The Impact Of Celebrity's Parent-child Reality Shows' Viewership On The Fertility Concepts Of University Students In Shanghai

Since the implementation of family planning policy,China's population has changed greatly.China has experienced a shift from high fertility rate to low fertility rate.Facing the new problem,after 2011,the government has launched a series of two-child policies,which were completely liberalized in 2015.When the country attached great importance to the population problem and constantly implemented new policies,several TV channels also launched a series of celebrity's parent-child reality shows.These TV shows,achieving high audience ratings,called for the return to family,and emphasized the importance of parents' company with their children.Taking “Daddy,where are we going” as an example,according to micro-blog's index,the top one age group watching this program is mainly 19-24 years old.They are mostly the students in the university.The current university students were mainly born after 1990 s,the age of implementing the one-child policy.Many of them are “only child”.As expectant parents after 5-10 years,their fertility concepts affect the population of a new generation.As one of the most developed cities,Shanghai attracts university students from all over China,so their fertility concepts are very representative.This study took university students in Shanghai as the research object.Based on the Cultivation Theory,this paper attempted to explore whether the celebrity's parent-child reality shows had impact on the fertility concepts of university students in Shanghai.It is hoped that through this study,we can know how the celebrity's parent-child reality shows affected the birth view of university students in Shanghai.This study made a convenient sampling.Through the questionnaire,221 results were collected.The paper found the following results:First,watching the shows affects the audiences' ideal number of children they want and the time the audiences think they need to accompany their children.Moreover,with the increase of watching,the ideal number of children is close to the number shown in TV,and the time they think should be spent on accompanying children increases correspondingly.Second,most of the audiences who watched celebrity's parent-child reality shows are female.Finally,age has an impact on the cultivation effect.With the increase of age,the cultivation effect on the time the audiences think they need to accompany their children is slightly enhanced.