Media Exposure, Gratifications and the Perception of Thai’s Images via Thai Tv’s Drama to People in Chengdu Sichuan Province, People’s Republic of China

Abstract

This Study entitled “Media Exposure, Gratifications and the Perception of Thai’s Images via Thai Tv’s Drama to People in Chengdu Sichuan Province, People’s Republic of China”, which study aims 1) To study the behavior of Thai TV drama exposure of Chinese people in Chengdu, Sichuan Province. 2) To study the satisfaction with Thai TV drama of Chinese people in Chengdu, Sichuan Province 3) To study the perception of Thai Images from Thai Tv dramas of Chinese people in Chengdu, Sichuan Province 4) To study the relationship between exposure, satisfaction and perception of Thai images from Thai Tv drama. The samples in this study were 380 locals living in Chengdu, Sichuan Province. The research result found that:

The Chinese audience of Thai Tv drama, Chinese people in Chengdu, Sichuan Province who responded to the questionnaire was female more than male. The average age is 27.33years. The education background is bachelor’s degree, the most of audience has a career as a student, and have the monthly income is less than 2000yuan. (1 yuan equals 4.5 Bath)

The Chinese audience of Thai TV drama who answered the questionnaire to watch Thai TV drama through the Diyidan.com. The most of audience watch Thai TV Drama through mobile and tablet devices. Most of them watch Thai Tv drama about 30 minutes to 1 hour for 1day. And most of them watch Thai Tv drama during the evening news (20:00-23:00) The samples have experience in Thai Tv Drama about 2 years. The majority of Thai Tv drama viewers watched Thai drama first time because they watched by accident, and thinking it is interesting. Most of them also watch Chinese drama at the same time. And most of Thai Tv drama viewers have perceived themselves as not fans of Thai Tv drama. Most of sample group had the behavior of watching with intention, and most of them will be watch continuously. The majority of sample groups do not follow the information about Thai Tv drama.

 The audience of Thai Tv drama, Chinese people, Chengdu, Sichuan Province who responded the questionnaire have expectation and use to Thai Tv drama at a middle level. The most of them has satisfaction with Thai Tv drama at a high level, and most of them perceived the Thai People’s images from Thai Tv drama at a high level.

 Based on hypothesis, it was found that: 1) The Chinese audience who has different behaviors of Thai Tv drama exposure would have different perception of Thai people’s images in culture and customs, life-style, Thai etiquette and Buddhist religious belief, the result showed statistically significant at 0.05 2) The satisfaction to Thai Tv dramas has affected on the perception of Thai people’s images, the result also showed statistically significant at 0.05