Selection of favourite idols and models among Chinese young people: A comparative study in Hong Kong and Nanjing

Abstract

This paper examines the conceptual differences between an idol and a model among a sample of young people in China. A questionnaire was speci cally designed to measure young people's criteria for idol worship and model learning using three pairs of contrasting constructs: idealism versus realism, romanticism versus rationalism, absolutism versus relativism. The questionnaire also asks each respondent to nominate up to three favourite idols and models in life. A total of 826 high school students and university students in Hong Kong and Nanjing completed the questionnaire. The results provide convergent support for the hypothesised conceptual differences between an idol and a model. Idealism, romanticism, and absolutism were more important in idol selection whereas realism, rationalism, and relativism were more important in model selection. Hong Kong young people selected signi cantly more idealism-romanticism-absolutism oriented celebrities whereas Nanjing young people selected signi cantly more realism-rationalism-relativism oriented celebrities.

Sports idols of senior athletes

“…An idol is someone whose talents, achievements, status, and/or physical appearance are appreciated and celebrated by fans (Yue & Cheung, 2000). Idolatry, manifested in worshipping and modeling behaviors, peaks during adolescence (Raviv, Bar-Tal, Raviv, & Ben-Horin, 1996).…”

Hello Kitty livery is just a glimpse of Hello Kitty experiential package

“…Nevertheless, many still believe in the conventional wisdom asserting that celebrity endorsement is arguably one of the most effective marketing strategies (Atkin and Block, 1983). Yue and Cheung (2000) report that most young people idolize and hold some celebrities, such as sport figures or pop singers, as their role models (Greene and Adams-Price, 1990;Raviv et al, 1996). Therefore, we proposed the following hypothesis:…”

Determinants of attitude toward celebrity-endorsed advertisements: A conceptual model

“…A recent study by Swami et al (2009) reveal that celebrity worship in Malaysia is driven by an admiration for the commercial and hedonic success of celebrities represented by pop stars and movie stars. In contrast to "model worship" cultures like China, moral and personality attributes of the celebrities are emphasized and promoted (Yue & Cheung, 2000).…”