Audience Segmentation and Age Stratification Among Television Writers

Previous research on the Chinese media focused on political propaganda in the information media. This project extends this stream of research to analyze mass mediated entertainment, China Central Television's annual Spring Festival Galas, in the previous 26 years. Based on 475 performances from a sample of 13 complete Galas, this study confirmed a high presence of political propaganda and social education content. Among the many dominant values, values related to national pride and the traditional New Year observed an increased presence in the Galas over the years. Results are discussed in light of the Chinese media, social, and political environment.