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本研究描述了广州受众对星空卫视和华娱卫视的评价,探讨了跨境电视对广州受众电视行为和西方社会价值观认同的影响。研究发现,星空卫视和华娱卫视主要以韩日港台的电视剧、电影及台湾的其他娱乐节目吸引受众,自办节目的吸引力远远不够。同时,媒介接触时间以及媒介内容的关注度,是受众对电视娱乐节目行为认同以及西方社会价值观认同的显著解释性变量,人口统计学变量也是不可忽视的影响因素。
This study describes the Guangzhou audience’s evaluation of Star TV and CETV and explores the influence of cross-border television on the identity of Guangzhou’s audience television and western social values. The study found that Star TV and CETV mainly attract the audiences with TV dramas from Hong Kong, R & K, films and other entertainment programs in Taiwan. The attraction of running programs is far from enough. At the same time, the media contact time and media content attention are the significant explanatory variables of the audience’s recognition of TV entertainment programs and the recognition of the values of the western society. Demographic variables are also not negligible factors.