6. Conclusion
6.2 Limitations and Future Direction
The sample for this study only consisted of one drama – Feng-Shui Family, result of this study may not be generalizable to other dramas. Since this drama featured many health storylines occurred at Yen-fei and Kuo-ching’s hospital, more health related storylines appeared in this drama compared to other Taiwanese dramas.
If more prime time dramas or trendy dramas in Taiwan can be analyzed, it will
provide more generalized ideas of what exactly viewers are receiving from television shows.
Perhaps a more serious limitation of the study is that, the nature of the study does not provide any evidence of effects of television content. As previously mentioned, content analysis is a study of media content instead of media effects. Although this study provided a discussion of possible implications of the content, a possible next stop would be test the impact of these portrayals on knowledge, attitudes and behaviors of viewers.
Following a content analysis, researchers are able to test if television is contributing to viewers’ conceptions of reality by creating survey questions based on the results of the content analysis. This study provides the material that could possibly be used to develop a survey instrument to conduct a cultivation analysis. Researchers could test the premise of social cognitive theory and examine whether viewers are modeling behaviors from the television. It will also be interesting to test the media effects of dramas with E-E intervention, such as those which had turned to E-E Match Project for assistance.
Last but not least, results had shown that long-running native soap operas did embed some educational health contents, which were not consistent with stereotypical impression. Future research may interview script writers, producers or officers from TV stations to understand their concerns when depicting health issues and opinions regarding fulfilling media’s social responsibility. Finally, give out solutions on how governmental authorities and platforms like E-E Match Project can best help in
assisting and promoting media professionals to include health information in television shows.
6.3 Conclusion
Researchers have indicated that people learn about health messages from TV dramas, and they are motivated to seek for more health related information featured in these dramas (Kennedy et al., 2004; Wilkin et al., 2007). Feng-Shui Family, as a long-running prime time drama, had a really high viewing rate which made it an ideal E-E form to promote health related information.
It was worth mentioned that some of the health topics, such as common cold or surrogacy issues, did sync with on-going events. Taiwanese prime time dramas are often in a live-shoot system for financial advantages, besides, script arrangements can be made in order to comply with viewer demands. By merging cultural cues such as on-going news or real-time events into the scripts, audiences can identify themselves with the characters, thus it evokes a sense of cultural resonance due to familiarity.
Social proliferation may occur if viewers find the stories interesting or worth sharing (Larkey & Hecht, 2010). If Taiwan is under threat of infectious diseases like H1N1 or MERS-coV some day in the future, prime time live-shoot drama will be a good channel to alert viewers about their health risks.
The sample of the study, Feng-Shui Famiy, was a live-shoot drama, and it could be imagined that writers were under really high pressure due to time constraints when designing plots. Thus, it is essential for platforms like E-E Matchup Project to exist, helping writers and producers obtain quick and free health related information
whenever they need, and actively offering writers sources to write about. This platform could also provide a win-win situation for triple sides: the production side could meet media’s social responsibility; viewers could learn correct health information while enjoying dramatic effects from TV, and health related authority may open up another path for free propaganda. In the long run, such platform will also enhance the entertainment and educational value of the program.
Appendix A
5 DURATION OF HEALTH PORTRYALS IN AN EPISODE (write in seconds)
6 CATOGORY OF THE DISEASE/ILLNESS/INJURY (see Table 3.1 for coding number)
Appendix B
RECORDING INSTRUMENT-
SPECIFIC HEALTH ISSUE LEVEL OF ANALYSIS
1 CODER ID NUMBER
2 TOPIC OF THE DISEASE/ILLNESS/INJURY (see Table 3.1 for coding number)
3 DURATION OF HEALTH PORTRAYALS IN ALL EPISODES (write in seconds)
INFORMATION OF THE ILLED OR INJURED CHARACTER 6 GENDER/SEX
01= male 02= female
7 SOCIAL AGE (CHARACTER’S AGE OR UPON CODER’S OBSERVATION) 01= child (0~9 years old)
02= young adult (adolescent or single adults)
03= settled adult (married adults or adults who have kids) 04= elderly/old (65 years old and up)
99= unable to recognize 8 SOCIOECONOMIC STATUS
01= clearly lower, obvious poverty 02= middle
03= clearly upper, obvious wealth
05= determinants related to medicines and medical procedures 99= cannot tell
11 PRESENCE OF VIOLENCE (JUMP TO 13 IF THE ANSWER IS “NO”) 00= no
99= does not appear
15 TYPE OF HEALTH INFORMATION CONVEYED (CAN CHOOSE MULTIPLE) 15-1 Prevention
16 PRESENCE AND TYPE OF HEALTH CARE RECEIVED 01= health insurance
17 MEDICAL RESOURCES OBTAINED
22 CAREGIVER PRESENCE (JUMP TO 31 IF THE ANSWER IS “NO”)
00= no 01= yes 23 GENDER/SEX
01= male 02= female
24 SOCIAL AGE (CHARACTER’S AGE OR UPON CODER’S OBSERVATION) 01= child (0~9 years old)
02= young adult (adolescent or single adults)
03= settled adult (married adults or adults who have kids) 04= elderly/old (65 years old and up)
99= unable to recognize
26-29 RELATIONSHIP TO THE ILLED/INJURED CHARACTER 01= health professional
29 HEALTH INFLUENCE TO THE ILLED/INJURED CHARACTER 00= no influence
02= minor character 03= major character
INFORMATION OF THE BYSTANDER
31 BYSTANDER PRESENCE (JUMP TO 35 IF THE ANSWER IS “NO”) 00= no
01= yes 32 GENDER/SEX
01= male 02= female
33 SOCIAL AGE (CHARACTER’S AGE OR UPON CODER’S OBSERVATION) 01= child (0~9 years old)
02= young adult (adolescent or single adults)
03= settled adult (married adults or adults who have kids) 04= elderly/old (65 years old and up)
99= unable to recognize
35 HEALTH INFLUENCE TO THE ILLED/INJURED CHARACTER 00= no influence
INFORMATION OF THE PERSON WHO CAUSED THE ILLNESS/INJURY 37 PRESENCE OF THE PERSON WHO CAUSED THE ILLNESS/INJURY (SKIP
38-42 IF THE ANSWER IS “NO”) 00= no
01= yes 38 GENDER/SEX
01= male 02= female
39 SOCIAL AGE (CHARACTER’S AGE OR UPON CODER’S OBSERVATION) 01= child (0~9 years old)
02= young adult (adolescent or single adults)
03= settled adult (married adults or adults who have kids) 04= elderly/old (65 years old and up)
99= unable to recognize 40 SOCIOECONOMIC STATUS
01= clearly lower, obvious poverty 02= middle
03= clearly upper, obvious wealth 99= unable to tell
41 HEALTH INFLUENCE TO THE ILLED/INJURED CHARACTER 00= no influence
01= negative influence 02= positive influence 99= unable to tell 42 CHARACTER STATUS
01= extra
02= minor character 03= major character
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