The Influence of Social Identity and Communication on Healthcare Delivery in Thailand

Abstract

Existing literature on healthcare communication research using Social Identity Theory (SIT) and Communication Accommodation Theory (CAT) frameworks have shown that social identity affects communication and collaboration between hospital staffs at different levels of the power hierarchy. Little, however, is known about how communication and intergroup relations affect healthcare delivery in Thailand. In this study, we used convenience sampling and one to one semi-structured interviews to qualitatively explore hospital staff perspectives on the healthcare communication dynamic in Thai healthcare. As a collectivistic society, Thailand has unique cultural values such as seniority, harmony, duty towards nation and hospitality. We found that these values interacted with healthcare staff’s social identity and communication methods, in a way that makes healthcare communication in Thailand different to existing healthcare communication research in the West. Our study highlighted the need for additional research and further development of communication theories for application to future communication research in Eastern healthcare contexts.