The Effects of Chinese Cultural Digital Product Consumption toward the Motivation to Learn Chinese Culture: A Study of Chinese TV Series Watching among Thai-teenage Users

Abstract

The diffusion of Chinese communication channel and digital products is very rigorous in the era of media technological advancement. People absorb cultural attitude via cultural product consumption, along with digital online platform, accession is much more easily than before. In Thailand, majority of netizens spend a lot of time to video consumption in a huge amount of numbers confirmed by triple digit growth in digital platform and applications downloaded. In order to deepen our understanding about media effects, this research proposal aims to study how Chinese TV series consumption shapes Thai netizens cultural knowledge and attitude on the basis of cultivation and gratification theory. Both quantitative and qualitative paradigm are designed as methodology to study among netizens in Thailand. Keywords— Chinese TV series, cultural digital product, Chinese culture, cultural acceptance. _________________________________________________________________________________