Topic: The Impact of Virtual Character Creation on Narrative Experience: A Big Data Study Based on Film and Television Character Personality


Speaker: Huang Yunhui, Hong Kong Baptist University


Time: December 13, 2024, 11:30

Venue: EMS 319

Abstract:

Whether it is film and television characters or virtual streamers and idols emerging with the rise of the "metaverse," the creation of virtual images has generated a market value of trillions, while also posing challenges in virtual character development. This study explores how the creation of virtual character images influences audience affection for characters and the market performance of film and television works. Drawing on relevant literature, this research introduces the theoretical concept of personality coordination of virtual images, which refers to the degree of coordination, unity, and integration of personality traits exhibited by the character. By collecting and analyzing data from two large film and television character websites, and combining experimental analysis to validate causal effects, this project aims to answer the following research questions: (1) How can the degree of personality coordination of virtual characters be empirically measured? How does it affect viewers' perceptions of the character and the market performance of the film or television work? (2) What is the mechanism through which the degree of personality coordination affects the audience? How do the effects differ depending on character traits, types of film or television dramas, and audience characteristics? (3) What are the antecedent factors that can influence the personality coordination of characters? While making theoretical contributions to literature on entertainment products, media psychology, and narrative understanding, this study also holds significant practical implications for script design, script and actor selection, sequel development, and character management in the film and television industry.

Guest Bio:

Dr. Yunhui Huang is an assistant professor of marketing at the Business School of Hong Kong Baptist University. Dr. Huang received her Ph.D. in Marketing from Hong Kong University of Science and Technology in 2019. Before joining HKBU, Dr. Huang was an assistant professor of Marketing at Fisher College of Business, The Ohio State University. Dr. Huang has published in top-tier marketing journals such as Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Research in Marketing ect. Her research interests include evolutionary psychology, price promotions, fashion, and entertainment products (e.g., movies) etc.