Uses and Gratifications: A Documentary about the Interaction between Sina Weibo Users and Chinese Basketball Association

Abstract

This is a documentary film that applies the uses and gratifications theoretical framework to understand how users of Sina Weibo interact with the Chinese Basketball Association (CBA). In this documentary film, I used the uses and gratifications approach to set up interview questions to let different users talk about their experiences when accessing CBA-related information via Sina Weibo. Most interviewees in this film have shown positive users’ experiences when they were using Sina Weibo to accessing information about the CBA. However there were also some negative users’ experiences and suggestions for Sina Weibo from the interviewees. This documentary film is the first film to unveil the interaction between social media and basketball in China to an American audience. This documentary film may also be an entry towards further study.