Thesis
Is social media the savior of the spring festival evening gala?
Master of Science (M.S.), Drexel University
May 2016
DOI:
https://doi.org/10.17918/etd-6934
Abstract
The Spring Festival Gala is the most watched television program in China. However, as time changes, viewers have found that the Gala is boring and not attractive and interesting anymore because of various reasons. The show has received praise as well as criticism. Thus, reclaiming lost audience and continuing to innovate are the two obstacles facing the Spring Festival Gala. The purpose of this thesis is to explore whether social media is able to help the Spring Festival Gala to attract audiences, especially the younger generation, and to examine whether a new form of cooperation between the Gala and advertisers could be accepted by the audience.
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Details
- Title
- Is social media the savior of the spring festival evening gala?
- Creators
- Yi Yin Liang - DU
- Contributors
- Philip W. Salas (Advisor) - Drexel University (1970-)Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 51 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 6934; 991014632204004721