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Saang Kwaampratabjai: the Influence of Wattana-Dharm Thai on Thai PR Practice

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Saang Kwaampratabjai: the Influence of Wattana-Dharm Thai on Thai PR Practice UNIVERSITY OF STIRLING SUTTANIPA SRISAI Department of Film, Media and Journalism Saang Kwaampratabjai: The Influence of Wattana-dharm Thai on Thai PR practice [Impression Building: The Influence of Thai culture on Thai PR practice] Thesis submitted for the degree PhD in Film, Media and Journalism June 2011 I DECLARATION This thesis has been composed by Suttanipa Srisai. The thesis embodies has been done by Suttanipa Srisai and has not been included in another thesis. Signed:____________________ Suttanipa Srisai II ACKNOWLEDGEMENTS As PhD students, I have had a long journey on academic roads in the University of Stirling for almost a half decade. Under the typical weather of the UK, I have gained a lot of experiences, fun, sadness, friends, knowledge, connections, support, and encouragements from my family, academic staff, and friends. First of all, I would like to pay respectful, return ‘Bunkhun’ (gratefulness) and say ‘thank you’ to my lovely principal supervisor, Dr. Jacquie L’Etang for her ‘Namjai’. She always devotes her time to comment on my writings. She always responds quickly to every e-mail I sent her. Also, she sets me deadlines and follows up my progresses of work although she has had tons of teachings and research works to be done. In addition, she always gives importance to my presentations and never missed even one of my presentations in a department seminar. She, moreover, always sends me e-mails to cheer me up before the presentations. Besides, she gave me an opportunity to participate a PhD summer school in Estonia and Stirling PR 21 conference in order to widen my knowledge and gain more academic connections in communication field. She also gave me a chance to experience in some teachings in PR module as a teaching assistant. She has been always supportive, patient, and understanding in all stages of my PhD life. Without her encouragement, I would have not finished the thesis. Indeed, she is more than just a supervisor. She is the best advisor! I would like to thank Dr. Derek Hodge, my second supervisor, for all his kindness along my study. He is always helpful and teaches me in everything. He encourages and concerns about me. I started my study at the same time that he started his teaching in Stirling. I used to sit in several of his modules. He is such a great model of teacher for me. He has impressive teaching styles and I was several chances allowed to see him teaching once I entered to the field of teaching assistant. I have learnt a lot about ‘critical thinking’ from him and impressed by his knowledge about technologies. That is why he is the best second supervisor to advise me about ICTs and all stuff. He also helps me find solutions and devotes time for me to discuss about my thesis and teaching jobs. Thank you for everything. In addition, I should also say thank you to Richard Kilborn who kindly advised me about PhD summer school as well as Dr. Richard Haynes who encourages me to overcome the obstacles. Thank you to Dr. Carrie Hodges, Dr. Julia Jahansoozi, and Professor Gerard Hastings, my examination committee who provoke my thought of how to implicate my thesis to the real world, for their patience reading my long thesis and giving constuctive comments and advice. Again, thanks to Dr. Julia Jahansoozi for her encouragement, warm thought, and kind advice and comments along my research and teaching journey. I must acknowledge Associate Professor Chittnipa Srisai and Associate Professor Dr. Suttanu Srisai, my dearest mom and dad who are always helpful, supportive, and believe in me. During my study, they have flown more than 24 hours round trip from Thailand to visit me here in Stirling for several times to protect me from homesickness III and encourage my study. They always accommodate me every time they are here in Stirling with me. My mom always cooks for me and makes me smile. She gives several hugs each day to encourage me to study. My dad, in the same way, cooks for me in case mom does not want to cook. He, also, drives and picks me up from the university everyday without any tiredness. I would also thank to my cute and naughty sister – Chirapa Srisai- who always stands by me. We share time and feelings to each other. She was extremely happier than me when I was happy and felt badly sad with me when I felt blue. She is the one who staying with me the most during my study. Thanks so much, my little sister. I should acknowledge the financial support of the University of the Thai Chamber of Commerce that gives me an opportunity to do my PhD. Thanks to all of my colleagues such as Ajarn Patcharee Prommakoj and Ajarn Wipa Praditchpholpanich who gave me the lists of interviewees and helped me overcome all problems. Also, thanks to all of 43 interviewees that contributed time for my study. I should like to thank all of departmental secretariats in Film, Media and Journalism, University of Stirling for their assistances. Special thanks for Marie O’Brien who I counted as one of my teachers. Although she has not helped me in academic stuff, she has taught me how to survive in the university and how to deal with the situations. I am grateful to Stirling School of English and tutors such as Lore Kelling, Steven Colbert, and Steven Hatton for your kind advice on English, experience in UK, and international cultures. Without you, I would not come up with the topic about the cultures. Thank you ECREA doctoral summer school and all conferences that gave me constructive feedbacks. Very special thanks for my special friends in Thailand such as Simaporn Phumchan, Nonlanee Kittisaowapak, Suriporn Manakij, and Sujitra Plienrung who always listen to my funny life, problems, stories, and complaints. Also, many thanks to my closed friends: Kanoknit, Lalita, and Simaporn who got married during my study for their understandings why I could not join their weddings. Thank you my students who always help, support, and cheer me up such as Parintra Choosri, Suphunsa Buaklee, and Nunn Tangwongtrakul for your help and support. Specially, I have to acknowledge Phawut Anutchalakhom for his patience, encouragements, and compliments that were as if a magic for me to step forward to finish my study. I want to say a big THANK YOU to all of my FRIENDS in Stirling who shares happiness and sadness with me along my journey. Thanks to Marleen Werkman and Rasina Rasid, my best friends, for everything and for the impressive sentence ‘...that what friends are for...’ Thank you to Jan Heuman, my Aquaculture friend who is not in my department, but always gives the best comments and devotes time to discuss about my work. Thanks to Zeti for sharing PR knowledge together with her nice recommendations. Thanks to Margot (who is always headache with me because I have IV kept asking about English) for your kind help. Thanks to Isabelle and Patrick for their cheerful smiles and encouragements through the research journey. Thanks to Soha, Tim, Talal, Thomas, Latif, Patrick, Soha, Indrani and all of my classmates, for your encouragements and belief in me. Thanks also to members in my group and badminton team who always hangs around with me when I pretended to be free from work. Last but not least, special thanks to all Thai friends who have been with me for (too) long such as Wongsathein, D., Brown, J., Bundit, J., Khongpuang, S., Nong M, Natt, P’ Danai and others. Thanks for your concerns, life and emotional sharing, smiles, compliments, complaints, fun activities, memorable happiness, and unforgettable experiences. Besides, big hugs to Dr. Pattra Tangtheing who is not only my friend in Stirling and a colleague, but also is a sister that guides me in academic and real lived experiences. Special Thanks to Saruda Srishewachart and Jarunan Pratoomyot (& Andy Shinn) who have help me with my thesis in last minute without any complaints. Thanks for caring and standing by me when I was in trouble. At last, I would like to thank all PR scholars all over the world that have created the theories, generated new concepts, and explored PR working worlds. Without them, I would have had no chance to continue my PhD study in my beloved field in public relations. V ABSTRACT This thesis describes how and what Wattana-dharm Thai [Thai culture] has influenced Thai PR practice through the eyes of Thai PR managers and practitioners. It also provides some background information about the evolution of Thai PR practice to link to the current Thai PR practice. The study employs a qualitative paradigm with in-depth interviews as the main method. Documentary sources are mostly used as a supplement. This thesis provides detailed qualitative data describing how Thai public relations (PR) practitioners operate in Thailand both offline and online. The findings highlighted that Wattana-dharm Thai has a strong influence on Thai PR practice. There are eight main Wattana-dharm Thai aspects that influence Thai PR practice: 1) Relationship orientation (relationships in a Thai style including Bunkhun, Pen-Mitr, and Alum aluay relationships); 2) Community-based orientation; 3) Sanook orientation; 4) Hierarchical structure; 5) Buddhist orientation, 6) Monarchy institution respect; 7) Face and eyes in society; and 8) Form over the content. Thai PR practice has an emphasis on Saang Kwaampratabjai [impression building] through Wattana-dharm Thai. For example, historically, Thais accepted westerners because they did Saang Kwaampratabjai by bringing technology and development to the country. Thais have a positive attitude toward westerners because of this history of impression.
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