Popularity Survey and Content Analysis of China's TV Programs and Insight China TV Programs by Liu Rong in Thailand

Abstract

        This research aims to explore the popularity and analyze the content of two Chinese-related television programs in Thailand: Zhap Chong Mong Jeen broadcast on Nation TV and Insight China by Liu Rong broadcast on TNN16. The study employs a qualitative research method, incorporating in-depth interviews with media scholars, program producers, and audiences, as well as content analysis of both programs to assess their themes, narrative structures, and how they cater to Thai viewers' interests.

        Findings indicate that Zhap Chong Mong Jeen excels in engaging audiences by featuring stories of Thai people living in China, fostering a sense of connection between viewers and the content. Meanwhile, Insight China by Liu Rong focuses on informative discussions covering China's culture, economy, and social issues. However, both programs could benefit from improvements in storytelling techniques, extended broadcast durations, and diversified content to appeal to a broader demographic.

        The analysis revealed that both programs adopted the agenda-setting approach in presenting stories about China and reflected China's soft power through the portrayal of its national image. Furthermore, the programs can be analyzed through the lenses of cross-cultural communication and audience adaptation theory, enabling them to effectively reach Thai audiences. The findings thus highlight the influence of soft power conveyed through television programs as a cultural instrument of China in Thailand.