Culture and Communication in Thailand (Communication, Culture and Change in Asia)

• Hierarchy
  
  
  • Royal news comesfirst on TV and radio,
  
  
  • Layout of newspapers—royals on the top,
  
  
  • Elite-centered columns, e.g., sappy Hi-so, and
  
  
  • Girly magazines/sexy girls on front page of Sunday newspapers.
  
  
  
  

Table 4.2 Thai worldviews, values, and symbolic representations

Worldview Value system Symbolic

representations

Brahmanism and its interplay with Buddhism

and animism

Hierarchy •Language use

• Gender inequity
  regarding sexual
  norms


• Social class


• Seniority
  Animism and its interplay with Buddhism and
  animism

Power •King

• Military


• Amulet industry


• Spirit houses


• Chao por/chao
  mae and mafiosi


• Politicians
  Theravada/Hinayana Buddhism and its
  interplay with Brahmanism and animism

Interdependence

orientation

Peaceful

coexistence of

ethnic groups

Social smoothing

relationship

• Smiling (jai yen)


• Mai pen rai (never
  mind)


• Kreng-jai


• Modesty


• Conflict avoiding


• Face-saving
  relationship
  Hinayana Buddhism (emphasis on individual
  enlightenment experience)

Social

achievement

orientation

• Indulgence in titles
  and ranks


• Honorary degrees


• Decorations
  Village culture (family-centered through moral
  kindness and mutual trust)

Grateful

relationship

orientation

• Dek sen/dek phak
  (nepotism)


• Child labor


• Sex work


• Voting
  Fun-pleasure
  orientation


• Dancing in
  demonstrations


• Family planning


• Gambling


• Amusements
  during funerals

4.9 The Thai Value System 63

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