A Study On The Communication And Acceptance Of Chinese Costume Drama In Thailand

Television series are influential to audience's comprehension,understanding and image perception toward specific country or thing.It allows everyone to easily explore the world and learn different cultures,languages.Therefore,the series are potential channel to enchance positive Chinese culture and image as known "Chinese culture outgoing".In Thailand,Chinese costume drama have be en on air for more than 40 years.Initial genre is costume drama.However,it had been deteriorated by Korean series.Until 2019,"The Untamed" is available via Wetv application which revived its popularity.Unfortunately,it's still not be able to gain proper growth and awareness due to unstable audience's royalty and competition.So,to understand the audience's decision in choosing,accepting,publicing Chinese series in Thailand are the purpose of this project.This paper use Schema theory and Communication effect as the theoretical support of the research.It would rather study Chinese costume drama 's publicity,acceptance in Thailand and analyze relation between motivation and original pyschological schema of Thai audiences(Exposure Knowledge and Perference)about China can influence Chinese costume drama in Thailand rating or not and communication effect.Indeed,412 sets of questionaires were created to collect data and analyzed by SPSS Window 24.Moreover,writer set up deep interview with 20 Thai audiences for more precise analysis.As a result,a group of women age between 19-30 year old prefers Chinese costume drama over others.The first,the main viewing motives of Thai audiences are four motivation factor,such as “personal entertainment and habitual”,“attraction of actors and background scene”,“attraction of stories and the Chinese culture” and “learning and social activities”.Secondly,internal factors that affect the acceptance to Chinese costume drama are original personal attitude towards China while external factors also have influential such as social environment.Third,the viewing motivation 2(attraction of actors and background scene)will have an impact on Chinese costume drama rating.