| The theory of using and satisfying has transferred the Research of Mass Communication from the opinion of the communicator to the audience,and it emphasizes the initiative of the audience in the media contact.The Xianxia dramas have stood out in numerous TV dramas which have attracted a lot of loyal audience in recent years.The motivation and the intention of the audience to use the media is attracting the attention of all parties again.This article will introduce the theory of using and satisfying into the research of the Xianxia dramas,trying to find out what are the motivations and demands of the audience to see these dramas,whether the Xianxia dramas meets the need of the audiences,and what is the psychological state of the current audience? The article will take the “To the Sky Kingdom” as the special research object,trying to analyze and interpret the demands of the audience,the satisfying which the Xianxia dramas bring,and the psychological state of the current audiences by using case study,questionnaire,interview,etc.First,combining with the special situation identify the four demands of the audiences: aesthetic demands,emotional demands,cognitive demands and social demands,and put forward questions and hypotheses based on the current related works and research materials.Besides,select the target audiences of the Xianxia dramas for the interview in order to assist in the questionnaire and the interpretation of the questions.Then,make the questionnaire,set up the measurement scale,verify the validity and reliability,and remove the unreasonable variables.Meanwhile,based on the data collected in the questionnaire analyze the demands and the satisfaction degree of the audiences who watched this Xianxia drama,and analyze the audience’s media use behavior and the audience’s basic characteristics,then verify the hypotheses.Last,interpret and study on the above data which reflects the psychological state of the audiences and the existing problems of the Xianxia dramas.In this paper,we find that aesthetic demand is the first demand of the audience among the aesthetic demand,emotional demand,cognitive demand and social demand.With the fantasy theme and the beautiful pictures,the Xianxia dramas fully satisfy audiences’ visual enjoyment.The second one is emotional demand,it partly reflects the lack of emotion among the audience of the Xianxia.Dramas,according to the research data of this paper,theaudience’s entertainment and emotional compensation can be satisfied during watching the Xianxia dramas.Then,according to the statistics of this paper,the satisfaction of watching the Xianxia dramas is higher than the audience demand,so the compare research between demands and the demand satisfactions can be chosen as a valid indicator.to evaluate the recognition degree of the “To the Sky Kingdom ”.And,the demands and the demand satisfactions have a weak correlation with the viewing behavior of the audiences who watch the Xianxia dramas. |
