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A Study on the Relationship of Taiwanese Audiences’ Attitude Toward China and Viewing Experience of Chinese Variety Show on OTT
Chinese film and television programs
Attitude towards China
With the changing of TV viewing behavior from Taiwanese people and the advent of multi-frequency generation which has driven the rapid development of OTT and provided films and TV programs in China a new way to convey to Taiwan. This new trend has driven the interaction between the two sides of the Taiwan straits. To face the special relationship between the two sides of the Taiwan straits and the rise of film and television industry in China, the question of how film and television industry in Taiwan deal with this changing and how Taiwan audience's views on China being affected by their viewing behavior is worth of further study. This study mainly discusses the relationship between the viewing experience of variety shows in China and the sense of identity toward China from the audience in Taiwan. In order to understand the relationship between the viewing behavior and motivation of the audience in Taiwan and the attitude of the audience in Taiwan towards China. The subjects of this study were audiences in Taiwan. This study collected a large number of data which related to the viewing behavior and motivation of Taiwanese viewers and their attitudes towards China through a questionnaire survey. Also, questionnaires were distributed for a month and there were 526 valid questionnaires being collected. The result shows that there is no significant difference between gender and the overall viewing behavior, but a further study on all aspects of viewing behavior shows that there are significant differences between gender and viewing type, also between gender and viewing time. There is no significant difference between gender and the overall viewing motivation, but a further study on the aspects of viewing motivation shows that, in the aspect of entertainment, there is a significant difference between different genders. Female viewers would like to relax by watching variety shows from China and their motivation to watch these shows is higher than male audience. In the aspect of attitude towards China, only the question of language using shows a significant difference and female audience hold a higher positive attitude towards Chinese language using than male audience. This study found that the subjects' attitude towards the language using of Chinese variety shows is higher than other Chinese variety shows. According to the results of this study, there is a significant positive correlation between the viewing motivation and the attitude towards China. The higher viewing motivation of variety shows from China, the more positive attitude towards China will be. The lower motivation to watch variety shows from China, the more negative the attitude towards China will be.
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