Chapter 5 Different values in different shows? Identifying values
5.2 Findings
5.2.2 The difference between interpreting American TV series and Chinese TV series
5.2.2.1 Testing the judgment of values in comments by sentence
The following findings were obtained from coding the sentences that contain value statements in each comment and then calculating the total number of statements regarding each value. The aim was to compare the difference between the numbers of values that were identified in the comments on Chinese TV series with those identified in the comments on American TV series. The 14 values are paired into seven groups: family orientation versus individual orientation, thrift versus leisure, respect for tradition versus modernity, non-competitiveness versus competition, prudence versus adventurousness, relationship by status versus equality, and sexual conservatism versus sexual liberation. Comparing the number of these seven pairs of values that are reflected in the comments could explain the value priorities of Chinese audiences who watch American TV series or who watch Chinese TV series. After performing the independent samples t-test on each pair of values, the results show significant differences in the mean values for Chinese TV series and American TV series. The mean value closest to 1 means the comments are more in American value orientation (individualism, leisure, modernity, competition, adventurousness, equality, and sexual liberation). The mean value closest to 3 means the comments are more in Chinese value orientation (family orientation, thrift, respect for tradition, non-competitiveness, prudence, relationship by status, sexual conservatism). The results in Table 5.4 suggest that Chinese audiences identify different values from Chinese TV series and American TV series. Specifically, Chinese audiences who comment on American TV series are more likely to identify American values than Chinese audiences who comment on Chinese TV series.
Table 5.4 T-test results comparing Chinese TV series and American TV series on values
Chinese TV series American TV series T-Test
Dependent variable M SD M SD t
Family orientation vs.
individualism 2.482 .877 1.292 .708 20.291
※※
Respect for tradition vs. modernity 2.906 .426 1.553 .900 12.302※※ Non-competitiveness vs. competition 2.482 .879 1.014 .166 20.837 ※※ Prudence vs. adventurousness 2.625 .783 1.083 .400 25.651※※ Relationship by status vs. equality 2.845 .537 1.129 .493 26.441※※ Sexual conservatism vs. sexual liberation 2.864 .510 1.000 .000 24.242 ※※
Note: value ‘1=American value, 2=neutral, 3=Chinese value’, p※※＜ .001 1. Family orientation versus individual orientation
The difference is reflected in the number of values identified from these two kinds of TV series. Chinese audiences who watch Chinese TV series tend to identify family orientation (289 family oriented comments, 101 individualism oriented comments), while Chinese audiences who watch American TV series tend to identify individual orientation (292 individual oriented comments, 50 family oriented comments). In the comments about Chinese TV series, audiences tend to identify ‘family orientation’ (M=2.482, SD= .877). But, audiences tend to identify ‘individual orientation’ in the comments about American series, with (M=1.292, SD= .708).
Chinese audiences who comment on American TV series and Chinese audiences who comment on Chinese TV series were associated with a statistically significant difference in identifying family orientation and individual orientation, according to the independent samples t-test performed. The distributions of comments about Chinese TV series and American TV series (skew=.148, kurtosis= -1.983) were sufficiently normal for the purposes of conducting a t-test, i.e., skew ＜｜2.0｜and kurtosis＜ ｜9.0｜ (Schmider et al., 2010). Additionally, the assumption of homogeneity of variances was tested and satisfied via Levene’s F test. The independent samples t-test is associated with a statistically significant effect in family orientation and individual orientation t (725.062) = 20.291, p= .000. Thus, Chinese audiences who comment about American TV series and Chinese audiences who comment about Chinese TV series were associated with a statistically significant difference in identifying family orientation and individual orientation. Chinese audiences who comment about American TV series tend to identifying individual orientation more than people who comment about Chinese TV series.
Figure 5.3 The ‘family orientation’ and ‘individual orientation’ in the comments about Chinese TV series and American TV series
Table 5.5 The mean value associated with ‘individual orientation’ and ‘family orientation’ in comments about Chinese TV series and American TV series
N Mean SD
Chinese TV
series 390 2.482 .877
American
TV series 342 1.292 .708
‘1= individual orientation, 2=neutral, 3=family orientation’
2. Thrift versus leisure
The difference is reflected in the number of values identified from these two kinds of TV series. Chinese audiences who watch Chinese TV series tend to identify thrift (70 comments about thrift, 7 comments about leisure), while Chinese audiences who watch American TV series tend to identify leisure (96 comments about leisure, 2 comments about thrift). In the comments about Chinese TV series, Chinese audiences tend to identify ‘thrift’ (M=2.818, SD= .579). But, Chinese audiences tend to identify ‘leisure’ (M=1.041, SD= .284) in the comments about American TV series.
Chinese audiences who comment about American TV series and Chinese audiences who comment about Chinese TV series were associated with a statistically significant difference in identifying thrift and leisure, according to the independent samples t-test performed. The distributions of comments about Chinese TV series and American TV series (skew= .363; kurtosis=-2.004) were
289 50 101 292 0 50 100 150 200 250 300 350
Chinese series American series
Family orientation Individual orientation
sufficiently normal for the purposes of conducting a t-test, i.e., skew ＜｜2.0｜and kurtosis＜｜ 9.0｜ (Schmider et al., 2010). Additionally, the assumption of homogeneity of variances was tested and satisfied via Levene’s F test. The independent samples t-test was associated with a statistically significant effect in leisure and thrift t (104.595) = 24.709, p= .000. Thus, the Chinese audiences who comment about American TV series and the Chinese audiences who comment about Chinese TV series were associated with a statistically significant difference in identify thrift and leisure. Chinese audiences who comment about American series tend to identify leisure more than Chinese audience who comment about Chinese series
.
Figure 5.4 The ‘thrift’ and ‘leisure’ in the comments about Chinese TV series and American TV series
Table 5.6 The mean value associated with ‘thrift’ and ‘leisure’ in comments about Chinese TV series and American TV series
N Mean SD
Chinese
series 77 2.818 .579
American
series 98 1.041 .284
‘1= leisure, 2=neutral, 3=thrift’
3. Respect for tradition versus modernity
The difference is reflected in the number of values identifying from these two kinds of TV series. Chinese audiences who watch Chinese TV series tend to identify respect for tradition (121 comments about respect for tradition, 6 comments about modernity), while Chinese audiences who
70 2 7 96 0 20 40 60 80 100 120
Chinese series American series
Thrift Leisure
watch American TV series tend to identify modernity (55 comments about modernity, 21 comments about respect for tradition). In the comments about Chinese TV series, audiences tend to identify ‘respect for tradition’ (M=2.906, SD= .426). But, audiences tend to identify ‘modernity’ (M=1.553, SD= .900) in the comments about American TV series.
Chinese audiences who comment on American TV series and Chinese audiences who comment on Chinese TV series associated with a statistically significant difference in identifying respect for tradition and modernity, according to the independent samples t-test performed. The distributions of comments about Chinese TV series and American TV series (skew=-.877; kurtosis=-1.244) were sufficiently normal for the purposes of conducting a t-test, i.e., skew ＜｜2.0｜and kurtosis＜｜ 9.0｜ (Schmider et al., 2010). Additionally, the assumption of homogeneity of variances was tested and satisfied via Levene’s F test. The independent samples t-test is associated with a statistically significant effect in leisure and thrift t (95.425) =12.302, p= .000. Thus, Chinese audiences who comment about American TV series and Chinese audiences who comment about Chinese TV series were associated with a statistically significant difference in identify respect for tradition and modernity. Chinese audiences who comment about American TV series tend to identify modernity more than people who comment on Chinese TV series.
Figure 5.5 The ‘respect for tradition’ and ‘modernity’ in the comments about Chinese TV series and American TV series
121 21 6 55 0 20 40 60 80 100 120 140
Chinese series American series
Respect for tradition Modernity
Table 5.7 The mean value associated with ‘respect for tradition’ and ‘modernity’ in comments about Chinese TV series and American TV series
N Mean SD Chinese TV series 127 2.906 .426 American TV series 76 1.553 .900
‘1= modernity, 2=neutral, 3=respect for tradition’
4. Non-competitiveness versus competition
The difference is reflected in the number of values identifying from these two kinds of TV series. Chinese audiences who watch Chinese TV series tend to identify non-competitiveness (120 comments about non-competitiveness, 42 comments about competition), while Chinese audiences who watch American series tend to identify competition (144 comments about competition, 1 comment about non-competitiveness). In the comments about Chinese TV series, audiences tend to identify ‘non-competitiveness’ (M=2.482, SD= .879). But, audiences tend to identify ‘competition’ (M=1.014, SD=.166) in the comments about American series.
Chinese audiences who comment on American TV series and Chinese audiences who comment on Chinese TV series are associated with a statistically significant difference in identifying non- competitiveness and competition, according to the independent samples t-test performed. The distributions of comments about Chinese TV series and American TV series (skew=.435, kurtosis=- 1.822) were sufficiently normal for the purposes of conducting a t-test, i.e., skew ＜｜2.0｜and kurtosis＜ ｜9.0｜ (Schmider et al., 2010). Additionally, the assumption of homogeneity of variances was tested and satisfied via Levene’s F test. The independent samples t-test is associated with a statistically significant effect in leisure and thrift t (173.786) =20.837, p= .000. Thus, Chinese audiences who comment about American series and Chinese audiences who comment about Chinese TV series are associated with a statistically significant difference in identifying non-competitiveness and competition. Chinese audiences who comment about American TV series tend to identify competition more than people who comment about Chinese TV series.
Figure 5.6 The ‘non-competitiveness’ and ‘competition’ in the comments about Chinese TV series and American TV series
Table 5.8 The mean value associated with ‘non-competitiveness’ and ‘competition’ in comments about Chinese TV series and American TV series
N Mean SD Chinese TV series 162 2.482 .879 American TV series 145 1.014 .166
‘1= competition, 2=neutral, 3=non-competitiveness’
5. Prudence versus adventurousness
The difference is reflected in the number of values identified from these two kinds of TV series. Chinese audiences who watch Chinese TV series tend to identify prudence (169 comments about prudence, 39 comments about adventurousness), while Chinese audiences who watch American TV series tend to identify adventurousness (230 comments about adventurousness, 10 comments about prudence). In the comments about Chinese TV series, audiences tend to identify ‘prudence’ (M=2.625, SD=.783). But, audiences tend to identify ‘adventurousness’ (M=1.083, SD=.400) in the comments about American series.
120 1 42 144 0 20 40 60 80 100 120 140 160
Chinese series American series
Non-competitiveness Competition
Chinese audiences who comment about American TV series and Chinese audiences who comment about Chinese series are associated with a statistically significant difference in identifying prudence and adventurousness, according to the independent samples t-test performed. The distributions of comments about Chinese TV series and American TV series (skew=.412. kurtosis=-1.839) were sufficiently normal for the purposes of conducting a t-test, i.e., skew ＜｜2.0｜and kurtosis＜｜ 9.0｜ (Schmider et al., 2010). Additionally, the assumption of homogeneity of variances was tested and satisfied via Levene’s F test. The independent samples t-test is associated with a statistically significant effect in prudence and adventurousness t (298.335) =25.651, p= .000. Thus, Chinese audiences who comment on American series and Chinese audiences who comment on Chinese TV series were associated with a statistically significant difference in identify prudence and adventurousness. Chinese audiences who comment about American TV series are tend to identify adventurousness more than people who comment about Chinese TV series.
Figure 5.7 The ‘prudence’ and ‘adventurousness’ in the comments about Chinese TV series and American TV series
Table 5.9 The mean value associated with ‘prudence’ and ‘adventurousness’ in comments about Chinese TV series and American TV series
N Mean SD
Chinese TV
series 208 2.625 .783
American
TV series 240 1.083 .400
‘1= adventurous, 2=neutral, 3=prudence’ 169 10 39 230 0 50 100 150 200 250
Chinese series American series
Prudence Adventurous
6. Relationship by status versus equality
The difference is reflected in the number of values identifying from these two kinds of TV series. Chinese audiences who watch Chinese TV series tend to identify relationship by status (119 comments about relationship by status, 10 comments about equality), while Chinese audiences who watch American series tend to identify equality (116 comments about equality, 8 comments about relationship by status). In the comments about Chinese TV series, audiences tend to identify ‘relationship by status’ (M=2.845, SD=.537). But, audiences tend to identify ‘equality’ (M=1.129, SD=.493) in the comments about American TV series.
Chinese audiences who comment about American TV series and Chinese audiences who comment about Chinese TV series were associated with a statistically significant difference in identifying relationship by status and equality, according to the independent samples t-test performed. The distributions of comments about Chinese TV series and American TV series (skew=-.008. kurtosis=- 2.016) were sufficiently normal for the purposes of conducting a t-test, i.e., skew ＜｜2.0｜and kurtosis＜ ｜9.0｜ (Schmider et al., 2010). Additionally, the assumption of homogeneity of variances was tested and satisfied via Levene’s F test. The independent samples t-test is associated with a statistically significant effect in relationship by status and equality t (251) =26.441, p= .000. Thus, Chinese audiences who comment about American TV series and Chinese audiences who comment about Chinese TV series are associated with a statistically significant difference in perceive relationship by status and equality. Chinese audiences who comment about American TV series tend to identify equality more than Chinese audiences who comment about Chinese TV series.
Figure 5.8 The ‘relationship by status’ and ‘equality’ in the comments about Chinese TV series and American TV series
Table 5.10 The mean value associated with ‘relationship by status’ and ‘equality’ in comments about Chinese TV series and American TV series
N Mean SD
Chinese TV
series 129 2.845 .537
American
TV series 124 1.129 .493
‘1= equality, 2=neutral, 3=relationship by status’
7. Sexual conservatism versus sexual liberation
The difference is reflected in the number of values identifying from these two kinds of TV series. Chinese audiences who watch Chinese TV series tend to identify sexual conservatism (41 comments about sexual conservatism, 3 comments about sexual liberation), while Chinese audiences who watch American TV series tend to identify sexual liberation (196 comments about sexual liberation, 0 comments about sexual conservatism). In the comments about Chinese TV series, audiences tend to identify ‘sexual conservatism’ (M=2.864, MD=.510). But, audiences tend to identify ‘sexual liberation’ (M=1.000, MD=.000) in the comments about American TV series.
119 8 10 116 0 20 40 60 80 100 120 140
Chinese series American series
Relationship by status Equality
Chinese audiences who comment about American TV series and Chinese audiences who comment about Chinese TV series are associated with a statistically significant difference in identifying sexual conservatism and sexual liberation, according to the independent samples t-test performed. The distributions of comments on Chinese TV series and American TV series (skew=1.760. kurtosis= 1.108) were sufficiently normal for the purposes of conducting a t-test, i.e., skew ＜｜2.0｜and kurtosis＜ ｜9.0｜ (Schmider et al., 2010). Additionally, the assumption of homogeneity of variances was tested and satisfied via Levene’s F test. The independent samples t-test is associated with a statistically significant effect in sex conservatism and sexual liberation t (43) =24.242, p= .000. Thus, the Chinese audiences who comment on American TV series were associated with a statistically significance and tend to identify sexual liberation more than Chinese audiences who comment on Chinese TV series.
Figure 5.9 The ‘sexual conservatism’ and ‘sexual liberation’ in the comments about Chinese TV series and American TV series
Table 5.11 The mean value associated with ‘conservative in sex’ and ‘sexual liberation’ in comments about Chinese series and American series
N Mean SD
Chinese TV
series 44 2.864 .510
American
TV series 196 1.000 .000
‘1= sexual liberation, 2=neutral, 3=conservative in sex’ 41 0 3 196 0 50 100 150 200 250
Chinese series American series
Sexual Conservatism Sexual liberation
In conclusion, this proves that that value content in Chinese TV series and American TV series are different. Chinese audiences are more likely to identify American values from American TV series than Chinese TV series, meanwhile, they are more likely to identify Chinese values from Chinese TV series than American TV series. The findings support hypothesis 1.3.