Affective Economy of Thai Television Dramas in Cambodia and China

  • อัมพร จิรัฐติกร Department of Social Science and Development, Faculty of Social Sciences, Chiang Mai University
Keywords: affective economy, television dramas, audience reception, melodrama, Cambodia, China


This paper explores the consumption of Thai television dramas among its transnational audience in two important aspects. Firstly, it examines how the transnational audience of Thai dramas interpret meanings in the dramas and what elements the audience choose to interpret as representing “Thainess”. Secondly, the paper explores emotional affect of Thai television dramas. It asks what type of emotional expression the audience understood as “Thai”, and to what extent Thai TV dramas provide emotional and cultural resources that differ from other national TV dramas. The paper employs the concept of “affective economy” based on two different approaches to explore the consumption of Thai dramas: one that uses emotion to create connections between consumers and products, and the other considers cultural and political implications of emotion. Using case studies in Cambodia and China whose audience communities come from different socio-economic and political backgrounds, the paper examines emotional expression in Thai TV dramas, its functions and its implications towards transnational audience reception.


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ดนัยธัญ พงษ์พัชราธรเทพ. 2555. การศึกษารสนิยมของผู้บริโภคชาวจีนที่มีต่อภาพยนตร์ไทยและละครไทย. เชียงใหม่: สถาบันศึกษานโยบายสาธารณะ มหาวิทยาลัยเชียงใหม่.
วสันต์ ปัญญาแก้ว. 2555. ลื้อข้ามแดน: การเดินทางของคนหนุ่มสาวชาวลื้อเมืองยอง รัฐฉาน ประเทศพม่า. เชียงใหม่: ศูนย์วิจัยและบริการวิชาการ คณะสังคมศาสตร์ มหาวิทยาลัยเชียงใหม่.
ศิริจิต สุนันต๊ะ. 2561. “ประเทศไทย โลกาภิวัตน์ กับเพศภาวะ: นโยบายด้านการท่องเที่ยว ของประเทศไทย กับการย้ายฐานงานดูแล และการผลิตซ้ำในระดับโลก.” วารสารสังคมวิทยามานุษยวิทยา 37(1): มกราคม - มิถุนายน, 127-149.
อัมพร จิรัฐติกร. 2559. ละครไทยกับผู้ชมอาเซียน: วัฒนธรรมศึกษาของสื่อข้ามพรมแดนในอาเซียน. เชียงใหม่: ศูนย์อาเซียนศึกษา มหาวิทยาลัยเชียงใหม่.
อัมพร จิรัฐติกร. 2561. “การบริโภคละครไทยผ่านเว็บไซต์ในกลุ่มประเทศอาเซียนและจีน: กรณีศึกษาประเทศเวียดนาม ฟิลิปปินส์ อินโดนีเซีย และจีน”. รายงานการวิจัย. กรุงเทพฯ: สำนักงานกองทุนสนับสนุนการวิจัย. เอกสารอยู่ระหว่างจัดทำ.

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