Regular WillTime Bigtime Audiences’ Outlook Towards their Live Viewing Experience

7/31/2019 Regular WillTime Bigtime Audiences Outlook Towards their Live Viewing Experience

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ion

Colegio de SanJuan de Letran

College ofLiberal Arts and Sciences

Intramuros,Manila 1002, PHILIPPINES

Date Completed:Signature of theProponent:_________________________________

Capsule Research Proposal MUNGCAL

AVERILLA

Feliciano III

Mark

Tolentino

LacanlaleLast Name First Name Middle Name

Field ofSpecialization Live Television Shows, Audience Activity

ResearchAttributes

ResearchApproach Qualitative

ResearchMethod/Design

Experimental

Corpus ofData

Focus Group Discussion

ResearchDomains

Television Show, Live Audience

Research

Foci/Parameter

s

Live Television Game Shows, Live Audience Activity

Project Title: RegularWillTime Bigtime Audiences Outlook Towards their Live Viewing Experience

ResearchJournals /Articles/BooksReviewed

http://www.utwente.nl/cw/theorieenoverzicht/Theory

%20clusters/Mass

%20Media/Uses_and_Gratifications_Approach.doc/

http://matei.org/ithink/2010/07/29/what-can-uses-and-

gratifications-theory-tell-us-about-social-media/

http://www.slideshare.net/komedia/uses-and-gratification-

theory-5393615

myweb.arbor.edu/.../LitRevusesgratstenets.doc

Anghelcev, George ; Sar, Sela (2007) the Influence of Pre Existing Audience Mood and

Message Relevance on the effectiveness of health PSAs differential effects by message

type.
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Uses_and_Gratifications_Approach.doc/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Uses_and_Gratifications_Approach.doc/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Uses_and_Gratifications_Approach.doc/http://matei.org/ithink/2010/07/29/what-can-uses-and-gratifications-theory-tell-us-about-social-media/http://matei.org/ithink/2010/07/29/what-can-uses-and-gratifications-theory-tell-us-about-social-media/http://www.slideshare.net/komedia/uses-and-gratification-theory-5393615http://www.slideshare.net/komedia/uses-and-gratification-theory-5393615http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Uses_and_Gratifications_Approach.doc/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Uses_and_Gratifications_Approach.doc/http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Uses_and_Gratifications_Approach.doc/http://matei.org/ithink/2010/07/29/what-can-uses-and-gratifications-theory-tell-us-about-social-media/http://matei.org/ithink/2010/07/29/what-can-uses-and-gratifications-theory-tell-us-about-social-media/http://www.slideshare.net/komedia/uses-and-gratification-theory-5393615http://www.slideshare.net/komedia/uses-and-gratification-theory-5393615


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Bagdasarov, Zhanna1; Greene, Kathryn; Banerjee, Smita; Krcmar, Marina; Yanovitzky,

Itzhak ; Ruginyte, Dovile (2010) I Am What I Watch: Voyeurism, Sensation Seeking, and

Television Viewing Patterns.Journal of Broadcasting & Electronic Media. Vol. 54 Issue

2, p299-315, 17p, 2 Charts

Bartsch, Anne ; Mangold, Roland ; Veihoff, Reinhold ; Vorderer, Peter (2006)EmotionalGratifications during media use an integrative approach. The European Journal of

Communication Research Vol. 31, Issue 3, p261-278, 18p, 1 diagram

Cooper Chen, Anne (2005)Global TV Entertainment: The Game Show as Cultural

Indicator. Conference Papers -- International Communication Association; 2005 Annual

Meeting, New York, NY, p1-27, 27p, 4 Charts

Davies, John J. (2007) Uses and Dependency of Entertainment Television Among

Mormon Young Adults.Journal of Media and Religion Vol. 6 Issue 2, p133-148, 16p, 1

Diagram, 2 Charts

Ebersole, Samule; Woods, Robert(2007) Motivations for Viewing Reality Television: A

Uses and Gratifications Analysis. Southwestern Mass Communication Journal, Vol. 23

Issue 1, p23-42, 20p, 2 Charts

Frandsen, Kirsten (2007). TV - entertainment: Crossmediality and Knowledge -- A

Research Project.NORDICOM Review Vol. 28 Issue 2, p133-143, 11p

Gould, Stephen J ; Gupta, Pola B (2007) Come on Down : How consumers view games

shows and the products placed in them.

Jiang, Jianmin ; Kohler, Joachim ; Williams, Carmen ; Zaletelj, Janez; Guntner,

George ; Horstmann, Heike ; Ren, Jinchang; Loffler, Jobst; Weng, Ying(2011) LIVE: An

Integrated Production and Feedback System for Intelligent and Interactive TV

Broadcasting.IEEE Transactions on Broadcasting. Vol. 57 Issue 3, p646-661, 16p

Klein, Bethany (2011) Entertaining ideas: social issues in entertainment television.

(abstract only) Media, Culture & Society. Vol. 33 Issue 6, p905-921, 17p

Levy, Mark R. (1983) Conceptualizing and Measuring Audience Activity. Journalism

Quarterly Vol. 60 Issue 1, p109-115 7p

Mittel, Jason (2004) Quiz and Audience Participation Programs. Museum of Broadcast

Communications and Encyclopedia p1146-1152, 7p

Nelson Field, Karen ; Riebe Erika (2011) The Impact of Media Fragmentation on

Audience Targeting : An empirical generalisation approach. Journal of Marketing

Communications. Vol. 17, No. 1, February 2011, 51-67

Ruggiero, Thomas E. (2000) Uses and Gratifications Theory in the 21st Century. Mass


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Communication & Society, Vol. 3 Issue 1, p3-37, 35p

Schlosser (1999) Game Show Frenzy takes hold.Broadcasting and Cable Vol. 129, Issue

45, p22, 4p. 2 color photographs, 5 black and white photographs, 1 graph

Smolkin, Rachel (2003) Media Mood Swing.American Journal Review Vol. 25, Issue 5,p16, 8p, 11 colored photographs

Tamborini, Ron; Grizzard, Matthew, David Bowman, Nicholas; Reinecke, Leonard;

Lewis, Robert J.; Eden, Alison. (2011) Media Enjoyment as Need Satisfaction: The

Contribution of Hedonic and Nonhedonic Needs. Journal of Communication. Vol. 61

Issue 6, p1025-1042, 18p

Tinker, Chris. (2008) One State. One Television. One Public. Media History, Vol. 14

Issue 2p223-237, 15p

Variable/ConceptualTags SynthesisTally

Television (18), Entertainment (8), Uses and Gratification (10), Game Shows (7),

Audiences (15), Contestant ( 7), Communication (9), Variety Show (6)

Review of Literature(Synoptic andArgumentative)

I. INTRODUCTION

Television is an important tool for us as a source of entertainment. Upon its invention,

different program formats have been made. As Television evolves, peoples use andneeds towards television also evolved as such as game show format. Game shows can

emphasize mental or physical skills; test bookish knowledge or common sense; involve

intense time pressure or proceed leisurely; and award costly prizes or nothing more thanhonor. They can appeal to children, young adults or senior citizens. They can occupy

mid-morning time slots or succeed brilliantly in prime time. (Cooper-Chen, 2005) A TV

game show may be defined as a program featuring civilian contestants who compete for

prizes or cash by solving problems, answering questions or performing tasks followingprescribed rules. (Cooper-Chen, 2005) The contestants may include celebrities, but these

celebrities are playing themselves while participating in the game (Cooper-Chen,

2005).

The Uses and Gratifications Theory was proposed by Mc Quail in 1970s as a reaction to

traditional mass communication research emphasizing the sender and the message.

Stressing active audience and user instead. Psychological orientation taking needsmotives and gratifications of media users as the main point of departure. The core

asssumptions and statements of uses and gratification is that, it attempts to explain the

uses and functions of media for individuals, groups and society in General. There arethree objectives in developing the uses and gratifications theory. 1. To explain how

individuals use mass communication to gratify their needs. 2. To discover the underlying

motives for media use. 3. To identify the positive and negative consequences ofindividual media use.

Barton (2009) used Uses and Gratifications Theory In a study of Anne Cooper-Chen


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(2005), the game show Who Wants to be a Millionaire has able to satisfy all individual

needs as cited by Katz, Gurevitch, and Haas (1973 in Cooper-Chen, 2005) as follows: 1)cognitive; 2)affective; 3)personal integrative; 4)social intergrative and 5) tension release.

Rubin (1994 in Mendelson and Papacharissi, 2005) states media has five grounded

assumptions; 1) communication behaviour, including media selection and use, is goaldirected, purposive and motivated; 2) people take the initiative in selecting and using

communication vehicles to satisfy felt needs or desires; 3)a host of social andpsychological factors mediate peoples communication behaviours, 4) media compete

with other forms of communications (i.e. functional alternatives) for selection, attention,

and use to gratify our needs or wants; 5) people are typically more influential than the

media in the relationship, but not always.

According to Blumer & Kats on their study in 1974, Uses and Gratifications Theory is

based on three tenets. The first tenet is that the people are free and motivated to consumethe programs they want. That is, people have an expectation that certain types of TV

Programs will satisfy a predetermined need and that the selection of a television programused to fulfil that need such as a movie, comedy or drama is motivated by free will. Theimplication has an active role in deciding what kind of program and information to

consume (Swanson, 1987). The second tenet is that people strive for social contact and

interaction with other people (Rubin, 1983). People are motivated to see what otherpeople are thinking and doing in order to obtain validation for their opinions and values.

The media enables this gratification by fostering para-social interaction with the

characters and personalities on the television. For instance, people turn to television to

find characters and stories strengthen their identification with a particular social groupand to make this identification positive. This may drive male and female television

viewers to choose certain types of programs that allow them to interact with people and

groups and who might represent their own values and ideas. Third, people turn rotelevision to fulfill these needs and find gratification in the programs they watch (Blumer

& Katz, 1974). People are aware of their psychological needs and they seek media

programs for specific gratifications (Hardwood, 1997). What drives people to choose atelevision program is motivated internally by needs that can be fulfilled by media.

Therefore, uses and gratifications theory indicates that there are regular patterns in needs

that can be predicted by knowing the psychological needs of the audience.

The theory determines the use media as a medium and specifically, using variety show tofulfil their need and to have an existing motive for satisfaction.

II. CONTEXT OF CURRENT RESEARCH AND HYPOTHESIS

The aim of the study is to know on what are the factors on why audiences tend to watchlive. One early study that examined gratifications sought was Lasswells (1948) study of

why people attend to media. On this matter, the researcher focuses on the means on how a

certain variety show catches viewers attention and manipulates them to become a regularaudience. In relation to this, Lasswell identified three functions of media: Surveillance of

Environment, Correlation of Events and transmission of social heritage. Although future

research identified many more uses, this initial identification illuminated that there were

numerous reasons to explain why viewers attend to one medium over another. These


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explanations have been updated and revised several times (McQuail, Blumler & Brown,

1972; Wright, 1960) and the list continues to expand as new media and genres ofprogramming emerge. The researcher aims to study on how the audiences build

connectedness to the entertainment content, character preference and even the people who

are behind in making the show influential to the audience. In the study ofRussel,

Norman, Heckler (2004) tested the validity of connectedness and conclude thatconnectedness is a separate and distinct construct compared with other constructs such as

attitude toward the show, involvement and overall TV viewing. Another was audienceviewing behaviour in a temporal gratification seeking process, the researcher argues

that viewers with strong cognitive expectation will more actively engage in watching

activities and develop higher connectedness with characters and contextual settings of a

program throughout viewing process, and finally receive greater viewing satisfactionreward.

It is within this light that the researchers want to inquire on the nature of the variety show,the characters image, the manipulation of the show attracting live audiences to

participate and build connectedness to the show itself. The research works around thepremise that the variety show is popular to the audiences due to gratifications they got.E.g. winning prizes and promos which will help the participants to have money.

Moreover, the research assumes that audiences build a good perception in matters of

entertainment value on WilTime Bigtime that is why they are eager to watch on live. Theresearchers choose to conduct interviews on the production personnel, creative team as

well as the executives who are in the background of manipulating the show and focus

group discussions with live audiences watching WilTime Bigtime and outfits of its home

network, TV5 and in the capital of Metro Manila. The research will study on how theproduction personnel, creative team and the executives of the show are able to put

WilTime Bigtime connected to audiences and into evening variety show from having its

timeslot at noon.

The research aims to study people who are regular live audiences of WilTime Bigtime.

Regularity refers to live audiences who watch the not less than four times a week. Thesaid component of the regularity of the audience is assumed to acquire the factor of the

descriptions of what uses and gratifications theory.

Russel, Norman, Heckler (2004) explains that connectedness is a newly developedconstruct for the consumption of regular television programs. Perse and Rubin (1988)

discussed that considering audience viewing endures cognitive expectation and engages

audiences in watching activities and develop higher connectedness with the charactersand contextual settings of a program throughout a viewing process.

The date will be supported, decoded and investigated using focus group discussionparticularly Russell, Norman and Hecklers test of Discriminant Validity of

Connectedness (2004). The research would largely use the Media Dependency Theory

determining the correlations between the media, its audience and society byDe Fleur &

Ball-Rokeach, (1982), the Dependency Model of Rubin and Windahl (1986) andVariability of Involvementdiscussing the motivation to use any mass medium is affected

by how much an individual relies on it by Galloway and Meek, (1981) The researchers

would then attempt to map on how these theories, concepts, viewpoints work within


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interviews among live audiences and production personnel, creative team and executives

of the above mentioned variety show.

A. Uses and Gratifications of Variety Programs to live Audiences

McQuails Uses and Gratifications Theory (1970) is the guiding frame of this research.This theory generally assumes that people seek out media in order to acquire individual

needs.

It states in this theory attempts to study the uses and functions of individual, groups and

society. In fact, three objectives were developed: 1) explanation on how individual usemedia to gratify their needs; 2) discovery of motives upon media use; and 3)

identification of positive and negative consequences of individual media use.

(http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Uses_and_Gratifications_Approach.doc/)

In the study of Barton (2009) the researcher used Uses and Gratifications Theory,

particularly to find out how competition-based reality shows Bachelor/Bachelorette,Apprentice and Survivor in influencing Gratification obtained. She gathered data through

categorizing certain gratifications obtained by audience into five factors. As the results

gathered, they found out that most of the result came from the factor personal utility.

Upon analysis, it has to be found out that audience are more likely into individualistic

television shows, which do not anymore look on the wider perspective, yet reality

programming today caters more into niche and specialized groups. (Barton 2009)

Zillmann and a colleague (Bryant & Zillmann l984) found that game shows and situation

comedies, unlike soap operas, arouse pleasant emotions; potentially stressful situations

such as who will win are resolved by the awarding of some sort of prize to all contenders.

Tan and Tan (l986) conducted phone interviews to measure both mental health andviewing habits of 446 adults. Similarly, they found that game shows were positively

related to a positive mental health state, while soap operas were related to a negative

mental state. Rubin and Rubin (l987) looked at one audience subgroup, people aged 55

and over, and 14 TV program types, including game shows. They found that game shows

ranked fourth after news, sports and music as most-liked programs. They also found that

game shows ranked high among the following types of audience responses:

entertainment, convenience, companionship, relaxation, arousal, "pass time," habitual and

escapist viewers, as well as females as a group. These shows ranked 3.10 (with 1 being

"never watch" and 5 being "always watch"). Little research has been done specifically on

game shows, and that small shelf of works (e.g., Rollin 1989) does not shed much light

on psychological factors. No mention of game or quiz shows appears in Zillmann and

Vorderers (2000) Media Entertainment: The Psychology of Its Appeal. These authors

point out that little genuine scholarship addresses any understanding of entertainment

(Zillmann & Vorderer 2000, p.viii). However, the people who watch game shows have

sometimes been studied in the context of large-scale audience projects.

H1: Live Audience of WilTime Bigtime have personal identification to the programs

characters.


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H2: Live Audiences of WilTime Bigtime uses the show as source of entertainment.

H3: Live Audiences of WilTime Bigtime undergoing mood changes during the

program.

H4: Live Audiences of WilTime Bigtime uses the show as a pass time.

H5: Live Audiences of WilTime Bigtime develops vicarious participation to the

audience.

ResearchQuestions

Overall, the purpose of the study is to determine on the audience outlook towards

WilTime Bigtime experience. Specifically, the objectives of the study are :

1. To determine the factors of the audiences personal identification with thecharacters

2. To determine the factors of audiences use of the show as a source ofentertainment

3. To determine the factors of audience in developing mood changes during the

program4. To determine the factors of audiences use of the show as a pass time.5. To determine the factors of audience in engaging to vicarious participation in the

show.

Significance of

theProposedResearch

Generally, this research will contribute to the media practitioners, faculty teaching media

- related communication course, students taking up media related course, audiences,television viewers and future researchers. The research will also contribute to the study of

uses and gratification. The study aims to benefit researchers who are studying media in

terms of creative aspect.


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ResearchSimulacrum

Documents

Regular WillTime Bigtime Audiences’ Outlook Towards their Live Viewing Experience