Chinese newspaper’s intercultural adaptation in Digital age Case study of Sing Sian Yer Pao Company

Abstract

                  The purpose of this research was 1) to examine Chinese newspaper’s intercultural adaptation in Digital age in case study of Sing Sian Yer Pao Company. 2) to study how Sing Sian Yer Pao preserve and maintain their  identity of the Chinese newspaper. 3) to study how their prepare and plan to the future. 4) to study the Chinese newspaper business in the midst of transitional culture.  This research is qualitative research by using In-depth interview method. A sample of  this cases were drawn from the concept of Organizational Behavior therefore using simple by select sampling trough purposive random method were Chief executive level who strategically positioned by review an interview, Management level for plans and policies and operation employee. The findings indicated that transformation from analog to digital age affect directly. publications business and leading to the renovation in newspapers business such as Sing Sian Yer Pao Company. The need adjust provide accordance with the requirements of readers for increase the market share and compete with competitors. Therefore, Sing Sian Yer Pao Company efforts to expanding their market and targeting younger customers by establish advanced media such as application WeChat additional parallel along the publication. To enhance each other approach without abandoning any one the extremists, but helped each other for the survival collaborative.

                  Although It is currently not affected too much. Keeping abreast, keeping pace with fastest events and express news update in digital systems may causes of inconsistent data or discrepancies news, but newspapers have more advantageous in accuracy issue  through the concentration in process of collation. However, does not necessary mean that the Internet and the World Wide Web in digital age have obtained the power to establish a specific agenda for the rest of the media and the public. The main conceptual framework that remaining Chinese newspaper identities was still continuing an original intention. Major ideas of gratitude to Thailand, do not create any cleavage damage, and to maintain international relationships between Thailand – China for sustainable and long-lasting relativity.