualitative guidelines, while granting anchors greater freedom to address subjects of interest to the audience.
Conclusion
the established principles for national media reflect the integration of IRIB's objectives with those of the Islamic Republic of Iran. National media serves as the primary messenger responsible for conveying Islamic and revolutionary identity. In other words, national media both implements regulations and engages in modeling based on these regulations. Within this framework, the guidelines set by this organization for media professionals, including news anchors, are developed and mandated. Consequently, the anchoring model is more influenced by overarching media policies and oversight rather than individual characteristics.