Popularity and Perceptions of Thai Cultural Representation in Thai Cinema

Abstract

This study explores the factors driving the popularity of Thai cinema and examines audience perceptions of Thai cultural representation in films. Drawing on qualitative and quantitative methods, the research analyzes how Thai filmmakers integrate cultural narratives into their works and evaluates the reception of these films among domestic and international audiences. Findings reveal that the popularity of Thai cinema is largely attributed to its unique combination of traditional cultural elements and universal storytelling themes. Iconic films such as Nang Nak and Pee Mak effectively highlight Thai folklore and spirituality, appealing to domestic viewers' cultural pride while captivating international audiences with their exotic appeal. Modern productions like Bad Genius demonstrate the industry's ability to integrate contemporary themes, attracting younger and more globalized viewers. However, the study also identifies challenges, including the commodification of cultural elements and the perpetuation of stereotypes to cater to global market demands. The study concludes that Thai cinema holds significant potential as a medium for cultural diplomacy and global engagement. To maintain cultural authenticity and market appeal, filmmakers should balance traditional narratives with innovative storytelling techniques. Moreover, leveraging digital platforms and fostering international collaborations can further expand the global reach of Thai cinema.