Publication:
In search of loyal audiences—What did I find? An ethnographic study of Chinese television audiences

dc.contributor.author Zhong, Yong en_US
dc.date.accessioned 2021-11-25T12:32:02Z
dc.date.available 2021-11-25T12:32:02Z
dc.date.issued 2003 en_US
dc.description.abstract From 1999 to 2000 I undertook an ethnographic audience research project that studied fifteen families in the three Chinese cities of Beijing, Guangzhou and Wuhan, five in each city. Setting out to investigate television-related activities of the subjects and their relations to television, the study found that the samples, though quite small in number, were more heterogeneous than the existing categories of television viewers can cover. Among members of the fifteen families, as well as a few passive audiences, there were also active viewers who used television selectively to gratify desires and needs. There were those who actively made different meanings of television programmes, while there were others who ‘abused’ television for alternative purposes and, in doing so, downgraded the television set from the grace of the terminal of propaganda to a marginal and supportive accessory. This paper offers case descriptions of the different types of viewers, especially those ‘abusers’. I will begin with two case descriptions of audience members who passively absorbed television messages or used television for gratification of desires and needs, but the bulk of the paper will concentrate on more detailed case descriptions of abusers, who have not been theorised by existing television studies. en_US
dc.identifier.issn 1030-4312 en_US
dc.identifier.uri http://hdl.handle.net/1959.4/33763
dc.language English
dc.language.iso EN en_US
dc.rights CC BY-NC-ND 3.0 en_US
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/3.0/au/ en_US
dc.source Legacy MARC en_US
dc.subject.other Television en_US
dc.subject.other Media en_US
dc.subject.other China en_US
dc.title In search of loyal audiences—What did I find? An ethnographic study of Chinese television audiences en_US
dc.type Journal Article en
dcterms.accessRights metadata only access
dspace.entity.type Publication en_US
unsw.accessRights.uri http://purl.org/coar/access_right/c_14cb
unsw.description.publisherStatement This article was published in Continuum: Journal of Media & Cultural Studies © 2003 [copyright Taylor & Francis]; Continuum: Journal of Media & Cultural Studies is available online at: http://www.informaworld.com/openurl?genre=article&issn=1030-4312&volume=17&issue=3&spage=233 en_US
unsw.identifier.doiPublisher http://dx.doi.org/10.1080/10304310302737 en_US
unsw.relation.faculty Arts Design & Architecture
unsw.relation.ispartofissue 3 en_US
unsw.relation.ispartofjournal Continuum: Journal of Media & Cultural Studies en_US
unsw.relation.ispartofpagefrompageto 233-246 en_US
unsw.relation.ispartofvolume 17 en_US
unsw.relation.originalPublicationAffiliation Zhong, Yong, Languages & Linguistics, Faculty of Arts & Social Sciences, UNSW en_US
unsw.relation.school School of Humanities & Languages *
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