Mass Media and the Promotion of ASEAN: Perspectives from Thai Educators

260 Mass Media and the Promotion of ASEAN: Perspectives from Thai Educators Tanyatorn Panyasopon, Assistant Professor, Bangkok University, School of Communication Arts, Broadcasting Department, Thailand Abstract The purposes of the research are to 1) to examine what kinds of information on ASEAN are promoted through mass media in Thailand, and why. 2) to investigate the impact of mass media on Thai citizens knowledge of ASEAN. The research is qualitative, using in-depth interviews with ninemale and female Thai educators/instructors expertise in communication and education from various private and state universities. They are selected by convenience sampling. The results indicated that the insight of ASEAN through mass media are culture and society, economic stability, education and language, and ASEAN cooperation. These information are mostly publicized through all media in Thailand as well as new media such as Facebook and youtube. The main reasons are due to the policy of Thai government in joining ASEAN and people s enthusiasm to accept the wisdom of ASEAN. As for the impact of mass media on Thai people s knowledge of ASEAN, mass media affected in both society and individual levels as well as positively and negatively. The impact on society is Thais gained information from media organizations receiving the policy from the government but channels of promoting ASEAN knowledge to Thais are very few, resulting in ASEAN knowledge existing only among learned persons. However, for each individual, because of media, Thais has positive attitudes towards ASEAN s culture and community. Travelling to ASEAN countries creates income among ASEAN and helps economic development. Nevertheless, English is an international language but Thai media mainly offeres ASEAN insights in Thai language which is the main obstacle for Thais to learnasean and the world. Keywords:Mass Media /Promotion/ ASEAN/ Perspectives/ Thai Educators/ Thailand Introduction ASEAN comprises ten member countries with a combined total population of around 540 million. People are different not only in terms of number of population but also in terms of geography, culture, education, and socio-economic development. (Sadiman, 2004). Although ASEAN community was formed on 8 August 1967 by Indonesia, Malaysia, Singapore, the Philippines, and Thailand, membership has expanded to include Cambodia, Laos, Brunei, Myanmar and Vietnam. Its aims include accelerating economic growth, social progress, and socio-cultural evolution among its members (the ASEAN Secretariat, Jakarta, November 2015). One media guru, who has been in the television career for many years, has pointed out that Thais should not know only how to greet people in ASEAN languages. It is time for Thais to learn more about ASEAN knowledge so that Thais would educate themselves and be a part of a strong and integrated country to go along with other ASEAN nations (K, Poladej, personal communication, February 5, 2016). One thing

261 that can help educate Thai citizens about ASEAN is media. Besides, Vivatananukul s research (2015) described that roles of mass and personal media, direct communication and language learning were inspirational among Thai students and ASEAN people. According to McQuail (1987) five functions of media are information, correlations, continuity, entertainment, and mobilization. Mehdi et al. (2012) mentioned that information can be events, progress and innovation. Correlations refer to explaining andinterpreting any events. Continuity depicts expressing culture and national identity. Entertainment relates to relaxation and reducing tension. Mobilization portrays social movements, politics, and war. Thus, mass media can handle integration, coordination, stability, mobilization, values, thoughts, and agreement. In this research, McQuail s theory of mass media will be used as a framework to examine what kinds of information on ASEAN knowledge are promoted through mass media in Thailand and why. Also, investigating the impact of mass media on Thai citizens knowledge of ASEAN. Objectives of the Study 1) To examine what kinds of information on ASEAN are promoted through mass media in Thailand, and why. 2) To investigate the impact of mass media on Thai citizens' knowledge of ASEAN. Significance of the Study 1. The study will be a significant endeavor for Thai citizens to understand more knowledge of ASEAN and be aware of diversity in culture, language and religion, especially those who want to work or deal with ASEAN people. 2. This study will also be beneficial to investors to understand ASEAN as a prosperous hub of consumer demand since ASEAN s cities are growing and ASEAN nations aim to promote economic growth in the region. 3. The study will help understand the role of mass media and more channels in diffusing news and knowledge. Thais learn about society, human rights, the equality of human beings, community development, international relations, cooperation, and ASEAN integration. Research Methodology The research method was based on documentary research of literature reviews of ASEAN, mass media, knowledge promotion and other previous research results which were referenced. The research was qualitative, using in-depth interviews with nine university educators in many areas such as humanities, media studies, communication technology, intercultural studies, education, political science, history, English, and theatre arts. The researcher concentrated on educators because they are often exposed to media, acquire knowledge and look for information with ASEAN related issues and teach students and others. Educators are leaders; they innovate and motivate and lead by example.their responses provide a broad representation of how mass media is used to promote knowledge to Thai citizens.the researcher used open-

262 ended questions. The information gained from the key informants was analyzed to answer the objectives of the study. Results Regarding the Objective are as Follower: Objective 1) To examine what kinds of information on ASEAN are promoted through mass media in Thailand, and why. From in-depth interview with educators, the information was shared to mass media due to the policy of the government, and ministries, and organizations since the declaration of opening ASEAN in 2015. Educator 1 stated that those who work in the media sector need to realize their function of message senders and cooperate with the government and civil society in facilitating about ASEAN knowledge (personal communication, March 16, 2016). Mainly knowledge has been disseminated through television programs such as documentaries, travelling features and so on. Educator 4(personal communication, March 18, 2016)said that the best strategy in boosting ASEAN information is the story close to the benefit of Thai people, make them interest and realize the importance of being an ASEAN member. Besides mass media, facts about ASEAN was transmitted through social media. The wisdom of ASEAN is promoted to Thai citizens as follows: 1. Culture and society This was most mentioned in mass media because it is a big issue and it was presented as the most interesting. Media content should be produced creatively on ASEAN and both private and state sectors need their cooperation since recognizing about ASEAN is the fountain of wisdom of ASEAN people to live and work together. Educator 1 (personal communication, March 16, 2016) stated that we have been encouraged to watch Western culture and such as American and British songs, Hollywood films, Chinese and Japan stories. The content via those media has had more significance than education system as one can see the popularity of K-pop and J-pop, especially in new media as well. The strategy for content production must be planned to be a concrete and continual project. Educator 4 (personal communication, March 18, 2016) replied that knowledge about culture, society and education helps promote the cultural, societal and economic security to Thais since participation in ASEAN is not by the government, but by the whole nation. Educator 8 (personal communication, March 22, 2016) remarked that social media such as youtube and Facebook open world vision, real life experience and culture, such as ASEAN: Do and Don t Etiquette in ASEAN from youtube. It is interesting and entertaining and students are more interested. 2. Economic stability Media discussed economy via television, newspapers, online and conferences. Many publications are available online but are mainly in English such as ASEAN Integration Report 2015, ASEAN Investment Report 2015, ASEAN Service Integration Report, and Articles on AEC 2015. Many blueprints might benefit investors and those who understand English. But it may not help general Thais to understand deeply because it

263 is technical. (Educator 2, personal communication, March 18, 2016). It is said that the AEC Blueprint 2025 will lead towards ASEAN operating as an economic community, harvesting its collective identity and strength to integrate better within the global economy (Association of Southeast Asian Nations, 2016). Educator 9 (personal communication, March 23, 2016) expressed that Thais can have careers in ASEAN such as food products, historical places for tourists. For instance, LuangPrabang has a lot of temples, customs as making merits with sticky rice. This is a traditional way of calling tourists around the world. Or in Vientiane is another place to show conventional ways of dressing Sarong. It is not a cultural and historical place to keep traditions and Lao PDR earn its income for economic strength since this earns money for local people. But Thais leap like the West and might lose identity and old heritage to portray Thai and Asia identity. Thai traditional ways can be one of the continual monetary stability. 3. Education and language. With the excitement of Thais to enter into ASEAN, English and other ASEAN languages are taught. Mainly, English is indispensable and in some schools and universities, the start and the end of the school semester has been changed to become as international countries do. However, Lamubol, S. (2011, September 25) mentioned that Thai universities should realign their semester dates to more closely match the United States and other countries to promote internationalization in higher education, it caused a stir among policy planners. Likewise, Educator 2 said that changing the time to study in April is not appropriate since there are a lot of holidays in that month and it is very hot of the year. (personal communication, March 18, 2016). Some Thais know but others might not know because not every school and university readjusts the semester. This system is not much discussed in media. It is each school s policy. Nevertheless, education of ASEAN is in the form of exchanging students, scholarships, and research fund, but benefitting and exercising media to stimulating knowledge about ASEAN happens very little in Thailand. Educator 7 (personal communication, March 21, 2016) asserted that English is necessary but how the majority of Thais will understand English like our neighboring countries? 4. ASEAN cooperation Due to the underdevelopment of most South-east Asian countries, it is a big problem. Each country needs to develop its own state before assisting others. Nevertheless, the cooperation among one another might help the region progress faster than promoting itself without outside collaboration. Educator 1 expressed that there should be network cooperation of media in the region to set the policy or guidelines giving knowledge through media or co-investing in producing [television] programs rendering knowledge about cultures, values, attitudes, environments, climate, health and so on or producing films and dramas interpolating those mentioned by forwarding the awareness of ASEAN consciousness. Media convergence will reach ASEAN youths easily. (personal communication, March 16, 2016).

264 2) To investigate the impact of mass media on Thai citizens' knowledge of ASEAN. Research has shown that mass media affected people s knowledge and education (Geraee, N., Kaveh, M.H., Shojaeizadeh, D. Tabatabaee, H. R., 2015; Boles, M., Adams, A., Gredler, A. and Manhas, S., 2014; Randolph, W. and Viswanath, K, 2004). The participants in this research answered that knowledge about ASEAN were through mass media and with different methods andthey gave both knowledge andentertainment. The impact of mass media on Thai citizen s knowledge of ASEAN were both positive and negative. Thai media need to use English language to nourish ASEAN knowledge. 1. The impact on society The related organizations were those such as the Ministry of Foreign Affairs, the Ministry of Culture, the Ministries of Finance, the Ministries of Industry, the Ministries of Tourism and Sport and so on due to the integration of ASEAN in accelerating the economic growth, social progress, and cultural development as mentioned in Association of Southeast Asian Nations (ASEAN) (October 21, 2015). The state sector needs to have a role in leading Thai citizens in the right way. The private sector supports the government. Media organizations in state and private sectors receive the policy from the Thai government and assist in producing the content for Thais and Asians to comprehend ASEAN more. 1.1 The need of new presentation for television programs From the interviews, some participants mentioned that Thais learn ASEAN knowledge from only Channels of state television (The National Broadcasting Services of Thailand or NBT) and Television for public service, very few channels in learning ASEAN. Educator 3 (personal communication, Mar 17, 2016) indicated that there might be mixed television programs between two or more ASEAN in the future. Previous examples of television programs mostly presented via Thai PBS channel isa Touch of ASEA, which does not only portray lifestyles, cultures but promoting tourism in Southeast Asia such as Lao PDR. However, this kind of program is viewed less compared to Thai dramas. Educator 5 (personal communication March 19, 2016) revealed that The content is interesting but how do we make Thais interested? 2. The impact on individual Thaislike adjust themselves to understand new things about ASEAN. Based on overall participants, Thai people consider that media have improved their knowledge, education and positive attitudes. They accept the benefit of ASEAN enthusiasm. 2.1 Learning by doing When Thais grasp the idea of ASEAN community through mass media and social media, they experience travelling and ASEAN lifestyles. Educator 1 (personal communication, March 16, 2016)

265 Discussion claimed that Thais are exposed to media and travel to Myanmar, Lao PDR, Vietnam, Malaysia, Indonesia, and Singapore. They receive facilities such as no need for a visa and beautiful places of ASEAN. 2.2 Avoiding Hate speech Media can create hate speech and some perceptions of other nations in a negative way. Media can encourage or discourage people to follow news about ASEAN. The very sensitive issues that media should be aware of are politics, religions, and attitudes. Educator 6 remarked that media must avoid putting negative messages or hate speech such as the conflict between Christianity and Islam or then fighting of Buddhism and Islam. In this sense, hate speech can result in tightening security in each nation or among the nations. Nonetheless, Educator 8 (personal communication, March 22, 2016) responded positively that Media enable Thais to see the wider world, more open-minded and they become flexible and accept the differences easier. For example, we used to see some Chinese are selfish but they might not really be. They are probably loyal to their beliefs and fight for their survival. Media should not bombard and keep telling negative news. For instance, there are many prostitutes in Thailand. This is only one side and it is not stereotype. 3. ASEAN awareness and the necessity of English skills among Thais With English as the official language of ASEAN and world commerce and diplomacy, Thai government should have funds for supporting English language among Thais and those in the media. Thai media are required to strengthen their knowledge by raising the level of English language skills as other people in ASEAN countries before they can be the medium to strengthen ASEAN s integration and global engagement. Educator 8 (personal communication, March 22, 2016) disclosed that the mass media certain has had the impact of creating an ASEAN awareness but it does not allow Thai citizen to engage in ASEAN as the working language of ASEAN is in English. Whether it is official or unofficial to interact across ASEAN English language is key. So what is the use of knowledge but you can use it to engage in cross border engagement with other people and institutions of ASEAN member countries. So then why do Thai media, government institutions continue to promote everything about ASEAN only in Thai? What do they hope to achieve? This is the key analytical point that you have to reflect upon. Is ASEAN promotion in Thai language useful for ASEAN engagement? The study examined what kinds of information on ASEAN are promoted through mass media in Thailand and why, and investigated the impact of mass media on Thai citizens' knowledge of ASEAN. The results showed that mass media encouraged Thai people to obtain knowledge of ASEAN such as culture and society, economic stability, education and language, and ASEAN cooperation. The impact of mass media were two levels as society and individuals.

266 ASEAN s culture and society can be promoted through educational and entertaining content on television programs since they can be co-produced between or among the nations to understand more as suggested by participants. Private and government sectors have to examine the possibility of television programs as indicated by Singhal and Rogers (2012) entertainment-education is the process of purposely designing and implementing a media message to both entertain and educate, in order to increase audience knowledge about an educational issue, create favorable attitudes and change overt behavior (preface, p.2).therefore, mass media in the form of television programs help advocate ASEAN. Network cooperation of media is also considered to stimulate the economic stability, cooperation, and integration of ASEAN in many aspects as health education as mentioned by one educator as ASEAN is faced with important health challenges due to demographic and epidemiological transitions of the region (Lamy, M. &Phua, K. H., 2012, p. 237). Furthermore, the results showed that education and language is significant to all Thai citizens. Thais who live close to the border might know the language of neighboring countries. However, English becomes an obstacle for many Thais because only some international schools and universities started the program in English not more than 15 years ago. The consideration of Asian Language is a must if Thais really want to enter to the ASEAN community, one or more ASEAN language would strengthen the education power. As for the impact of mass media, media affected Thais both in society level and individual as it is accorded with McQuail (1987) s media functions. Thai media promoted, news, culture and ASEAN travelling spots via television programs such as documentaries as one function is continuity in that Thai people perceived Thais and other ASEAN s national identity. When discussing mobilization or social movements, Thais also learn from media both in Thai and international news which influenced all Thais probably because Thais have political problems such as corruption and terrorism as some ASEAN nations do. Future research should consider the cooperation of ASEAN media practitioners (both private and state sectors) in producing television programs or content for all media. There should be more on ASEAN economy for education and entertainment, for example, so that economy is viewed without boring an audience s perception. For academic research, scholars have more choices to review and conduct studies such as crime and prevention among ASEAN, or the media laws and regulations in ASEAN. These topics are significant due to ASEAN s awareness of helping create a peaceful, prosperous and progressive environment for all Southeast Asia. Conclusions Appropriate education and knowledge about ASEAN especially in English language and ASEAN languages is the urgent need for Thai citizens. This is especially true in focusing on younger generation as they seek information in the region and in the world via social media and new technologies. If Thais are interested in cooperation and assistance such as environment protection, policy making, peace, international relations, and education for citizens. ASEAN will become stronger and more unified.

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