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Why Beauty Pageants? 10 (A) a Popular TV Program 10 (B) Controversial Media Product 11

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Why Beauty Pageants? 10 (A) a Popular TV Program 10 (B) Controversial Media Product 11 �� • ..•、• Legitimizing Televised Beauty Pageants: An Organizational Study of Cultural Marketing by Maria Chen A graduate thesis submitted in partial fulfillment for the degree of Master ofPhilosophy in Communication at The Chinese University of Hong Kong June, 1998 Thesis Committee Members: Prof. Joseph Chan (Convenor) Prof. C.C. Lee Prof. Gordon Mathews i \ «t z^^ ^^系馆書^^^^ fc( u JUL m )i ^^T UNIVERSf^r^'—y^g/ ^@>^IBRARY SY3ia^y^/ x^>/ » 中文摘要 • 商營傳媒機構以賺取利潤爲經營目標。但面對政)^的經營規限和社"^的 價値規範，商營傳媒機構必須要從中找尋相應的經營手法，以便履行所 要面對的責任，又能達至利、)閨經營目標。如向觀眾提供資訊娛樂及新聞， 灌輸知識，而傳媒機構在履行責任的同時，亦可塑造一個向公眾負責的 公司形象，贏取公眾信任的一票。作爲香港兩大商營電台，無線電視及 亞洲電視在平衡外在條件限制及利潤經營所採取的營運方式丄可從兩台 舉辦的選美活動詳細說明。歷年來，兩台選美節目的收視頗高，又獲社 會的認同，這與他們努力塑造的選美形象有密切關係°無線標榜的美貌 組智慧並重，與亞視重視大膽標奇立異的宣傳手法，成功吸引觀眾的好 奇組厘趣之餘’亦大大淡化選美活動所可能引起的反對聲音，如女權份 子的抗議，令原來可能極具爭議性的選美節目，借形象的包裝，成爲電 視台的重頭節目，並因而帶來可觀利潤° ， « y .J T^a6k ofcontents Ch. 1 Introduction 1 1 • The tension of the double goals in media organization 2 2. Research question ^ 3. Significance ^ Ch. 2 Beauty pageants and television 5 1. History ^ (A) Miss USA, Miss Universe 5 (B) Increasing popularity ofbeauty pageants in Hong Kong…“5 2. Formats ofbeauty pageants 8 (A) TVB 8 (B) ATV 9 3 • Why beauty pageants? 10 (A) A popular TV program 10 (B) Controversial media product 11 Ch. 3 Corporate image and the tension between profit-making and social responsibility: a theoretical linkage 15 1. Theoretical tension between the two goals 15 (A) The goal of responsibility 15 (B) The goal ofprofit 19 (C) The relationship between profit and responsibility 20 (D) The source of tension 21 (E) The conflict and compatibility of the double goals 22 2. The method of tension resolution 24 (A) Marketing 24 (B) Corporate Image 26 (C) The position taken in this thesis 30 Ch. 4 Research methods 32 1. Hypotheses 32 2. Methodology 33 (A) In-depth interview 33 « (B) Participant observation 3 6 (C) Documentation analysis 36 Ch. 5 Results 38 1. TV stations and their structure in Hong Kong 3 8 (A) TVB's corporate image 39 (B) ATV,s corporate image 41 (C) TVB's image for Miss Hong Kong 42 (D) ATV's image for Miss Asia 44 2. Analysis ofthe tensions and resolutions in beauty pageants 45 (A) Managing external uncertainty 45 (B) Media frameworks for beauty pageants in Hong Kong 47 (C) Managing internal uncertainty 5 8 Ch. 6 Conclusion 78 « Abstract Commercial media organizations are by nature, profit-seeking entities. In order to survive in the competitive market, they must constantly balance two goals, namely, profit and government-imposed responsibility. This is especially true for television, a medium with easy accessibility and strong visual impact. This thesis is a comparative study of how the two major television stations in Hong Kong, TVB and ATV, go about juggling the double goals. By selecting a particular media product, beauty pageants, as my foc.us of investigation, I will demonstrate how the two TV stations turn something that is potentially controversial and unbeneficial to their goals into a lucrative annual money-maker. By using their corporate image as an anchor to balance the double goals of profit and law, these two commercial media organizations manage to successfully market beauty pageants in Hong Kong. Specifically, the corporate image can be utilized to justify certain controversial elements unique to Hong Kong beauty pageants such as degrading games, sexist and other commercial elements that may be offensive to feminists as well as other social groups in North America, thus enhancing Hong Kong TV stations' profit-seeking goal. In suinm~ry, 'establishing a particular image that the audience can relate to aids the resolution of the constant tension between the goal of profit and law in provocative media products such as beauty pageants. ) . Cd.l Introduction The tension of the double goals in media organizations Commercial media organizations are similar to other pure commercial companies that they must constantly maintain a balancing act between the goal ofprofits on the one hand and satisfying law requirements on the other hand. Without the profit-seeking goals, commercial companies would not exist in the first place. Nevertheless, due to societal forces and pressure groups, certain limits are imposed by the government to ensure that commercial entities do not pursue profits recklessly. Therefore, a media commercial company must deal with the limitations imposed by the government in their ultimate pursuit of profits. Media organizations, especially those that operate in an easily accessible visual medium such as television, require differing laws as opposed to manufacturers of physical products because they sell a qualitatively different product than other companies. For example, the difference between a television program and a piece of furniture is that the former could alter something more than physical comfort and convenience. A television program could change a person's thoughts, emotions, in some cases, even behaviors. Sitting on a particular brand of sofa would not convert your political views or your outlook on life. However, watching an intense drama or a documentary might modify one's perception. For example, watching a program that gives one-sided evidence on a particular issue will increase one's chance ofsupporting the purported view. Therefore, the government must be extremely wary with what is allowed to be shown on free television. On the other hand, commercial media 2 «k ( organizations must follow these regulations without forsaking their ultimate goal of profit-making. Specifically, controversial media products such as beauty pageants would require greater marketing effort since inappropriate marketing may invoke negative responses from the government as well as the public, thus ingenious methods must be developed in each TV station in Hong Kong to attain viewers' interest as well as governmental approval. In summary, each TV station develops a particular image, preferably a positive and responsible one in order to balance the dual goals ofprofit and law, and ultimately the goal of profit-maximization. Research question The main focus ofmy investigation is on how Hong Kong commercial television stations; namely TVB and ATV resolve their dual goals of profit and responsibility required by law in marketing beauty pageants in order to achieve their ultimate goal of profits. In other words, I would analyze TVB's Miss Hong Kong beauty pageant and ATV's Miss Asia beauty pageant from promotions, image, format, beauty contestants post-production and other details of the competition in terms of their marketing strategies in resolving the dual conflicts of profit and responsibility. Significance I have selected this particular investigation for the following reasons: 1. I seek to enrich our understanding of televised beauty pageants. Beauty pageants have been a controversial issue throughout their inception; nevertheless, they continue to appear on television worldwide especially in developed nations such as the United 3 • .• • , � •‘ . ,.‘ ‘ . , .• ‘ • States. In fact, their audience has increased over the years despite feminists and other protesters ofthis type ofevent. Therefore, an investigation on the different types of strategies differing television stations use to repackage this product will shed light on the marketing ofbeauty pageants as well as other media products on television. 2. I seek to enhance our knowledge in the double conflicts of profit and law in commercial media organizations - the ubiquitous problem of profit and law will be examined in the case study ofbeauty pageants. Since this type of media product must face feminists and outside pressure groups, the tension that this product brings may be considerably greater than other media products. In addition, given the much weaker pressure groups in Hong Kong, the dynamics in packaging beauty pageants as an entertainment specific to Hong Kong may be able to shed a different light to the problem. 3. I seek to contribute an understanding ofHong Kong's popular culture - The colonial situation, history, geography, culture among other factors allow the beauty pageants in Hong Kong to have unique elements that distinguish them from similar contests in other parts ofthe world. A thorough analysis of this cultural product can therefore illuminate some ofthe more subtle and fascinating insights of the Hong Kong culture. 4. Theoretical implications - There is currently a great deal ofliterature on beauty pageants, media organizations and television. However, there is not much literature on how specific TV stations market beauty pageants competitively, especially beauty pageants in Hong Kong given its unique features. Hence, it is rather difficult to pinpoint a specific theory as the basis for this investigation. Hopefully, this thesis will be able to enlighten further studies on the subject. 5. I seek to share my insights as a beauty contestant in Hong Kong - Being a contestant 4 f"rj ) .' • • in the 1995 Miss Hong Kong beauty pageant, I experienced first-hand one ofthe most talked about media products in Hong Kong. I feel that by writing this thesis, I can analyze my personal experience as a beauty pageant participant as well as allowing others interested in furthering this topic to obtain a unique perspective. 5 � ^ } .. • . • . • Cdapter 2 (Beauty (Pageants ancC7ekvision History Miss USA, Miss Universe The first Miss USA and Miss Universe pageant began in 1952; the two pageants took place concurrently in Long Beach, California. It was not until 1960 that CBS, a commercial media organization in
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