Research Design

Sarah Garman

Team Name: The Mediettes

E-mail: skgarm@wm.edu

Project Title: Mass Media and Public Perception?

Problem Identification:  To explore the changing opinion that native Hong Kongers have of mainland residents by exploring the depiction of mainland Chinese through television before the handover in 1997, and in present television.  To determine whether the residents’ opinions of mainland Chinese are congruent with those depicted in Hong Kong television, and whether there is a difference in opinion among different age groups.

Background Information:  The identity crisis in Hong Kong has been a recent topic of discussion among many scholars.  Following the 1997 handover of Hong Kong from Great Britian to China and the subsequent change in government, the residents of Hong Kong have had difficulty in establishing a Hong Kong identity.  According to Eric Kit-wai Ma, “Until the mid-1980’s, when it became clear that Hong Kong would return to China, Hongkongers tended to identify themselves as something other than mainland Chinese.”  Furthermore, “…in the mass media, mainlanders were stigmatized as ‘uncivilized’ outsiders against which modern, cosmopolitan Hongkongers could define themselves (pg. 1).”  However, after 1997, Hongkongers have had to rethink their identity, and this change is reflected in the media.  “The Hong Kong media have recently turned their attention to the historical ‘roots’ of Chinese culture, and mainlanders have been represented in more favourable terms (pg. 1).”  I wish to explore this change in identity, and furthermore relate it to the emerging civil society in Hong Kong.  Hong Kong’s recent willingness to associate with Chinese identity and culture, and the conflicting ideas of capitalism and communism, has produced a rift in Hong Kong society.  This rift jeopardizes the emerging civil society in Hong Kong and threatens the democratic process that many Hongkongers are pushing for.  Thus, it is important for Hong Kong to develop an identity that neither conflicts with their Chinese identity and affiliation with mainland China, nor with Hong Kong’s desire to become a more democratic government.  The media’s influence in this process is undeniable, and its portrayal of mainland Chinese will influence the way in which Hongkongers see themselves.

Major Questions:

1)      How has the media’s portrayal of mainland Chinese changed since the handover of Hong Kong to China in 1997?

2)      What are the stereotypes commonly applied to mainland Chinese, and do they exist in Hong Kong presently?

3)      What is the public opinion of mainland Chinese, and is this opinion supported by the television in Hong Kong?

4)      Is there a discrepancy in way the older and younger generations in Hong Kong perceive mainland Chinese?

Chinese, will have a less tolerant opinion of them, and that the younger generation will feel on the whole ambivalent towards mainland Chinese.

Group Methodology:

Archival Research- The Hong Kong University library, located on the HKU campus, has a Multimedia Learning Centre of the HKBU Library. The database contains over 17,000 catalogue records of the news, public affairs, and information television programs of local television companies since 1990.  I will spend time here looking at primary television sources for possible insight into the portrayal of mainland Chinese through the media.  I will also visit one or several television stations, one of which will be the TVBI television, headquarters at Hong Kong's Clearwater Bay in scenic TV City.  TVBI activities include

      Programme production

·         Airtime/VC advertising management

·         Cable and satellite television operation

Furthermore, I will visit the TVBI licensee for VCD sales,

Expert Interviews- Conducted via telephone, an interview of two experts to further narrow the research proposal and develop my ideas.  Interviews are recorded.

               Experts:  Professor Staci Ford, HKU

                              TBA

Public Interviews- Interviews of two main respondent groups.  Older generation (age 50+) and younger generation (ages 17-25).  These interviews will be in person and recorded.  Respondents will be asked a number of questions pertaining to their perception of mainland Chinese, and the media’s influence on this perception.  I will try to identify any difference in responses between the older generation and the younger generation.  These respondent groups have no other stipulations, but I will strive to select a random group of respondents representing a diversity in professions, class, educational background, and political affiliation.

Research Schedule in Hong Kong

Arrive January 5^th

January 5-9  Initial Interviews- During this time I will interview Hong Kong residents of a younger generation, where a large portion of their time in Hong Kong has been after 1997.  Ages 17-25

January 10  Midterm Review- During this time I will assess my interview data and write a conclusion for the younger generation. 

January 11-12  Final Interviews- During this time I will interview Hong Kong residents of the older generation, where a large portion of their time in Hong Kong has been before 1997.  Ages 50+

January 13  Data Analysis

Bibliography

Bordwell, David.  Planet Hong Kong: Popular Cinema and the Art of Entertainment.  Cambridge: Harvard University Press, 2000.

Ma, Eric Kit-wai.  Culture, Politics, and Television in Hong Kong.  New York: Routledge, 1999.

Online Resources:

TVBI:  http://www.tvb.com/

HK Television Programs Database:   http://www.hkbu.edu.hk/~lib/electronic/hktvd.html