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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2085

Title: Analysis of Chinese Generation Y’s Viewing Gratification of Web Series
Authors: Wei Yijun
Keywords: Chinese
Generation Y
TV Drama
Web Series
Issue Date: 2016
Publisher: Bangkok University
Abstract: With the advent of information technology, Chinese generation Y started to watch TV programs through video websites with their web TV, tablet computer or smart phone. Some talented content providers began to create a new kind of culture product, web series. Web series has its special style, very different from TV drama, gradually become popular in Generation Y. Web series impact on traditional TV series industry hugely, and become a new phenomenon of Chinese cultural industry which builds considerable profit. This research uses survey approach, to explore what kind of Generation Y like to watch web series and what factors will influence their gratification of watching web series. Research found that younger Generation Y tends to spend more time on web series. Besides, the more negative stereotype Generation Y has on TV drama, the more they obtain gratification from watching web series. The result of this research can help web series content providers and people who working in cultural industry to promote China’s entertainment business in the future.
Description: Independent Study (M.Com.Art)--Global Communications, Graduate School, Bangkok University, 2016
Advisor(s): Boonlert Supadhiloke
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2085
Appears in Collections:Independent Studies - Master

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