电视选秀节目受众参与动机研究.pdfVIP

313 大连理工大学学报( 社会科学版) Vol. 3 1, No. 3 2 0 1 0 9 Journal of Dalian University of Technology (Social Sciences) Sept. 2 0 1 0 1 2 阳 翼 , 李伟 伟 ( 1. , 510632; 2. , 510275 ) : 文章以 超级女声 为例, 探讨电视选秀节目 众的参与动机首先用探索性研究找出参与 超级女声 的 25 个动因, 再通过探索性因子分析和验证性因子分析, 呈现出7 个动机维度, 分别是追求自我表现追求独特体验追求 真诚的友谊追求梦想追求亲情追求社会认同和追求审美分析发现, 不同背景的 众在7 个维度上动机差异显著; 通过聚类分析, 超级女声 的 众可以区分为三个群体, 分别追求 体验 梦想 和 情感 价值文章最后探讨了电视 选秀节目的定位和推广策略 : ; ; ; ; : G223 : A : 1008407X(2010) Study of Participant Motivation of eality TV Shows 1 2 YANGYi , LI Weiwei ( 1. College of Journalism and Communication, Jinan University, Guang hou 510632, China; 2.School of Business, Sun YatSen University, Guang hou 510275, China ) Abstract: T his paper studies the participa t motivatio of the reality TV show s through a alyzi g the Super Girl phe ome o , employi g both qualitative a d qua titative methods. Firstly 25 participa t reaso s w ere fou d through exploratory research; the 7 dime sio s of motivatio w ere ide tified through exploratory a d co firmatory factor a alysis, which are categorized as the pursuit: show i g o eself, specific experie ce, si cere frie dship, dreams, family love, a d social ide tity a d esthetic feeli gs. The data a alysis show s that audi e ces from differe t backgrou ds are promi e tly differe t i those 7 dime sio s of motivatio . T hrough clus ter a alysis, the audie ces of Super Girl program ca be divided i to three groups, of w hich values are experi e ce, dreams a d se sibility. I the co clusio the authors discuss the positio