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

Date

2020-05-01

Journal Title

Journal ISSN

Volume Title

Publisher

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.

Description

Keywords

Variety shows, Uses and gratifications, Culture theory, Chinese audiences

Graduation Month

May

Degree

Master of Science

Department

Department of Journalism and Mass Communications

Major Professor

Alec Tefertiller

Date

2020

Type

Thesis

Citation