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      The impact of TV series consumption on cultural knowledge: An empirical study based on gratification–cultivation theory

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          Abstract

          This study aims to clarify the media-induced trends of cross-cultural transmission and examine the implicit promotional potential for cultural branding. The gratification and cultivation theories are used to explore the promotional media prospect in forming perceptions of foreign cultures’ traditions, habits, norms, and values to contribute to international communication. We analyzed the theoretical applicability in the case of China–Thailand contemporary media culture. A total of 856 Chinese series watchers were surveyed. Structural equation modeling was used to analyze the path effect of consumption of Chinese TV series on other endogenous variables. Results showed that cross-cultural media product consumption strengthens bilateral relations. Moreover, the acceptance and appropriation during engagement with media characters and producers lead to favorable attitudes toward the target culture. Results confirm the positive mutual association between the gratification and cultivation theories and their applicability in the current context. This study offers an important contribution through its finding that the need for gratification significantly and positively impacts consumption and cross-cultural learning and raises cross-cultural awareness, thereby leading to sustainable practices.

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          Most cited references113

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          Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

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            Comparative fit indexes in structural models.

            Normed and nonnormed fit indexes are frequently used as adjuncts to chi-square statistics for evaluating the fit of a structural model. A drawback of existing indexes is that they estimate no known population parameters. A new coefficient is proposed to summarize the relative reduction in the noncentrality parameters of two nested models. Two estimators of the coefficient yield new normed (CFI) and nonnormed (FI) fit indexes. CFI avoids the underestimation of fit often noted in small samples for Bentler and Bonett's (1980) normed fit index (NFI). FI is a linear function of Bentler and Bonett's non-normed fit index (NNFI) that avoids the extreme underestimation and overestimation often found in NNFI. Asymptotically, CFI, FI, NFI, and a new index developed by Bollen are equivalent measures of comparative fit, whereas NNFI measures relative fit by comparing noncentrality per degree of freedom. All of the indexes are generalized to permit use of Wald and Lagrange multiplier statistics. An example illustrates the behavior of these indexes under conditions of correct specification and misspecification. The new fit indexes perform very well at all sample sizes.
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              Correlation Coefficients

              Correlation in the broadest sense is a measure of an association between variables. In correlated data, the change in the magnitude of 1 variable is associated with a change in the magnitude of another variable, either in the same (positive correlation) or in the opposite (negative correlation) direction. Most often, the term correlation is used in the context of a linear relationship between 2 continuous variables and expressed as Pearson product-moment correlation. The Pearson correlation coefficient is typically used for jointly normally distributed data (data that follow a bivariate normal distribution). For nonnormally distributed continuous data, for ordinal data, or for data with relevant outliers, a Spearman rank correlation can be used as a measure of a monotonic association. Both correlation coefficients are scaled such that they range from -1 to +1, where 0 indicates that there is no linear or monotonic association, and the relationship gets stronger and ultimately approaches a straight line (Pearson correlation) or a constantly increasing or decreasing curve (Spearman correlation) as the coefficient approaches an absolute value of 1. Hypothesis tests and confidence intervals can be used to address the statistical significance of the results and to estimate the strength of the relationship in the population from which the data were sampled. The aim of this tutorial is to guide researchers and clinicians in the appropriate use and interpretation of correlation coefficients.
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                Author and article information

                Contributors
                Journal
                Front Psychol
                Front Psychol
                Front. Psychol.
                Frontiers in Psychology
                Frontiers Media S.A.
                1664-1078
                22 December 2022
                2022
                : 13
                : 1061850
                Affiliations
                [1] 1School of Media and Communication, Shanghai Jiao Tong University , Shanghai, China
                [2] 2Faculty of Liberal Arts and Management Science, Kasetsart University , Chalermphrakiat Sakon Nakhon, Thailand
                [3] 3Zagreb School of Economics and Management , Zagreb, Croatia
                [4] 4Luxembourg School of Business , Luxembourg, Luxembourg
                [5] 5Business School of Hunan University , Changsha, China
                Author notes

                Edited by: Pilar Lacasa, University of Alcalá, Spain

                Reviewed by: Mohammed Habes, Yarmouk University, Jordan; Tani Khara, University of Technology Sydney, Australia

                *Correspondence: Bojan Obrenovic, bojan@ 123456inovatus-usluge.hr

                †ORCID: Tanin Tirasawasdichai https://orcid.org/0000-0001-5456-2971

                This article was submitted to Cultural Psychology, a section of the journal Frontiers in Psychology

                Article
                10.3389/fpsyg.2022.1061850
                9815613
                36619131
                d8c10e7b-2e71-4c54-91c0-2aee947fabd6
                Copyright © 2022 Tirasawasdichai, Obrenovic and Alsharif.

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                : 05 October 2022
                : 01 December 2022
                Page count
                Figures: 3, Tables: 7, Equations: 0, References: 123, Pages: 16, Words: 11275
                Categories
                Psychology
                Original Research

                Clinical Psychology & Psychiatry
                cultural product,chinese tv series,cultural acceptance,cultural awareness,cultural knowledge,gratification-cultivation theory

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