CDSSEA 04: Regionalization through Media Consumption

This research was inspired by the recent emergence of Thai and Filipino soap operas in Vietnam. They have become quite popular among Vietnamese audiences in just a few years’ time. In Vietnam now, Thai and Filipino TV series co-exist and successfully compete with Korean dramas, which have been popular in Vietnam for more than a decade.

This study explores how the consumption of Thai and Filipino dramas has contributed to a greater understanding of these two countries among Vietnamese audience and how this is related to greater ASEAN regionalization. By analyzing the rise of Thai and Filipino dramas and their success in Vietnam, as well as investigating the influence of these soap operas on Vietnamese viewers’ perceptions of Thailand and the Philippines, the research strives toward a greater understanding of organic regionalization processes—cultural, social, and economic.

Publication date: December 2017