(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
H 32 Administrator TW/ JP/ WT 30,000
I 27 Clinic assistant TW/ JP 25,000
J 28 Sales TW/ JP/ WT 43,000
K 33 Sales assistant JP/ WT 26,000
L 29 Marketing planner TW/ JP/ WT 36,000
Notes:
1. Reading preference means informants prefer which kinds of fashion magazines. TW means
Taiwanese fashion magazines, JP means Japanese fashion magazines, WT means Western fashion
magazines.
2. Income N/A means No fixed income.
Every depth interview proceeds around 1 to 1.5 hour, most of these interviews use
in-person interviews, only informant H uses online video interview.
Questions design
The questions can be segment into 4 main focuses: About the readers’ motivation and
media using behavior in reading fashion magazines (Ex: When did you begin to read
fashion magazines? What is the suitable time for you to read fashion magazines?
Which fashion magazines are your favorite one and why?), their interpretation to
fashion magazines (Ex: Do you agree most of the perspectives of the content and
column of fashion magazines? Why do you think these models looks as a ‘beauty’?
What are the basic elements of ‘beauty’? Do you think other women will have same
opinions with yours? Do you think other men will have same opinions with yours? Do
you think modernity is an essential condition to a woman? Do you often have
alternative ideas with fashion magazines?), their opinions to those magazines from
various originating published countries (Ex: In your observation, what are the
differences between Taiwanese fashion magazines, Japanese fashion magazines and
Western fashion magazines? Which one do you like better? Do those various sources
magazines satisfy your different needs? What is your evaluation to those magazines
which published in Taiwan, Japan and Western?), and how fashion magazines
interact in their daily life (Ex: Do you usually discuss anything about fashion
magazines or fashion elements with your family or friends? While you decide to buy a
cloth, do you think any advices that fashion magazines recommend? Do you think
fashion magazines influence any aspects of your life?).
Findings and discussions
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