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<strong>Examining Chinese Cinema Audiences' Opinions Through User-Generated Content: A Case Study of
<em>The Mermaid</em></strong></h1>
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<span style="color:#FF8C00; line-height:1.6em">Tuesday 7th November, 5pm - 7.30pm </span><span style="color:#FF8C00"> </span><br>
<span style="color:#FF8C00">Room 327, Robert Webster Building, UNSW Kensington Campus</span></h4>
<p style="text-align:justify; margin:1em 0; padding:0; color:#606060; font-family:Helvetica; font-size:15px; line-height:150%">
Analyses of film audiences have traditionally used viewer surveys and statistical data such as box office revenues. With the rapid growth of digital technology, however, collecting data on audiences’ opinions towards specific content, products, or services
has eased the process through electronic Word-of-Mouth (WOM) communication. WOM data can provide valuable insights into understanding audiences’ opinions, as audiences believe they are recommending and giving advice to their peers without the involvement of
the organisation responsible for marketing the product or service in question. WOM conversations are therefore perceived as spontaneous responses that can offer relatively objective insights. This paper demonstrates the benefits of using WOM communication
through collecting and analysing data from the Chinese social networking site Douban to understand Chinese audience opinions on the current highest grossing film in China –
<em>The Mermaid</em> (Chow 2016), a co-production between Hong Kong and China. This paper examines the factors behind the film’s success, the effects of transnationality in Chinese cinema, and the reception behind the fluidity of censorship in Chinese cinema.</p>
<p style="text-align:left; margin:1em 0; padding:0; color:#606060; font-family:Helvetica; font-size:15px; line-height:150%">
<strong>Kai Soh</strong> is a Ph.D. candidate in the School of the Arts, English, and Media at the
<strong>University of Wollongong</strong>. Her research explores the transformation of the Chinese film industry through transnational collaborations since China joined the World Trade Organisation in 2001. Her thesis examines international film co-productions
and collaborations with China by analysing Chinese audience opinions on the social networking site Douban.
<a href="mailto:krs354@uowmail.edu.au" target="_blank" style="word-wrap: break-word; color: rgb(109, 198, 221); font-weight: normal; text-decoration: underline;">
<strong>krs354@uowmail.edu.au</strong></a></p>
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<span style="font-size:13px">Refreshments will be served during the seminar. All are welcome. <br>
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For further details on the Sydney Screen Studies program, please visit <strong><a href="https://wordpress.us10.list-manage.com/track/click?u=874f88bf15b1c1cd4ee175472&id=64109cea3e&e=bd521d017c" target="_blank" style="word-wrap: break-word; color: rgb(109, 198, 221); font-weight: normal; text-decoration: underline;">sydneyscreenstudies.wordpress.com</a></strong></span>
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