The Effects Of Minor Variety Show On The Audience's Attitudes

The variety show is one of the most popular TV programmes and it takes the biggest share of Chinese Television advertising market.With the rapid development of the web variety show,Chinese variety show shows the new trend of exploring the minor culture.The variey shows for example ‘Rap of China' and ‘This is series' which focus on minor culture have not only won the compelling viewing but also affected audience's attitudes toward the certain culture.At the end of 2018,Hunan Television(HNTV)tried its first time on minor culture and published its original variety show “SUPER VOCAL”.The show which is focused on bel canto and musical has won the popularity and public praise but also promote the development of bel canto and musical market.Therefore,this research does a case study on “Super Vocal” from audience perspective aiming to study the factors that the niche TV programme triggers the audience's attitude change in the new media environment.After doing the questionnaire survey and the interview,this research finds that the audience's attitudes toward minor culture mainly affected by the time spent on watching the show,the parasocial relationship,the knowledge acquiring and the channel accessing the show.This study proves that the more time the audience spent on watching the show,the more positive their attitude toward the bel canto and musical will be.The higher parasocial relationship the audience developing with the members of the show,the more positive their attitude toward the bel canto and musical will be.The more knowledge the audience acquiring from the show,the more the more positive their attitude toward the bel canto and musical will be.The audiences who watch the show through the Internet hold more positive attitude tword bel canto and musical than the audience through the traditional television.However,the audience attitude also affect by population variables and the previous experience.Therefore,when considering the age and education,the parasocial relationship and the attitude have no significant liner correlation.Besides,when considering gender,age and education the knowledge acquiring and the attitude shows no significant liner correlation as well.Apart from it,for people who have more contact with bel canto and musical before watching the show,their correlation between parasocial relationship and attitude is lower than those have less contact.In addition,this research also find that the group interact on the Internet might strengthen the audience attitude.