Cross-cultural Communication and Audience Aesthetic Analysis of Chinese TV Series in Thailand (2014-2023)
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This research aims to study Chinese TV series that gain popularity annually on mainstream streaming platforms such as Rakuten Viki, YouTube, Netflix, iQIYI, WeTV, and others. The study analyzes how Chinese TV series communicate and explores Thai audiences' perceptions of them. The sample group comprises Thai viewers who watch Chinese series on the mentioned platforms.
The data analysis employed both qualitative and quantitative methods. The quantitative analysis focused on identifying statistical trends by examining the distribution and popularity of Chinese series across platforms, using descriptive statistics such as frequency distributions, means, and standard deviations. Time-series analysis was also conducted from 2014 to 2023 to investigate changes in the number of Chinese series released each year, audience engagement metrics, and shifts in genre preferences. Furthermore, sentiment analysis was carried out based on viewer reviews and feedback collected from streaming platforms and social media using natural language processing (NLP) tools.
The findings reveal that Chinese TV series have become increasingly popular in Thailand due to their diverse content, deep storytelling, and high production quality. The availability of Chinese series on digital streaming platforms has made them more accessible to viewers, allowing them to engage with Chinese culture through relatable themes and symbols, which often align with Thai cultural values. Additionally, the growth of streaming platforms such as Netflix, iQIYI, and WeTV has broadened the reach of Chinese series, though it has also intensified market competition. Therefore, to maintain long-term viewer interest, Chinese series must continue to develop their storytelling, enhance presentation styles, and diversify genre offerings.
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