THE POPULARITY OF NARRATIVE “GRANDMASTER OF DEMONIC CULTIVATION”

Abstract

  The purpose of this research article is to study the proliferation of the story "The Untamed" (Mo Dao Zu Shi) using the conceptual frameworks of cultural diffusion and popular culture theory. The scope of the study includes data collection through online sources from various websites (such as lezhin, WeTV, sanook.com) from July 2016, which marks the period when the novel "The Untamed" was published in its original Chinese version, to February 2023, which is when the TV adaptation was broadcasted on Thai television.The study results revealed that the offensive content in translated commentaries could be analyzed in two aspects: 1) The prevalence in the international cultural stream, which encompasses five forms, was reproduced from the original Chinese online novel and spread to 17 countries, including those in Asia, Europe, and America. 2) The prevalence in the Thai cultural stream consists of four forms, namely: 1. translated novels, 2. drama series, 3. animated cartoons, and 4. manga comics. Among these forms, the translated novel format, available in 13 languages, had the widest distribution. Because it has a broader audience, translation and localization into the country's culture is easier, and acquiring novel copyrights is more straightforward.