Communication for Cultural Negotiation of E-San Culture: Media Characteristics on Cultural Negotiation of E-San Culture

Authors

รศ.ดร.อัศวิน เนตรโพธิ์แก้ว, คุณSirikarn Suvannapoo

Published

2017 ISDA International Conference

Abstract

This research is to study the intensity of E-San cultural negotiation through messages, to study the qualifications of media as a tool for E-San cultural negotiation, and the perception of cultural negation by E-San and non E-San messages’ receivers. This study applies the mixed method of qualitative and quantitative research. Through the content analysis, focusing on type and frequency of E-San culture appeared, and the textual analysis of E-San culture representation (E-San folk songs, E-San movies, and E-San television series), and the survey research technique. The results show that: The intensity of E-San cultural negotiation through messages the representation of E- San culture is presented by the senders in various dimensions ranging from negotiating cultural, difference, conflict, resisting, and hierarchy to refusing dominance. The result challenges the theory of semiology scholars, Roland Barthes, which stated that in each society, there are only three processes of ideology meaning construction that are different, contradicting, and resisting, as follows: 1) Negotiation at the difference level, the most frequently found E-San cultures at E-San television series, secondary at E-San movies, and E-San folk songs, respectively. 2) Negotiation at the conflict level found that the senders used various criteria in defining We/ They or E- San people/ non E- San people by creating oppositional pair that are complicated and always changing. 3) Negotiation at the resisting level found negotiation by issues E-San is rich in nature, E-San people are generous and kind, E-San can survive without spending money, E-San people give sincere love, E-San people can adapt themselves to the international standard. 4) Negotiation at the hierarchy level found negotiation by issues of poverty of E-San region is caused by others and drought, E-San people value the heart more than the price, E-San people are generous and kind, E-San land is rich in nature, E-San people do not look down on other people, E-San people do not take advantage of other people to get rich, E-San can survive without spending money, E-San people give sincere love, E-San people have good hearts, E-San people have huge family, ESan people have more knowledge in some areas, E-San people are more mature, E-San people have more endurance for hardships, E- San people do have hostility toward others, and E-San people’s actions are consistent with words. 5) Negotiation at the refusing dominance level found negotiation by issues of E-San people are full of local intelligences, E-San people are full of ideologies, E-San people give sincere love, E-San can survive without spending money, E-San people have good hearts, E-San people do not depend on fate or help from others, ESan people can improve their status by ability and education. All of negotiation level it suggests that some issues can negotiation on several levels. The qualifications of media as a tool for E-San cultural negotiation found that the respondent’s reasons of media exposure because they fond of E-San culture. The recipients’ views on the qualifications of media representing E-San culture in all issues at a high level. And the sample group shows a high level of opinions regarding the media influence of E-San folk song, movies and television series toward recipients. The perception of cultural negation by E-San and non E-San messages’ receivers found that the sample group shows a high level of the perception on the definition of the E-San identity, a medium level of the perception on the negative definition of the E-San identity, and a high level of the perception on the positive definition of the E-San identity. Overall, the hypothesis testing found that there is no mean difference in the perception of cultural negotiation between the difference gender, occupation, age, and income. But there is a mean difference in the perception of cultural negotiation between the difference level of education, Native Habitat, Experience/Understanding about E-San culture such as; the receivers with graduate degree will be perceived of the cultural negotiation less than the receivers with secondary school/vocational education/ associate, the receivers with E-San people will be perceived of the cultural negotiation more than the receivers with non E-San people, and the receivers with low experience/understanding about ESan culture will be perceived of the cultural hegemony less than the receivers with high experience/ understanding about E- San culture. Nevertheless, there are no mean differences between native habitat, and experience/understanding about E-San culture and the perception of E-San cultural hegemony. Furthermore, the results of the studied as E-San and E-San culture of the receivers’ perception from E-San media, get openended questions show that the audiences’ perception that E-San culture about the culture, the way of life, the environment, the ideas and way of thinking, the appearance and personality, and the relationships with others in society.

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