Imagined asean identity in Thai television programs

Abstract

This study was a qualitative research aimed to analyze the construction of ASEAN identity in Thai television programs and the decoding of ASEAN identity conveyed in Thai television program by the youth audience. Textual analysis of 6 television programs presenting social and cultural content about ASEAN during 2014- 2016, totaling 57 episodes, was conducted with in-depth interview with 25 students in the area of ASEAN Studies from 4 universities: Kasetsart, Thammasart, Chiangmai, and Walailuk. The following findings were found: All Thai television programs constructed ASEAN identity from the point of view of Thais. From analysis by narrative components: plot, character, conflict, scene, theme, special symbol, and point of view, five ASEAN identities were found: 1) harmonized ASEAN 2) united ASEAN amidst diversity 3) Hybrid ASEAN 4) ASEAN with past conflict 5) competing ASEAN. “Harmonized ASEAN” and “ United ASEAN amidst diversity” was found the most, and next was “Hybrid ASEAN.” All three identities conveyed positive relations between Thais and Neighbors. As for the decoding of the youth audience, the audience decoded with “preferred reading” more than “negotiated” and “oppositional” reading. “Hybrid ASEAN” was all decoded with preferred reading without any deconstruction. Though some audience decoded “United ASEAN amidst diversity” in accordance with the programs which conveyed the diversity in positive direction, but some denied ASEAN identity constructed by the programs by viewing that a diversity of ethnicity, religion, and genders was not accepted in reality. The research findings illustrated that to perceive ASEAN from Thai point of view with an emphasis on commonalities and differences of “we” (Thais) and “they” (neighbors) found in the construction of ASEAN identity of Thai television programs would portrayed the concept of “nationalism.” Oppositely, the audience’s decoding of ASEAN identity emphasized the concept of “regionalism” which perceived “Thais and Neighbors” as “we” or the same group who were interdependent and cooperated, under the name of the region, to protect the region from external threats and problems.