The Role of Cultural Proximity on Preference of Chinese Malaysians in Chinese Film

Kang, Hongzhe; Yasin, Megat Al Imran; Osman, Mohd Nizam; Ang, Lay Hoon; Li, Mengyu

doi:10.6007/ijarbss/v11-i2/8620

Cited by 2 publications

(2 citation statements)

References 13 publications

(14 reference statements)

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“…Cantonese film and television dramas have brought pleasure to the relatively undernourished spiritual life of Malaysian Chinese, and Cantonese pop music is a tool for Malaysian Chinese to alleviate their nostalgia. Cantonese media, in a range of popular audio and visual forms, enhances Malaysian Chinese’ love for such media and ongoing identification with Chinese culture ( Kang et al, 2021 ).…”

Section: Discussionmentioning

confidence: 99%

Cantonese media promotes Chinese cultural identification: structural equation modeling based on Malaysian Chinese

Liu,

Chen,

Peng

et al. 2023

Front. Psychol.

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IntroductionLanguage media from one’s hometown is an important means of maintaining cultural identification, especially for minorities. Cantonese media plays an active role in shaping the Chinese cultural identification of ethnic Chinese all over the world. To date, few researchers have undertaken quantitative empirical analyses of the mechanism through which Cantonese media influences cultural identification.MethodsUsing data from 642 Malaysian Chinese, this study established a structural equation model with the partial least squares method.ResultsWe found that the emotional affinity of ethnic Chinese to Cantonese media can influence identification with Chinese culture through the perceived value of Cantonese media and cognition of Chinese culture. The perceived value of Cantonese media (IE = 0.208) and cognition of Chinese culture (IE = 0.068) play partial mediation roles. Meanwhile, emotional affinity to Cantonese media influences cognition of Chinese culture (IE = 0.069) through the chain mediation of perceived value of Cantonese media and cognition of Chinese culture. Age has a partial moderating effect in the structural equation model. Compared with minors, adults’ emotional affinity to Cantonese media can eventually influence identification with Chinese culture (TEdiff = 0.126) more strongly through several mediation paths.DiscussionThe study suggests a need to cultivate the emotional affinity of ethnic Chinese to Cantonese media, improve the multidimensional values of Cantonese media, and endow Cantonese media with functions of cultural dialog and knowledge transmission. The international transmission of Cantonese media could play a vital role in building a cultural community for ethnic Chinese globally.

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Section: Discussionmentioning

confidence: 99%

Cantonese media promotes Chinese cultural identification: structural equation modeling based on Malaysian Chinese

Liu,

Chen,

Peng

et al. 2023

Front. Psychol.

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“…Further, corresponding safeguards must be formulated to ensure that the new marketing strategy can be implemented as planned. For BJ Films, the core of its precision marketing system is professionals with strong precision marketing and data analysis capabilities [24]. To this end, BJ Films must make adjustments at the organizational design level to ensure the precision marketing system's effective construction and smooth implementation.…”

Section: Optimization Of Marketing Strategy Of Film Companiesmentioning

confidence: 99%

Optimizing Film Companies’ Marketing Strategy Using Blockchain and Recurrent Neural Network Model

Liu

2022

Computational Intelligence and Neuroscience

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With the growing scale of the domestic film industry, the output of domestic films is also increasing. The design and execution problems in ticket marketing strategies adversely affect the revenue of domestic films. This paper aims to propose solutions to optimize film companies’ marketing strategies by analyzing the marketing environment and current situation to increase the income of domestic films. Firstly, the current situation of BJ’s marketing is analyzed, and the main problems are clarified. Secondly, the necessity and feasibility of applying blockchain technology to the operation and management of film companies are introduced. New marketing strategies and safeguards have been developed by analyzing the target market and optimizing the program. A quantitative method is used to predict a new movie’s box office in its premiere month. The proposed method introduces three factors affecting the box office: new film positioning, film marketing, and film prerating, as input variables. Besides, a Recurrent Neural Network (RNN) is implemented to predict the monthly box office of the premiere of new films. The results show that the predicted monthly box office of the movie adopting the optimized marketing strategy is 1,451,718.6 CNY, which is smaller than the target box office of 1414029.8. The Mean Absolute Error (MAE) is only 0.026. The proposed model’s Root Mean Square Error (RMSE) is 0.45 for the long-term prediction of a single movie price. The MAE is 0.106, and the accuracy is 0.80. The model proposed beats the unimproved Long Short-Term Memory (LSTM) model and the Autoregressive Moving Average (ARMA) model. This paper provides a reference for optimizing the film company’s marketing system.

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The Role of Cultural Proximity on Preference of Chinese Malaysians in Chinese Film

Cited by 2 publications

References 13 publications

Cantonese media promotes Chinese cultural identification: structural equation modeling based on Malaysian Chinese

Cantonese media promotes Chinese cultural identification: structural equation modeling based on Malaysian Chinese

Optimizing Film Companies’ Marketing Strategy Using Blockchain and Recurrent Neural Network Model

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