Assessment Item 1 – Group Assignment

CASE STUDY 6.1

Our everyday idols

Group members with ID:Yuwei Cheng 178120, Hongsi Wei 177861 &Chuanbao Ma 178144

Q1. What learning theories apply to the way in which viewers form their perceptions of

reality based on reality TV programs?

The reality has the real and irreplaceable characteristics, and links to the special events or characters it represents (Grayson and Shulman, 2000) .

There is no reality in the world. The reality is no longer an absolute reality, but an artificial reality. (Baudrillard, 1983).

Reality

Perception is defined as the process by which an individual receives, selects and interprets stimuli to form a meaningful and coherent picture of the world.

coding symbolize receive

combineperceptionrecreate

• self-identity and reflect on their behavior• communication between audiences and programs• form stable brand relationship

Perception

Selective perceptionPeople subconsciously exercise a great deal of selectivity about the stimuli they will perceive. Three major factors:the nature of the stimulus, the consumers’ previous experience and consumers’ motives motives at the time.

Proponents:• show social acceptance and perceptions of likeable traits or acceptable norms• help enhance people’s self and social identitiesOpponent:• create an unreal world• ‘real’ people?• low values or devious behaviour

Q2. How are these programs influencing our consumer purchasing decisions, particularly for

products in intrinsically linked industries such as food, home improvement, entertainment and health?

• Offered inseries format

• Engage with an hour-long program over a number of

weeks per year

• Reaches far beyond information and entertainment

Australian competitive cooking game show

Mystery Box

Unusual ingredients

Urge to buy and try

Spike in sales of ‘unusual’ ingredients

Emulate

reality show idol

Influence consume

r purchasi

ng decisions

Q3. Does a viewer’s level of involvement with the reality-based TV Program – the degree of interactivity with the

show (i.e. having the option of voting for or against contestants) – impact their perceptions of the show?

A simple example:

The reality-based TV Program the presentation

Levels of involvement: higher the teacher (expectation) medium the same topic presentation group (motives) lower other students, just audience

Stimuli affecting viewers’ perceptions - the nature of the stimulus itself

• Sensation – the immediate and direct response to this kind of stimulus

• Higher involvement viewers – more and further touch => more sensation => correct and better perceptions

• Lower degree of interactivity viewers – less contact => less sensation => wrong or even bad perceptions

Stimuli affecting viewers’ perceptions – the expectations

• Expectations - what they are prepared or set to see

• Higher involvement viewers - have known the TV show well => enjoy what they want from the TV show

• Example: Super Girl (a singing TV program in China)

Stimuli affecting viewers’ perceptions – the motives

• Motives – needs, desires, interests

• Example: Master Chef Australia

• Higher involvement viewers – more interested in cooking

=> good perceptions

• Lower involvement viewers – less interested in cooking

=> no special perceptions

Thank you !

Questions?