Effects of Factors Related to TV Viewing on Critical Attitudestoward TV Programs

Abstract

Defining “TV criticism” as a “negative reaction by viewers with respect to

TV content,” this study conducted an online survey of 520 male and female

adults in their 20s and 60s for two purposes. The first purpose was to examine

quantitatively various aspects of a TV program toward which viewers held a

critical attitude. The second was to examine the effects of the following five

factors on attitudes to TV criticism: 1） affinity toward TV content; 2） trust in

TV content; 3） estimated degree of impact of TV content on others; 4） amount

of time spent watching TV; and 5） types of frequently viewed TV programs.

　This study revealed that TV criticism can be divided into the following five

categories by conducting factor analysis: 1） criticism of a lack of neutrality and

fairness; 2） criticism of poor quality drama; 3） criticism of disrespectful and

imprudent content; 4） criticism of the promotion of crime and extremist expressions;

and 5） criticism of frivolous content. Furthermore, with respect to the

relationship between TV criticism and various factors, the study revealed that

the height of “estimating the impact of TV content on others” strongly influences

TV criticism even if the influence of other factors is controlled. This suggests

that estimating the impact of TV content on others has a robust effect as

a determinant of TV criticism.