An exploratory study of emotional appeal: an audience perception towards the reality program 'Bersamamu' (TV3)

Abstract

This research is based on the television 'reality' program called 'Bersamamu' produced by TV3 (under the conglomerate Media Prima Berhad). This study aims to explore whether the element of sadness has been stressed as the important role in influencing viewers in watching TV3's 'Bersamamu'. Besides, it is also to examine the factors that are influencing the audiences' decision making to watch TV3's 'Bersamamu'. Lastly, this study is also indicated to explore what kind of satisfactions (gratifications) that can be gained by the viewers when they are watching this program. The Uses & Gratification theory is applied in the present study in order to measure the ways of decision making, whether they watch the program because they are able to feel the sadness and being 'touched' by the content of the program or whether there are any other factors that influence them. The factors and the theory will be discussed to identify the type of satisfaction gained by the viewers. To achieve the objectives of this research, the researchers choose focus group as the method of study. Women from the age of 25 to 40 from different backgrounds have been chosen to be respondents. The respondents have been divided into four (4) groups and have been supervised by the moderators in order to raise the questions and to conduct the discussion among the respondents. Subsequently, based on similar criteria as above, the researchers then selected males as respondents to find out their views on watching TV3's 'Bersamamu". Hence, it is the aim of this study to make comparative analysis on gender views with regard to the watching of these programs. Focus group is again used as the method of study.