USES AND GRATIFICATION OF ‘GOODBYE, MY LOVER’ REALITY PROGRAM OF CHINESE VIEWERS
คำสำคัญ:
Reality Show, Media Exposure, Uses and Gratification, Chinese Audiencesบทคัดย่อ
The reality show “Goodbye, My Lover” by Mango T.V. is extremely popular among the age group 18-50 in China due to the emotional appeal by audiences. The show captures the life of participants who are on the verge of divorcing and are given chances to introspect their decisions. The present study aims to investigate the media exposure, usefulness and gratification of Chinese audiences from the show. The study also aims to investigate gender differences in media exposure, usefulness and gratification of the reality show in a sample of 400 individuals. By using a questionnaire will provide an easy and quick form of collecting data along with greater chances of generalizing the findings to the larger population. Through questionnaires, statistically significant information can be obtained about how love-themed variety reality shows, notably "Goodbye, My Lover" is found useful and gratifying by the audience. Once informed consent has been obtained, Zoom sessions will be used to conduct a virtual orientation for the study and the questionnaire will be filled out by the participants in Questionnaire Star. Subsequently, the collected raw data will be statistically analysed using descriptive and inferential analyses. In the inferential analyses, Pearson’s correlation and regression will be used to explore how media exposure to the audience is useful and gratifying/satisfying for them and a t-test will be sued to compare the groups.
Results reveal that the reality show has a significant impact on male audiences than on female audiences. Moreover, results indicate that there is a positive relationship between media exposure and both usefulness and gratification which suggests that increased exposure to the show increases the emotional growth and the overall satisfaction of the viewers. Understanding the audiences can help the media creators in creating better and more diverse shows that connect with the viewers.
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