The Model of Cultural Communication in Confucius Institutes in Thailand

  • Nathara Mhunpiew Assumption University
  • Juntong Liu Assumption University
Keywords: Confucius Institutes in Thailand, cultural communication, communicators, 5W model, human resource management


This paper discusses the current situation and the model of the Chinese cultural communication of the Confucius Institutes in Thailand, with an aim to sort out and analyze the current problems. Five aspects of cultural communication of Confucius Institutes in Thailand are analyzed using Lasswell's (1948) 5W model of communication. These five aspects are: communicators, audience, contents, media and effects, which correspond to “who”, “to whom”, “say what”, “through which channel” and “with what effects” of the 5W model respectively. Through analysis, the communicators are considered to be the most important factors affecting the effects of the cultural communication. As a result, modules of human resource management are used to analyze and discuss the four aspects of communicators: planning, recruitment, selection and professional development, in order to establish causes of problems associated with cultural communication. This paper established that Big Data and Internet of Things (IoT) should be used in the field of cultural communication of Confucius Institutes in Thailand, to solve the existing problems and improve the management efficiency.