Uses And Gratification Of Entertainment Video Among College Students In China

As an important part of modern life entertainment video produce a profound andextensive influence for us. The movie box office gets to new high. Entertainmentshow released fiery. Television triggers hot debate. According to the Use andGratification Theory, behind any media contact behavior there is reason producedby social or psychological factors. Entertainment video as one of the important massmedia content, THERE IS the specific reasons behind equally. College students is oneof the most important audience watching entertainment video, research their behaviorof watching entertainment video, analyze the underlying reasons, it has importanttheoretical and practical significance.The main purpose of this study is the analysis of the use and gratification amongcollege students. It mainly includes the following content:1. The behavior of collegestudents watching the entertainment video;2.The motivation of collegestudents watching the entertainment video;3.The relationship between behaviorand motivation to watch entertainment video;4.The relationship betweenbehavior watching entertainment video and pressure.There are766students in the survey sample, they were form NanjingUniversity, Henan Normal University, Zhejiang University of Media andCommunications and Wanfang College of Science&Technolog HPU.They were investigated on the behavior of watching the entertainment video,watching motive, the relationship between the entertainment video and emotion, therelationship between the entertainment video and pressure.The following conclusionsare drawn through research.1. Students watch entertainment video many times; Computer (includingiPad) is the most important equipment in use; video website is the main way to watchthe video entertainment; the majority of students choose watching entertainment videoby themselves;"including loving stars" are the most important reasons towatch the entertainment video; comedy containing humorous theme is themost like entertainment video types of college students.2. There are4motive can induce students for entertainment video viewingbehavior. They are social learning, separation of behavior and spirit, to escape from thereality, emotion regulation etc.3. Entertainment video get higher internal recognition in the college students;Watching the video entertainment is an important way of leisure entertainment ofcollege students; the majority of the subjects watched video entertainment in a badmood; after viewing the video entertainment, the subjects will makethe participants become very happy 4. The mean pressure of male college students is slightly higher than that of femalestudents; the pressure value of the students from Nanjing University is thehighest, followed by the Henan Normal University, Zhejiang University of Media andCommunications, Henan Polytechnic University is again, Wanfang College of Science&Technolog HPU is the last one; Senior pressure value was the highest, followedby sophomore student, again is Junior, Freshman pressure value of the minimum.5. To the subjects who like entertainment video at a high degree, watchingentertainment video frequency is relatively higher; to the subjects who like to watchentertainment video of people in a bad mood, watchingentertainment video frequency is relatively higher; to the subjects who becomehappy after watching video entertainment, watching entertainment video frequencyrelatively higher.6. There is no obvious correlation between College Students’ pressureand watching entertainment video frequency and watching type7. For subjects who have the lower pressure, the motives of social learning andemotion regulation can induce the entertainment video viewing behavior; for subjectswho have the higher pressure, the motives of Separation of behavior and spirit to escapefrom the reality can induce the entertainment video viewing behavior.