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

Abstract

This study is basic research and uses qualitative research methods. The research objective is to study the communication phenomenon of Thai advertising in Chinese cyberspace. We study the issue of inventing new media production in cross-border processes. The study found that, after the reform and opening up of the country China has entered an era of rapid development in politics, economics, and culture, and the Chinese government's policies promote foreign exchange. as well as the increasing cultural needs of the people. This creates the possibility of spreading Thai media production in China. Moreover, the dissemination of Thai advertising in China is also related to the process of new media development in China. Especially publishing short videos. Thai advertising developed rapidly after 1995 and became a rising star in the international advertising industry. Thai advertisements are creative and emotionally impactful in their expressive content. Thai advertising publishing has gone through various stages, from websites to blogs to shorts. Smartphone video, WeChat, Sina Weibo, TikTok, Bilibili, and Xiaohongshu are the most popular new media in China. It has become the main communication platform for Thai advertising.

Thai advertising is produced as media production in the country of origin (Thailand). When entering China, it must undergo reinvention again first. To be appropriate and consistent with Chinese media consumption tastes This new invention consists of four subtitles, shortened and merged, decoded and remade. Chinese Internet users have transformed Thai advertising into cultural media production. causing interaction with Chinese people The release of Thai advertising in China has caused social change. Actively engaging, creating, and publishing "fans" on The Internet has produced a huge number of media products. The status of fans is improved through their participation in new creations, even creating the so-called. "Expert" new productions Help stimulate the imagination and interest of Chinese viewers in Thailand. and Thai culture creates a space for exchanging knowledge and experiences, expressions, and hopes, which leads to the development of consumption in reality.

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