THE DEVELOPMENT OF ASEAN CULTURAL INDICES AND ASEAN CULTURAL MEASUREMENT FOR MEDIA Panurit Sarasombat A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation) The Graduate School of Communication Arts and Management Innovation National Institute of Development Administration 2017 THE DEVELOPMENT OF ASEAN CULTURAL INDICES AND ASEAN CULTURAL MEASUREMENT FOR MEDIA Panurit Sarasombat The Graduate School of Communication Arts and Management Innovation Associate Professor Major Advisor (Patchanee Cheyjunya) Associate Professor Co-Advisor (Kanjana Kaewthep, Ph.D.) The Examining Committee Approved This Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation). Professor Committee Chairperson (Yubol Benjarongkij, Ph.D.) Associate Professor Committee (Patchanee Cheyjunya) Associate Professor Committee (Kanjana Kaewthep, Ph.D.) Associate Professor Committee (Kamjohn Louiyapong, Ph.D.) Professor Dean (Yubol Benjarongkij, Ph.D.) January 2018 ABSTRACT Title of Dissertation The Development of ASEAN Cultural Indices and ASEAN Cultural Measurement for Media Author Mr. Panurit Sarasombat Degree Doctor of Philosophy (Communication Arts and Innovation) Year 2017 This research is an exploratory research, applying mixed research methods of both qualitative and quantitative, aims to study typology, domain, and characteristics of cultural indices and measurement for media. The research was conducted in 3 stages. The first stage was the stage of documentary research on related theories, concepts, and articles, and of gaining experts’ opinions by Delphi Technique. The second stage was the stage of factor extraction towards cultural sub-components and indicator factors, conducted with 720 mainland-ASEAN representatives from 6 regions in Thailand. The last stage was a test of developed instrument by verifying program content from the studied common-culture indicators gained from the second stage. The results of each stage were found as followed: For documentary research, primary data from the previous studies and humanistic evidence was arranged according to the UNESCO Framework for Cultural Statistics or UNESCO FCS and ESSnet-Culture, and applied with ASEAN Culture- Specific attributes. As a result, preliminary indicators and component variables consisting of 7 sub-components or domains, and 29 indicator variables were formed. At the stage of trend forecasting by Delphi Technique method, the preliminary variables (7 sub-components and 29 indicator variables) were proposed to 7 experts for refinement. From using this technique for two rounds, 9 sub-components, and 47 iv indicator variables were rated by 7 experts at very appropriate to the most appropriate level, namely Me 4-5, IR ≤ 1.50, with consensus. The following stage was Confirmatory Factor Analysis in which 47 ASEAN cultural indicator variables were tested by Structural Equation Model and found to be congruent with empirical data gained from 720 subjects. The findings also showed that a model for ASEAN common-culture indices composed of 1 principal component (ASEAN), 9 sub-components (A-I), and 47 indicator variables (X1-X47). According to statistical value of Model Fit Indices, the expected model was found to be congruent with empirical data model, namely (χ2/df = 1.761, GFI = . 912, AGFI = .895, NFI = .956, RMSEA = .033 (PCLOSE = 1.00), RMR = .019, with regression weight or path coefficient of .726 - .940 and with estimating predicted coefficients at 52.7 - 88.3% (R2 between .527 - .883). At the last stage, the efficiency of all 47 ASEAN cultural indicator variables was tested for the practicality by developing numerical tally sheet instrument and testing them on informative content of 100 selected episodes in the television program with quantitative content analysis. From the testing, the model and instrument was proved to be efficient in tallying ASEAN common culture inclusively and had a potential in extracting culture from program content satisfactorily. ACKNOWLEDGEMENTS A tribute to the light of wisdom. This dissertation was co-created by my kindliness professors and beloved companions who fulfilled my knowledge, thoughtfulness and morale. These people are my saviors and academic navigators indeed, the committee; Assoc.Prof.Patchanee Cheyjunya and Assoc. Prof. Kanjana Kaewthep, Ph. D. , the advisers, Prof. Yubol Benjarongkij, Ph. D. , the committee chairperson, Assoc. Prof. Komjohn Louiyapong, Ph.D., the committee and yet Assoc.Prof.Metta Vivatananukul, the editor - who all enlightened the way of wisdom. For building a structure of academic essential data and sources of information, I am thankful for all seven experts and research participants who came from various part of knowledge fields; Humanities and Social Sciences, Cultural Studies, Intercultural and International Communication, Anthropology and International Relations. For formatting and customizing the document, thanks to Miss Wannaporn Anuan, the librarian of NIDA who dedicated her time to adjusting this dissertation. Furthermore, for encouraging the flame of creativity and motivation, thanks to my faculty, NIDA Ph.D. family, GSCM academic assistants and dear old friends from Khon Kaen University. Last but not least which I have to thanks is my own family who always supports me since I was born till now. You all are the part of my success, life and my future. Panurit Sarasombat December 2017 TABLE OF CONTENTS Page ABSTRACT iii ACKNOWLEDGEMENTS v TABLE OF CONTENTS vi LIST OF TABLES x LIST OF FIGURES xvii CHAPTER 1 INTRODUCTION 1 1.1 Statement of the Problems 1 1.2 Research Objectives 6 1.3 Research Questions 6 1.4 Scope of the Research 6 1.5 Expected Benefits 7 1.6 Operational Definition 8 CHAPTER 2 Theoretical Concepts and Review of Literature 10 2.1 Communication and Cultural Communication Theory 10 2.1.1 Intercultural Communication Theory 10 2.1.2 Theoretical Standpoint and Basic Assumption of Cultural 13 Communication Theory 2.1.3 Cultural Element Study 18 2.1.4 Non-Centric Theory 23 2.2 Anthropology Theory: Cultural Studies of Humanities 28 2.2.1 Cultural Ecology Theory 28 2.2.2 Cultural Diffusion Theory 30 2.3 Southeast Asian Studies 34 2.3.1 Southeast Asian Region 34 2.3.2 Southeast Asian Cultural Area 34 vii 2.3.3 Typology, Characteristics, and Origin of ASEAN 36 Common Cultures 2.4 The Cultural Indicator of United Nations and European Union 57 2.4.1 UNESCO Framework for Cultural Statistics: UNESCO FCS 57 2.4.2 European Statistical System Network on Culture: ESSnet- 62 Culture CHAPTER 3 RESEARCH METHODOLOGY 74 3.1 Research Procedure 75 3.2 Sample Group and Sampling Method 77 3.2.1 Samples in Qualitative Research 77 3.2.2 Samples of Quantitative Research 78 3.2.3 Sampling 79 3.2.4 Sample Size 80 3.3 Research Instruments and Subjects 80 3.3.1 Research Subjects 80 3.3.2 Questionnaire for Delphi Technique Method 81 3.3.3 Questionnaires for Weighing Cultural Components 82 (for Quantitative Research) 3.3.4 Tally Sheet 82 3.4 Data Collection 83 3.5 Data Analysis and Statistics 83 CHAPTER 4 Results of Trend Forecasting by Delphi Technique Method 84 4.1 Research Findings from the First Delphi Technique 85 4.1.1 Median Analysis 85 4.1.2 Analysis of Interquartile Range 93 4.1.3 Synthesis of Experts’ Opinions 97 4.2 Research Findings from Delphi Technique of 143 the Second Round 4.2.1 Analytical Comparison between Median and 143 Interquartile Range 4.2.2 Synthesis of the Experts’ Opinions 153 4.3 Summary of Findings and Total Variables from 155 Delphi Technique viii CHAPTER 5 Research Findings of Confirmatory Factor Analysis 158 5.1 Assessment of Research Tools 162 5.1.1 Content Validity Test 162 5.1.2 Reliability Test 162 5.2 Analysis by Descriptive Statistics 163 5.2.1 Analysis of Basic Information of the Samples 163 5.2.2 Analysis of the Samples’ Opinions on Indicator Variables 165 5.3 The Assessment of the Appropriateness of the Data before 173 the Conduction of Structural Equation Model (SEM) Analysis 5.3.1 Normality Test of the Data 173 5.3.2 Coefficient of Correlation Analysis 175 5.3.3 Analysis of Kaiser-Meyer-Olkin Measure of Sampling 175 Adequacy (KMO) and Bartlett’s Test of Sphericity 5.4 Second Order Confirmatory Factor Analysis 176 5.4.1 The Results of the First Test of Model Fit Indices 182 5.4.2 The Results of the Second Test of Model Fit Indices 183 5.4.3 Path or Regression Coefficient Analysis 184 5.4.4 Analysis of Estimated Predictive Coefficients 196 5.4.5 Summary of Structural Equation Model (SEM) by 197 Second-Order Confirmatory Factor Analysis CHAPTER 6 The Results of the Assessment of the Instrument 200 6.1 The Development of Quantifiable Instrument 201 6.2 The Assessment of the Instrument Efficiency in Application 203 6.2.1 The Selection of Program Content 203 6.2.2 The Results of Content Analysis 208 6.2.3 Summary of the Frequencies of ASEAN Common Culture 268 Enumerated from Measurement Instrument 6.2.4 Classification of the Quantity Level of ASEAN Common 270 Culture Enumerated by the Constructed Measurement Instrument 6.2.5 The Assessment of the Quality of the Instrument 274 ix CHAPTER 7 Research Conclusion, Discussion, and Recommendations 277 7.1 Research Conclusion and Discussion, Classified by 277 Research Methods 7.1.1 Conclusion and Discussion of the Research Findings from 277 Trends Forecasting by Delphi Technique Method 7.1.2 Research Conclusion and Discussion of the Findings from 284 Confirmatory Factor Analysis 7.2 Research