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Analysis of Perceived Preferences and National Images for Chinese TV Dramas in Southeast Asia

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Cross-Cultural Design (HCII 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14024))

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Abstract

Southeast Asia accounts for more than half of China’s total TV drama exports, but in recent years, with fierce market competition, the advantages of China’s TV drama production have been challenged to some extent. Due to its delayed start in TV drama development, China’s film and TV production is not as advanced as that of other countries. In order to improve the foresight and initiative of Chinese TV and film foreign communication, quantitative research on the viewing needs of overseas audiences can provide foreign marketing strategies centered on audience needs and preferences, ensure competitiveness and shape the national image through TV and film titles that best fit local market expectations. The questionnaire of this study investigated 151 Southeast Asian audiences’ preferences for Chinese TV dramas and perceived national image to provide a quantitative basis for China’s subsequent overseas marketing of TV dramas. Based on the results, this study summarized suggestions for audience-centered cross-cultural design of TV dramas to enhance the competitiveness of China’s film and TV exports.

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Authors and Affiliations

  1. Department of Industrial Engineering, Tsinghua University, Beijing, 100084, China

    Ping-Hua Lee, Pin-Hsuan Chen, Dian Yu & Pei-Luen Patrick Rau

Authors
  1. Ping-Hua Lee
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  2. Pin-Hsuan Chen
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  3. Dian Yu
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  4. Pei-Luen Patrick Rau
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Correspondence to Pei-Luen Patrick Rau .

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  1. Department of Industrial Engineering, Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Lee, PH., Chen, PH., Yu, D., Rau, PL.P. (2023). Analysis of Perceived Preferences and National Images for Chinese TV Dramas in Southeast Asia. In: Rau, PL.P. (eds) Cross-Cultural Design. HCII 2023. Lecture Notes in Computer Science, vol 14024. Springer, Cham. https://doi.org/10.1007/978-3-031-35946-0_4

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  • DOI: https://doi.org/10.1007/978-3-031-35946-0_4

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35945-3

  • Online ISBN: 978-3-031-35946-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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