Volume 29, Issue 2
DOI: 10.24205/03276716.2020.279
INFLUENCE OF THE LANGUAGE EXPRESSION STYLE ON PSYCHOLOGICAL ACCEPTANCE AND PREFERENCE OF THE AUDIENCE
Abstract
The language expression style is a key factor for the audience to identify with the host and know the program. Drawing on the theories of audience psychology and mass communication, this paper explores how language expression style affects the psychological acceptance and preference of the TV audience. The research data were collected through a questionnaire survey in Guangdong Province, China, and subjected to statistical analysis. The results show that the language expression style of the host can inspire the expectation, communication, and resonance emotions of the audience; the language expression style that conforms with the audience psychology can promote the viewing motivation, turn blind viewing to purposeful viewing, and boost the loyalty to the program. The research results provide a reference for improving audience rating of TV programs.
Keywords
Language Expression Style, Audience Psychology, Emotions, Viewing Motivation.