MESSAGE DESIGN STRATEGIES FOR COMMUNICATING THAI CULTURE IN TELEVISION PROGRAMS

Abstract

Abstract—In the context of Thailand, a country rich in cultural heritage and traditions, the effective communication of Thai culture through television programming necessitates strategic message design. This study delves into the intricate world of message design strategies within Thai television programs, aiming to authentically communicate the richness of Thai culture. Employing a mixed-methods research approach, the research examines visual, linguistic, and narrative elements to unravel the complexities of cultural representation on the television screen. Through content analysis, in-depth interviews with key stakeholders, and audience surveys, the study explores the nuanced approaches employed by content creators. The research concludes with practical recommendations for content creators, advocating for strategic cultural collaborations, continuous audience feedback integration, enhanced linguistic representation, globalization navigation strategies, and increased digital literacy for online engagement. The findings contribute valuable insights to content creators, scholars, and policymakers seeking to enhance the effectiveness of message design strategies for communicating Thai culture through television programs.