Study on Thai TV Dramas’ Reception and Dissemination in China New Media Era
Main Article Content
Abstract
In recent years, Thai culture has risen prominently with TV dramas, films, and advertisements as its core carriers, gradually attracting widespread attention on a global scale. This cultural wave from a tropical country is sweeping through the global film and television market with an unstoppable momentum. Among these cultural carriers, Thai TV dramas have quickly gained a foothold and won popularity in the Chinese market, thanks to their unique exotic landscapes and distinctive cultural heritage. This study aims to explore the reasons and methods behind Chinese audiences’ viewing of Thai dramas, as well as the key factors contributing to the success of Thai dramas in China. Using mixed methods (393 questionnaires and 10 focus group interviews), the research objectives include analyzing the media usage foundation of Chinese audiences when watching Thai dramas, understanding their perception of this specific media product, analyzing the dissemination characteristics of Thai dramas in mainland China and the reasons for their acceptance by Chinese audiences, targetedly addressing the issues existing in the dissemination process of Thai dramas, and proposing countermeasures for the sustainable development of Thai dramas. Ultimately, it aims to provide insights and references for the future global spread of Thai dramas.
Highlights
This study employs mixed methods (393 online questionnaires + 10 focus group interviews) to explore Thai TV dramas in Mainland China. It clarifies the core audience (18-30-year-old females, mainly students), identifies key drivers (new media, Sino-Thai cultural commonality, cost-effective copyrights), and provides empirical references for their targeted dissemination.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright: CC BY-NC-ND 4.0
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