Thai Y Series for development guidelines towards soft power policies.

Abstract

This study was conducted in conformity to the qualitative research approach, using textual analysis and in-depth interview.  It was aimed at gaining lesson-learned about soft power policies in foreign countries and suggestions for developing similar policies in Thailand with special emphasis on Thai Y series.

The results show that Japan, and South Korea achieve outstanding performances in terms of soft power.  South Korea, however, becomes an exemplar of soft power in the mode of entertainment diplomacy.  Thailand has decided to follow the same path as shown in the 3rd Film and Video Promotion Strategies.  Even so, it turned out to be unsuccessful due to the lack of appropriate actions.  As for the development of Thai Y series as a soft power resource, stakeholders must bear in mind the significance of both textual and contextual factors.  Textual factors involve actors and plots, while contextual factors cover a fan club, digital communication, and mixed media communication.  There is also a matter of ecosystem which requires tight cooperation among the state, private, and people based on the given concept of Thai soft power.