The images of Thailand in Thai television dramas and their impacts on Vietnamese audiences

Abstract

The study aims to explore the function of good images of Thailand represented through Thai television dramas, and their impacts on Vietnamese audiences. An analysis of the two series “I Told Sunset About You” and “A Tale of Thousand Starts” and a field research reveal that Thailand portrayed in the series is the country possessing a diversity of natural resources and cultures with hospitable and friendly people. Remarkably, in the series audiences can see a society where gender diversity is accepted and respected in a proper way. Positive images of Thailand as represented via the series inspire Vietnamese audiences to learn more about the country and induce their desire to visit Thailand to get authentic experience of Thai society and culture. Furthermore, the popularity of the series among Vietnamese audiences motivates them to study Thai, pursue their higher education in Thailand, and work in the fields that relate to Thailand. Besides, watching leading characters using Thai products in the series, Vietnamese audiences tend to purchase those products used by the characters. This helps increase the consumption of Thai products. In conclusion, the popularity of the series among Vietnamese audiences has both socio-cultural and economic benefits. In socio-cultural respect, the audiences absorb good images of Thailand and develop positive perceptions of Thai culture and society. In economic respect, the series have positive impacts on Thai economy because they attract Vietnamese audiences to travel and study in Thailand, and use Thai products as well.