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The Influence of Thai Soap Operas on Lao Women Viewers Women Watching Television: The Influence of Thai Soap Operas on Lao Women Viewers MESIRIN KWANJAI Thesis submitted for the degree of Doctor of Philosophy Media, Culture, Heritage School of Arts and Cultures Faculty of Humanities and Social Sciences Newcastle University November 2018 Abstract This study investigates how Lao women use and negotiate the storylines and female characters in Thai soap operas to construct a sign of agency and identity in order to enhance modern lifestyles and relationships and how local cultural policy-making is reacting to citizen’s trans- border media consumption. Questionnaires, TV diaries, focus group discussions and interviews were used to collect data in three regional areas of Laos: Vientiane, Houayxay and Bolikhamsai, where Thai television soap operas are undergoing a revival of popularity. This study identifies three key themes to explain Lao women’s agency, identity, self-satisfaction and social aspiration through the lens of their Thai television soap operas viewing. Firstly, brand name products and fashion in the soap operas provide a rich insight into the lives of Lao women. The relationship between what Lao women wear in their daily lives and what is acceptable by political authorities for the preservation of traditional dress presents a very real cultural challenge for young women. Secondly, individualism and personal freedom have been transmitted through Thai TV soap storylines. This socio-cultural trend impacts on Lao women’s shift in attitudes towards changes in family structures, romantic relationships, premarital sex, cohabitation, teenage pregnancy, and perceptions of LGBT people. Thirdly, changes in public and personal perceptions of feminine beauty are found to be associated with Lao women’s desire for white-skin, body dissatisfactions, and use of cosmetic surgery. Data suggest that Lao women today have more agency, choices, freedom and well-being, the increased views on personal life and gender equality, but less supporting quality education and decent work. Drawing on audience studies, feminist approaches and developing the concept of individualisation and detraditionalisation, the thesis concludes that the effects of individualisation of Lao women as audiences increasing their liberated life and relationship choices, yet at the same time maintaining traditions and social norms. Keywords: Transnational TV soap operas, audience, television viewing, identity, agency, individualisation, feminism, culture policy ii Acknowledgments This thesis could not have been possible without the invaluable support from many people. Firstly, I would like to sincerely thank my superb supervisors, Professor Karen Ross and Professor Deborah Chambers who both devoted their time to sharpening my thinking with constructive advice, and Dr. Liviu Popiviciu for making a start on my PhD journey. Furthermore, I would like to thank Professor Sujin Jinahyon, the former president of Naresuan University for sponsoring and offering me this huge opportunity to broaden my horizons with a change of culture and enthusiasm for life. Additionally, I would like to thank my all research participants, informants and coordinators who put their trust in me for taking time to sharing experiences and cooperation with their generous help, so that I could engage in this PhD research project in the international fieldwork, Laos. Last but not least, thanks are also due to my lovely friends who always support me in every way with good vibes. I am also indebted to my family, especially my warm-hearted mum and my dad, a man of highest integrity in my life who always encourage and give me unconditional love in every chapter of my life. iii Table of Contents Chapter 1 Introduction……………………………………………………………….............1 1.1 Introduction: situating the research………………………………………………………...1 1.1.1 Rationale for studying women audiences……………………………………….…....7 1.2 Research questions………………………………………………………………………..10 1.3 The theoretical framework and research argument…………………………………….....11 1.4 Outline of the thesis……………………………………………………………………....13 Chapter 2 Globalisation, Consumption Culture and Women’s Desire………………..…15 2.1 Introduction…………………………………………………………………………….....15 2.2 Globalisation of the media and of cultural Identity………………………………...…….16 2.2.1 The rise of modernity and a globalising society in Laos………………………….....21 2.2.2 The politics and the quality of TV in Laos………………………………….………....25 2.2.3 Cultural measures to stop the erosion of national culture………….……………....29 2.3 The effects of detraditionalisation on women and gender relations……………………...31 2.4 Feminist approaches towards individualisation, choice, and power across the media.…..36 2.4.1 Women’s empowerment in consumerist culture……………………………..………..38 2.4.2 Women, cultural capital and class distinctions in cultural tastes………..…………43 2.5 Conclusion…………………………………………………………………………….….45 Chapter 3 Women Television Audience and Media Effects………………..……….….…47 3.1 Introduction……………………………………………………………………..…….…..47 3.2 The continuum of media effects theories……………………………………..…….….…49 3.3 Uses and gratifications approach……………………………………………..….…….…50 3.4 The encoding-decoding approach……………………………………………..…..……...52 3.5 Women as audiences for TV show……………………………………………...………..57 3.6 Television soap opera narrative: the case of Thai soaps……………………………….....62 3.6.1 Narrative analysis of Thai television soap operas….…………...…………………..66 3.7 Conclusion……………………………………………………....………………………..68 iv Chapter 4 Research Methodology……………………………………………………….…70 4.1 Introduction…………………………………………………………………………..…...70 4.2 Identifying the philosophical position: Constructivism……………………………..……71 4.3 Research tools………………………………………………………………………….…73 4.3.1 Questionnaire………………………………………………………………….……….…....73 4.3.2 TV Diaries…………………………………………………………………….………......…76 4.3.3 Focus groups………………………………………………………………….……..………79 4.3.4 In-depth ‘elite interviews’…………………………………………………………..…..….82 4.4 Analytical approach……………………………………………………..…….…..……...86 4.4.1 SPSS statistics…………………………………………………….……………..……….….87 4.4.2 Thematic analysis………………………………………………………..……….….….…..87 4.5 Triangulation for validity and reliability of the results………………………...…………90 4.6 Ethical issues…………………………………………………………………...…………91 4.7 Researcher reflexivity………………………………………………………….…..……..93 4.8 Conclusion…………………………………………………………………….…..…...…94 Chapter 5 Soap Opera Consumption in Relation to Women’s Aspirations and Their Satisfaction with Brand Name and Fashion…………………………………………….....95 5.1 Introduction…………………………………………………………………...…………..95 5.2 TV exposure behaviour, perspective and daily life……………………………………….96 5.3 The Lao government’s views about the evaluation of Thai television……………….....104 5.4 Thai television soap operas and consumerism……………………………….……….....106 5.4.1 Desires for luxury brand names vs. the feeling of well-being…………………..……108 5.5 Thai television soap operas and the choice between modern and traditional clothes…...114 5.5.1 Lao traditional dress, policy and social norms…………………………………....115 5.5.2 Lao women’s wear today and changes in the form of traditional dress…………..117 5.6 Conclusion………………………………………………………………………………124 Chapter 6 The Influence of Soap Storylines on Women’s Changing Attitudes towards Agency, Identity and Lifestyle…………………………………………………………….126 6.1 Introduction……………………………………………………………………………...126 6.2 Changing families in Laos: traditional duties and modern practices……………………127 6.3 Changing morality and sexuality in intimate relationships……………………………...138 6.3.1 Participants’ views about cohabitation…………………………………………………139 6.3.2 Participants’ views on unmarried women vs. divorced women……………………..141 v 6.3.3 Participants’ views about teenage pregnancy and abortion…………………………143 6.3.4 Participants’ views on homosexuality and the LGBT community………………..…147 6.4 Conclusion………………………………………………………………………………151 Chapter 7 Beauty Consumption and Soap Opera Protagonists’ Portrayals of Women’s Bodies as White, Thin and Beautiful…………………………………………………...…154 7.1 Introduction…………………………………………………………………………...…154 7.2 The recent phenomenon of whiteness………………………………………………...…155 7.3 Body dissatisfaction and the resulting behaviours………………………………..….….161 7.4 Different views on cosmetic surgery………………………………………………..…..165 7.5 Conclusion…………………………………………………………………………..…..173 Chapter 8 Conclusion…………………………………………………...…………………176 8.1 Contribution of this research………………………………………………………….…178 8.2 Theoretical contributions………………………………………………………………..179 8.3 Summary of research findings…………………………………………………………..180 8.3.1 Patterns of TV consumption viewed as a symbol of Thailandisation…………….…180 8.3.2 TV influences and the desire for brand names, fashion, and beauty……………..…181 8.3.3 Women’s attitudes to TV soap narratives about lifestyles and sexual behaviours..182 8.3.4 Governmental efforts to preserve cultural traditions ………………………….……..183 8.4 Research limitations…………………………………………………………………..…184 8.5 Ideas for future research ………………………………………………………………...185 Appendices……………………………………………………………………….…………187 Appendix A The paper questionnaire……………………………………………………….187 Appendix B A blank copy of a diary template………………………………………………193 Appendix C Question guide of focus groups……………………………………..…………198 Appendix D The participants’ information…………………………………………….……200 Appendix E Examples of interview questions………………………………………………204 Appendix F Research project information sheet………………………………………….…205 Appendix G Research participant consent form………………………………………….…206 Appendix H The results of questionnaire survey …………………………………………...207 Bibliography……………………………………………………………………..…………211
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