THE SOFT POWER OF LANGUAGE AND CULTURE IN THAI PBS TELEVISION MEDIA

Abstract

This qualitative study aimed to 1) Analyze the soft power of language and culture manifested in Thai PBS media, and 2) Study the discursive processes utilized to articulate soft power within such media. The concept of soft power was utilized concept of discourse and power as the analytical framework for Thai Public Broadcasting Service Television (Thai PBS). Data was obtained from 23 Thai PBS programs. Three categories were purposively sampled, i.e., dramas, documentaries, and programs for children and youth. Analysis and discursive interpretation were conducted and categorized in three aspects, i.e., content selection and placement, representation and articulation of meaning through lexical choices and cultural symbols. Findings revealed that Thai PBS’s media played a significant role in articulating meanings “Nation, Religion, and Monarchy” as core values of Thai society. The presentation of nation was prominent. The presentation of religion and monarchy was less prominent (respectively). The process was conducted by the selection of content related to history, way of life, local wisdom and cultural heritage, creation of an image of Thai society as a cultural community with deep historical roots and continuity, as well as lexical choices, naming of titles and utilization of cultural symbols, i.e., Thai food, attire, performing arts and traditions to frame perceptions of Thai identity and values. Thus, lexical choices and cultural aspects contained in the media served as a mechanism for production and reproduction of Thainess to be accepted as social truth while the media reflected the role of public media in generating symbolic power, pride of cultural identity and perceptions of Thainess, all of which are important elements in the creation of soft power through cultural communication in Thai societal context.