The Impact of Korean and Chinese Cultural Presentations on Cultural Preferences of Thai Audiences in Generational Differences
Keywords:
Korean and Chinese Culture, Cultural Preferences, Thai Audiences in Generational DifferencesAbstract
This study examined the cultural preferences of Thai audience in seven areas: idols, music, series/films, food, language, travel, and products in three age groups of audiences, which were influenced by the presentation of Korean and Chinese culture in entertainment media. This research used an online survey with 404 Thai respondents aged 12-59 years, who had viewed both cultures in entertainment media for their exposure to Korean cultural media. Generation X respondents had the highest media exposure level (x̄ = 3.51), followed by Generation Y (x̄ = 3.42), and Generation Z (x̄ = 2.98). Similarly, Generation X had the
highest exposure to Chinese cultural media (x̄ = 3.45), followed by Generation Y (x̄ = 3.26), and Generation Z
(x̄ = 2.80). The results of the study found that hypotheses 1 and 2 that exposure to the presentation of both cultures significantly influenced the cultural preferences of Thai audiences. However, the comparative results showed that hypotheses 3 and 4 were partially supported, as viewers preferred Korean culture in terms of series, travel, and products. However, Chinese culture was more popular in terms of idols, music, food, travel, and products. Generation Z and Generation X had a higher preference for Korean culture and were influenced by emotional connections through the media. However, Generation Y tended to pay balanced attention to both cultures. The result of the study indicated a highlight of the economic implications
towards audiences' cultural preferences, particularly in the entertainment and tourism industries. In addition, insights from the study findings provide strategic guidance to businesses and government agencies to promote
Thai culture in entertainment media to cater to international target audiences of different age groups.
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