A Study on the Occurrence of Critical Action Intention to TVPrograms and Its Determinants

Abstract

This study focused on “criticism of TV” that is “viewers’ negative reaction

to TV,” and conducted an online survey to examine the mechanisms that

govern　such behavior. The survey was conducted by presenting four scenes

from　TV shows; namely, 1） a scene lacking neutrality and fairness; 2）

drama; 3）variety show; and 4） promotion of crime, to respondents and

enquiring whether　those scenes aroused an intention to engage in critical

activity.

　　With respect to whether the occurrence of intentional criticism behavior

varied depending on the scene, one way ANOVA revealed that the score of

“lack of neutrality and fairness” was high across all intention to engage in

critical　activity. Furthermore, in order to examine the determinants of the

intention　to engage in critical activity, multiple regression analysis was

performed using　the intentions to engage in critical activity regarding the

lack of neutrality and　fairness as the dependent variable, and the critical

attitude and Presumed　Media Influence （i.e., PMI） and confidence in TV,

and the interaction term　between the critical attitude and confidence in TV

as the independent variable.

The findings suggested that the interaction is significant for positive criticism

behaviors, such as expressing criticism on social media, etc., and that critical

behavior tends to occur when the confidence in TV is low and the criticism

attitude is strong.