A Research On Effects Of College Students Participating In Interactive Television Programming

The thesis is based on the theory of behaviorous audience, the Uses and Gratifications perspective and Audient-Centered research as well as Psychology of mass communication. It focuses on the college students in six universities in Lanzhou,the capital of Gansu province.The survey describes and analyzes the cases that college students participate in TV interactive programming through questionnaires. The purposes are seeking for the model and character, then concluding why youth participate in TV interactive programming or not.The paper introduces the designing principle, content and samples of the questionnaire. Then it uses data to describe the college students behavior of television viewing, including time, place and interests, content as well as the condition of participating in the TV programming. In addition, the survey analyzes media effects according to sex ,grade and major.Conclusions have been reached. Some factors such as social economy, science and technology, physiology and psychology of college students lead to the results of participating in TV communication. First, the development of economy and technology provides material basis so that guarantee the audience participating in the TV programming. Internet and mobile phone lower the required technology and time limits of communication, which meets the needs of mutual communication, and makes up the shortcomings of TV media due to technology limits. Second, living under the atmosphere of information stumulating, the characters of college students psychology cause the motivations of affecting TV communication. However, with the improvement of knowledge structure,college student could view this kind of interactive design in the rational way. To some extent, the gap between needs from youth and the product produced by makers of TV programs and movies is the key reason that limits the audience joining in the interactive programming..