Research On The Influence Of Collective Nostalgia And The Viewing Intention Of Main Melody Film And Television Dramas

The main melody and television drama refers to the film and television works with patriotism,collectivism and socialist thought as the value core and the major revolutionary historical themes of China,important historical figures and heroic models as the main guidance.Since 2020,the main melody film and television drama has changed the image of high and few in previous years,and has become one of the hottest topics of discussion for many young groups.Different from the traditional audience group of main melody film and television dramas,the viewing group and willingness of main melody film and television dramas have changed under the background of the new era.Nostalgia is an important factor affecting consumption decision-making.The joint promotion of social media and the COVID-19 has provided conditions for nostalgia to stimulate the willingness to watch the main theme movies and TV dramas.The existing research on the theme film and television drama mainly focuses on the theoretical research on its "broken circle" phenomenon,and puts forward more perfect policy suggestions from the perspective of communication.The quantitative research on the continuous viewing intention of main melody film and television dramas involves less.And influenced by the prevalence of nostalgia,as a collective nostalgia construct that can explain this phenomenon to a certain extent,the academic community has not paid enough attention to it.Based on this,this paper aims to study the formation mechanism of collective nostalgia and continuous viewing intention of main melody film and television dramas,which will deepen the theoretical research of viewing intention of main melody film and television dramas to a certain extent,and also provide reference for the marketing practice of main melody film and television products.The image of China as a great anti epidemic country has made the masses nostalgic.People think that before the great rejuvenation of the Chinese nation,we are closer to achieving this step.Therefore,people express and release their emotions in the main melody film and television dramas with nostalgic nature.However,the essence of film and television dramas is still a commodity,and consumers’ perceived value and perceived quality will still affect the continuous viewing intention of the main theme film and television dramas.In addition,different from other film and television dramas,the main melody film and television dramas highlight the mainstream ideology.The consistency between consumers’ values and the values conveyed by the main melody film and television dramas is also the key to affecting their willingness to watch continuously.Therefore,this paper first proposes that selfconcept connection,perceived quality and perceived value play a multiple intermediary role between collective nostalgia and the continuous viewing intention of the main theme film and television drama.This paper further proposes the regulatory role of social media participation.Combined with many theoretical studies,social media plays an important role in the phenomenon of "breaking the circle" of main melody film and television dramas.Various film and television drama clips,expression packs and positive comments active on different social media increase the accessibility of the main theme film and television drama and make it closer to life.Different from the previous stereotyped image,the network contact rate,the means and ways of communication of film and television works have changed significantly in the digital era.Therefore,this paper proposes that social media participation plays a regulatory role between self-concept connection,perceived quality and perceived value and the willingness to watch the theme continuously.Based on the above logical arrangement,this paper puts forward 11 hypotheses,which are verified by questionnaire survey.In order to ensure the robustness of the model,the robustness test is carried out from four aspects: substitution of independent variables,subsample regression,transformation of model test methods and replacement of new data sources.The data collation and analysis show that collective nostalgia has a positive effect on the continuous viewing intention of the main theme film and television drama,in which selfconcept connection,perceived quality and perceived value play an intermediary role.Social media participates in the regulation of the relationship between perceived quality and perceived value and the continuous viewing intention of the main theme film and television drama,but has no regulatory effect on the regulation of self-concept and the continuous viewing intention of the main theme film and television drama.