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題名 個人主義與集體主義: 泰國電視廣告中的文化價值之內容分析
Individualism and Collectivism: A Content Analysis of Cultural Values of Television Commercials in Thailand
作者 陳培芬
Witarinee Nitiwanakun
貢獻者 陳憶寧
Chen, Yi Ning
陳培芬
Witarinee Nitiwanakun
關鍵詞 個人主義
與集體主義
電視廣告
cultural values
individualism
collectivism
television commercials
Thailand
日期 2012
上傳時間 11-Jul-2013 17:59:14 (UTC+8)
摘要 本研究將過往包含信念、想法及精神在內的文化價值研究延伸到一個更為實際的層面-廣告。本文探討泰國電視廣告所呈現的文化價值中其中一項最重要的文化面向-個人主義與集體主義。
本研究透過分析1992年和2012年的泰國電視廣告內容，以觀察現今主流文化價值以及泰國現代化如何影響價值的轉變。
結果發現在2012年度，集體文化價值的比例逐漸降低，而個人文化價值的比例在個人及共享產品廣告中則逐漸增加。
此外，透過學習泰國電視廣告所呈現的文化價值將能增進我們去瞭解泰國廣告傳遞哪些媒體內容特性，並不斷形塑社會價值。故本文能作為泰國市場地區廣告或行銷人士在做媒體決策時的一項參考依據。
This study extended the research of cultural values within beliefs, ideas, or psyches to a more tangible aspect of culture which is advertisements. To do this, the study explored the cultural values manifested in television commercials in Thailand by focusing on one of the most significant culture’s dimensions, individualism-collectivism.
The main objective of this study is to analyze the content of Thai television commercials between two different years of 1992 and 2012 in order to observe the current upheld cultural values and the trend of changing values as the effect of modernization in Thailand.
As a result, it is apparent from the findings that there is a decreasing trend of collectivistic cultural values and an increasing fashion of individualistic cultural values in both personal and shared product commercials in year 2012.
In accomplishing this, it is taken upon that the learning of cultural values reflected in television commercials in Thailand would contribute to the understanding of Thai media contents’ characteristics that have been disseminated and at the same time have been shaping the society thus far. Also, it would provide an insight for advertising/marketing professions in making decisions on particular communicative strategies to employ in Thailand market.
參考文獻 Bunbongkarn, S. (2011). Democracy and monarchy in Thailand. Thailand Today. http://www.thailandtoday.org/monarchy/elibrary/article/194
Bureau of Higher Education Standards. (2002). All in one: Policies, qa, and cooperation. Bangkok: Ministry of University Affairs.
Carey, J. W. (2007). Advertising: An institutional approach. In R. Hovland, J. M. Wolburg & E. Haley (Eds.), Readings in advertising, society, and consumer culture: M.E. Sharpe.
Chaipanee, W. (2002). The century of Thai advertising: Tipping Point Limited.
Chan, K., & Cheng, H. (2002). One country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials. The International Journal for Communication Studies, 64(4), 385-400.
Chen, S. X., Hui, N. H. H., Bond, M. H., Sit, A. Y. F., Wong, S., Chow, V. S. Y., . . . Law, R. W. M. (2006). Reexamining personal, social, and cultural influences on compliance behavior in the United States, Poland, and Hong Kong. The Journal of Social Psychology, 146(2), 223-244.
Cheng, H. (1994). Reflections of cultural values: A content analysis of Chinese magazine advertisements from 1982 and 1992. International Journal of Advertising, 13(2), 167-183.
Cheng, H., & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal of Advertising Research, 36(3).
Cho, B., Kwon, U., Gentry, J. W., Jun, S., & Kropp, F. (1999). Cultural values reflected in theme and execution: A comparative study of U.S. and Korean television commercials. Journal of Advertising, 28(4), 59-73.
Fernández, I., Paez, D., & González, J. L. (2005). Independent and interdependent self-construals and socio-cultural factors in 29 nations. REVUE INTERNATIONALE DE PSYCHOLOGIE SOCIALE, 18, 35-64.
Frith, K. T., & Sengupta, S. (1991). Individualism and advertising: A cross-cultural comparison. Asian Mass Communication Research and Information, 18(4), 191-197.
Giddens, A. (1987). Social theory and modern sociology: Stanford University Press.
Giddens, A. (1991). The consequences of modernity: Polity Press.
Girling, J. (1996). Interpreting development capitalism democracy & the middle class: Capitalism, democracy, and the middle class in Thailand. New York: Cornell University Southeast Asia Program Publications.
Greenfield, P. M. (2009). Linking social change and developmental change: Shifting pathways of human development. Developmental Psychology, 45(2), 401-418.
Gudykunst, W. B., & Ting-Toomey, S. (1988). Culture and interpersonal communication. California: Sage Publications.
Hamamura, T. (2012). Are cultures becoming individualistic? A cross-temporal comparison of individualism-collectivism in the United States and Japan. Personality and Social Psychology Review, 16(1), 3-24.
Han, S.-P. (1990). Individualism and collectivism: Its implications for cross-cultural advertising: University of Illinois, Urbana-Champaign.
Han, S.-P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30, 326-350.
Henderson, J. W. (1971). Area handbook for Thailand: Washington.
Hill, R. D. (1995). The impact of urbanization on rural-urban linkages in Thailand and Malaysia. Asian Geographer, 14(1), 28-44.
Hofstede, G. (1983). National cultures in four dimensions: A research-based theory of cultural differences among nations. International Studies of Management & Organization, 13, 46-74.
Hofstede, G. (1984). Culture`s consequences: International differences in work-related values (Vol. 5): Sage Publications.
Hofstede, G. (2001). Culture`s consequences : Comparing values, behaviors, institutions, and organizations across nations (2 ed.): Sage Publications.
Huang, J.-H. (1995). Cultural values as manifested in U.S. and Taiwan television advertising: American Marketing Association.
IMF. (2011). World economic outlook database. http://www.imf.org/external/pubs/ft/weo/2012/01/weodata/index.aspx
Inglehart, R., & Baker, W. E. (2000). Modernization, cultural change, and the persistence of traditional values. American Sociological Review, 65(1), 19-51.
Inkeles, A. (1975). Becoming modern: Individual change in six developing countries. Ethos, 3(2), 323-342.
Inkeles, A. (1983). Exploring individual modernity. New York: Columbia University Press.
Iwao, S. (1990). Recent changes in Japanese attitudes. In A. D. Romberg & T. Yamamoto (Eds.), Same bed, different dreams: America and Japan- societies in transition. New York: Council on Foreign Relations Press.
Julapimphan, A. (2008). Thailand`s constitutional reform in changing times. Thammasat University.
Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18.
Katzac, B., Junia, S., Shopea, C., & Tang, L. (1993). The values of Chinese students: At home and abroad. International Journal of Psychology, 28(6), 761-773.
Kim, U., Triandis, H. C., Kagitcibasi, C., Choi, S.-C., & Yoon, G. (1994). Individualism and collectivism: Theory, method, and applications (Vol. 18): Sage Publications.
Klaikao, D. L., Panasithipan, A. P. D. W., Itsarades, M. T., Kadosod, D., & Chatket, N. (2005). Broadcasting industry in Thailand.
Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30(4), 83-94.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253.
Matsumoto, D. (1989). Cultural influences on the perception of emotion. Journal of Cross-Cultural Psychology, 20(1), 92-105.
McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, 71-84.
Mooij, M. d. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. United States: Sage Publications.
Moore, F. J. (1974). Thailand: Its people, its society, its culture: HRAF Press.
Morling, B., & Lamoreaux, M. (2008). Measuring culture outside the head: A meta-analysis of individualism-collectivism in cultural products. Personality and Social Psychology Review, 12, 199-218.
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Nihalani, P. (2008). Globalization and multicultural communication : Unity in diversity. RELC Journal, 39(2), 242-261.
Ogan, C. L., Bashir, M., Camaj, L., Luo, Y., Gaddie, B., Pennington, R., . . . Salih, M. (2009). Development communication: The state of research in an era of ICTs and globalization. International Communication Gazette, 71(8), 655-670.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
100461019
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100461019
資料類型 thesis
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.advisor Chen, Yi Ningen_US
dc.contributor.author (Authors) 陳培芬zh_TW
dc.contributor.author (Authors) Witarinee Nitiwanakunen_US
dc.creator (作者) 陳培芬zh_TW
dc.creator (作者) Witarinee Nitiwanakunen_US
dc.date (日期) 2012en_US
dc.date.accessioned 11-Jul-2013 17:59:14 (UTC+8)-
dc.date.available 11-Jul-2013 17:59:14 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2013 17:59:14 (UTC+8)-
dc.identifier (Other Identifiers) G0100461019en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58862-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 100461019zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 本研究將過往包含信念、想法及精神在內的文化價值研究延伸到一個更為實際的層面-廣告。本文探討泰國電視廣告所呈現的文化價值中其中一項最重要的文化面向-個人主義與集體主義。
本研究透過分析1992年和2012年的泰國電視廣告內容，以觀察現今主流文化價值以及泰國現代化如何影響價值的轉變。
結果發現在2012年度，集體文化價值的比例逐漸降低，而個人文化價值的比例在個人及共享產品廣告中則逐漸增加。
此外，透過學習泰國電視廣告所呈現的文化價值將能增進我們去瞭解泰國廣告傳遞哪些媒體內容特性，並不斷形塑社會價值。故本文能作為泰國市場地區廣告或行銷人士在做媒體決策時的一項參考依據。		zh_TW
dc.description.abstract (摘要) This study extended the research of cultural values within beliefs, ideas, or psyches to a more tangible aspect of culture which is advertisements. To do this, the study explored the cultural values manifested in television commercials in Thailand by focusing on one of the most significant culture’s dimensions, individualism-collectivism.
The main objective of this study is to analyze the content of Thai television commercials between two different years of 1992 and 2012 in order to observe the current upheld cultural values and the trend of changing values as the effect of modernization in Thailand.
As a result, it is apparent from the findings that there is a decreasing trend of collectivistic cultural values and an increasing fashion of individualistic cultural values in both personal and shared product commercials in year 2012.
In accomplishing this, it is taken upon that the learning of cultural values reflected in television commercials in Thailand would contribute to the understanding of Thai media contents’ characteristics that have been disseminated and at the same time have been shaping the society thus far. Also, it would provide an insight for advertising/marketing professions in making decisions on particular communicative strategies to employ in Thailand market.		en_US
dc.description.tableofcontents Chapter 1 Introduction.....1
1.1 Cultural Transition.....1
1.2 Magnitude of Advertising.....2
1.3 Thailand Media Scene.....4
1.4 Purposes of Study.....7

Chapter 2 Literature Review.....9
2.1 Individualism-Collectivism Framework.....9
2.2 Individualism-Collectivism in Advertising: The Retro Platform.....14
2.3 Modernization.....16
2.4 Individualism-Collectivism in Advertising: The Contemporary Platform.....20
2.5 Transformation in Thailand.....24
2.6 Hypotheses and Research Question.....28

Chapter 3 Methodology.....32
3.1 Research Design.....32
3.2 Sampling.....32
3.3 Operationalization and Measurement.....34
3.3.1 Individualism and Collectivism.....34
3.3.2 Product Type.....39
3.4 Coding Process.....41

Chapter 4 Results.....43
4.1 Descriptive Results.....43
4.2 Hypotheses Testing.....43
4.3 Research Question Inquiry.....46

Chapter 5 Discussions and Conclusion.....48
5.1 Findings’ Discussions.....48
5.2 Implications.....51
5.3 Limitations.....52
5.4 Conclusion.....53

References.....55

Appendix A Rankings of National Cultures by Hofstede’s Classification.....64

Appendix B Results of Inter-coder Reliability.....68

Appendix C Codebook.....70

Appendix D Coding Sheet.....77		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100461019en_US
dc.subject (關鍵詞) 個人主義zh_TW
dc.subject (關鍵詞) 與集體主義zh_TW
dc.subject (關鍵詞) 電視廣告zh_TW
dc.subject (關鍵詞) cultural valuesen_US
dc.subject (關鍵詞) individualismen_US
dc.subject (關鍵詞) collectivismen_US
dc.subject (關鍵詞) television commercialsen_US
dc.subject (關鍵詞) Thailanden_US
dc.title (題名) 個人主義與集體主義: 泰國電視廣告中的文化價值之內容分析zh_TW
dc.title (題名) Individualism and Collectivism: A Content Analysis of Cultural Values of Television Commercials in Thailanden_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Bunbongkarn, S. (2011). Democracy and monarchy in Thailand. Thailand Today. http://www.thailandtoday.org/monarchy/elibrary/article/194
Bureau of Higher Education Standards. (2002). All in one: Policies, qa, and cooperation. Bangkok: Ministry of University Affairs.
Carey, J. W. (2007). Advertising: An institutional approach. In R. Hovland, J. M. Wolburg & E. Haley (Eds.), Readings in advertising, society, and consumer culture: M.E. Sharpe.
Chaipanee, W. (2002). The century of Thai advertising: Tipping Point Limited.
Chan, K., & Cheng, H. (2002). One country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials. The International Journal for Communication Studies, 64(4), 385-400.
Chen, S. X., Hui, N. H. H., Bond, M. H., Sit, A. Y. F., Wong, S., Chow, V. S. Y., . . . Law, R. W. M. (2006). Reexamining personal, social, and cultural influences on compliance behavior in the United States, Poland, and Hong Kong. The Journal of Social Psychology, 146(2), 223-244.
Cheng, H. (1994). Reflections of cultural values: A content analysis of Chinese magazine advertisements from 1982 and 1992. International Journal of Advertising, 13(2), 167-183.
Cheng, H., & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal of Advertising Research, 36(3).
Cho, B., Kwon, U., Gentry, J. W., Jun, S., & Kropp, F. (1999). Cultural values reflected in theme and execution: A comparative study of U.S. and Korean television commercials. Journal of Advertising, 28(4), 59-73.
Fernández, I., Paez, D., & González, J. L. (2005). Independent and interdependent self-construals and socio-cultural factors in 29 nations. REVUE INTERNATIONALE DE PSYCHOLOGIE SOCIALE, 18, 35-64.
Frith, K. T., & Sengupta, S. (1991). Individualism and advertising: A cross-cultural comparison. Asian Mass Communication Research and Information, 18(4), 191-197.
Giddens, A. (1987). Social theory and modern sociology: Stanford University Press.
Giddens, A. (1991). The consequences of modernity: Polity Press.
Girling, J. (1996). Interpreting development capitalism democracy & the middle class: Capitalism, democracy, and the middle class in Thailand. New York: Cornell University Southeast Asia Program Publications.
Greenfield, P. M. (2009). Linking social change and developmental change: Shifting pathways of human development. Developmental Psychology, 45(2), 401-418.
Gudykunst, W. B., & Ting-Toomey, S. (1988). Culture and interpersonal communication. California: Sage Publications.
Hamamura, T. (2012). Are cultures becoming individualistic? A cross-temporal comparison of individualism-collectivism in the United States and Japan. Personality and Social Psychology Review, 16(1), 3-24.
Han, S.-P. (1990). Individualism and collectivism: Its implications for cross-cultural advertising: University of Illinois, Urbana-Champaign.
Han, S.-P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30, 326-350.
Henderson, J. W. (1971). Area handbook for Thailand: Washington.
Hill, R. D. (1995). The impact of urbanization on rural-urban linkages in Thailand and Malaysia. Asian Geographer, 14(1), 28-44.
Hofstede, G. (1983). National cultures in four dimensions: A research-based theory of cultural differences among nations. International Studies of Management & Organization, 13, 46-74.
Hofstede, G. (1984). Culture`s consequences: International differences in work-related values (Vol. 5): Sage Publications.
Hofstede, G. (2001). Culture`s consequences : Comparing values, behaviors, institutions, and organizations across nations (2 ed.): Sage Publications.
Huang, J.-H. (1995). Cultural values as manifested in U.S. and Taiwan television advertising: American Marketing Association.
IMF. (2011). World economic outlook database. http://www.imf.org/external/pubs/ft/weo/2012/01/weodata/index.aspx
Inglehart, R., & Baker, W. E. (2000). Modernization, cultural change, and the persistence of traditional values. American Sociological Review, 65(1), 19-51.
Inkeles, A. (1975). Becoming modern: Individual change in six developing countries. Ethos, 3(2), 323-342.
Inkeles, A. (1983). Exploring individual modernity. New York: Columbia University Press.
Iwao, S. (1990). Recent changes in Japanese attitudes. In A. D. Romberg & T. Yamamoto (Eds.), Same bed, different dreams: America and Japan- societies in transition. New York: Council on Foreign Relations Press.
Julapimphan, A. (2008). Thailand`s constitutional reform in changing times. Thammasat University.
Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18.
Katzac, B., Junia, S., Shopea, C., & Tang, L. (1993). The values of Chinese students: At home and abroad. International Journal of Psychology, 28(6), 761-773.
Kim, U., Triandis, H. C., Kagitcibasi, C., Choi, S.-C., & Yoon, G. (1994). Individualism and collectivism: Theory, method, and applications (Vol. 18): Sage Publications.
Klaikao, D. L., Panasithipan, A. P. D. W., Itsarades, M. T., Kadosod, D., & Chatket, N. (2005). Broadcasting industry in Thailand.
Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30(4), 83-94.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253.
Matsumoto, D. (1989). Cultural influences on the perception of emotion. Journal of Cross-Cultural Psychology, 20(1), 92-105.
McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, 71-84.
Mooij, M. d. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. United States: Sage Publications.
Moore, F. J. (1974). Thailand: Its people, its society, its culture: HRAF Press.
Morling, B., & Lamoreaux, M. (2008). Measuring culture outside the head: A meta-analysis of individualism-collectivism in cultural products. Personality and Social Psychology Review, 12, 199-218.
Nielsen. (2012, March 5). Southeast asia and advertising spend. from http://www.nielsen.com/intl/vn/news-insights/press/english/2012/sea-ad-spend-up-in-q4-2011--despite-turbulent-quarter.html
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