Documentary storytelling techniques that influence audiences’ media gratifications for Chinese food culture and perceived realism among Chinese audience : A case study of “A Bite of China”, broadcasted CCTV

Abstract

This survey research aimed to examine documentary storytelling techniques portrayed in documentary “A Bite of China.” that influence audiences’ media gratifications for Chinese food culture and perceived realism among Chinese audience. Two hundred respondents were selected using convenience sampling. The samples, aged between 18 years old to more then 34 years old, were Chinese adults who have seen the documentary “A Bite of China.” The data was tabulated using Multiple Regression to test the hypotheses with statistical significance of 0.05 . The findings revealed that : (1) Respondents perceived storytelling techniques and media gratification for the documentary film in the low level. (2) Perception of storytelling techniques significantly influence Chinese audience’ media gratification for viewing documentary film "A Bite of China"media gratification. Conflict was a positive significant predictors of their media gratification, while character, visual, dialogue, plot, theme, structure, plot and scene are insignificant predictor if examined alone. (3) Media gratification significantly influences Chinese audience’ perceived realism in daily life after viewing documentary film "A Bite of China”. Decision utility and interpersonal utility are significant positive predictors of media gratification for viewing documentary film, while other factors are insignificant, including parasocial interaction, general information seeking, entertainment if examined alone.