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From “newscaster “, who was limited to reading information with a distanced demeanor and radiophonic style, to “anchor”, who emphatically takes positions on the facts reported, we see considerable transformations in the profile of television news presenters. Especially beginning in the 1990s, it is possible to identify a general tendency toward the personalization of the presenters, consequently leading to a change in the very rhetoric of television news. This new rhetoric strategy now depends upon the emphasis given to the construction of the ethos of its presenters (an image constructed by the discourse itself). The present study addresses defining characteristics of four types of ethos among Brazilian news presenters, indicating how their configuration is preliminarily determined by the discourse strategies adopted by television news programs.

Performance dos apresentadores dos telejornais: a construção do éthos