by Mak Kong-yin, Anna, Wong Wing-han, Angela. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 150-152. / ACKNOWLEDGEMENT --- p.ii / EXECUTIVE SUMMARY --- p.iii / TABLE OF CONTENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the Project --- p.1 / Literature Review --- p.1 / Statement of the Problem --- p.5 / Purpose of Study --- p.5 / Objectives --- p.5 / Justification --- p.6 / Scope of the Study --- p.6 / Hypothesis / Methodology --- p.9 / Types of Data --- p.9 / Sample Design --- p.9 / Data Collection Forms --- p.11 / Chapter II. --- SURVEY ON ADVERTISING PROFESSIONAL (INTRA GROUP COMPARSION) --- p.13 / Attitude on Gender Portrayal in TV Commercials --- p.13 / Traditional Gender Portrayal --- p.13 / Progressive Gender Portrayal --- p.15 / Selected Beer TV Commercials --- p.18 / Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.18 / Selected Seasoning Commercials --- p.20 / Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.20 / Conclusion --- p.21 / Chapter III. --- QUALITATIVE SURVEY ON CONSUMERS' ATTITUDE (INTRA GROUP COMPARSION) --- p.22 / Male Opinion --- p.24 / Attitude on Gender Portrayal in TV Commercials --- p.24 / Attitude on Gender Portrayal in Beer TV Commercials --- p.25 / Attitude on Gender Portrayal in Seasoning TV Commercials --- p.26 / Selected Beer TV Commercials --- p.27 / Selected Seasoning TV Commercials --- p.29 / Female Opinion --- p.32 / Attitude on Gender Portrayal in TV Commercials --- p.33 / Attitude on Gender Portrayal in Beer TV Commercials --- p.33 / Attitude on Gender Portrayal in Seasoning TV Commercials --- p.34 / Selected Beer TV Commercials --- p.35 / Selected Seasoning TV Commercials --- p.37 / Conclusion --- p.39 / Chapter IV. --- QUANTITATIVE CONSUMERS SURVEY (INTRA GROUP COMPARSION) --- p.40 / Attitude on Gender Portrayal in TV Commercials --- p.41 / Traditional Gender Portrayal --- p.41 / Progressive Gender Portrayal --- p.43 / Selected Beer TV Commercials --- p.45 / Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.45 / Selected Seasoning TV Commercials --- p.47 / Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.47 / Conclusion --- p.48 / Chapter V. --- INTER-GROUPS COMPARSION OF ATTITUDE & PERCEPTION OF PRACTITIONERS & CONSUMERS --- p.49 / Attitude on Gender Portrayal in TV Commercials --- p.49 / Traditional Gender Portrayal --- p.49 / Progressive Gender Portrayal --- p.53 / Preference on Traditional vs Progressive Portrayals --- p.53 / General TV Commercials --- p.53 / Beer TV Commercials --- p.55 / Seasoning TV Commercials --- p.56 / Conclusion --- p.57 / Chapter VI. --- MARKETING IMPLICATIONS --- p.58 / On Male Role Play --- p.58 / Beer TV Commercials --- p.58 / Seasoning TV Commercials --- p.60 / On Female Role Play --- p.62 / Beer TV Commercials --- p.62 / Seasoning TV Commercials --- p.63 / Conclusion --- p.65 / Chapter VII. --- RECOMMENDATIONS FOR FUTURE RESEARCH --- p.66 / Limitations --- p.66 / Recommendations --- p.67 / APPENDIX --- p.68 / BIBLIOGRAPHY --- p.150

by Leung Wai Lun Nicholas, Tse Chung Yan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 47). / ABSTRACTS --- p.1 / Chapter CHAPTER I --- INTRODUCTION --- p.5 / Background --- p.5 / Market Coverage of ACNielsen's ratings measurement --- p.5 / Methodology of Audience Rating Measurement by ACNielsen --- p.6 / TV Ratings Measurement --- p.7 / Differentiation by Dayparts --- p.7 / Differentiation by Programmes --- p.8 / Use of Program Audience Rating --- p.9 / Strategy Formulation from Audience Rating --- p.10 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.12 / Television Channels and Advertisements: --- p.12 / New Forms of TV Advertising --- p.13 / Chapter CHAPTER III --- RESEARCH OBJECTIVES --- p.14 / Chapter CHAPTER IV --- RESEARCH METHODOLOGY AND PROCESSES --- p.15 / The Data Set --- p.15 / Database Description --- p.15 / Sample Composition --- p.15 / TV Rating (TVR) --- p.16 / Data Structure --- p.16 / TABLE 1 --- p.16 / Data Cleansing --- p.17 / Phase I Process一Data Extraction --- p.17 / Phase II Process´ؤData Conversion --- p.18 / Phase III Process´ؤDatabase Mapping --- p.18 / Phase IV Process一Data Transformation --- p.18 / "Tabulation, Sorting, and Descriptive Statistical Analysis" --- p.19 / Chapter CHAPTER V --- RESULTS AND ANALYSIS --- p.20 / Descriptive Statistics --- p.20 / Analysis By Programmes --- p.24 / Analysis By Day --- p.28 / Analysis by week --- p.29 / Analysis by time slots/dayparts --- p.29 / Weekdays TVBJ and ATVH Mean Ratings Per Minute --- p.30 / Audience movements in channel switching --- p.32 / Interpretation from 2:00am to 7:00am --- p.33 / Interpretation from 7:00am to 11:00am --- p.34 / TV News Increases Switching Phenomenon --- p.35 / Analysis of Prime Time --- p.35 / Program types' effect on commercial break --- p.37 / Analysis of commercial break --- p.37 / Commercial Break Effect --- p.37 / Chapter CHAPTER VI --- LIMITATIONS OF ANALYSIS --- p.40 / Numbers of TV channels taken into account --- p.40 / Program categories --- p.40 / Rating of those not watching TV --- p.40 / Size of database --- p.40 / Factors affecting ratings --- p.41 / Audience size --- p.41 / Chapter CHAPTER VII --- CONCLUSION --- p.42 / Chapter CHAPTER IIX --- FUTURE RESEARCH --- p.45 / Proposed Regression Analysis´ؤChannel Switching Analysis --- p.45 / Channel Switching Regression Model Building --- p.45 / BIBLIOGRAPHY --- p.47 / APPENDIX / Appendix A: SAS Outputs Statistics --- p.57 / Appendix B: Sample of Commercial Log File --- p.82 / Appendix C: SAS Programs Codes --- p.85 / Appendix D: Data Cleansing Programs in C --- p.89 / Appendix E: Full view of Mean Ratings Plots --- p.95

Li, Luzhou. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2009. / Includes bibliographical references (leaves 127-147). / Abstract also in Chinese. / ABSTRACT (in English) --- p.i / ABSTRACT (in Chinese) --- p.iv / ACKNOWLEDGEMENTS --- p.vi / TABLE OF CONTENTS --- p.viii / LIST OF TABLES --- p.x / Chapter CHAPTER 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Research Question --- p.7 / Chapter 1.2 --- Structure of the Thesis --- p.12 / Chapter 2. --- HEROES IN COMMUNIST CHINESE HISTORY --- p.13 / Chapter 2.1 --- A Brief Review on the Hero Literature --- p.13 / Chapter 2.2 --- Heroes in Communist Chinese History --- p.16 / Chapter 2.2.1 --- Yan 'an talk and the principle of socialist realism --- p.16 / Chapter 2.2.2 --- Heroes in different stages of Communist Chinese history --- p.20 / Chapter 2.2.3 --- The anti-Confucianism sentiment --- p.29 / Chapter 3. --- METHODOLOGY --- p.32 / Chapter 3.1 --- Data Collection --- p.32 / Chapter 3.1.1 --- Interviewee recruitment --- p.33 / Chapter 3.1.2 --- Interview techniques --- p.36 / Chapter 3.1.3 --- Selection of the texts --- p.38 / Chapter 3.2 --- Data Analysis --- p.38 / Chapter 4. --- ANALYSIS --- p.41 / Chapter 4.1 --- Human Nature: The Benevolence --- p.42 / Chapter 4.1.1 --- Ruler to minister: The loyalty --- p.51 / Chapter 4.1.2 --- Father to son: The filial piety --- p.57 / Chapter 4.2 --- Human Emotion: Qing --- p.75 / Chapter 4.2.1 --- Husband to wife: The conjugal love --- p.78 / Chapter 4.2.2 --- Elder brother to younger brother: The fraternal love --- p.82 / Chapter 4.2.3 --- Friend to friend: The friendship --- p.85 / Chapter 5. --- THE REVIVAL OF CONFUCIANISM --- p.89 / Chapter 5.1 --- Why the Revival of Confucianism? --- p.94 / Chapter 6. --- CONCLUSION --- p.110 / REFERENCES --- p.127 / APPENDIXES / Chapter A. --- The Interview Guide --- p.144 / Chapter B. --- List of Interviewees --- p.145 / Chapter C. --- Figure 1 and Figure 2 --- p.148

published_or_final_version / Public Administration / Master / Master of Public Administration

The research aims to examine the development of Western-originated reality television (RTV) within a socialist country which is adopting and adapting a capitalist economic system.

by Ip Hak-shiu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 54-55. / PROLOGUE --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Development of the TV Industry --- p.3 / Chapter 1.3 --- History of ATV --- p.8 / Chapter II. --- LITERATURE REVIEW --- p.10 / Chapter 2.1 --- Analytical Framework for Marketing --- p.10 / Chapter 2.2 --- Background to Warfare: Positioning --- p.13 / Chapter 2.3 --- Marketing as Warfare --- p.15 / Bibliography --- p.19 / Chapter III. --- ATV'S APRIL 1990 LAUNCH --- p.20 / Chapter 3.1 --- Basis for the Launch --- p.20 / Chapter 3.2 --- Assessment of the Market --- p.22 / Chapter 3.3 --- Launch Strategy --- p.25 / Chapter 3.4 --- Anticipation of Competitor's Moves --- p.28 / Chapter 3.5 --- Intrinsic Weaknesses --- p.29 / Chapter 3.6 --- TVB's Moves --- p.31 / Chapter 3.7 --- Results of ATV's Launch --- p.32 / Chapter IV. --- EVALUATION OF ATV'S APRIL 1990 LAUNCH --- p.35 / Chapter 4.1 --- Theoretical Options for ATV's Attack --- p.35 / Chapter 4.2 --- Corresponding Response to TVB's Moves --- p.39 / Chapter 4.3 --- Applications of Marketing Warfare Theory --- p.41 / Chapter 4.4 --- ATV's New Direction: Looking for a way to Survive ？ --- p.44 / EPILOGUE --- p.46 / APPENDICES --- p.47

This study focuses on the relationship between Western transnational broadcasters and East Asian media. It analyzes 1) the processes through which Western media players are localized and 2) the impact of media globalization on local broadcasters in East Asia. Recent developments in the People's Republic of China are the primary focus in the discussion of local media.

by Li Yiu-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaves 82-84.

Kong Pui Ling, Charlotte. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 82-85). / Abstracts in English and Chinese. / Abstract --- p.ii / Chapter Chapter 1: --- Introduction --- p.1 / Chapter Chapter 2: --- Literature Review --- p.7 / Chapter Chapter 3: --- Methodology --- p.21 / Chapter Chapter 4: --- Manifestations of Childhood in Cartoons --- p.27 / Chapter Chapter 5: --- Negotiating Childhood --- p.48 / References --- p.82 / Chapter Appendix I: --- Interviewees' Families Profile --- p.85 / Chapter Appendix II: --- Interview Questions --- p.88 / Chapter Appendix III: --- "List of cartoons have been broadcast on TVB Jade, ATV Home, TVB Pearl and ATV Home from August, 1998 to January 1999 " --- p.89

Peng Lin. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2006. / Includes bibliographical references (leaves 140-147). / Abstracts in English and Chinese. / Abstract --- p.i / Acknowledgements --- p.iv / Table of Contents --- p.v / List of Figures --- p.vii / List of Tables --- p.vii / Chapter Chapter 1: --- Introduction: --- p.1 / Theoretical Context of the Problem --- p.1 / The Case of Guangzhou --- p.4 / "Composition of “TV Generation"" in Guangzhou" --- p.6 / Chapter 1. --- Native Guangzhou youth: --- p.6 / Chapter 2. --- "Non-native Guangzhou youth (children of early immigrants, those who were born in or moved with their parents to Guangzhou before teenage):" --- p.7 / Cultural Proximity Between Guangzhou and Hong Kong --- p.8 / Organization of Chapters --- p.10 / Chapter Chapter 2: --- Literature Review --- p.12 / Trans-border Television and Its Social Impact --- p.12 / Chapter 1. --- Media's Modernizing Influence --- p.13 / Chapter 2. --- Media's Impact on Cultural Identities --- p.14 / Chapter 3. --- Media Impact in Asian Cases --- p.17 / Audience in Trans-border TV Consumption --- p.20 / Chapter 1. --- Modes of Decoding & Audience Resistance --- p.20 / Chapter 2. --- Cultural Proximity and Reception of Local/Transnational Programs --- p.22 / Young Audience in Trans-Border TV Consumption --- p.27 / Chapter 1. --- Identification and TV Viewing --- p.28 / Chapter 2. --- Cultural Proximity and Television Viewing --- p.29 / Trans-border Media Consumption in Cross-generational Context --- p.32 / Chapter 1. --- Mass Media and Collective Memory --- p.34 / Chapter 2. --- Cultural Practices and Generation --- p.37 / Summary --- p.38 / Chapter Chapter 3: --- Research Design --- p.42 / Research Questions --- p.42 / Rationale for Using a Qualitative Approach --- p.42 / Research Methods --- p.43 / Chapter 1. --- In-depth Interview: --- p.43 / Chapter 2. --- Generational Comparative Studies --- p.45 / Sampling Procedures --- p.46 / Data Analysis --- p.48 / Chapter Chapter 4: --- Cultural Proximity in Young Audiences' Consumption of Hong Kong Drama --- p.50 / Guangzhou Young Audiences' Television Consumption --- p.52 / Watching Hong Kong dramas --- p.56 / Chapter 1. --- Dramas of excellent quality --- p.57 / Chapter 2. --- Viewing Preferences and Cultural Proximity --- p.58 / Chapter 3. --- Getting used to the “Hong Kong style´ح: --- p.62 / Pleasures and Media Uses --- p.64 / Chapter 1. --- Topics in Communication --- p.64 / Chapter 2. --- Linguistic Source --- p.65 / Chapter 3. --- Knowledge about Society --- p.66 / Chapter 4. --- Idol Worship --- p.68 / Chapter 5. --- Reference for Modern Lifestyle --- p.69 / Conclusion --- p.72 / Chapter Chapter 5: --- Cultural Proximity in Young Audiences' Perception of Hong Kong from Hong Kong Drama --- p.74 / Cultural impact of trans-border media --- p.74 / The Image of Hong Kong: A Visualized Modern City --- p.76 / Audiences' Cultural Identification: Guangzhou versus Hong Kong --- p.79 / Chapter 1. --- A “Not So Different´ح Strategy --- p.82 / Chapter 2. --- Cultural Affiliation as a Basic Tenet --- p.84 / Chapter 3. --- Aligned with the Nation --- p.87 / Chapter 4. --- Identification with Modern Lifestyle --- p.90 / Chapter 5. --- Going to the More Modernized --- p.94 / Conclusion: the Factor of Cultural Proximity in Media Perception --- p.99 / Chapter Chapter 6: --- Guangzhou Young Audiences in a Cross-Generational Context --- p.103 / Generational patterns in media consumption --- p.104 / Chapter 1. --- Watching TV in Daily Life --- p.106 / Chapter 2. --- Viewing Preferences： Hong Kong Drama versus Mainland Drama --- p.108 / Perception of Hong Kong from dramas --- p.117 / Perception of Hong Kong in relation to China --- p.120 / Conclusion --- p.122 / Chapter Chapter 7: --- Conclusions and Discussions --- p.125 / Summary --- p.125 / Implications and Limitations --- p.129 / Appendixes --- p.133 / Appendix I: INTERVIEW PROTOCAL (Translated from Chinese) --- p.133 / Appendix II: PROFILE OF RESEARCH RESPONDENTS --- p.136 / Appendix III: VIEWING PROFILES OF RESEARCH RESPONDENTS --- p.138 / Bibliography --- p.140