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An Exploratory Study of Factors Influencing Audience's Attitudes Toward Imported Television Programs in Taiwan

2007; Taylor & Francis; Volume: 9; Issue: 1 Linguagem: Inglês

10.1080/14241270701193466

1424-1277

Kenneth C. C. Yang, Tim K. Tso,

Cinema and Media Studies

Abstract The diffusion of international television programs has been an important area of international communication research. In this article, we use theoretical constructs from country-of-origin and cultural proximity literatures and develop a model to explain audience's attitudes toward and willingness to watch imported television programs from China. Our study used a questionnaire survey method to collect data from 553 respondents in Taiwan. We examined television programs imported from China, a country that has tried to invade Taiwan to destroy its democracy in the past decades. Regression analyses found that, whereas cultural proximity was an important predictor, animosity turned out to be a more powerful predictor of Taiwanese audience's attitudes toward television programs from China. The results also demonstrated that if the Taiwanese audience perceived China as holding less animosity and more cultural proximity, they had more positive attitudes and were more willing to watch television programs imported from China. Notes Adler, T. (2005, June 15). TV distributors earn nearly $ 1bn in 2004 [Electronic version]. Screen Finance, 14. Retrieved September 23, 2006 from Lexis/Nexis Academic Universe. Al-Sulaiti, K. I., & Baker, M. J. (1997). Qatari consumers perceptions and selections of domestic vs. Foreign airline services. Department of Marketing, University of Strathelyde.