AUDIENCE STUDY OF MALE PARENTING OBSERVATIONAL REALITY TV SHOWS: A CASE STUDY OF "DADDY'S HOME"

Abstract

The purposes of this study are 1) Study the socio-economic characteristics of audiences who watched the male parenting observational reality TV show “Daddy's Home”. 2) Explore the influential relationship between exposure, perceptions, attitudes, and behaviors of audiences watched the reality TV show “Daddy's Home” about male parenting.

This study is based on quantitative research. Total 400 Chinese people aged 18-45 who have watched the “Daddy's Home” reality TV show were selected as the sample. The study also applies various research tools including questionnaires and data analysis by statistics, frequencies, percentages, means, chi-square tests, one-way ANOVA, correlation analysis, and regression analysis.

As for the results of the study: 1) The socio-economic characteristics of the audience of the male parenting observational reality TV show "Daddy's Home", the number of female audiences is higher than male audiences, aged 26-35 years old, usually with a bachelor's degree, are corporate employees, with an average monthly income of 5001-10000 RMB, are married, and have one child in the family. 2) There is no significant difference between the socio-economic characteristics of the audience and the frequency of media exposure. The frequency of audience media exposure positively influences audience perceptions, attitudes, and behaviors toward male parenting. The level of audience perceptions of male parenting positively influences the level of their attitudes and behaviors. The level of audience attitudes of male parenting positively influences their level of behaviors. The level of audience attitudes toward male parenting mediates the level of perceptions and behaviors.