Vietnamese dating game show

The first dating program, , aimed to ‘serve the people’ by helping individuals, especially males of rural and low socioeconomic backgrounds, to find a partner.

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This has become even more prominent since the mid-2000s when dating shows seeking new ways to attract audiences in order to compete with other types of entertainment programs introduced new hosting styles and techniques appropriated from Western reality television.

The shows also began collaborating with online dating sites to broaden the number of the recipients and partnering with big enterprises to boost advertising revenues.

Studying the development of television dating shows helps to understand how the concept of love and marriage in China has changed, and how the shows are helping bring about that change.

Dating shows began emerging as a new form of marriage matchmaking in China in the late 1980s.The commercialisation of the television industry in the 1990s thus nurtured an intersection between love, romance and entertainment, and motivated mass audiences to also participate in dating shows.This not only answered the government’s call for greater freedom to love and for gender equality, at least on television, but also brought about a reconceptualisation of love, courtship and marriage in Chinese society.It is not uncommon to see images and brands of commercial products like electronic cookers, smartphones and soy milk makers on these programs, and for the hosts to mention the names of businesses.Love, marriage and commerce have never been brought so closely together.Just like yin and yang in traditional Chinese thought, the juxtaposition of neoliberalism and state authoritarianism might seem contradictory, but essentially they complement each other by creating a space for discussion among opinion makers, elite groups, scholars, the media, the government and the masses.

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