Regionalization through media consumption: the consumption of Thai and Filipino soap operas among Vietnamese audiences

การสร้างความเป็นภูมิภาคผ่านการบริโภคสื่อ: การบริโภคละครไทยและฟิลิปปินส์ของผู้ชมชาวเวียดนาม

Name: Nguyen Thi Tu Anh

ThaSH: Television programs

Classification :.DDC: 792.028

ThaSH: Theater -- Philippines

ThaSH: Theater -- Thailand

ThaSH: Consumer behavior -- Vietnamese

Abstract: The research was inspired by the phenomena of the recent emerging of Thai and Filipino soap operas in Vietnam. They have been exported to the country for around 4-5 years and become quite popular among Vietnamese audiences. Nowadays, Thai and Filipino dramas are broadcasted on many cable television channels and also uploaded on the Internet. There are even groups of audiences who love watching Thai TV dramas and establish websites with teams to make subtitles and upload updated Thai series on their own web pages. In Vietnam now, Thai and Filipino TV series can co-exist and successfully compete with Korean dramas, which have been popular in Vietnam for more than a decade. In line with the attention on the flows of TV soap operas from Thailand and the Philippines to Vietnam, the study also focuses on exploring how the consumption of Thai and Filipino dramas contributes to provide understanding about the two countries for Vietnamese audiences, which is related to the regionalization process being promoted in ASEAN. The aim was to analyze the rise of Thai and Filipino dramas and their success in Vietnam, as well as to investigate the influence of such soap operas towards Vietnamese viewers’ perceptions about Thailand and the Philippines. This research was implemented based on semi-structured in-depth interviews with Vietnamese audience members, which led to deep discussion onconcrete points in perception of viewers in terms of gender, culture, and national image towards Thailand and the Philippines. Internet web pages and cable TV channels which broadcast Thai and Filipino series were also important sources of information for this study. The fieldwork research was implemented in the two biggest cities in Vietnam - Hanoi and Ho Chi Minh City. The informants consisted of casual audience members; producers and members of websites doing subtitles for Thai dramas; a cable TV channel – Let’s Viet’ staff who translate Thai series; and a translator working for Master Service Company who co-operates with Today TV - also a cable TV channel in translating and dubbing for Filipino series. The casual viewers consumed TV dramas purely as a leisure activity. The website producers and members are a specific consumer group within a broad audience population. They are “avid” audience members to Thai soap operas and thus set up their own web pages and teams doing Vietnamese subtitles for Thai series. In Vietnam, while many cable TV channels broadcast mostly old Thai dramas, several web pages subtitle and upload the latest Thai dramas on the Internet. However, Filipino series are not updated like Thai series on the Internet; those uploaded online are previously aired on TV (Today TV), and keep the Vietnamese dubbings done by the channel. Some of the translators for Thai and Filipino dramas are casual audience members and some others are “avid” viewers. Thai and Filipino dramas have recently been popular and welcomed by a number of viewers in Vietnam. This phenomenon is coincidental with the context of the coming ASEAN Economic Community (AEC), which promotes more integration among countries in the region. The current popularity of transnational media products from Thailand and the Philippines to Vietnam reflects regionalization progress in the socio-economy. Through the consumption of Thai and Filipino soap operas expressing images, ideas, and emotions, Vietnamese audiences can generate reflexive understanding about these two ASEAN countries in both proximate and different characteristics.

Chiang Mai University Library

Address: CHIANG MAI

Email: cmulibref@cmu.ac.th

Name: Pimsen Buarapha

Role: Chairman

Name: Amporn Jirattikorn

Role: Member

Name: Alexandra Denes

Role: Member

Created: 2015

Modified: 2017-09-17

Issued: 2017-09-17

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Th 792.028 N576R

eng

DegreeName: Master of Arts

Level: Master's Degree

Descipline: Social Science

Grantor: Chiang Mai University

©copyrights Chiang Mai University

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