Disney Online Mini Survey Reveals How Young Adults in China Consume Visual Art

SHANGHAI, July 26 /PRNewswire-Asia/ -- In the continuing series of mini online surveys inspired by Disney’s upcoming release of local movie production “High School Musical China”, Disney China surveyed 2,500+ respondents on their views on a range of topics relating to visual expression, receptiveness, preference towards different art formats, and places where they consume art.  67% of respondents felt they and their peers are better at expressing themselves visually than the previous generation, and yet 65% said that they felt the previous generation was not as receptive to visual messages and ideals. 

When it comes to comics and illustrations:

• 55% of respondents said that multi-dimensional character development in stories is the most important deciding factor for picking comic titles;

• 30% preferred titles with related consumer products so that they could “own” a piece of the story in real life;
• On the topic of content format, 67% said that even good comic books require copy to support storytelling; and
• 79% of respondents said that comics are not as effective in resonating emotionally with readers as words and copy.
• When asked how respondent’s best preferred to see visual art in general:
• 66% said they tend to gravitate towards new and innovative display venues, such as lofts, designer warehouses, and street corner shops that offer a different experience;
• 33% said they preferred traditional venues such as galleries, museums and art shops; and
• Less than 1% preferred seeing art online, on mobile platforms, on social networking sites, BBS’s, or in printed catalogues and books.

When it comes to seeing urban art, 65% said that their first reaction towards a piece of graffiti art in the street is: “This is an expression of rebelliousness”, with the other 35% responding: “This is an expression of art.”

The survey respondents are netizens gathered from top social networking site Kaixin.com, popular trend-setting blogs and over 20 discussion BBS’s through a viral “chaoren” (trendy young adults) interview series hosted by www.hsmchina.com.  The interviews with illustrator Ji Di and graffiti artist AND Chen and the chaoren surveys are available at www.hsmchina.com/chaoren3 and www.hsmchina.com/chaoren4.  “High School Musical China” will open in cinemas across China in mid August 2010.  For more information about the movie and the trailer, please visit www.hsmchina.com. 

About The Walt Disney Company in China

The Walt Disney Company (NYSE:DIS), together with its subsidiaries and affiliates, is a diversified international family entertainment enterprise with five business segments with over 144,000 employees. Our first animation screened in China in the 1930s and today our long association continues with offices in Beijing, Shanghai and Guangzhou with over 1,000 employees.  Disney is a Dow 30 Company, had annual revenues of over US$36 billion in its most recent fiscal year, and a market capitalization of US$66.85 billion as of 23 July, 2010. For more information about The Walt Disney Company please visit: http://corporate.disney.go.com/