Date of Completion

9-10-2015

Embargo Period

9-9-2015

Keywords

American Drama Series, China, Uses and gratifications theory, Social cognitive theory, Cultivation theory, Reactance effect

Major Advisor

David J. Atkin

Associate Advisor

Carolyn A. Lin

Associate Advisor

Diana I. Rios

Field of Study

Communication Sciences

Degree

Doctor of Philosophy

Open Access

Open Access

Abstract

The American copyright industry constitutes one of the fastest growing sectors in the U.S. economy, and the narratives of Hollywood productions, as a typical example in the field of movies and television, carry universal appeal to the audience throughout the world (Atkin, 2003; Tunstall, 2007). Based on Uses and gratifications theory, Social cognitive theory, Cultivation theory, and the Reactance effect, the current study will investigate any influence of American drama series on Chinese Internet viewers by taking advantage of viewer exposure and involvement (viewing motivation, perceived realism, perceived relevance, affinity, and negative attitude towards censorship) as central independent variables to predict multiple impacts (knowledge, beliefs, values, attitudes, and behaviors), particularly in a relatively less-controlled yet still censored online environment.

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