Lifestyles, gratifications sought, and narrative appeal

American and Korean TV drama viewing among Internet users in urban China

Bibliographic Data

ID7534148
AuthorsQiaolei Jiang (0000-0003-2802-4584, Nanyang Technological University, corresponding author), Louis Leung (0000-0003-1622-8213, Chinese University of Hong Kong)
Year2012
Volume74
Issue2
Pages159-180
Publication date2012-02-21
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternational Communication Gazette (JOURNAL)
Journal identifiersISSN: 1748-0485 • E-ISSN: 1748-0493
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/1748048511432601
OpenAlexW2140941589
LanguageEN
Citations received20
References cited50

In recent years, online viewing has become an important way for Chinese audiences to watch foreign TV dramas. This exploratory study investigated the predictive power of lifestyles, gratifications sought, narrative appeal, and demographics on the viewing preference for and frequency of American and Korean TV dramas among a sample of 455 Internet users in urban China. The results show that narrative appeal, viewing habits, and gender were predictors of viewing preference. Lifestyles were significantly linked to gratifications sought. Frequent American TV drama viewers tended to be motivated by learning about American language, culture, and fashion; attracted by the complicated plot; and preferred online viewing. The study supports and expands understanding of the uses and gratifications theory, and argues that viewing foreign TV dramas could be an index of social distinction in urban China. Practical implications for the media industry are discussed

Advertising · Appeal · Art · Business · China · Drama · Exploratory research · Literature · Narrative · Political science · Preference · Social media · Social science · Sociology · The Internet · Uses and gratifications theory · Asian Culture and Media Studies · Digital Marketing and Social Media · Media, Gender, and Advertising · Psychology

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