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http://dx.doi.org/10.5392/IJoC.2022.18.2.018

Effects of Media Integration on Users' Parasocial Relationship and Political Participation in China  

Du, Zilin (Department of Media, Kyung Hee University)
Lee, Jong Hyuk (Department of Media, Kyung Hee University)
Publication Information
International Journal of Contents / v.18, no.2, 2022 , pp. 18-31 More about this Journal
Abstract
This study explored the effects of the parasocial relationship formed by CCTV (China Central Television) TV news and non-traditional news on users' perceived media credibility and their online and offline political participation. This study conducted a survey with the Chinese CCTV users between April 19 and April 30, 2021, and finally, 701 respondents' data were analyzed using structural equation modeling. The study results showed that both TV news and non-traditional news had positive effects on parasocial relationships and the parasocial relationship positively influenced media credibility, which subsequently facilitated political participation. However, there was no direct effect between media usage and media credibility. This implies the important mediating role of parasocial interactions, which enables CCTV news to gain media credibility and subsequently influence political participation. This study suggests that CCTV needs to improve the parasocial interactions between their audience and media figures by utilizing the interactive mechanism of non-traditional media.
Keywords
China Central Television (CCTV) News Usage; Media Integration; Parasocial Relationship Media Credibility; Political Participation;
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Times Cited By KSCI : 3  (Citation Analysis)
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