Cultural Preferences: USA vs China
The variables were divided into three categories, demographic indicators, viewing behaviors, and cultural perceptions. The below three tables serve to provide a legend for the abbreviations that are used throughout the remainder of the data presented:
The pivot table function in MS Excel was used to build frequency tables for many of the variables. Appropriate frequencies are reported as percentages.
Using the MS Excel’s Analysis Toolpak add-in descriptive tables showing the mean, median, mode, standard deviation, kurtosis, skewness, and range were generated.
In order to determine the magnitude of the relationship between specific variables, a correlation matrix was generated with Microsoft Excel’s (2007) Analysis Toolpak add-in. A matrix showing the direction between the variances of each measure and a Pearson’s r coefficient was calculated for each pair of variables. Using this matrix the relationships between three variable types will be evaluated:
- Demographic indicators and viewing behavior
- Demographic indicators and perceptions
- Viewing behavior and perceptions
- Analysis of Variance
The dependent variables under examination are Chinese student:
- Understanding of American culture based on respondents’ belief that American culture is accurately represented in American film and television.
- Preferences for their own culture based on one question (4 point scale-Agree to Disagree) asking the about the respondents’ preference for Chinese culture and eschewing American culture
- Preferences for the culture of the Americans based on one question (4 point scale-Agree to Disagree) asking the about the respondents’ preference for American culture
The primary independent variables are behaviors associated with downloading and viewing movies and television, both American and Chinese as well as genre preferences of American media.
To ascertain the affect of the independent variables on the dependent variables a one-way independent analysis of variance (ANOVA) was run for each of the four selected viewing/downloading behaviors— downloading of American and Chinese media, watching of American and Chinese media—paired with each of the selected dependent variables on cultural preferences— Chinese culture, American culture, both cultures, neither culture.