Thai Advertising in China: Re-invention of Media Production in the Process of Transnational Borders

Abstract

This study is qualitative research that aims to investigate the communication phenomenon of Thai advertising in Chinese cyberspace. The research focuses on the process of creating new media content in cross-border contexts. With the increasing use of internet technology in China, Thai advertising has gained popularity among Chinese internet users. Originally intended for a Thai audience, the introduction of Thai advertising to China requires crossing cultural boundaries and undergoing re-invention to be accepted and consumed by Chinese audiences. This re-invention of media production can be categorized into four types: subtitling, shortening, and merging, decoding, and remaking. These changes have led to social transformations, creating new production relationships, spaces, and ways of expressing self-identity in the context of Thai advertising in China. The study finds that the introduction of Thai advertising to China requires crossing cultural boundaries and undergoing re-invention to be accepted and consumed by Chinese audiences. These changes have led to social transformations, creating new production relationships, spaces, and ways of expressing self-identity in the context of Thai advertising in China. This study provides new academic insights and perspectives on the re-invention of media production in trans-border processes.