2020 年 97 巻 p. 143-161
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.