Study of popular Thai films in China

บทคัดย่อ

          In recent years, Thai films have become popular in China, and Thai cultural elements have found an appropriate way to express themselves through movies, and have quickly demonstrated their great appeal and influence in China. The spread of Thai films in China plays a positive role in promoting the industrialization of Thai films and improving the overseas influence of Thai culture. However, due to the differences in politics, economy and culture between China and Thailand, it is not easy for Thai films to win the recognition of the Chinese audience.
          This research aims why and how Chinese audience watch Thai films and what factors contribute to Thai films'success in China. The objectives of this study are to study and analyze the foundation of media consumption on Thai films among Chinese audience and to study an understanding of Chinese audience’s perception of the particular media products. Through the mixed methods approach, one hundred sets of online questionnaires and focus group interview were employed for this study. The findings show a variety of discovery data of Thai films trends happening in China. The fundamental reasons for Thai films became a hit in Chinese audiences is that they meet viewer’s needs which include cultural and psychological pleasure, satisfaction, aesthetic gratification, and visual enjoyment. Besides, there is the perfect combination of tradition and modernity in Thai films, displaying the essence of traditional culture in a modern manner. Also, the emergence of new media plays a significant role as a tool to reform Thai entertainment industry from a mostly-regional into a global-centered interest . It reveals how Thai films have exploited a new media landscape and intensely changed with the online community.