Reflection of Thai Dialects in Mass Media

Abstract

This study aims to collect and analyze the use of Thai dialects in the media including television soap operas, films, advertisements, and newspapers, and draw some important implicationsin order to provide insight to the role of mass media in the preservation of Thai dialects, their stance and modes of representation in the media, and their essential contribution to the construction of the identity of their speakers. 

The results show six purposes for the use of Thai dialects in the media: for 1)  marketing purposes, 2) authenticity of communication, 3) distinctive representation 4) entertainment or humor, 5) implication in interpretation of the main messages, and 6) preservation of Thai dialects in society.

Regarding the reflection of Thai dialects and construction of identity, the media plays a crucial role in reflecting Thai dialects as well as creating of the identity of the local people who speak them. On the one hand, one can see the reproduction of the traditional discourse, which downgrades Thai dialects and their speakers through the caricature of Thai dialects for their otherness in order to produce comic effects. Similarly, the media also regard Thai dialects as lesser in dignity to the standard Thai language. Consequently, the identity of speakers of Thai dialects appears to be alienated, ridiculed, disgraced, and inferior.

On the other hand, there is not only negative reflection of Thai dialects in the media. The data shows that the media has often tried to create a new discourse to elevate the status of Thai dialects and to honor them through such means as public relations by various government offices, guidelines on how to use Thai dialects correctly, and educate about Thai dialects. This includes the reflection of celebrities (especially those in the entertainment industry) as role models for local speakers of Thai dialects (particularly youths) so that the speakers realize the importance of Thai dialects, communicate through them with pride, and not regard their own dialects with contempt. In summary, it can be said that the media play a significant role in upholding and preserving the cultural heritage of local Thai dialects in society.