Perceptions of family values and gender norms in China: impact of global and domestic media

This study investigates how contemporary Chinese residents differ in their views on gender and the family, facilitated by multivariate analysis. The main categories of the study are patrilineality, filial piety and gender norms in the family. The achievement of the formulated research objective is ensured through the identification of the potential significance of demographic factors and personal parameters of the survey participants. The analysis of the covariance method was used to see if there was a statistically significant difference between the independent groups after the covariates. According to the results of the multidimensional analysis for three models and five dependent variables, predictors related to generational affiliation, gender and rural or urban residence demonstrate their unique influence on the manifestation of family values and readiness to adhere to traditional gender roles. The predictor of content consumption produced by global media outlets was found to be statistically significant in the study.