CROSS-CULTURAL COMMUNICATION IN THE DIGITAL AGE: AN ANALYSIS OF MEDIA CHANNELS AND CULTURAL INFLUENCE ON THAI ARTISTS ON CHINESE AUDIENCES

Abstract

This study explores the dynamics of cross-cultural communication in the digital age, focusing on the influence of Thai artists on Chinese audiences through various media channels. As globalization and digital platforms reshape cultural exchanges, Thai entertainment content, particularly dramas and BL series, has gained significant popularity in China. The research examines how digital media—such as social media platforms, streaming services, and interactive fan mechanisms—facilitate this cultural exchange.Using a quantitative approach, data were collected from 400 Chinese participants aged 18–40 through an online questionnaire. The research concludes that digital media channels play a critical role in enhancing Thai artists' influence on Chinese audiences and promoting cross-cultural exchange. Platforms facilitate content distribution and audience engagement, with a significant positive correlation between digital media usage and cultural appeal. Thai entertainment's cultural appeal, including its themes, blending of modern and traditional elements, and portrayal of Thai lifestyles, resonates with Chinese audiences, contributing to its popularity. Thai artists employ strategies such as language adaptation and collaborations with Chinese influencers to bridge cultural differences, with language adaptation proving most effective. Regression analysis supports the significant impact of digital media on cross-cultural communication, explaining 71.5% of the variance in audience engagement. Hypothesis testing confirms that both digital media usage (H1) and cultural factors (H2) are crucial in fostering cultural exchange, with the latter's role in appealing to Chinese audiences validated by the survey results.