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Journal of Chinese Political Science
Erschienen in: Journal of Chinese Political Science 1/2022

06.10.2021 | Research Article

What Drives Chinese Internet Users to Watch State-Media Broadcasts? An Audience Analysis

verfasst von: Yue Hu, Zijie Shao

Erschienen in: Journal of Chinese Political Science | Ausgabe 1/2022

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Abstract

This study investigates the audience of state-media broadcasts (SMBs) among Chinese Internet users—a missing link for understanding political communications in the high-choice media environment of modern countries. Using a “least likely case” strategy and a nationwide online survey, we created an audience profile of contemporary viewers among Chinese Internet users of Xinwen Lianbo (XWLB), the primary SMB program in China. We further examined the motivations driving viewers to watch the program, finding that external factors, such as media inequality, historical inertia, and family bundling, do not greatly alter people’s watching behaviors. Instead, internal motivations, such as the pursuit of authentic information and psychological gratification, significantly increase the frequency with which viewers watch XWLB. These effects remain robust even after controlling for potential model biases and political desirability.
Vorheriger Artikel The Global Times and The China Threat Narrative: An Empirical Analysis
Nächster Artikel Performance, Factions, and Promotion in China: The Role of Provincial Transfers

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Fußnoten
1
See studies of the content effects of SMBs in Walker and Orttung [93], Belousov [6], Rich [69] among others.
 
2
See the few exceptions in Stockmann [78], Stockmann [83], Mickiewicz [54].
 
3
See the discussion of the limitations of such approaches in Huang [36].
 
4
We must concede that there is a limitation to these indicators since they could have missed some historical inertia effects in viewers who watch XWLB online. For instance, if historical inertia makes people continue watching XWLB through online platforms, changes to the air time and canceling the weather forecast might not upset them since they can watch the show and check the weather whenever they want to online. However, neither the existing literature nor our interviews with XWLB viewers showed this to be the common way historical inertia exerted its influence. On the contrary, the more common case was that online viewers did not watch XWLB at all until the program was rebroadcast on Internet platforms (Global Times 2019). The interviews were conducted after the survey to verify that the questions were clear and straightforward and to ensure the internal validity of the survey. We ensured that the survey responses were not affected.
 
5
In the analysis of which type of information was most demanded by XWLB viewers with separate information indicators, the results show that most demands concentrated on information such as governmental policies, domestic politics, and foreign affairs, and far fewer demands focused on the local economy and social affairs, which are topics that local outlets are perhaps more authentic sources for. Furthermore, having “no interest in specific information” had the largest negative effect on people’s XWLB watching frequency, implying that the lack of information demand is the most salient predictor of not watching this state-media program. See the results in the Online Supplementary Materials.
 
6
It is worthwhile to note that matching aims to check sensitivity to functional form assumptions, but the matched data per se still relies on selecting observable assumptions. The matching method does not rule out unobserved confounding effects. We conducted a sensitivity test for each explanatory variable to examine the potential influence of unmeasured confounders on this result and urge researchers to further check the robustness of our findings with less-selective data. The results of the test are also in the Online Supplementary Materials.
 
7
For instance, some online viewers may fast-forward to jump over certain sections, whereas viewers on traditional media might just pay less attention to the parts they are not interested in.
 
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Metadaten
Titel
What Drives Chinese Internet Users to Watch State-Media Broadcasts? An Audience Analysis
verfasst von
Yue Hu
Zijie Shao
Publikationsdatum
06.10.2021
Verlag
Springer Netherlands
Erschienen in
Journal of Chinese Political Science / Ausgabe 1/2022
Print ISSN: 1080-6954
Elektronische ISSN: 1874-6357
DOI
https://doi.org/10.1007/s11366-021-09756-1

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