The Effect of Cross-Cultural Communication on ASEAN Cultural Hegemony: A Case Study of Lao People’s Democratic Republic

Abstract

This research is designed to study the effect of cross-culture communication on ASEAN cultural hegemony, cultural changes in ASEAN countries dominated by cross-culture communication from outside ASEAN, the influence of cross-culture communication to ASEAN cultural hegemony, and factors conductive to ASEAN cultural hegemony. The content analysis of television and Cable TV has aired in Thailand and Lao PDR. New media such as YouTube, Face book and Twitter in-depth interviews
with 25 peoples including observation, and focus group discussions with another group of 34 people  in the Lao PDR were conducted. The study found that Thai and Lao citizens share the same attributes in terms of population features and media exposure behaviors. Particularly, Laos binds up with religion and incorporates the belief from Theravada Buddhism into his culture and way of living. As a result, Laos has strictly stood for its good customs. Obviously, most of Laos prefer to expose
Thai television programs rather than Laos programs. Thai media and capitalism had a substantial impact on Laos’ people way of living. Simultaneously, Thais face the effect of cross-cultural communication clearly and it has some impacts on Thai people. The influence of South Korean cultural merchandises affects the way of living in Thai society. With regards to Korean cultural domination, Thai culture have a risk of losing. However, Laos partially receives Korean culture since Laos still maintains its original culture. The high level of behavioral change in Thailand is due to frequent Korean media exposure. On the other hand, there are a few changes for Laos
teenagers because of partial Korean cultural intimation through Thai media.