AUDIENCE SEGMENTATION IN INDONESIAN MUSLIM SOCIETY FRAMING AUSTRALIAN ISSUES
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Conference Papers
The 8th International Graduate Conference
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
July 22-23, 2012
The Faculty of Communication Arts
Chulalongkorn University
Bangkok, Thailand
Organization of the 8th International Graduate Conference
Mission [M] Possible
Research Journey through Methodology
Conference Chair
As s o ciate Pro fe s s o r Yu bo l Be n jaro n gkij, Ph D
Dean, Faculty of Com m unication Arts, Chulalongkorn University
Keynote Speakers
Pro fe s s o r Jo h n Sim o n s , Ph D
Executive Dean
Faculty of Arts, Macquarie University
Pro fe s s o r Yu an Ju n , Ph D
Vice president
Com m unication University of China
Pro fe s s o r Fayçal N ajab, Ph D
Institute of Com m unication and Media (Arts and Media Faculty)
University of Paris III, Sorbonne Novelle
Pro fe s s o r N are n Ch itty, Ph D , A.M.
Head of Soft Power Advocacy and Research Centre (SPARC), Faculty of Arts
Macquarie University
Pro fe s s o r Eric Maigre t, Ph D
Head of the Institute of Com m unication and Media (Arts and Media Faculty)
Sorbonne Nouvelle University Paris III - France
Pro fe s s o r Tian Zh ih u i, Ph D
Deputy Dean of Graduate School
Com m unication University of China
As s o ciate Pro fe s s o r Zh an g Yu qia n g, Ph D
Deputy Director of Media Museum
Com m unication University of China
22-23 JULY 2012
Supervisors
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
As s o ciate Pro fe s s o r Jia D ai, Ph D
School of J ournalism and Com m unication
Tsinghua University
Welcoming Message from the Conference Chair
Asso c ia te Pro fe sso r Dr. Yub o l Be nja ro ng kij, C hula lo ng ko rn Unive rsity
On behalf of Faculty of Com m unication Arts, Chulalongkorn
University, it is our great honor to welcom e you to the 8 th International
Graduate Conference in Bangkok, Thailand. This conference is a prom inent
venue for the valuable scholars to m eet and exchange their knowledge.
Graduate students particularly in PhD level will have an opportunity to learn
from both their supervisors as well as their colleagues. Not only can the
discussion expand the realm of study, but it will also strengthen an academ ic
network of partner universities from different continents. The m ain aim s for
this conference is to provide an arena for the researchers in higher degree
level to learn different perspectives and to experience the academ ic sharing
am bience. I hope that all will obtain beneficial insights and applicable ideas
De an,
for their own research works from this conference.
Fa c ulty o f C o mmunic a tio n Arts,
C hula lo ng ko rn Unive rsity
*************
History of the international graduate conference
Theme
According to the title of the conference "Mis s io n 'M' Po s s ible : Re s e arch
Jo u rn e y th ro u gh Me th o d o lo gy", the general them e focuses on discussing different
perspectives on m ethodology as the im portant phase in conducting research. The new
m odels of m ethodology are crucial to exam ine the em erging and current com m unication and
m edia studies.
22-23 JULY 2012
The IGC is cyclically hosted at each of the partner universities. The m ost recent
conference was held at Macquarie University, where supervisors and PhD students had
generously shared their thoughts on academ ic knowledge. The current conference is held by
Faculty of Com m unication Arts, Chulalongkorn University. Teerada Chongkolrattanaporn is
responsible for organizing team or a group of PhD students from a doctorate degree in
Faculty of Com m unication Arts, Chulalongkorn University. The contact e-m ail
is igc20 12.bkk@gm ail.com .
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
The International Graduation Conference (IGC) is annually organized by the
collaboration of six universities, including Chulalongkorn University (Thailand),
Com m unication University of China, Macquarie University (Australia), The University of
Texas at Ausin (USA), Tsinghua University (China), and University of Paris III - Sorbonne
Nouvelle (France).
Conference Program
Day 1: Sunday 22 July 2012
8:00-8:30
Re g istra tio n o n10th Flo o r o f MKSW Build ing
Fa c ulty o f C o m munic a tio n Arts, C hula lo ng ko rn Unive rsity
8:30-9:00
O p e ning C e re m o ny:
9:00-9:30
Ke yno te Sp e a ke r 1: Pro f. Jo hn Sim o ns, PhD, Ma c q ua rie
9:30-10:00
Ke yno te Sp e a ke r 2: Pro f. Yua n Jun, PhD a nd
Asso c . Pro f. Yub o l Be nja ro ng kij, PhD, C hula lo ng ko rn Unive rsity
Unive rsity
Pro f. Tia n Zhihui, PhD
C o m m unic a tio n Unive rsity o f C hina (C UC )
10:00-10:20
Q &A Se ssio n
10:20-10:45
C o ffe e Bre a k
Po ste r Pre se nta tio n
10:45-11:05
Pre se nta tio n I
(Mo d e ra to r: Pro f. Na re n C hitty, PhD, Ma c q ua rie Unive rsity)
- Munib Ahm e d
A Te xtua l Ana lysis o f the C o ve ra g e o f Wa r a g a inst Te rro rism in The
Na tio n a nd The Ne w Yo rk Time s: A C a se Stud y o f NATO Atta c k o n Pa kista ni Bo rd e r
11:05-11:25
- He Ma n
11:25-11:40
- Twe d ia na Bud i Ha p sa ri (Dina )
Imp ro ve the Em e rg e nc y Re p o rts to Enha nc e Me d ia "So ft Po we r"
Aud ie nc e Se g m e nta tio n in Ind o ne sia n
Muslim So c ie ty Fra ming Austra lia n Issue s
11:40-12:10
Pa ne l Disc ussio n
12:10-13:30
Lunc h
13:30-13:50
Pre se nta tio n II (Mo d e ra to r: Pro f. Zha ng
- Ye Ho ng yu Yu (Ste lla )
Me tho d o lo g ic a l Ap p ro a c h to C o nc e p tua liza tio n o f
G ra ssro o ts Dip lo ma c y in Austra lia a nd C hina
14:10-14:30
Pa ne l Disc ussio n
14:30-14:45
C o ffe e Bre a k
Po ste r Pre se nta tio n
14.45-15:05
Pre se nta tio n III (Mo d e ra to r: Te e ra d a
15:05-15:25
- Xiuta o Li (Esthe r)
C ho ng ., PhD, C hula lo ng ko rn Unive rsity)
The e ffe c t o f Austra lia n c ulture o n c o m p lime nt re sp o nse s o f
ma inla nd C hine se sp e a ke rs o f Eng lish: A d isc ussio n o f me tho d o lo g y
15:25-15:45
- No p a d o n Va sinsunth
15:45-16:05
Pa ne l Disc ussio n
16:05-16:30
Summ a ry
17:00-19:00
Dinne r o n 9th flo o r o f MKSW Build ing
Ma g ic Tric k a nd Tha i So c ia l Myth
22-23 JULY 2012
13:50-14:10
Stud ying Lo ve in US a nd Fre nc h Me d ia
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
- C é line Mo rin
Yuq ia ng , PhD, C UC )
Conference Program
Day 2: Monday 23 July 2012
8.30-9.00
Re g istra tio n o n 10th Flo o r o f MKSW Build ing
Fa c ulty o f C o m munic a tio n Arts, C hula lo ng ko rn Unive rsity
9:00-9:30
Ke yno te Sp e a ke rs 3: Pro f. Fa yç a l Na ja b , PhD,
Unive rsity o f Pa ris III, So rb o nne No ve lle
9:30-10:00
Ke yno te Sp e a ke rs 4: Assist. Pro f. Jia
10:00-10:20
Q &A Se ssio n
10.20-10.45
C o ffe e Bre a k
Da i, PhD, Tsing hua Unive rsity
Po ste r Pre se nta tio n
10:45-11:05
Pre se nta tio n IV (Mo d e ra to r: C ho nla thip
Po o nsiriwo ng , C hula lo ng ko rn Unive rsity)
- Wurijim usi Mo ng o lia n
Mo ng o lia n We b site a nd Mo ng o lia n Ethnic C ultura l Id e ntity:
An Ethno g ra p hic Re se a rc h o f Be ijing Mo ng o lia n
11:05-11:25
- Pa p a ssa ra C ha iwo ng
Be ha vio rs, Mo tive s, a nd Sub stitute s o f No n ve rb a l C ue s
C o nstruc tio n o n Fa c e b o o k Ne two rk o f Und e rg ra d ua te Stud e nts in Ba ng ko k
11:25-11:45
Pa ne l Disc ussio n
11:45-13:30
Lunc h
13:30-13:50
Pre se nta tio n V
- Hui Xue
(Mo d e ra to r: Pro f. Eric Ma ig re t, PhD)
Mic ro O p inio ns in Ma c ro C hina : Ne two rks Emb e d d e d in Hie ra rc hic a l
Struc ture
14:10-14:30
Pa ne l Disc ussio n
14:30-15:15
C o ffe e Bre a k
Po ste r Pre se nta tio n
15:15-15:35
Pre se nta tio n VI (Mo d e ra to r: Dia nlin Hua ng , PhD, C o m m unic a tio n Unive rsity o f C hina )
- Ana nya Ka nna so o t Tha i C uisine
in Sing a p o re : A C a se Stud y o f Se nso ry
Pe rc e p tio n a nd Bra nd Lo ya lty (A Pre limina ry Re p o rt – June 2012)
15:35-15:55
- Kritc ha na t Sa nta we e
The Fa c to rs Influe nc ing o n C o rp o ra te Re p uta tio n a nd
C o rp o ra te Re p uta tio n Ma na g e m e nt in Tha ila nd
15:55-16:15
Pa ne l Disc ussio n
16:15-16:45
C o nfe re nc e Summ a ry
16:45-17:00
C lo sing C e re m o ny: Asso c .
17:00-19:00
Fa re we ll Dinne r o n 9 th Flo o r o f MKSW Build ing
Pro f. Yub o l Be nja ro ng kij, PhD, C hula lo ng ko rn Unive rsity
22-23 JULY 2012
- Yunxi Q IU Symp a thy, Effic a c y, Exp e rie nc e : Mo b iliza tio n in Ma c ro -Phila nthro p y
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
13:50-14:10
Keynote Speakers
Professor Yuan Jun, PhD
Vice president, Com m unication University of China
Professor Yuan J un has becom e the Vice President of Com m unication University
of China since 20 0 6. Apart from being an advisor for PhD students, he also
teaches classes relevant to m edia studies including Theory of J ournalism ,
Introduction of Media, History of Chinese J ournalism , History of Chinese
Television and Radio Broadcasting, and Theory of Com m unication. Moreover,
he has published works in fields of m edia literacy, introduction of m edia, history
of Chinese journalism and com m unication studies in China.
Professor Fayçal Najab, PhD
Institute of Com m unication and Media (Arts and Medias Faculty),
CIM LAB (Com m unication Internationalisation, Medias)
University of Paris III, Sorbonne Novelle
Executive Dean, Faculty of Arts, Macquarie University
Professor J ohn Sim ons is Executive Dean of Arts at Macquarie University. He
was educated at the University of Wales Aberystwyth where he won the prize for
the best degree of his year and was awarded the English Medal of the University
Eisteddfod and the University of Exeter where he com pleted his doctorate. He
previously worked at the universities of Wales, Exeter, Winchester, Edge Hill
and Lincoln in the UK and has held several visiting Professorships in the USA. In
22-23 JULY 2012
Professor John Simons, PhD
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Professor Fayçal Najab is a psycholinguist, at the university of Sorbonne Novelle
Paris III – France. His research mainly deals with the cognitive process of
bilingualism on these topics are about incom prehension between people when
they speak the sam e language with different com petencies and different cultural
backgrounds, the creation of the inter-linguistic m etaphors, and hybridization
process in language, behavior and identity. He founded in 20 0 1 a Master of
Organizational Com m unication, and he also directs the Master of Intercultural
Exchanges.
1993 he was a Mellon Fellow at the Huntington Library. He is an alum nus of the
US State Departm ent’s International Visitor Program m e.
In the 1990 s he worked extensively in eastern Europe on various projects to
rebuild universities after the fall of com m unism . He is a Fellow of the Royal
Society of Arts, the Higher Education Academ y, the Zoological Society of London
and the Oxford Centre for Anim al Ethics. He is on the advisory council of the
charity Voiceless, the advisory board of the Australia India Youth Dialogue, the
board of the Australasian Council of Deans of Arts, Social Sciences and
Hum anities, the board of the Council for the Hum anities, Arts and Social
Sciences. He is also a co-chair of the board of 2SER - a com m unity radio station
in Sydney. He was previously a council m em ber of the charity Veg for Life and
was a board m em ber of East Midlands Media and SIREN FM radio in the UK.
He has published very widely - including 15 m onographs and edited collections on topics ranging from Middle English chivalric rom ance to Andy Warhol and
from codicology to the history of cricket.
Since the late 1990 s he has m ainly concentrated on the issue of anim als and his
chief publications in the field are Anim al Rights and the Politics of Literary
Representation (20 0 2) and Rossetti’s Wom bat (20 0 8). He currently has two
m onographs in press. One is a social history of kangaroos. The other is called
The Tiger that Swallowed the Boy and concerns the history of the exotic anim al
trade, zoos and circuses in Victorian England. He is also a published poet.
Tsinghua University
J ia Dai is an assistant professor at the School of J ournalism and
Com m unication, Tsinghua University , China. She received her bachelor's degree
in history from Hunan Norm al University, a m aster's degree in com m unication
from Wuhan University, China, and a Ph.D. in journalism from the University of
Texas at Austin. She becam e a m em ber of the Tsinghua University faculty since
20 11. Her research interests include m edia sociology, new m edia and social
transform ation, and global com m unication. Her academ ic research has been
published in journals such as Journalism & Mass Com m unication Quarterly ,
Journalism Practice, and Asian Journal of Com m unication. She also serves as a
reviewer for several academ ic journals. At Tsinghua she teaches both theoretical
and skill courses at graduate and undergraduate levels, including
Com m unication Research Methods, Media Law and Ethics, and Advanced News
Gathering and Writing.
22-23 JULY 2012
School of J ournalism and Com m unication
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Assistant Professor Jia Dai, PhD
Table of Content
Thai Cuisine in Singapore
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
Ana nya Ka nna so o t
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
1-9
Studying Love in US and French Media
C é line MO RIN
PhD Stud e nt / Fixe d -Te rm Le c ture r
Institut d e la C o m m unic a tio n e t d e s Mé d ia s
UFR Arts e t Mé d ia s
So rb o nne No uve lle – Pa ris 3
10 -15
Ideological Remaking of Domestic Migrant Workers in China:
a case study on news discourse of the People’s Daily
Dia nlin Hua ng
Ph.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s & Fa c ulty o f Arts
C o m m unic a tio n Unive rsity o f C hina & Ma c q ua rie Unive rsity
16-39
Improve Emergency Reports to Enhance Media Soft Power
He Ma n
Ph.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s
C o m m unic a tio n Unive rsity o f C hina
40 -46
An Interdisciplinary Study of the Strategies and Policies of
the Public Service Based on Broadcasting and New Media in China
Representation of Family in Television Soup Opera
Jura ira t Tho ng khum c hue nviva t
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
Dhura kij Pund it Unive rsity
54-58
The Factors Influencing Corporate Reputation and Corporate Reputation Management in Thailand
Kritc ha na t Sa nta we e a nd Rung na p a r Pritp re e c ha
Co lle ge o f So c ial Co mmunic atio n Inno vatio n, Srinakharinwiro t Unive rsity
The Fa c ulty o f Co mmunic a tio n Arts, Chula lo ng ko rn Unive rsity
59-66
The effect of Australian culture on compliment responses of
mainland Chinese speakers of English: adiscussionof methodology
Li Xiuta o
Ph.D. Stud e nt, De p a rtm e nt o f Inte rna tio na l Stud ie s
Ma c q ua rie Unive rsity
67-79
Research into the Methodology of Television Impact on Stadium Attendance in China
Ma o C hua n
Ph.D. Stud e nt, Sc ho o l o f TVS a nd Jo urna lism
C o m m unic a tio n Unive rsity o f C hina
80 -87
22-23 JULY 2012
47-53
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Hua ng Ai
Ph.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s
C o m m unic a tio n Unive rsity o f C hina
Table of Content
A Textual Analysis of the Coverage of War against Terrorism in The Nation and The New York Times:
A Case Study of NATO Attack on Pakistani Border
Munib Ahm e d
PhD Sc ho la r, Sc ho o l o f C o m m unic a tio n
C o m m unic a tio n Unive rsity o f C hina
88-97
Magic-Trick and Thai Social Myth
No p a d o n Va sinsuntho n
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
Dhura kij Pund it Unive rsity
98-10 9
Behaviors, Motives, and Substitutes of Nonverbal Cues Construction on
Facebook Network of Undergraduate Students in Bangkok
Pa p a ssa ra C ha iwo ng
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
110 -130
Audience Segmentation in Indonesian Muslim Society Framing Australian Issues
Twe d ia na Bud i Ha p sa ri
Me d ia Music C o m m unic a tio n a nd C ultura l Stud ie s De p a rtm e nt
Fa c ulty o f Arts, Ma c q ua rie Unive rsity, Austra lia
131-138
Four Types of Fear Appeals and Attitude Change
Vo ra na rt Sirisub so o nto rn
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
139-144
The Influences of Individual, Work Group and Organizational Level Factors on
Organizational Citizenship Behavior(OCB)
Mongolian Website and Mongolian Ethnic Cultural Identity
------ An Ethnographic Research of Beijing Mongolian
Wurijim usi
Sc ho o l o f Jo urna lism a nd C o m m unic a tio n
Tsing hua unive rsity o f C hina
154-162
Micro Opinions in Macro China: Networks Embedded in Hierarchical Structure
Xue Hui
De p a rtm e nt o f MMC C S a t Ma c q ua ire Unive rsity
163-170
Methodological approach to the Conceptualization
of Grassroots Public Diplomacy in Australia and China
Ye Ho ng yu
Ph.D.Stud e nt, Fa c ulty o f Arts
Ma c q ua rie Unive rsity
171-18 1
Sympathy, Efficacy, Experience: Mobilization in Micro-philanthropy
Yunxi Q IU
Sc ho o l o f Jo urna lism a nd C o m m unic a tio n
Tsing hua Unive rsity
Be ijing , C hina
182-189
22-23 JULY 2012
145-153
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Wa sa n Ja np ra sit
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
Thai Cuisine in Singapore
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
Ana nya Ka nna so o t
Ph.D. Stud e nt, Fa c ulty o f C o mmunic a tio n Arts,
C hula lo ng ko rn Unive rsity
Abstract::
This paper is a part of an on-going dissertation on the Thai cuisine in
Singapore. The m ain purpose of this research project is to delineate the
sensory perception of Singaporean custom ers of Thai restaurants in Singapore
so as to better understand their im plications for policy initiatives that could
guide a m ore efficient operation of Thai restaurants abroad, especially in
term s of brand loyalty building strategies. Due to its relative sophistication, a
case study of the prospects and problem s of Thai restaurants in Singapore is
likely to be of interesting applications in the em erging ASEAN Econom ic
Com m unity, where cultural, dem ographic, and incom e diversities are so great.
This study utilizes a com bination of qualitative and quantitative research
m ethods. The m ain m ethods used in this study are “focus group” and “survey
questionnaire.” The present paper is a prelim inary report on the first phase of
the study. It is a report on som e results from a focus group research, in which
a group of Singaporeans residing in Thailand have participated to offer their
views and experiences on Thai cuisine, both in Singapore and in Thailand.
Owing to a set of appropriate weather conditions, natural endowm ents, and biological
diversity, Thailand has long been a m ajor producer and exporter of quality agricultural products
to the world m arket. In this context, Thailand’s food industry has expanded steadily. At present,
in term s of volum e of food export, Thailand ranks num ber 7th in the world, following only the
European Econom ic Com m unity, the United States, Brazil, the People’s Republic of China, and
Argentina. In 20 0 7, the total value of Thailand’s food export products stood at US$ 19,395
m illion (see Table 1).
22-23 JULY 2012
THE ECONOMIC IMPORTANCE OF FOOD AND CUISINE
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
The inform ation obtained from this part of the study is being used as the data
to feed the design of the survey questionnaire, which will be distributed for
reaction from Singaporeans in Singapore in August-Septem ber 20 12.
1
The focus group research found that Singaporeans are very fam iliar with Thai
cuisine, both in Singapore and in Thailand. All participants have expressed a
strong preference of Thai cuisine on the basis of its relative sophistication of
delicious taste, sophisticated spices and herbs, perfection in preparation,
excellent service, and good value. The participants shared their m utual view
that the authenticity of Thai cuisine in Thailand m akes it m uch better than
that available in Singapore. One participant said that since m ost Singaporeans
have visited and eaten authentic Thai food in Thailand, Thai restaurants will
fare m uch better if they offer Thai cuisine of sim ilar qualities.
Table 1
VALU E OF EXPORTS OF TH E FOOD IN D U STRY: 2 0 0 2 -2 0 0 7
Millio n U S$
EEC (15)
United States of Am erica
Brazil
China
Canada
Argentina
Thailand
Australia
Indonesia
Malaysia
Total World Exports
Share of Thailand
2002
2003
2004
2005
2006
2007
189,177 231,096 261,806 275,332 301,026 357,401
50,263 55,499 57,421 59,762 66,740 85,846
15,956 19,967 26,020 29,468 34,147 41,123
15,815 18,926 20,483 24,363 28,016 32,987
17,218 19,235 22,584 23,075 25,418 29,802
11,602 14,542 16,378 18,434 20,503 27,761
10,020 11,477 12,583 13,000 15,038 19,395
12,902 12,277 17,300 16,528 17,247 17,052
6,204
6,631
8,356
9,496 11,177 15,953
6,354
8,225
9,208
8,865 10,086 14,851
737,568 489,038 561,338 606,889 670,245 812,859
1.36
2.35
2.24
2.14
2.24
2.39
22-23 JULY 2012
Although the key m echanism for this reputation has been the operation of Thai
restaurants in Thailand itself, which are fam ous am ong several m illions of foreign visitors to the
country each year, the steady expansion of Thai restaurants abroad has also been a key factor in
this phenom enon, albeit with m ixed records owing to uneven quality of food and service being
offered in each location. This phenom enon has helped to prom ote the export of food and foodrelated products as a m ajor export enterprise, generating ever greater revenues annually, to an
extent that Thailand has been properly called one of the world‘s kitchens. Clearly, the com bined
im pact has been the increased significance of “food” in the m aking of the Thai econom y, both in
national and foreign m arkets.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Since World War II, but especially in the past few decades, Thai cuisine has clearly risen
to a world-class status, consistently stood on top of the lists of favorite cuisines across continents.
For exam ple, in 20 0 5, according to a survey by the Kellogg School of Managem ent and Sasin
Institute, Thai food ranked 4 th “in the m ind” of targeted respondents, following only Italian,
French, and Chinese food, and ranked 6 th on the list of respondents’ “favorite cuisines”, following
Italian, French, J apanese, Chinese, and Indian cuisines (Sunanta,20 0 5). In 20 11, THE WORLD'S
50 MOST DELICIOUS FOODS, a poll organized by CNN, ranked a num ber of Thai dishes on its
world popularity list. While Massam an Curry m ade to No. 1, other Thai dishes such as spicy
shrim p soup (tom yam kung), spicy papaya salad (som tam ), and waterfall m eat (nam tok m oo),
were also on the sam e list as well.
2
So u rce : Glo bal Trad e Atlas , cite d in
The Master Plan for the Food Industry, 2 0 0 8 -2 0 12 .
THAI CUISINE GOES GLOBAL
Understandably, the Thai governm ents have dem onstrated an increasingly strong
interest in developing policy packages to support quality control of Thai restaurants abroad, as
well as to facilitate the growth of food-related products for export, which are indispensible
contributors to Thailand export-oriented econom y. Under the patronage of “Thai Cuisine to the
World,” a 20 0 3 policy initiative to prom ote Thailand’s food abroad, this industry has steadily
grown into one of the top revenue earners of the country, with som e one m illion em ployers. In
20 0 9, there were over 14,0 0 0 Thai restaurants abroad, m ostly based in the United States,
followed by those in Great Britain, Australia, Germ any, and J apan. This figure is a big jum p from
20 0 4 when, according the Food Institute of Thailand, there were only 6,537 Thai restaurants
abroad.
In recent years, it has becom e rather clear that m any of the m ost successful Thai
restaurant chains abroad are operated by foreigners, which can be explained by their som ewhat
developed skills in the conduct of m odern business. On the other hand, Thai restaurants operated
by Thais abroad are often launched by am ateurs, m any of whom have entered this business by
the sim ple fact that they are living in a given foreign country through m otivations other than the
desire to do business per se. Consequently, when such Thais initiate, or expand, their restaurant
business abroad, this is often pushed by their need to create jobs for their own relatives, rather
than to extend their em pire as a business principle. In any event, Thai cuisine abroad has becom e
an im portant enterprise in the Thai econom y which calls for a serious attention from all sectors
concerned, including the academ ia in the fields of m arketing and branding.
A NEW CHALLENGE FOR THAI CUSINE IN AEC
Although the idea that sensory experience can enhance custom er value is not entirely
new, it is Lindstrom (20 0 5) who confirm s that sensory experiences can indeed strengthen the
efficiency of branding. With the assistance of an international research institute, Millward
Brown, a team of 60 0 researchers undertook a qualitative and quantitative research project over
a period of 18 m onths across 13 countries. The findings have revealed a m ind-blowing result that
99 percent of all brand com m unication today is focused on our two senses: what we hear and see.
In sharp contrast, 75 percent of our em otions are generated by what we sm ell.
Lindstrom states that m ost m arketing experts routinely build their branding strategies by
relying on only what we see and hear. Consequently, brand building through advertising has
experienced a definite, declining im pact, so the cost of reaching out to the consum ers is m oving
22-23 JULY 2012
Under such new circum stances, brand developm ent is a field that can be m obilized to
strengthen the com petitiveness of Thai cuisine in AEC m arkets. In this context, this research
project will rely on the wisdom of Martin Lindstrom ’s “brand sense” as a prom ising theoretical
guideline to lead Thai cuisine toward a better future. By sensitizing Thai cuisine to a conscious
utilization of the idea of “brand sense,” it m ight be able to m odernize its ways that will not only
preserve the integrity of Thai cuisine, but also enhance the quality of Thai cuisine itself.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
MARTIN LINDSTROM AND BRAND-BUILDING OF THAI CUISINE
3
On top of such challenges in som e international m arkets, the em erging ASEAN Econom ic
Com m unity (AEC) constitutes another challenge to Thailand’s position in the enlarging regional
food m arket. Thai restaurant industry is not only an econom ic com m odity but also a cultural
entity that can enhance better relations in the region. As AEC grows, a key question is how Thai
cuisine is going to be influenced by regional dietary cultures. While cuisine is a product of
longstanding cultural traditions, it is also som ething that is rather dynam ic, in the sense that it
m ust m ake adjustm ents, for better or worse, to the new realities, especially m arket expectations
and econom ic pressures.
steadily higher. Lindstrom , therefore, proposes that “Brand Platform ” be extended to cover, as far
as possible, all the sensory experiences, nam ely, sight, sound, sm ell, taste, and touch (Lindstrom ,
20 0 5, p. 13).
In addition, Lindstrom has found that each world-class brand norm ally excels in the use
of only one sensory dim ension. Lindstrom suggests that a successful brand building strategy
m ust be based on identifying a key “sensory touch point” which is m ost representative of a given
brand. Then, that sensory touch point m ust be extended to deepen the brand to the other senses
of the custom ers even further. In principle, the m ore points to touch the custom ers’ feelings, the
stronger the brand will becom e. Ultim ately, such brand building should lead to a feel of
“authenticity,” indicating what is trustworthy, true, and real.
Lindstrom ’s findings im ply that the possibilities of exploiting the five sensory dim ensions
for brand building are endless. With that kind of assum ption in m ind, this research study is set to
explore the realities of Thai restaurant business by surveying the existing research on restaurant
business in general and Thai restaurants in particular. In this context, the key question is to
delineate the dom inant exploitations of custom ers by Thai restaurants.
BRAND LOYALTY IS KEY
Since this field of research is rather huge, we have chosen to focus m ainly on the factors
that influence the ultim ate outcom e of consum ers’ behavior the m ost, that is, brand loyalty, or
the intention of returning to visit a given restaurant again and again. Brand loyalty has been
defined as “a deeply held com m itm ent to repurchase or re-patronize a preferred product or
service consistently in the future despite situational influences and m arketing efforts” (Oliver,
1999). On the other hand, Aaker (1991, p.31) defines brand loyalty as “the attachm ent that a
custom er has to a brand.”
RESEARCH DESIGN AND METHOD
The study is divided into two phases, com bining both qualitative and quantitative
m ethods. In Phase One, we will utilize a focus group m ethod to test a num ber of reactions to Thai
cuisine am ong a group of selected Singaporeans residing in Bangkok. The results from Phase One
will then be used to develop a full-fledged questionnaire on a score of pertinent issues. In Phase
Two, this questionnaire will be utilized as a tool aim ing at a m uch broader group in Singapore
through survey questionnaire (Harrison and Reilly, 20 11; Östlund et al., 20 11). By relying on a
com bination of m ethods, it is hoped that the validity of our findings will be strengthened. As
22-23 JULY 2012
In view of the com ing upsurge of AEC m arkets, we have chosen to conduct a case study of
Thai restaurants in Singapore. Singapore is selected because of its special status in AEC. It is
recognized in term s of highest Infostate (Kotler et al., 20 0 7), highest GDP per Capita in the
region (World Bank, 20 11 as cited Avgerou et al., 20 0 8), and highest per capita expenditure in
food & beverage (New Zealand Trade and Enterprise, 20 0 8). Singapore can also claim a relative
im portance as a m arket because of its longstanding fam iliarity with Thai cuisine. For these
reasons, the choice of Singapore is likely to provide m any interesting results which can be of
general application. The m ain objective of this study is to draw som e im portant lessons which
will instruct us how to go about im proving brand loyalty for Thai restaurants abroad.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
WHY A CASE STUDY OF THAI CUISINE IN SINGAPORE?
4
Our literature research has found that there are three m ain factors that influence the
behavior restaurants’ custom ers in term s of brand loyalty the m ost, nam ely, quality of food,
quality of service, and restaurant’s environm ent (Kivela et al.,1999; Hyun, 20 0 9; J ang and
Nam kung, 20 0 9). Such findings are consistent with a sim ilar research on ethnic restaurants (Ha
and J ang, 20 10 ; J ang, Ha and Park, 20 12).
dem onstrated by Hines, cross-cultural surveys can further insure the cultural relevance and
accuracy (Hines,1993).
SAMPLE
In Phase One, this research concentrates on generating key inform ation through the help
of focus group m ethod. The m em bers of this group are 8 Singaporean m ale entrepreneurs and
their wives and professional staffers of Bangkok-based business enterprises, who have been
based in Thailand for m any years. With such credentials, the participants are all sufficiently
fam iliar with Thai cuisine as well as other ethnic cuisines in Singapore. In addition, all are quite
knowledgeable about Thai cuisine in Thailand itself.
DATA COLLECTION PROCEDURE
As is often the case with focus group m ethod, the m em bers of this sam ple are selected out
of the researcher’s personal relationship with the group and the willingness of the given
participants to cooperate in this study. On the day the focus group session took place, seven
people actually participated, with one of the invited m em bers m issing owing to an unexpected
business em ergency.
The m ain goal of the focus group session was to acquire an understanding of the depth
and width of the participants’ fam iliarity and appreciation of Thai food and the operation of Thai
restaurants in Singapore. To achieve our goals, several, casual open-ended questions were
form ulated to get the reactions of m em bers of the focus group. To stim ulate spontaneity, the
session was carried out during a Thai lunch in a private room of a business office of one of the
participants located near the Em bassy of Singapore on Sathorn Road. As m em bers of the focus
group enjoy their Thai lunch, we casually pose each question for their free reaction. The whole
session, which was m utually educational and entertaining, lasted about three hours.
22-23 JULY 2012
Se n s o ry p e rce p tio n o f Th ai fo o d :
- The first and m ost overwhelm ing agreem ent am ong all the participants is that Thai
cuisine is tasty and delicious. In their view, Thai cuisine excels in four basic tastes,
nam ely, sour, sweet, salty, and spicy.
- Another m ajor im pression of the participants is the wonderful sm ell of J asm ine rice.
But the participants also spoke of the unbearable sm ell of Pla Ra (ferm ented fish
from the Northeast). When asked about the sm ell of Nam Pla and Coriander, the
reaction was varied, som e liked it, som e not.
- One participant observed that “a unique thing about Thai food is that it is very
generous with the vegetables. Even a sim ple dish of noodles, it's not
just plain noodles but there are m any other elem ents.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
SUMMARY OF FINDINGS
ON THAI FOOD IN SINGAPORE
5
The session was audio-recorded, m anual notes were taken by one research assistant. All
data from the focus group conversations were transcribed and synthesized. Then, a content
analysis applying coding, frequencies, and pattern techniques were used to analyze the focus
group report so as to check for duplication and possible m issing com ponents. The results of this
analysis are m eant to be used to form ulate a survey questionnaire as another research instrum ent
to collect m ore detailed inform ation for the next, final stage of analysis.
Se n s o ry p e rce p tio n o f Th ai fo o d :
Co m p arin g Th ai cu is in e w ith o th e r cu is in e s :
- When asked whether or not the m ost popular aspect of Thai food is its spicy taste, the
participants agreed, but said that the spicy taste is not the only explanation because
other cuisines, such as Indian, are quite spicy too. The participants noted that Thai
cuisine is very im pressive because of the wide variety of dishes available. Som e
participants observed that it was the great diversity of spices and herbs that are put in
each dish that m akes Thai cuisine stand out am ong international cuisines.
- In term s of taste, all participants echoed the sam e opinion that the taste of Thai food
is extrem ely com plicated, triggering m any senses sim ultaneously. Som etim es, it is
crispy in a unique way. Other tim es, it is soft and delicate. Thai cuisine is not plain,
but very sophisticated.
- A few participants noted that Thai food look very attractive in term s of colors.
Se n s o ry p e rce p tio n o f Th ai fo o d : Th ai cu is in e in Sin gap o re an d in Th ailan d :
- All participants have eaten Thai food extensively both in Singapore and in Thailand.
When asked for a com parison, all agreed that Thai food in Singapore is not as great
and authentic as that found in Thailand. Som e participants claim ed that they “know”
what the real taste of Thai food should be like, so, to be successful, Thai food in
Singapore m ust be prepared m ore like the way it is done in Thailand. One participant
said, “Don’t ever forget that Thailand is only a few steps from Singapore.”
- One participant observed that “Thai food in Singapore is not as sweet as that found in
Thailand. Singaporeans are very health conscious. We don’t like our food to be so
sweet. In a way, I think each country has its own preferences, so foreign restaurants
tend to m ake an adjustm ent to local standards.”
ON THAI RESTUARANTS IN SINGAPORE
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Se n s o ry p e rce p tio n o f Th ai re s tau ran t: D o th e s e n s o ry im p re s s io n th at yo u
h ave m ake s yo u fe e l lo yalty to Th ai re s tau ran t?
- All participants agreed that “The m ost im portant aspects are the taste and the value
for m oney.”
- Another participant m entioned a dim ension on custom ers’ loyalty in the restaurant
business, “For m e if, I go back to Thai restaurant, it is probably because I can feel
kindness. The m ore im portant is the service staffs surround you.” One participant
told the group that “Let’s say it. Thais are very good when it com es to servicing. It is
very disappointing to go to a Thai restaurant and the service staffs are from other
countries.” Another participant confirm ed that “Thais are very good in the area of
servicing. They excel in service because they are very cautious people.”
- All participants were in agreem ent that “The m arket for Thai food in Singapore is
really huge. Most Singaporeans who have visited Thailand love Thai food”.
6
Se n s o ry p e rce p tio n o f Th ai re s tau ran t
- Asked about their sensory im pression of food, service and environm ent in Thai
restaurants in Singapore, the participants agreed that “it depends on the restaurant
type.”
- The participants said that there are at least three groups of Thai restaurants in
Singapore, for exam ple, “Thai Express” is a fast food which offers quick m eals and
takeaways, “Coffee Dow” is a trendy style restaurant that serves trendy Thai food, and
“Thanying” and “Patra” serve a great variety of authentic Thai food within an
atm osphere of traditional Thai décor and m usic, with staffs wearing traditional Thai
costum e.
ON IMPRESSIONS OF THAI IMAGES
-
-
On their experiences in Thailand, the participants were of the opinion that “Thai
people are very different. They enjoy them selves.
“When I think of cuisine in the restaurant in traditional Thai, Thai girl, then you
rem em ber culture, architecture, and im age of the tem ple.”
Another participant spoke of her im pression in this way, “When I think of Thai
cuisine, it m akes m e realize that Thailand is a very productive country. If not, how
can you people produce such a great variety of food? There is an abundance of food
everywhere.”
One participant added that “Thais love decorations. J ust look at the way they cut the
cucum ber. And just think of all the Nam J im (sauces).” Another agreed, “They go to
every extrem e to m ake it all so perfect, like a five-star hotel.”
The results from this focus group research are being used as part of the key data to feed
the design of a survey questionnaire to be conducted with Singaporeans in Singapore in AugustSeptem ber 20 12.
REFERENCE:
7
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
En glis h
Aaker, D. A. (1991). Man agin g bran d e qu ity : cap italizin g o n th e valu e o f a bran d n am e .
New York: The Free Press.
Avgerou, Chrisanthi., Sm ith, Matthew L. and Besselaar, Peter van den. (20 0 8 ). Social
dim ensions of inform ation and com m unication technology policy : proceedings of the
Eighth International Conference on Hum an Choice and Com puters (HCC8), IFIP TC 9,
Pretoria, South Africa, Septem ber 25-26, 20 0 8. New York : Springer, © 20 0 8 , Page 330 .
Ha, J ooyeon. and J ang, SooCheong (Shawn). (20 10 ). Pe rce ive d valu e s , s atis factio n , an d
be h avio ral in te n tio n s : th e ro le o f fam iliarity in Ko re an re s tau ran ts .
International J ournal of Hospitality Managem ent 29, 520 – 529
Harrison, Robert L. and Reilly, Tim othy M..(20 11). Mixe d m e th o d s d e s ign s in m arke tin g
re s e arch .Qualitative Market Research: An International J ournal Vol. 14 No. 1, 20 11. pp.
7-26.
Hines, M. Alice. (1993). Lin kin g Qu alitative an d Qu an titative Me th o d s in Cro s s Cu ltu ral Su rve y Re s e arch : Te ch n iqu e s fro m Co gn itive Scie n ce . Am erican
Journal of Com m unity Psy chology , Vol. 2L No. 6,729-746
Horng, J eou-Shyan ; Liu,Chih-Hsing; Chou, Hsin-Yu and Tsai, Chang-Yen . (20 11).
U n d e rs tan d in g th e im p act o f cu lin ary bran d e qu ity an d d e s tin atio n
fam iliarity o n trave l in te n tio n s . Tourism Managem ent, In Pr e s s , Co r r e ct e d
Pr o o f, Available online 2 October 20 11.
Hyun, Sunghyup Sean. (20 0 9). Cre atin g a m o d e l o f cu s to m e r e qu ity fo r ch ain
Re s tau ran t bran d fo rm atio n . International Journal of Hospitality Managem ent,
Volum e 28, Issue 4, Decem ber 20 0 9, Pages 529-539.
J ang, S. and Nam kung, Y. (20 0 9). Pe rce ive d qu ality, e m o tio n s , an d be h avio ral
in te n tio n s : ap p licatio n o f an e xte n d e d Me h rabian – Ru s s e ll m o d e l to
re s tau ran ts . J ournal of Business Research 62 (4), 451– 460 .
J ang, SooCheong (Shawn).; Ha, Aejin. and Silkes, Carol A..(20 0 9). Pe rce ive d attribu te s
o f As ian fo o d s : Fro m th e p e rs p e ctive o f th e Am e rican cu s to m e rs . S.C.S. J ang et
al. / International J ournal of Hospitality Managem ent 28 (20 0 9) 63– 70 .
J ang, SooCheong (Shawn)., Ha, J ooyeon and Park, Kwangm in. (20 12). Effe cts o f e th n ic
au th e n ticity: In ve s tigatin g Ko re an re s tau ran t cu s to m e rs in th e U .S..
International J ournal of Hospitality Managem ent 31 (20 12) 990 – 10 0 3.
Kivela, J aksa., Inbakaran, Robert. and Reece, J ohn. (1999). Co n s u m e r re s e arch in th e
re s tau ran t e n viro n m e n t, Part 1: A co n ce p tu al m o d e l o f d in in g s atis factio n
an d re tu rn p atro n age . International J ournal of Contem porary Hospitality
Managem ent, Vol. 11 Iss: 5, pp.20 5 – 222.
Ko tle r, Ph ilip .; Kartajaya, H e rm aw an . An d H u an , H o o i D e n . ( 2 0 0 7) .Th in k ASEAN ! :
re th in kin g m arke tin g to w ard ASEAN co m m u n ity 2 0 15 . Singapore : McGrawHill, c2 0 0 7.
Lindstrom , Martin. (20 0 5). Bran d s e n s e : bu ild p o w e rfu l bran d s th ro u gh to u ch , tas te ,
s m e ll, s igh t, an d s o u n d . New York : Free Press.
Meilgaard, Morten C. ; Carr, B. Thom as and Civille, Gail Vance. (20 0 7). Se n s o ry Eva lu atio n
Te ch n iqu e s . New York : CRC Press; 4 edition (Decem ber 13, 20 0 6).
Noor, Mohd Ism ail. (chief editor). (20 0 0 ). Fo o d o f ASEAN 6 . Kuala Lum pur : ASEAN
Com m ittee on Cultural and Inform ation.
Oliver, Richard L. (1999), “Whence consum er loyally,” J ournal of Marketing, 63
(Special Issue), 33 – 44.
Östlund, Ulrik., Kidd, Lisa., Wengstrom , Yvonne and Rowa-Dewar,Neneh. (20 11). Co m bin in g
qualitative and quantitative research within m ixed m ethod research designs: A
m ethodological review. International J ournal of Nursing Studies 48, 369– 383.
Sunanta, Sirijit. (20 0 5).Th e Glo balizatio n o f Th ai Cu is in e . Paper presented at the
Canadian Council for Southeast Asian Studies Conference, York University, Toronto,
October 14-16, 20 0 5.p.3. Retrieved August 8, 20 11,
from http:/ / www.yorku.ca/ ycar/ Publications/ CCSEAS_ Papers_ 20 0 5/ Sunanta.pdf
8
Thai
กรมอาเซียน, กระทรวงการต่างประเทศ. (2552). แผนงานการจัดตัง้ ประชาคมสังคมและวัฒนธรรมอาเซียน (ค.ศ. 20092015). กรุงเทพฯ : กรมอาเซียน กระทรวงการต่างประเทศ.
กองนโยบายเทคโนโลยีเพื่อการเกษตรและเกษตรกรรมยัง่ ยืน, สํานักงานปลัดกระทรวงเกษตรและสหกรณ์
กระทรวงเกษตรและสหกรณ์. (มกราคม 2548). งานวิจัย “โครงการเตรี ยมการเพื่อเป็ นครั วโลก”.
(อัดสําเนา).
วรวรรณ องค์ครุ ฑรักษา. นิดา ลาภศรี สวัสดิ์. (มีนาคม 2552). งานวิจัย เรื่ อง “ทัศนคติของชาว
ญี่ปุ่นที่มีต่ออาหารไทย: กรณีศกึ ษาร้ านอาหารไทยในกรุ งโตเกียว”. สํานักงานสนับสนุนกองทุนวิจยั
(สกว.).
สถาบันอาหาร, มูลนิธิเพื่อการพัฒนาอุตสาหกรรมกระทรวงอุตสาหกรรม. (2551). แผนแม่ บท
อุตสาหกรรมอาหารของประเทศไทย ปี 2551-2555. วันที่เข้ าถึงข้ อมูล 8 สิงหาคม 2554,
แหล่งที่มา http://www.oie.go.th/project/food_Mplan_Sep51//Final%20Report_exec%20Summary.pdf
สถาบันอาหาร, มูลนิธิเพื่อการพัฒนาอุตสาหกรรมกระทรวงอุตสาหกรรม. (2547). รายงานผลการ
สัมมนา สานฝั น ครั วไทยสู่โลก` หมวด 3. อาหารไทยยอดนิยม. วันที่เข้ าถึงข้ อมูล 8
สิงหาคม 2554, แหล่งที่มา http://www.thaifoodtoworld.com/home/newsdetail.php?cms_id=12
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
W e b Site
CNN Go. (20 11). THE WORLD'S 50 MOST DELICIOUS FOODS. Retrieved August 8, 20 11, from
http:/ / www.khaosod.co.th/ view_ news.php?newsid=TUROd0 1ERXdNekkwTURjMU5BP
T0 =§ionid=TURNd0 1RPT0 =&day=TWpBeE1TMHdOeTB5TkE9PQ==
wordpress.com . (20 12). Sin gap o re Fo o d an d Be ve rage s in d u s try o ve rin d u lgin g.
Retrieved May 22, 20 12, from
http:/ / em ergingm arketsdirect.wordpress.com / 20 12/ 0 5/ 22/ singapore-food-andbeverages-industry-overindulging/
20 0 5-20 0 8 PinoyMoneyTalk.com . (20 11). To p 10 Co u n trie s : GD P p e r cap ita, Gro s s
D o m e s tic Pro d u ct. Retrieved Septem ber 16, 20 11, from
h ttp :/ / w w w .p in o ym o n e ytalk.co m / gd p -p e r-capita-country-rank/
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
ABOUT the
AUTHOR:
Ananya Kannasoot is a Ph.D. candidate in the Faculty of Com m unication Arts
at Chulalongkorn University. Ananya is also a part-tim e lecturer in creative
advertising and m edia design, advertising and society, and public relations, at
m any universities in Bangkok, including the University of Thai Cham ber of
Com m erce, Dhurakij Pundit University, and Siam University.
Currently a m em ber of the Com m ittee of the Advertising Association of
Thailand, Ananya has also coordinated a national sem inar on m edia reform
sponsored by the Thai Health Foundation and edited several books on m edia
policy, culture, and industry published by Public Bookery and the Thailand
Health Foundation. Ananya’s current research interests include branding
studies, advertising planning and policy, and corporate public relations.
9
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Studying Love in US and French Media
C é line MO RIN
PhD Stud e nt / Fixe d -Te rm Le c ture r
Institut d e la C o mmunic a tio n e t d e s Mé d ia s
UFR Arts e t Mé d ia s
So rb o nne No uve lle – Pa ris 3
Abstract:
Modern societies have been facing processes of reflexive individualism and
problem atization of happiness (Morin, 1962). Working at the core of these
changes, love has taken m ultiple expressions (m arital, rom antic, erotic,
spiritual…) and roles (structural, relational, personal…). It is now a way to selffulfillm ent (Giddens, 1993) and the relationships are questioning and
actualizing the im aginations one has of love. This paper tries to decipher the
variables that can be found in love and their m odulations in relationships
shown on fictional television.
Although love has been considered in its sentim ental, historical and literary
form s, its study in contem porary m edia and particularly in fictional television
rem ains quite uninvestigated. How can m edia studies exam ine love? The
term inology (are we talking about a husband, a boyfriend, a partner…?) and
the concepts of love seized by television characters are crucial; the analysis of
love phenom ena enlightens the entanglem ent in the form ation of identities
and relationships.
Re fe re n ce s
Alberoni, Francesco, Le Choc am oureux, Paris, Pocket, 1993.
Baum an, Zygm unt. Liquid Love: On the Frailty of Hum an Bonds,
Polity, 20 0 3.
Be
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Conference Papers
The 8th International Graduate Conference
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
July 22-23, 2012
The Faculty of Communication Arts
Chulalongkorn University
Bangkok, Thailand
Organization of the 8th International Graduate Conference
Mission [M] Possible
Research Journey through Methodology
Conference Chair
As s o ciate Pro fe s s o r Yu bo l Be n jaro n gkij, Ph D
Dean, Faculty of Com m unication Arts, Chulalongkorn University
Keynote Speakers
Pro fe s s o r Jo h n Sim o n s , Ph D
Executive Dean
Faculty of Arts, Macquarie University
Pro fe s s o r Yu an Ju n , Ph D
Vice president
Com m unication University of China
Pro fe s s o r Fayçal N ajab, Ph D
Institute of Com m unication and Media (Arts and Media Faculty)
University of Paris III, Sorbonne Novelle
Pro fe s s o r N are n Ch itty, Ph D , A.M.
Head of Soft Power Advocacy and Research Centre (SPARC), Faculty of Arts
Macquarie University
Pro fe s s o r Eric Maigre t, Ph D
Head of the Institute of Com m unication and Media (Arts and Media Faculty)
Sorbonne Nouvelle University Paris III - France
Pro fe s s o r Tian Zh ih u i, Ph D
Deputy Dean of Graduate School
Com m unication University of China
As s o ciate Pro fe s s o r Zh an g Yu qia n g, Ph D
Deputy Director of Media Museum
Com m unication University of China
22-23 JULY 2012
Supervisors
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
As s o ciate Pro fe s s o r Jia D ai, Ph D
School of J ournalism and Com m unication
Tsinghua University
Welcoming Message from the Conference Chair
Asso c ia te Pro fe sso r Dr. Yub o l Be nja ro ng kij, C hula lo ng ko rn Unive rsity
On behalf of Faculty of Com m unication Arts, Chulalongkorn
University, it is our great honor to welcom e you to the 8 th International
Graduate Conference in Bangkok, Thailand. This conference is a prom inent
venue for the valuable scholars to m eet and exchange their knowledge.
Graduate students particularly in PhD level will have an opportunity to learn
from both their supervisors as well as their colleagues. Not only can the
discussion expand the realm of study, but it will also strengthen an academ ic
network of partner universities from different continents. The m ain aim s for
this conference is to provide an arena for the researchers in higher degree
level to learn different perspectives and to experience the academ ic sharing
am bience. I hope that all will obtain beneficial insights and applicable ideas
De an,
for their own research works from this conference.
Fa c ulty o f C o mmunic a tio n Arts,
C hula lo ng ko rn Unive rsity
*************
History of the international graduate conference
Theme
According to the title of the conference "Mis s io n 'M' Po s s ible : Re s e arch
Jo u rn e y th ro u gh Me th o d o lo gy", the general them e focuses on discussing different
perspectives on m ethodology as the im portant phase in conducting research. The new
m odels of m ethodology are crucial to exam ine the em erging and current com m unication and
m edia studies.
22-23 JULY 2012
The IGC is cyclically hosted at each of the partner universities. The m ost recent
conference was held at Macquarie University, where supervisors and PhD students had
generously shared their thoughts on academ ic knowledge. The current conference is held by
Faculty of Com m unication Arts, Chulalongkorn University. Teerada Chongkolrattanaporn is
responsible for organizing team or a group of PhD students from a doctorate degree in
Faculty of Com m unication Arts, Chulalongkorn University. The contact e-m ail
is igc20 12.bkk@gm ail.com .
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
The International Graduation Conference (IGC) is annually organized by the
collaboration of six universities, including Chulalongkorn University (Thailand),
Com m unication University of China, Macquarie University (Australia), The University of
Texas at Ausin (USA), Tsinghua University (China), and University of Paris III - Sorbonne
Nouvelle (France).
Conference Program
Day 1: Sunday 22 July 2012
8:00-8:30
Re g istra tio n o n10th Flo o r o f MKSW Build ing
Fa c ulty o f C o m munic a tio n Arts, C hula lo ng ko rn Unive rsity
8:30-9:00
O p e ning C e re m o ny:
9:00-9:30
Ke yno te Sp e a ke r 1: Pro f. Jo hn Sim o ns, PhD, Ma c q ua rie
9:30-10:00
Ke yno te Sp e a ke r 2: Pro f. Yua n Jun, PhD a nd
Asso c . Pro f. Yub o l Be nja ro ng kij, PhD, C hula lo ng ko rn Unive rsity
Unive rsity
Pro f. Tia n Zhihui, PhD
C o m m unic a tio n Unive rsity o f C hina (C UC )
10:00-10:20
Q &A Se ssio n
10:20-10:45
C o ffe e Bre a k
Po ste r Pre se nta tio n
10:45-11:05
Pre se nta tio n I
(Mo d e ra to r: Pro f. Na re n C hitty, PhD, Ma c q ua rie Unive rsity)
- Munib Ahm e d
A Te xtua l Ana lysis o f the C o ve ra g e o f Wa r a g a inst Te rro rism in The
Na tio n a nd The Ne w Yo rk Time s: A C a se Stud y o f NATO Atta c k o n Pa kista ni Bo rd e r
11:05-11:25
- He Ma n
11:25-11:40
- Twe d ia na Bud i Ha p sa ri (Dina )
Imp ro ve the Em e rg e nc y Re p o rts to Enha nc e Me d ia "So ft Po we r"
Aud ie nc e Se g m e nta tio n in Ind o ne sia n
Muslim So c ie ty Fra ming Austra lia n Issue s
11:40-12:10
Pa ne l Disc ussio n
12:10-13:30
Lunc h
13:30-13:50
Pre se nta tio n II (Mo d e ra to r: Pro f. Zha ng
- Ye Ho ng yu Yu (Ste lla )
Me tho d o lo g ic a l Ap p ro a c h to C o nc e p tua liza tio n o f
G ra ssro o ts Dip lo ma c y in Austra lia a nd C hina
14:10-14:30
Pa ne l Disc ussio n
14:30-14:45
C o ffe e Bre a k
Po ste r Pre se nta tio n
14.45-15:05
Pre se nta tio n III (Mo d e ra to r: Te e ra d a
15:05-15:25
- Xiuta o Li (Esthe r)
C ho ng ., PhD, C hula lo ng ko rn Unive rsity)
The e ffe c t o f Austra lia n c ulture o n c o m p lime nt re sp o nse s o f
ma inla nd C hine se sp e a ke rs o f Eng lish: A d isc ussio n o f me tho d o lo g y
15:25-15:45
- No p a d o n Va sinsunth
15:45-16:05
Pa ne l Disc ussio n
16:05-16:30
Summ a ry
17:00-19:00
Dinne r o n 9th flo o r o f MKSW Build ing
Ma g ic Tric k a nd Tha i So c ia l Myth
22-23 JULY 2012
13:50-14:10
Stud ying Lo ve in US a nd Fre nc h Me d ia
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
- C é line Mo rin
Yuq ia ng , PhD, C UC )
Conference Program
Day 2: Monday 23 July 2012
8.30-9.00
Re g istra tio n o n 10th Flo o r o f MKSW Build ing
Fa c ulty o f C o m munic a tio n Arts, C hula lo ng ko rn Unive rsity
9:00-9:30
Ke yno te Sp e a ke rs 3: Pro f. Fa yç a l Na ja b , PhD,
Unive rsity o f Pa ris III, So rb o nne No ve lle
9:30-10:00
Ke yno te Sp e a ke rs 4: Assist. Pro f. Jia
10:00-10:20
Q &A Se ssio n
10.20-10.45
C o ffe e Bre a k
Da i, PhD, Tsing hua Unive rsity
Po ste r Pre se nta tio n
10:45-11:05
Pre se nta tio n IV (Mo d e ra to r: C ho nla thip
Po o nsiriwo ng , C hula lo ng ko rn Unive rsity)
- Wurijim usi Mo ng o lia n
Mo ng o lia n We b site a nd Mo ng o lia n Ethnic C ultura l Id e ntity:
An Ethno g ra p hic Re se a rc h o f Be ijing Mo ng o lia n
11:05-11:25
- Pa p a ssa ra C ha iwo ng
Be ha vio rs, Mo tive s, a nd Sub stitute s o f No n ve rb a l C ue s
C o nstruc tio n o n Fa c e b o o k Ne two rk o f Und e rg ra d ua te Stud e nts in Ba ng ko k
11:25-11:45
Pa ne l Disc ussio n
11:45-13:30
Lunc h
13:30-13:50
Pre se nta tio n V
- Hui Xue
(Mo d e ra to r: Pro f. Eric Ma ig re t, PhD)
Mic ro O p inio ns in Ma c ro C hina : Ne two rks Emb e d d e d in Hie ra rc hic a l
Struc ture
14:10-14:30
Pa ne l Disc ussio n
14:30-15:15
C o ffe e Bre a k
Po ste r Pre se nta tio n
15:15-15:35
Pre se nta tio n VI (Mo d e ra to r: Dia nlin Hua ng , PhD, C o m m unic a tio n Unive rsity o f C hina )
- Ana nya Ka nna so o t Tha i C uisine
in Sing a p o re : A C a se Stud y o f Se nso ry
Pe rc e p tio n a nd Bra nd Lo ya lty (A Pre limina ry Re p o rt – June 2012)
15:35-15:55
- Kritc ha na t Sa nta we e
The Fa c to rs Influe nc ing o n C o rp o ra te Re p uta tio n a nd
C o rp o ra te Re p uta tio n Ma na g e m e nt in Tha ila nd
15:55-16:15
Pa ne l Disc ussio n
16:15-16:45
C o nfe re nc e Summ a ry
16:45-17:00
C lo sing C e re m o ny: Asso c .
17:00-19:00
Fa re we ll Dinne r o n 9 th Flo o r o f MKSW Build ing
Pro f. Yub o l Be nja ro ng kij, PhD, C hula lo ng ko rn Unive rsity
22-23 JULY 2012
- Yunxi Q IU Symp a thy, Effic a c y, Exp e rie nc e : Mo b iliza tio n in Ma c ro -Phila nthro p y
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
13:50-14:10
Keynote Speakers
Professor Yuan Jun, PhD
Vice president, Com m unication University of China
Professor Yuan J un has becom e the Vice President of Com m unication University
of China since 20 0 6. Apart from being an advisor for PhD students, he also
teaches classes relevant to m edia studies including Theory of J ournalism ,
Introduction of Media, History of Chinese J ournalism , History of Chinese
Television and Radio Broadcasting, and Theory of Com m unication. Moreover,
he has published works in fields of m edia literacy, introduction of m edia, history
of Chinese journalism and com m unication studies in China.
Professor Fayçal Najab, PhD
Institute of Com m unication and Media (Arts and Medias Faculty),
CIM LAB (Com m unication Internationalisation, Medias)
University of Paris III, Sorbonne Novelle
Executive Dean, Faculty of Arts, Macquarie University
Professor J ohn Sim ons is Executive Dean of Arts at Macquarie University. He
was educated at the University of Wales Aberystwyth where he won the prize for
the best degree of his year and was awarded the English Medal of the University
Eisteddfod and the University of Exeter where he com pleted his doctorate. He
previously worked at the universities of Wales, Exeter, Winchester, Edge Hill
and Lincoln in the UK and has held several visiting Professorships in the USA. In
22-23 JULY 2012
Professor John Simons, PhD
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Professor Fayçal Najab is a psycholinguist, at the university of Sorbonne Novelle
Paris III – France. His research mainly deals with the cognitive process of
bilingualism on these topics are about incom prehension between people when
they speak the sam e language with different com petencies and different cultural
backgrounds, the creation of the inter-linguistic m etaphors, and hybridization
process in language, behavior and identity. He founded in 20 0 1 a Master of
Organizational Com m unication, and he also directs the Master of Intercultural
Exchanges.
1993 he was a Mellon Fellow at the Huntington Library. He is an alum nus of the
US State Departm ent’s International Visitor Program m e.
In the 1990 s he worked extensively in eastern Europe on various projects to
rebuild universities after the fall of com m unism . He is a Fellow of the Royal
Society of Arts, the Higher Education Academ y, the Zoological Society of London
and the Oxford Centre for Anim al Ethics. He is on the advisory council of the
charity Voiceless, the advisory board of the Australia India Youth Dialogue, the
board of the Australasian Council of Deans of Arts, Social Sciences and
Hum anities, the board of the Council for the Hum anities, Arts and Social
Sciences. He is also a co-chair of the board of 2SER - a com m unity radio station
in Sydney. He was previously a council m em ber of the charity Veg for Life and
was a board m em ber of East Midlands Media and SIREN FM radio in the UK.
He has published very widely - including 15 m onographs and edited collections on topics ranging from Middle English chivalric rom ance to Andy Warhol and
from codicology to the history of cricket.
Since the late 1990 s he has m ainly concentrated on the issue of anim als and his
chief publications in the field are Anim al Rights and the Politics of Literary
Representation (20 0 2) and Rossetti’s Wom bat (20 0 8). He currently has two
m onographs in press. One is a social history of kangaroos. The other is called
The Tiger that Swallowed the Boy and concerns the history of the exotic anim al
trade, zoos and circuses in Victorian England. He is also a published poet.
Tsinghua University
J ia Dai is an assistant professor at the School of J ournalism and
Com m unication, Tsinghua University , China. She received her bachelor's degree
in history from Hunan Norm al University, a m aster's degree in com m unication
from Wuhan University, China, and a Ph.D. in journalism from the University of
Texas at Austin. She becam e a m em ber of the Tsinghua University faculty since
20 11. Her research interests include m edia sociology, new m edia and social
transform ation, and global com m unication. Her academ ic research has been
published in journals such as Journalism & Mass Com m unication Quarterly ,
Journalism Practice, and Asian Journal of Com m unication. She also serves as a
reviewer for several academ ic journals. At Tsinghua she teaches both theoretical
and skill courses at graduate and undergraduate levels, including
Com m unication Research Methods, Media Law and Ethics, and Advanced News
Gathering and Writing.
22-23 JULY 2012
School of J ournalism and Com m unication
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Assistant Professor Jia Dai, PhD
Table of Content
Thai Cuisine in Singapore
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
Ana nya Ka nna so o t
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
1-9
Studying Love in US and French Media
C é line MO RIN
PhD Stud e nt / Fixe d -Te rm Le c ture r
Institut d e la C o m m unic a tio n e t d e s Mé d ia s
UFR Arts e t Mé d ia s
So rb o nne No uve lle – Pa ris 3
10 -15
Ideological Remaking of Domestic Migrant Workers in China:
a case study on news discourse of the People’s Daily
Dia nlin Hua ng
Ph.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s & Fa c ulty o f Arts
C o m m unic a tio n Unive rsity o f C hina & Ma c q ua rie Unive rsity
16-39
Improve Emergency Reports to Enhance Media Soft Power
He Ma n
Ph.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s
C o m m unic a tio n Unive rsity o f C hina
40 -46
An Interdisciplinary Study of the Strategies and Policies of
the Public Service Based on Broadcasting and New Media in China
Representation of Family in Television Soup Opera
Jura ira t Tho ng khum c hue nviva t
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
Dhura kij Pund it Unive rsity
54-58
The Factors Influencing Corporate Reputation and Corporate Reputation Management in Thailand
Kritc ha na t Sa nta we e a nd Rung na p a r Pritp re e c ha
Co lle ge o f So c ial Co mmunic atio n Inno vatio n, Srinakharinwiro t Unive rsity
The Fa c ulty o f Co mmunic a tio n Arts, Chula lo ng ko rn Unive rsity
59-66
The effect of Australian culture on compliment responses of
mainland Chinese speakers of English: adiscussionof methodology
Li Xiuta o
Ph.D. Stud e nt, De p a rtm e nt o f Inte rna tio na l Stud ie s
Ma c q ua rie Unive rsity
67-79
Research into the Methodology of Television Impact on Stadium Attendance in China
Ma o C hua n
Ph.D. Stud e nt, Sc ho o l o f TVS a nd Jo urna lism
C o m m unic a tio n Unive rsity o f C hina
80 -87
22-23 JULY 2012
47-53
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Hua ng Ai
Ph.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s
C o m m unic a tio n Unive rsity o f C hina
Table of Content
A Textual Analysis of the Coverage of War against Terrorism in The Nation and The New York Times:
A Case Study of NATO Attack on Pakistani Border
Munib Ahm e d
PhD Sc ho la r, Sc ho o l o f C o m m unic a tio n
C o m m unic a tio n Unive rsity o f C hina
88-97
Magic-Trick and Thai Social Myth
No p a d o n Va sinsuntho n
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
Dhura kij Pund it Unive rsity
98-10 9
Behaviors, Motives, and Substitutes of Nonverbal Cues Construction on
Facebook Network of Undergraduate Students in Bangkok
Pa p a ssa ra C ha iwo ng
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
110 -130
Audience Segmentation in Indonesian Muslim Society Framing Australian Issues
Twe d ia na Bud i Ha p sa ri
Me d ia Music C o m m unic a tio n a nd C ultura l Stud ie s De p a rtm e nt
Fa c ulty o f Arts, Ma c q ua rie Unive rsity, Austra lia
131-138
Four Types of Fear Appeals and Attitude Change
Vo ra na rt Sirisub so o nto rn
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
139-144
The Influences of Individual, Work Group and Organizational Level Factors on
Organizational Citizenship Behavior(OCB)
Mongolian Website and Mongolian Ethnic Cultural Identity
------ An Ethnographic Research of Beijing Mongolian
Wurijim usi
Sc ho o l o f Jo urna lism a nd C o m m unic a tio n
Tsing hua unive rsity o f C hina
154-162
Micro Opinions in Macro China: Networks Embedded in Hierarchical Structure
Xue Hui
De p a rtm e nt o f MMC C S a t Ma c q ua ire Unive rsity
163-170
Methodological approach to the Conceptualization
of Grassroots Public Diplomacy in Australia and China
Ye Ho ng yu
Ph.D.Stud e nt, Fa c ulty o f Arts
Ma c q ua rie Unive rsity
171-18 1
Sympathy, Efficacy, Experience: Mobilization in Micro-philanthropy
Yunxi Q IU
Sc ho o l o f Jo urna lism a nd C o m m unic a tio n
Tsing hua Unive rsity
Be ijing , C hina
182-189
22-23 JULY 2012
145-153
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Wa sa n Ja np ra sit
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
Thai Cuisine in Singapore
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
Ana nya Ka nna so o t
Ph.D. Stud e nt, Fa c ulty o f C o mmunic a tio n Arts,
C hula lo ng ko rn Unive rsity
Abstract::
This paper is a part of an on-going dissertation on the Thai cuisine in
Singapore. The m ain purpose of this research project is to delineate the
sensory perception of Singaporean custom ers of Thai restaurants in Singapore
so as to better understand their im plications for policy initiatives that could
guide a m ore efficient operation of Thai restaurants abroad, especially in
term s of brand loyalty building strategies. Due to its relative sophistication, a
case study of the prospects and problem s of Thai restaurants in Singapore is
likely to be of interesting applications in the em erging ASEAN Econom ic
Com m unity, where cultural, dem ographic, and incom e diversities are so great.
This study utilizes a com bination of qualitative and quantitative research
m ethods. The m ain m ethods used in this study are “focus group” and “survey
questionnaire.” The present paper is a prelim inary report on the first phase of
the study. It is a report on som e results from a focus group research, in which
a group of Singaporeans residing in Thailand have participated to offer their
views and experiences on Thai cuisine, both in Singapore and in Thailand.
Owing to a set of appropriate weather conditions, natural endowm ents, and biological
diversity, Thailand has long been a m ajor producer and exporter of quality agricultural products
to the world m arket. In this context, Thailand’s food industry has expanded steadily. At present,
in term s of volum e of food export, Thailand ranks num ber 7th in the world, following only the
European Econom ic Com m unity, the United States, Brazil, the People’s Republic of China, and
Argentina. In 20 0 7, the total value of Thailand’s food export products stood at US$ 19,395
m illion (see Table 1).
22-23 JULY 2012
THE ECONOMIC IMPORTANCE OF FOOD AND CUISINE
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
The inform ation obtained from this part of the study is being used as the data
to feed the design of the survey questionnaire, which will be distributed for
reaction from Singaporeans in Singapore in August-Septem ber 20 12.
1
The focus group research found that Singaporeans are very fam iliar with Thai
cuisine, both in Singapore and in Thailand. All participants have expressed a
strong preference of Thai cuisine on the basis of its relative sophistication of
delicious taste, sophisticated spices and herbs, perfection in preparation,
excellent service, and good value. The participants shared their m utual view
that the authenticity of Thai cuisine in Thailand m akes it m uch better than
that available in Singapore. One participant said that since m ost Singaporeans
have visited and eaten authentic Thai food in Thailand, Thai restaurants will
fare m uch better if they offer Thai cuisine of sim ilar qualities.
Table 1
VALU E OF EXPORTS OF TH E FOOD IN D U STRY: 2 0 0 2 -2 0 0 7
Millio n U S$
EEC (15)
United States of Am erica
Brazil
China
Canada
Argentina
Thailand
Australia
Indonesia
Malaysia
Total World Exports
Share of Thailand
2002
2003
2004
2005
2006
2007
189,177 231,096 261,806 275,332 301,026 357,401
50,263 55,499 57,421 59,762 66,740 85,846
15,956 19,967 26,020 29,468 34,147 41,123
15,815 18,926 20,483 24,363 28,016 32,987
17,218 19,235 22,584 23,075 25,418 29,802
11,602 14,542 16,378 18,434 20,503 27,761
10,020 11,477 12,583 13,000 15,038 19,395
12,902 12,277 17,300 16,528 17,247 17,052
6,204
6,631
8,356
9,496 11,177 15,953
6,354
8,225
9,208
8,865 10,086 14,851
737,568 489,038 561,338 606,889 670,245 812,859
1.36
2.35
2.24
2.14
2.24
2.39
22-23 JULY 2012
Although the key m echanism for this reputation has been the operation of Thai
restaurants in Thailand itself, which are fam ous am ong several m illions of foreign visitors to the
country each year, the steady expansion of Thai restaurants abroad has also been a key factor in
this phenom enon, albeit with m ixed records owing to uneven quality of food and service being
offered in each location. This phenom enon has helped to prom ote the export of food and foodrelated products as a m ajor export enterprise, generating ever greater revenues annually, to an
extent that Thailand has been properly called one of the world‘s kitchens. Clearly, the com bined
im pact has been the increased significance of “food” in the m aking of the Thai econom y, both in
national and foreign m arkets.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Since World War II, but especially in the past few decades, Thai cuisine has clearly risen
to a world-class status, consistently stood on top of the lists of favorite cuisines across continents.
For exam ple, in 20 0 5, according to a survey by the Kellogg School of Managem ent and Sasin
Institute, Thai food ranked 4 th “in the m ind” of targeted respondents, following only Italian,
French, and Chinese food, and ranked 6 th on the list of respondents’ “favorite cuisines”, following
Italian, French, J apanese, Chinese, and Indian cuisines (Sunanta,20 0 5). In 20 11, THE WORLD'S
50 MOST DELICIOUS FOODS, a poll organized by CNN, ranked a num ber of Thai dishes on its
world popularity list. While Massam an Curry m ade to No. 1, other Thai dishes such as spicy
shrim p soup (tom yam kung), spicy papaya salad (som tam ), and waterfall m eat (nam tok m oo),
were also on the sam e list as well.
2
So u rce : Glo bal Trad e Atlas , cite d in
The Master Plan for the Food Industry, 2 0 0 8 -2 0 12 .
THAI CUISINE GOES GLOBAL
Understandably, the Thai governm ents have dem onstrated an increasingly strong
interest in developing policy packages to support quality control of Thai restaurants abroad, as
well as to facilitate the growth of food-related products for export, which are indispensible
contributors to Thailand export-oriented econom y. Under the patronage of “Thai Cuisine to the
World,” a 20 0 3 policy initiative to prom ote Thailand’s food abroad, this industry has steadily
grown into one of the top revenue earners of the country, with som e one m illion em ployers. In
20 0 9, there were over 14,0 0 0 Thai restaurants abroad, m ostly based in the United States,
followed by those in Great Britain, Australia, Germ any, and J apan. This figure is a big jum p from
20 0 4 when, according the Food Institute of Thailand, there were only 6,537 Thai restaurants
abroad.
In recent years, it has becom e rather clear that m any of the m ost successful Thai
restaurant chains abroad are operated by foreigners, which can be explained by their som ewhat
developed skills in the conduct of m odern business. On the other hand, Thai restaurants operated
by Thais abroad are often launched by am ateurs, m any of whom have entered this business by
the sim ple fact that they are living in a given foreign country through m otivations other than the
desire to do business per se. Consequently, when such Thais initiate, or expand, their restaurant
business abroad, this is often pushed by their need to create jobs for their own relatives, rather
than to extend their em pire as a business principle. In any event, Thai cuisine abroad has becom e
an im portant enterprise in the Thai econom y which calls for a serious attention from all sectors
concerned, including the academ ia in the fields of m arketing and branding.
A NEW CHALLENGE FOR THAI CUSINE IN AEC
Although the idea that sensory experience can enhance custom er value is not entirely
new, it is Lindstrom (20 0 5) who confirm s that sensory experiences can indeed strengthen the
efficiency of branding. With the assistance of an international research institute, Millward
Brown, a team of 60 0 researchers undertook a qualitative and quantitative research project over
a period of 18 m onths across 13 countries. The findings have revealed a m ind-blowing result that
99 percent of all brand com m unication today is focused on our two senses: what we hear and see.
In sharp contrast, 75 percent of our em otions are generated by what we sm ell.
Lindstrom states that m ost m arketing experts routinely build their branding strategies by
relying on only what we see and hear. Consequently, brand building through advertising has
experienced a definite, declining im pact, so the cost of reaching out to the consum ers is m oving
22-23 JULY 2012
Under such new circum stances, brand developm ent is a field that can be m obilized to
strengthen the com petitiveness of Thai cuisine in AEC m arkets. In this context, this research
project will rely on the wisdom of Martin Lindstrom ’s “brand sense” as a prom ising theoretical
guideline to lead Thai cuisine toward a better future. By sensitizing Thai cuisine to a conscious
utilization of the idea of “brand sense,” it m ight be able to m odernize its ways that will not only
preserve the integrity of Thai cuisine, but also enhance the quality of Thai cuisine itself.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
MARTIN LINDSTROM AND BRAND-BUILDING OF THAI CUISINE
3
On top of such challenges in som e international m arkets, the em erging ASEAN Econom ic
Com m unity (AEC) constitutes another challenge to Thailand’s position in the enlarging regional
food m arket. Thai restaurant industry is not only an econom ic com m odity but also a cultural
entity that can enhance better relations in the region. As AEC grows, a key question is how Thai
cuisine is going to be influenced by regional dietary cultures. While cuisine is a product of
longstanding cultural traditions, it is also som ething that is rather dynam ic, in the sense that it
m ust m ake adjustm ents, for better or worse, to the new realities, especially m arket expectations
and econom ic pressures.
steadily higher. Lindstrom , therefore, proposes that “Brand Platform ” be extended to cover, as far
as possible, all the sensory experiences, nam ely, sight, sound, sm ell, taste, and touch (Lindstrom ,
20 0 5, p. 13).
In addition, Lindstrom has found that each world-class brand norm ally excels in the use
of only one sensory dim ension. Lindstrom suggests that a successful brand building strategy
m ust be based on identifying a key “sensory touch point” which is m ost representative of a given
brand. Then, that sensory touch point m ust be extended to deepen the brand to the other senses
of the custom ers even further. In principle, the m ore points to touch the custom ers’ feelings, the
stronger the brand will becom e. Ultim ately, such brand building should lead to a feel of
“authenticity,” indicating what is trustworthy, true, and real.
Lindstrom ’s findings im ply that the possibilities of exploiting the five sensory dim ensions
for brand building are endless. With that kind of assum ption in m ind, this research study is set to
explore the realities of Thai restaurant business by surveying the existing research on restaurant
business in general and Thai restaurants in particular. In this context, the key question is to
delineate the dom inant exploitations of custom ers by Thai restaurants.
BRAND LOYALTY IS KEY
Since this field of research is rather huge, we have chosen to focus m ainly on the factors
that influence the ultim ate outcom e of consum ers’ behavior the m ost, that is, brand loyalty, or
the intention of returning to visit a given restaurant again and again. Brand loyalty has been
defined as “a deeply held com m itm ent to repurchase or re-patronize a preferred product or
service consistently in the future despite situational influences and m arketing efforts” (Oliver,
1999). On the other hand, Aaker (1991, p.31) defines brand loyalty as “the attachm ent that a
custom er has to a brand.”
RESEARCH DESIGN AND METHOD
The study is divided into two phases, com bining both qualitative and quantitative
m ethods. In Phase One, we will utilize a focus group m ethod to test a num ber of reactions to Thai
cuisine am ong a group of selected Singaporeans residing in Bangkok. The results from Phase One
will then be used to develop a full-fledged questionnaire on a score of pertinent issues. In Phase
Two, this questionnaire will be utilized as a tool aim ing at a m uch broader group in Singapore
through survey questionnaire (Harrison and Reilly, 20 11; Östlund et al., 20 11). By relying on a
com bination of m ethods, it is hoped that the validity of our findings will be strengthened. As
22-23 JULY 2012
In view of the com ing upsurge of AEC m arkets, we have chosen to conduct a case study of
Thai restaurants in Singapore. Singapore is selected because of its special status in AEC. It is
recognized in term s of highest Infostate (Kotler et al., 20 0 7), highest GDP per Capita in the
region (World Bank, 20 11 as cited Avgerou et al., 20 0 8), and highest per capita expenditure in
food & beverage (New Zealand Trade and Enterprise, 20 0 8). Singapore can also claim a relative
im portance as a m arket because of its longstanding fam iliarity with Thai cuisine. For these
reasons, the choice of Singapore is likely to provide m any interesting results which can be of
general application. The m ain objective of this study is to draw som e im portant lessons which
will instruct us how to go about im proving brand loyalty for Thai restaurants abroad.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
WHY A CASE STUDY OF THAI CUISINE IN SINGAPORE?
4
Our literature research has found that there are three m ain factors that influence the
behavior restaurants’ custom ers in term s of brand loyalty the m ost, nam ely, quality of food,
quality of service, and restaurant’s environm ent (Kivela et al.,1999; Hyun, 20 0 9; J ang and
Nam kung, 20 0 9). Such findings are consistent with a sim ilar research on ethnic restaurants (Ha
and J ang, 20 10 ; J ang, Ha and Park, 20 12).
dem onstrated by Hines, cross-cultural surveys can further insure the cultural relevance and
accuracy (Hines,1993).
SAMPLE
In Phase One, this research concentrates on generating key inform ation through the help
of focus group m ethod. The m em bers of this group are 8 Singaporean m ale entrepreneurs and
their wives and professional staffers of Bangkok-based business enterprises, who have been
based in Thailand for m any years. With such credentials, the participants are all sufficiently
fam iliar with Thai cuisine as well as other ethnic cuisines in Singapore. In addition, all are quite
knowledgeable about Thai cuisine in Thailand itself.
DATA COLLECTION PROCEDURE
As is often the case with focus group m ethod, the m em bers of this sam ple are selected out
of the researcher’s personal relationship with the group and the willingness of the given
participants to cooperate in this study. On the day the focus group session took place, seven
people actually participated, with one of the invited m em bers m issing owing to an unexpected
business em ergency.
The m ain goal of the focus group session was to acquire an understanding of the depth
and width of the participants’ fam iliarity and appreciation of Thai food and the operation of Thai
restaurants in Singapore. To achieve our goals, several, casual open-ended questions were
form ulated to get the reactions of m em bers of the focus group. To stim ulate spontaneity, the
session was carried out during a Thai lunch in a private room of a business office of one of the
participants located near the Em bassy of Singapore on Sathorn Road. As m em bers of the focus
group enjoy their Thai lunch, we casually pose each question for their free reaction. The whole
session, which was m utually educational and entertaining, lasted about three hours.
22-23 JULY 2012
Se n s o ry p e rce p tio n o f Th ai fo o d :
- The first and m ost overwhelm ing agreem ent am ong all the participants is that Thai
cuisine is tasty and delicious. In their view, Thai cuisine excels in four basic tastes,
nam ely, sour, sweet, salty, and spicy.
- Another m ajor im pression of the participants is the wonderful sm ell of J asm ine rice.
But the participants also spoke of the unbearable sm ell of Pla Ra (ferm ented fish
from the Northeast). When asked about the sm ell of Nam Pla and Coriander, the
reaction was varied, som e liked it, som e not.
- One participant observed that “a unique thing about Thai food is that it is very
generous with the vegetables. Even a sim ple dish of noodles, it's not
just plain noodles but there are m any other elem ents.
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
SUMMARY OF FINDINGS
ON THAI FOOD IN SINGAPORE
5
The session was audio-recorded, m anual notes were taken by one research assistant. All
data from the focus group conversations were transcribed and synthesized. Then, a content
analysis applying coding, frequencies, and pattern techniques were used to analyze the focus
group report so as to check for duplication and possible m issing com ponents. The results of this
analysis are m eant to be used to form ulate a survey questionnaire as another research instrum ent
to collect m ore detailed inform ation for the next, final stage of analysis.
Se n s o ry p e rce p tio n o f Th ai fo o d :
Co m p arin g Th ai cu is in e w ith o th e r cu is in e s :
- When asked whether or not the m ost popular aspect of Thai food is its spicy taste, the
participants agreed, but said that the spicy taste is not the only explanation because
other cuisines, such as Indian, are quite spicy too. The participants noted that Thai
cuisine is very im pressive because of the wide variety of dishes available. Som e
participants observed that it was the great diversity of spices and herbs that are put in
each dish that m akes Thai cuisine stand out am ong international cuisines.
- In term s of taste, all participants echoed the sam e opinion that the taste of Thai food
is extrem ely com plicated, triggering m any senses sim ultaneously. Som etim es, it is
crispy in a unique way. Other tim es, it is soft and delicate. Thai cuisine is not plain,
but very sophisticated.
- A few participants noted that Thai food look very attractive in term s of colors.
Se n s o ry p e rce p tio n o f Th ai fo o d : Th ai cu is in e in Sin gap o re an d in Th ailan d :
- All participants have eaten Thai food extensively both in Singapore and in Thailand.
When asked for a com parison, all agreed that Thai food in Singapore is not as great
and authentic as that found in Thailand. Som e participants claim ed that they “know”
what the real taste of Thai food should be like, so, to be successful, Thai food in
Singapore m ust be prepared m ore like the way it is done in Thailand. One participant
said, “Don’t ever forget that Thailand is only a few steps from Singapore.”
- One participant observed that “Thai food in Singapore is not as sweet as that found in
Thailand. Singaporeans are very health conscious. We don’t like our food to be so
sweet. In a way, I think each country has its own preferences, so foreign restaurants
tend to m ake an adjustm ent to local standards.”
ON THAI RESTUARANTS IN SINGAPORE
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Se n s o ry p e rce p tio n o f Th ai re s tau ran t: D o th e s e n s o ry im p re s s io n th at yo u
h ave m ake s yo u fe e l lo yalty to Th ai re s tau ran t?
- All participants agreed that “The m ost im portant aspects are the taste and the value
for m oney.”
- Another participant m entioned a dim ension on custom ers’ loyalty in the restaurant
business, “For m e if, I go back to Thai restaurant, it is probably because I can feel
kindness. The m ore im portant is the service staffs surround you.” One participant
told the group that “Let’s say it. Thais are very good when it com es to servicing. It is
very disappointing to go to a Thai restaurant and the service staffs are from other
countries.” Another participant confirm ed that “Thais are very good in the area of
servicing. They excel in service because they are very cautious people.”
- All participants were in agreem ent that “The m arket for Thai food in Singapore is
really huge. Most Singaporeans who have visited Thailand love Thai food”.
6
Se n s o ry p e rce p tio n o f Th ai re s tau ran t
- Asked about their sensory im pression of food, service and environm ent in Thai
restaurants in Singapore, the participants agreed that “it depends on the restaurant
type.”
- The participants said that there are at least three groups of Thai restaurants in
Singapore, for exam ple, “Thai Express” is a fast food which offers quick m eals and
takeaways, “Coffee Dow” is a trendy style restaurant that serves trendy Thai food, and
“Thanying” and “Patra” serve a great variety of authentic Thai food within an
atm osphere of traditional Thai décor and m usic, with staffs wearing traditional Thai
costum e.
ON IMPRESSIONS OF THAI IMAGES
-
-
On their experiences in Thailand, the participants were of the opinion that “Thai
people are very different. They enjoy them selves.
“When I think of cuisine in the restaurant in traditional Thai, Thai girl, then you
rem em ber culture, architecture, and im age of the tem ple.”
Another participant spoke of her im pression in this way, “When I think of Thai
cuisine, it m akes m e realize that Thailand is a very productive country. If not, how
can you people produce such a great variety of food? There is an abundance of food
everywhere.”
One participant added that “Thais love decorations. J ust look at the way they cut the
cucum ber. And just think of all the Nam J im (sauces).” Another agreed, “They go to
every extrem e to m ake it all so perfect, like a five-star hotel.”
The results from this focus group research are being used as part of the key data to feed
the design of a survey questionnaire to be conducted with Singaporeans in Singapore in AugustSeptem ber 20 12.
REFERENCE:
7
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
En glis h
Aaker, D. A. (1991). Man agin g bran d e qu ity : cap italizin g o n th e valu e o f a bran d n am e .
New York: The Free Press.
Avgerou, Chrisanthi., Sm ith, Matthew L. and Besselaar, Peter van den. (20 0 8 ). Social
dim ensions of inform ation and com m unication technology policy : proceedings of the
Eighth International Conference on Hum an Choice and Com puters (HCC8), IFIP TC 9,
Pretoria, South Africa, Septem ber 25-26, 20 0 8. New York : Springer, © 20 0 8 , Page 330 .
Ha, J ooyeon. and J ang, SooCheong (Shawn). (20 10 ). Pe rce ive d valu e s , s atis factio n , an d
be h avio ral in te n tio n s : th e ro le o f fam iliarity in Ko re an re s tau ran ts .
International J ournal of Hospitality Managem ent 29, 520 – 529
Harrison, Robert L. and Reilly, Tim othy M..(20 11). Mixe d m e th o d s d e s ign s in m arke tin g
re s e arch .Qualitative Market Research: An International J ournal Vol. 14 No. 1, 20 11. pp.
7-26.
Hines, M. Alice. (1993). Lin kin g Qu alitative an d Qu an titative Me th o d s in Cro s s Cu ltu ral Su rve y Re s e arch : Te ch n iqu e s fro m Co gn itive Scie n ce . Am erican
Journal of Com m unity Psy chology , Vol. 2L No. 6,729-746
Horng, J eou-Shyan ; Liu,Chih-Hsing; Chou, Hsin-Yu and Tsai, Chang-Yen . (20 11).
U n d e rs tan d in g th e im p act o f cu lin ary bran d e qu ity an d d e s tin atio n
fam iliarity o n trave l in te n tio n s . Tourism Managem ent, In Pr e s s , Co r r e ct e d
Pr o o f, Available online 2 October 20 11.
Hyun, Sunghyup Sean. (20 0 9). Cre atin g a m o d e l o f cu s to m e r e qu ity fo r ch ain
Re s tau ran t bran d fo rm atio n . International Journal of Hospitality Managem ent,
Volum e 28, Issue 4, Decem ber 20 0 9, Pages 529-539.
J ang, S. and Nam kung, Y. (20 0 9). Pe rce ive d qu ality, e m o tio n s , an d be h avio ral
in te n tio n s : ap p licatio n o f an e xte n d e d Me h rabian – Ru s s e ll m o d e l to
re s tau ran ts . J ournal of Business Research 62 (4), 451– 460 .
J ang, SooCheong (Shawn).; Ha, Aejin. and Silkes, Carol A..(20 0 9). Pe rce ive d attribu te s
o f As ian fo o d s : Fro m th e p e rs p e ctive o f th e Am e rican cu s to m e rs . S.C.S. J ang et
al. / International J ournal of Hospitality Managem ent 28 (20 0 9) 63– 70 .
J ang, SooCheong (Shawn)., Ha, J ooyeon and Park, Kwangm in. (20 12). Effe cts o f e th n ic
au th e n ticity: In ve s tigatin g Ko re an re s tau ran t cu s to m e rs in th e U .S..
International J ournal of Hospitality Managem ent 31 (20 12) 990 – 10 0 3.
Kivela, J aksa., Inbakaran, Robert. and Reece, J ohn. (1999). Co n s u m e r re s e arch in th e
re s tau ran t e n viro n m e n t, Part 1: A co n ce p tu al m o d e l o f d in in g s atis factio n
an d re tu rn p atro n age . International J ournal of Contem porary Hospitality
Managem ent, Vol. 11 Iss: 5, pp.20 5 – 222.
Ko tle r, Ph ilip .; Kartajaya, H e rm aw an . An d H u an , H o o i D e n . ( 2 0 0 7) .Th in k ASEAN ! :
re th in kin g m arke tin g to w ard ASEAN co m m u n ity 2 0 15 . Singapore : McGrawHill, c2 0 0 7.
Lindstrom , Martin. (20 0 5). Bran d s e n s e : bu ild p o w e rfu l bran d s th ro u gh to u ch , tas te ,
s m e ll, s igh t, an d s o u n d . New York : Free Press.
Meilgaard, Morten C. ; Carr, B. Thom as and Civille, Gail Vance. (20 0 7). Se n s o ry Eva lu atio n
Te ch n iqu e s . New York : CRC Press; 4 edition (Decem ber 13, 20 0 6).
Noor, Mohd Ism ail. (chief editor). (20 0 0 ). Fo o d o f ASEAN 6 . Kuala Lum pur : ASEAN
Com m ittee on Cultural and Inform ation.
Oliver, Richard L. (1999), “Whence consum er loyally,” J ournal of Marketing, 63
(Special Issue), 33 – 44.
Östlund, Ulrik., Kidd, Lisa., Wengstrom , Yvonne and Rowa-Dewar,Neneh. (20 11). Co m bin in g
qualitative and quantitative research within m ixed m ethod research designs: A
m ethodological review. International J ournal of Nursing Studies 48, 369– 383.
Sunanta, Sirijit. (20 0 5).Th e Glo balizatio n o f Th ai Cu is in e . Paper presented at the
Canadian Council for Southeast Asian Studies Conference, York University, Toronto,
October 14-16, 20 0 5.p.3. Retrieved August 8, 20 11,
from http:/ / www.yorku.ca/ ycar/ Publications/ CCSEAS_ Papers_ 20 0 5/ Sunanta.pdf
8
Thai
กรมอาเซียน, กระทรวงการต่างประเทศ. (2552). แผนงานการจัดตัง้ ประชาคมสังคมและวัฒนธรรมอาเซียน (ค.ศ. 20092015). กรุงเทพฯ : กรมอาเซียน กระทรวงการต่างประเทศ.
กองนโยบายเทคโนโลยีเพื่อการเกษตรและเกษตรกรรมยัง่ ยืน, สํานักงานปลัดกระทรวงเกษตรและสหกรณ์
กระทรวงเกษตรและสหกรณ์. (มกราคม 2548). งานวิจัย “โครงการเตรี ยมการเพื่อเป็ นครั วโลก”.
(อัดสําเนา).
วรวรรณ องค์ครุ ฑรักษา. นิดา ลาภศรี สวัสดิ์. (มีนาคม 2552). งานวิจัย เรื่ อง “ทัศนคติของชาว
ญี่ปุ่นที่มีต่ออาหารไทย: กรณีศกึ ษาร้ านอาหารไทยในกรุ งโตเกียว”. สํานักงานสนับสนุนกองทุนวิจยั
(สกว.).
สถาบันอาหาร, มูลนิธิเพื่อการพัฒนาอุตสาหกรรมกระทรวงอุตสาหกรรม. (2551). แผนแม่ บท
อุตสาหกรรมอาหารของประเทศไทย ปี 2551-2555. วันที่เข้ าถึงข้ อมูล 8 สิงหาคม 2554,
แหล่งที่มา http://www.oie.go.th/project/food_Mplan_Sep51//Final%20Report_exec%20Summary.pdf
สถาบันอาหาร, มูลนิธิเพื่อการพัฒนาอุตสาหกรรมกระทรวงอุตสาหกรรม. (2547). รายงานผลการ
สัมมนา สานฝั น ครั วไทยสู่โลก` หมวด 3. อาหารไทยยอดนิยม. วันที่เข้ าถึงข้ อมูล 8
สิงหาคม 2554, แหล่งที่มา http://www.thaifoodtoworld.com/home/newsdetail.php?cms_id=12
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
W e b Site
CNN Go. (20 11). THE WORLD'S 50 MOST DELICIOUS FOODS. Retrieved August 8, 20 11, from
http:/ / www.khaosod.co.th/ view_ news.php?newsid=TUROd0 1ERXdNekkwTURjMU5BP
T0 =§ionid=TURNd0 1RPT0 =&day=TWpBeE1TMHdOeTB5TkE9PQ==
wordpress.com . (20 12). Sin gap o re Fo o d an d Be ve rage s in d u s try o ve rin d u lgin g.
Retrieved May 22, 20 12, from
http:/ / em ergingm arketsdirect.wordpress.com / 20 12/ 0 5/ 22/ singapore-food-andbeverages-industry-overindulging/
20 0 5-20 0 8 PinoyMoneyTalk.com . (20 11). To p 10 Co u n trie s : GD P p e r cap ita, Gro s s
D o m e s tic Pro d u ct. Retrieved Septem ber 16, 20 11, from
h ttp :/ / w w w .p in o ym o n e ytalk.co m / gd p -p e r-capita-country-rank/
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
ABOUT the
AUTHOR:
Ananya Kannasoot is a Ph.D. candidate in the Faculty of Com m unication Arts
at Chulalongkorn University. Ananya is also a part-tim e lecturer in creative
advertising and m edia design, advertising and society, and public relations, at
m any universities in Bangkok, including the University of Thai Cham ber of
Com m erce, Dhurakij Pundit University, and Siam University.
Currently a m em ber of the Com m ittee of the Advertising Association of
Thailand, Ananya has also coordinated a national sem inar on m edia reform
sponsored by the Thai Health Foundation and edited several books on m edia
policy, culture, and industry published by Public Bookery and the Thailand
Health Foundation. Ananya’s current research interests include branding
studies, advertising planning and policy, and corporate public relations.
9
22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
Studying Love in US and French Media
C é line MO RIN
PhD Stud e nt / Fixe d -Te rm Le c ture r
Institut d e la C o mmunic a tio n e t d e s Mé d ia s
UFR Arts e t Mé d ia s
So rb o nne No uve lle – Pa ris 3
Abstract:
Modern societies have been facing processes of reflexive individualism and
problem atization of happiness (Morin, 1962). Working at the core of these
changes, love has taken m ultiple expressions (m arital, rom antic, erotic,
spiritual…) and roles (structural, relational, personal…). It is now a way to selffulfillm ent (Giddens, 1993) and the relationships are questioning and
actualizing the im aginations one has of love. This paper tries to decipher the
variables that can be found in love and their m odulations in relationships
shown on fictional television.
Although love has been considered in its sentim ental, historical and literary
form s, its study in contem porary m edia and particularly in fictional television
rem ains quite uninvestigated. How can m edia studies exam ine love? The
term inology (are we talking about a husband, a boyfriend, a partner…?) and
the concepts of love seized by television characters are crucial; the analysis of
love phenom ena enlightens the entanglem ent in the form ation of identities
and relationships.
Re fe re n ce s
Alberoni, Francesco, Le Choc am oureux, Paris, Pocket, 1993.
Baum an, Zygm unt. Liquid Love: On the Frailty of Hum an Bonds,
Polity, 20 0 3.
Be