Use and Gratifications of Singing Competition Reality Shows: Linking Narcissism and Gratifications Sought with the Multimedia Viewing of Chinese Audiences

Abstract

Singing competition reality shows have gradually come to dominate the mainland Chinese TV program market. This study explores the gratifications that Chinese audiences seek from watching such shows. An analysis first reveals that the most salient gratifications sought are ambition, suspense, social interaction, and high production quality. Second, narcissism significantly enhances the gratifications that audiences seek in viewing such shows. Third, individuals’ preferences in terms of their ambitions and quality of productions are significantly associated with their choice of media platforms. Finally, social interaction gratification sought and a preference for high-production quality were found to be highly related to Chinese audiences’ viewing and postviewing activities. We found support for these propositions in data collected from a probability sample of 559 respondents. The implications of the findings are discussed.

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Notes on contributors

Deya Xu

Deya Xu (M.A., Nankai University, 2014) is a Ph.D. Candidate in the School of Journalism and Communication at The Chinese University of Hong Kong. Her research interests include entertainment media studies, city image and city branding, and new media and Chinese society.

Lei Guo

Lei Guo (M.A./M.Phil., The Chinese University of Hong Kong, 2010/2017) is a Ph.D. student in the School of Journalism at University of Missouri. Her research interests include journalism studies, media effects, and political communication.