Abstract
"Let’s farm" is a reality show launched by the Chinese video platform iQIYI. The program invites ten young people lacking agricultural knowledge to undergo a six-month closed farming experience in the countryside of Hangzhou, China. It documents their arduous journey from zero to establishing their own agricultural company in a documentary style. After the show aired, it changed the attitudes of thousands of young Chinese who previously refused to farm in their hometowns. These youths actively engaged in grain production, mitigating the risk of a dwindling agricultural workforce in China to some extent. This study employs a combination of textual analysis and social learning theory to explore comments on "Let’s farm" across Chinese social platforms, focusing on viewers' motivations for watching the content and the knowledge and attitude changes they experience. The author uses words cloud, sentiment analysis and sentiment analysis to organize the data, extract meanings, and select theoretical approaches to derive practical conclusions. By analyzing 2,000 comments related to "Let’s farm," the research examines how variety shows can influence youth attitudes toward specific professions and the effectiveness of conveying educational content through entertainment in an informal educational environment. This study not only provides a new perspective on the role of variety shows in modern education but also offers references for designing educationally rich media content in the future. Through the optimization and innovation of such programs, scientific knowledge and vocational education can be more effectively promoted among the younger generation.
Author Information
Jiaxi Liu, Nanyang Technological University, Singapore
Paper Information
Conference: MediAsia2024
Stream: Mass Communication
This paper is part of the MediAsia2024 Conference Proceedings (View)
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To cite this article:
Liu J. (2024) The Educational Significance of Variety Shows on Young People’s Career Choices: The Case of the Chinese Variety Show ‘Let’s Farm’ ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2024: Official Conference Proceedings (pp. 1-17) https://doi.org/10.22492/issn.2186-5906.2024.1
To link to this article: https://doi.org/10.22492/issn.2186-5906.2024.1
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