Variety shows in the Chinese market: applying uses and gratifications theory and culture theory and to understand audiences’ viewer engagement, motivations and preferences

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dc.contributor.author Lin, Zhixian
dc.date.accessioned 2020-04-17T21:36:56Z
dc.date.available 2020-04-17T21:36:56Z
dc.date.issued 2020-05-01
dc.identifier.uri https://hdl.handle.net/2097/40523
dc.description.abstract As variety shows are rapidly developing in the Chinese market, brand-new viewer engagement is occurring in the young generation of China. This study applies uses and gratifications theory to understand the motivation and viewer engagement of Chinese audiences. With the development of technology, variety shows break free from cable television; the combination of online players provides audiences a broader platform to consume different styles of variety shows. Thus, this study applies uses and gratifications theory to examine the satisfaction that technology provides to viewers, as well as culture theory as another theory to understand whether cultural orientation has impacts on consuming variety shows. en_US
dc.language.iso en_US en_US
dc.subject Variety shows en_US
dc.subject Uses and Gratifications en_US
dc.subject Culture Theory en_US
dc.subject Chinese audiences en_US
dc.title Variety shows in the Chinese market: applying uses and gratifications theory and culture theory and to understand audiences’ viewer engagement, motivations and preferences en_US
dc.type Thesis en_US
dc.description.degree Master of Science en_US
dc.description.level Masters en_US
dc.description.department Department of Journalism and Mass Communications en_US
dc.description.advisor Major Professor Not Listed en_US
dc.date.published 2020 en_US
dc.date.graduationmonth May en_US


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