| Summary: | 碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 94 === The purposes of this study were to compare the differences of television viewing type, television viewing system, and regimes of watching program selection behavior when audience watches various types of television programs, and to explore the reasons of program selection and turning channels. Four hundreds and eighty-one audiences (over 15 year) were used as the subjects. The research instrument was “audience watching television program type, watching system, and; watching behavior questionnaire”. The collected data were analyzed by c2 and used in-depth interview to collect and analyze the reasons of program selection and turning channels. The results were as the following:
1. Audience watched various systems of television programs mostly by the instrumental television viewing, breaking news broadcasting and the news talk show primarily by instrumental television viewing while watching plays, synthesis entertainment programs, or movies were on the basis of ritualized television viewing type. Watching movies for the masculine was mainly by instrumental television viewing type; watching synthesis shows for young people was an instrumental television viewing type. The education level below the senior high watching the television program was primarily by the instrumental television viewing type while those above the college level were rather different because of the different program systems.
2. The program audience watched on the broadcasting news, the news talk shows and the synthesis entertainment shows is a sort of “hopping mode” while plays and movies on the basis of literary mode. Both sexes took the sequence of events in plays or movies instead, all by literary mode. The male comparatively concentrated the movie, the female on the drama. Along with the different type of television watching styles, the male and female controlling remote behaviors were respectively different; “hopping mode” watching style might be seen for the young people and literary mode for the adults.
3. As to the revaluation, for female audience, their loyalty and adherence or devotion was higher than that of male’s. Comparing to the female audience when watching news broadcasting, the male audience watched according to a fixed plan. In addition, their frequency of channels turning also was lower than the female audience. The young people was lacking of advanced plan while watching television and their frequency of channels turning was much higher comparing to the adults. Audience with different educational levels had the same ---“Revaluation” type, the drama taking the highest proportion in the planning viewing type while the movie the highest in the orienting search type .
4. The reason for audience selecting the television programs and turning channels depends on the contents of the programs and the commercial advertisements as well. And contents of the programs had been the main points pulling or pushing the audience away. The drama programs would hold the audience because of the story lines and lost them because the improper plot development or arrangement. The news broadcasting kept or lost the audience as well because of the fairness and the neutrality of report. Commercial advertisements broadcasting was the critical moment, if the program attraction was strong enough, the audience might return, otherwise, staying in different channels became possible.
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