22-23 JULY 2012
Faculty of Communication Arts,
CHULALONGKORN UNIVERSITY, THAILAND
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Conference Papers
The 8
th
International Graduate Conference
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Organization of the 8
thInternational Graduate Conference
Mission [M] Possible
Research Journey through Methodology
Conference Chair
As s o cia te Pro fe s s o r Yu bo l B e n ja ro n gkij, P h D
Dean, Faculty of Com m unication Arts, Chulalongkorn Un iversity
Keynote Speakers
P ro fe s s o r J o h n S im o n s , P h D Executive Dean
Faculty of Arts, Macquarie University
P ro fe s s o r Yu a n J u n , P h D Vice president
Com m unication University of China
P ro fe s s o r Fa yça l N a ja b , P h D
Institute of Com m unication and Media (Arts and Media Faculty) University of Paris III, Sorbonne Novelle
As s o cia te Pro fe s s o r J ia D a i, P h D School of J ournalism an d Com m unication Tsinghua Un iversity
Supervisors
P ro fe s s o r N a re n Ch itty, P h D , A.M.
H ead of Soft Power Advocacy and Research Centre (SPARC), Faculty of Arts Macquarie University
P ro fe s s o r Eric Ma igre t, P h D
H ead of the Institute of Com m unication and Media (Arts and Media Faculty) Sorbonne Nouvelle University Paris III - Fran ce
P ro fe s s o r Tia n Zh ih u i, P h D Deputy Dean of Graduate School Com m unication University of China
As s o cia te Pro fe s s o r Zh a n g Yu qia n g, P h D Deputy Director of Media Museum
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Welcoming Message from the Conference Chair
Asso c ia te Pro fe sso r Dr. Yub o l Be nja ro ng kij, C hula lo ng ko rn Unive rsity
On behalf of Faculty of Com m unication Arts, Chulalongkorn University, it is our great honor to welcom e you to the 8th International Graduate Conference in Bangkok, Thailan d. This conference is a prom inent venue for the valuable scholars to m eet and exchange their knowledge. Graduate students particularly in PhD level will have an opportunity to learn from both their supervisors as well as their colleagues. Not only can the discussion expand the realm of study, but it will also strengthen an academ ic network of partner universities from different con tinents. The m ain aim s for this conference is to provide an arena for the researchers in higher degree level to learn different perspectives and to experience the academ ic sharing am bience. I hope that all will obtain beneficial in sights and applicable ideas for their own research works from this conference.
* * * * * * * * * * * * *
History of the international graduate conference
The Intern ational Graduation Con feren ce (IGC) is ann ually organ ized by the collaboration of six universities, in cludin g Chulalon gkorn Un iversity (Thailan d), Com m unication University of China, Macquarie Un iversity (Australia), The Un iversity of Texas at Ausin (USA), Tsinghua University (Chin a), an d Un iversity of Paris III - Sorbonn e Nouvelle (France).
The IGC is cyclically h osted at each of the partn er un iversities. The m ost recen t conference was held at Macquarie University, where supervisors an d PhD students had gen erously shared th eir thoughts on academ ic kn owledge. The curren t conferen ce is held by Faculty of Com m unication Arts, Chulalon gkorn Un iversity. Teerada Chon gkolrattan aporn is respon sible for organizin g team or a group of PhD studen ts from a doctorate degree in Faculty of Com m un ication Arts, Chulalon gkorn Un iversity. The con tact e-m ail is igc20 12.bkk@gm ail.com.
Theme
According to the title of the con feren ce "Mis s io n 'M' P o s s ib le : Re s e a rch J o u rn e y th ro u gh Me th o d o lo gy", the gen eral them e focuses on discussin g differen t perspectives on m ethodology as the im portan t phase in con ductin g research. The n ew m odels of m ethodology are crucial to exam in e the em erging and curren t com m unication an d m edia studies.
De an,
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Conference Program
Day 1: Sunday 22 July 2012
8:00-8:30 Re g istra tio n o n10th Flo o r o f MKSW Build ing
Fa c ulty o f C o m munic a tio n Arts, C hula lo ng ko rn Unive rsity
8:30-9:00 O p e ning C e re m o ny: Asso c . Pro f. Yub o l Be nja ro ng kij, PhD, C hula lo ng ko rn Unive rsity 9:00-9:30 Ke yno te Sp e a ke r 1: Pro f. Jo hn Sim o ns, PhD, Ma c q ua rie Unive rsity
9:30-10:00 Ke yno te Sp e a ke r 2: Pro f. Yua n Jun, PhD a nd Pro f. Tia n Zhihui, PhD C o m m unic a tio n Unive rsity o f C hina (C UC )
10:00-10:20 Q &A Se ssio n 10:20-10:45 C o ffe e Bre a k
Po ste r Pre se nta tio n
10:45-11:05 Pre se nta tio n I (Mo d e ra to r: Pro f. Na re n C hitty, PhD, Ma c q ua rie Unive rsity)
- Munib Ahm e d A Te xtua l Ana lysis o f the C o ve ra g e o f Wa r a g a inst Te rro rism in The Na tio n a nd The Ne w Yo rk Tim e s: A C a se Stud y o f NATO Atta c k o n Pa kista ni Bo rd e r 11:05-11:25 - He Ma n Imp ro ve the Em e rg e nc y Re p o rts to Enha nc e Me d ia "So ft Po we r" 11:25-11:40 - Tw e d ia na Bud i Ha p sa ri (Dina ) Aud ie nc e Se g m e nta tio n in Ind o ne sia n
Muslim So c ie ty Fra m ing Austra lia n Issue s 11:40-12:10 Pa ne l Disc ussio n
12:10-13:30 Lunc h
13:30-13:50 Pre se nta tio n II (Mo d e ra to r: Pro f. Zha ng Yuq ia ng , PhD, C UC ) - C é line Mo rin Stud ying Lo ve in US a nd Fre nc h Me d ia
13:50-14:10 - Ye Ho ng yu Yu (Ste lla ) Me tho d o lo g ic a l Ap p ro a c h to C o nc e p tua liza tio n o f G ra ssro o ts Dip lo m a c y in Austra lia a nd C hina
14:10-14:30 Pa ne l Disc ussio n 14:30-14:45 C o ffe e Bre a k
Po ste r Pre se nta tio n
14.45-15:05 Pre se nta tio n III (Mo d e ra to r: Te e ra d a C ho ng ., PhD, C hula lo ng ko rn Unive rsity) 15:05-15:25 - Xiuta o Li (Esthe r) The e ffe c t o f Austra lia n c ulture o n c o m p lim e nt re sp o nse s o f
m a inla nd C hine se sp e a ke rs o f Eng lish: A d isc ussio n o f m e tho d o lo g y 15:25-15:45 - No p a d o n Va sinsunth Ma g ic Tric k a nd Tha i So c ia l Myth 15:45-16:05 Pa ne l Disc ussio n
16:05-16:30 Summ a ry
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Conference Program
Day 2: Monday 23 July 2012
8.30-9.00 Re g istra tio n o n 10th Flo o r o f MKSW Build ing
Fa c ulty o f C o m munic a tio n Arts, C hula lo ng ko rn Unive rsity 9:00-9:30 Ke yno te Sp e a ke rs 3: Pro f. Fa yç a l Na ja b , PhD,
Unive rsity o f Pa ris III, So rb o nne No ve lle
9:30-10:00 Ke yno te Sp e a ke rs 4: Assist. Pro f. Jia Da i, PhD, Tsing hua Unive rsity 10:00-10:20 Q &A Se ssio n
10.20-10.45 C o ffe e Bre a k Po ste r Pre se nta tio n
10:45-11:05 Pre se nta tio n IV (Mo d e ra to r: C ho nla thip Po o nsiriwo ng , C hula lo ng ko rn Unive rsity) - Wurijim usi Mo ng o lia n Mo ng o lia n We b site a nd Mo ng o lia n Ethnic C ultura l Id e ntity:
An Ethno g ra p hic Re se a rc h o f Be ijing Mo ng o lia n
11:05-11:25 - Pa p a ssa ra C ha iw o ng Be ha vio rs, Mo tive s, a nd Sub stitute s o f No n ve rb a l C ue s C o nstruc tio n o n Fa c e b o o k Ne two rk o f Und e rg ra d ua te Stud e nts in Ba ng ko k
11:25-11:45 Pa ne l Disc ussio n
11:45-13:30 Lunc h
13:30-13:50 Pre se nta tio n V (Mo d e ra to r: Pro f. Eric Ma ig re t, PhD)
- Hui Xue Mic ro O p inio ns in Ma c ro C hina : Ne two rks Em b e d d e d in Hie ra rc hic a l Struc ture
13:50-14:10 - Yunxi Q IU Sym p a thy, Effic a c y, Exp e rie nc e : Mo b iliza tio n in Ma c ro -Phila nthro p y 14:10-14:30 Pa ne l Disc ussio n
14:30-15:15 C o ffe e Bre a k Po ste r Pre se nta tio n
15:15-15:35 Pre se nta tio n VI (Mo d e ra to r: Dia nlin Hua ng , PhD, C o m m unic a tio n Unive rsity o f C hina ) - Ana nya Ka nna so o t Tha i C uisine in Sing a p o re : A C a se Stud y o f Se nso ry
Pe rc e p tio n a nd Bra nd Lo ya lty (A Pre lim ina ry Re p o rt – June 2012)
15:35-15:55 - Kritc ha na t Sa nta w e e The Fa c to rs Influe nc ing o n C o rp o ra te Re p uta tio n a nd C o rp o ra te Re p uta tio n Ma na g e m e nt in Tha ila nd
15:55-16:15 Pa ne l Disc ussio n 16:15-16:45 C o nfe re nc e Summ a ry
16:45-17:00 C lo sing C e re m o ny: Asso c. Pro f. Yub o l Be nja ro ng kij, PhD, C hula lo ng ko rn Unive rsity 17:00-19:00 Fa re w e ll Dinne r o n 9th Flo o r o f MKSW Build ing
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Keynote Speakers
Professor Yuan Jun, PhD
Vice president, Com m unication University of Chin a
Professor Yuan J un has becom e the Vice President of Com m un ication University of China since 20 0 6. Apart from being an advisor for PhD students, he also teaches classes relevant to m edia studies including Theory of J ournalism , Introduction of Media, H istory of Chin ese J ournalism , H istory of Chinese Television and Radio Broadcasting, and Theory of Com m un ication . Moreover, he has published works in fields of m edia literacy, introduction of m edia, history of Chinese journalism an d com m unication studies in China.
Professor Fayçal Najab, PhD
Institute of Com m unication and Media (Arts and Medias Faculty),
CIM LAB (Com m unication Internationalisation, Medias)
University of Paris III, Sorbonne Novelle
Professor Fayçal Najab is a psycholin guist, at the university of Sorbonne Novelle Paris III – France. H is research m ainly deals with the cognitive process of bilingualism on these topics are about incom prehension between people when they speak the sam e language with different com petencies and different cultural backgrounds, the creation of the inter-linguistic m etaphors, and hybridization process in language, behavior and identity. H e founded in 20 0 1 a Master of Organization al Com m un ication, and he also directs the Master of Intercultural Exchanges.
Professor John Simons, PhD
Executive Dean, Faculty of Arts, Macquarie University
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1993 he was a Mellon Fellow at the H untin gton Library. H e is an alum nus of the US State Departm ent’s International Visitor Program m e.
In the 1990 s he worked extensively in eastern Europe on various projects to rebuild universities after the fall of com m unism . H e is a Fellow of the Royal Society of Arts, the H igher Education Academ y, the Zoological Society of London and the Oxford Centre for Anim al Ethics. H e is on the advisory council of the charity Voiceless, the advisory board of the Australia India Youth Dialogue, the board of the Australasian Council of Deans of Arts, Social Scien ces an d H um anities, the board of the Coun cil for the H um anities, Arts and Social Sciences. H e is also a co-chair of the board of 2SER - a com m unity radio station in Sydney. H e was previously a coun cil m em ber of the charity Veg for Life an d was a board m em ber of East Midlan ds Media an d SIREN FM radio in the UK. H e has published very widely - including 15 m on ographs and edited collections - on topics ranging from Middle English chivalric rom ance to Andy Warhol and from codicology to the history of cricket.
Since the late 1990 s he has m ainly concentrated on the issue of anim als and his chief publications in the field are Anim al Rights an d the Politics of Literary Representation (20 0 2) and Rossetti’s Wom bat (20 0 8 ). H e currently has two m onographs in press. One is a social history of kangaroos. The other is called The Tiger that Swallowed the Boy an d con cerns the history of the exotic anim al trade, zoos and circuses in Victorian Englan d. H e is also a published poet.
Assistant Professor Jia Dai, PhD
School of J ournalism an d Com m unication
Tsinghua Un iversity
J ia Dai is an assistant professor at the School of J ournalism and Com m unication, Tsinghua Un iversity , Chin a. She received her bachelor's degree in history from H unan Norm al University, a m aster's degree in com m unication from Wuhan University, China, and a Ph.D. in journalism from the University of Texas at Austin. She becam e a m em ber of the Tsinghua University faculty since 20 11. H er research interests include m edia sociology, new m edia and social transform ation, an d global com m un ication. H er academ ic research has been published in journals such as Journalism & M ass Com m unication Quarterly ,
Journalism Practice, and Asian Journal of Com m unication. She also serves as a
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Table of Content
Thai Cuisine in Singapore
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
Ana nya Ka nna so o t
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity 1-9
Studying Love in US and French Media
C é line MO RINPhD Stud e nt / Fixe d -Te rm Le c ture r
Institut d e la C o m m unic a tio n e t d e s Mé d ia s UFR Arts e t Mé d ia s
So rb o nne No uve lle – Pa ris 3 10 -15
Ideological Remaking of Domestic Migrant Workers in China:
a case study on news discourse of the People’s Daily
Dia nlin Hua ngPh.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s & Fa c ulty o f Arts
C o m m unic a tio n Unive rsity o f C hina & Ma c q ua rie Unive rsity 16-39
Improve Emergency Reports to Enhance Media Soft Power
He Ma nPh.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s
C o m m unic a tio n Unive rsity o f C hina 40 -46
An Interdisciplinary Study of the Strategies and Policies of
the Public Service Based on Broadcasting and New Media in China
Hua ng AiPh.D. Stud e nt, Institute o f C o m m unic a tio n Stud ie s
C o m m unic a tio n Unive rsity o f C hina 47-53
Representation of Family in Television Soup Opera
Jura ira t Tho ng khum c hue nviva tPh.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
Dhura kij Pund it Unive rsity 54-58
The Factors Influencing Corporate Reputation and Corporate Reputation Management in Thailand
Kritc ha na t Sa nta we e a nd Rung na p a r Pritp re e c haCo lle ge o f So c ial Co mmunic atio n Inno vatio n, Srinakharinwiro t Unive rsity
The Fa c ulty o f Co mmunic a tio n Arts, Chula lo ng ko rn Unive rsity 59-66
The effect of Australian culture on compliment responses of
mainland Chinese speakers of English: adiscussionof methodology
Li Xiuta oPh.D. Stud e nt, De p a rtm e nt o f Inte rna tio na l Stud ie s
Ma c q ua rie Unive rsity 67-79
Research into the Methodology of Television Impact on Stadium Attendance in China
Ma o C hua nPh.D. Stud e nt, Sc ho o l o f TVS a nd Jo urna lism
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Table of Content
A Textual Analysis of the Coverage of War against Terrorism in The Nation and The New York Times:
A Case Study of NATO Attack on Pakistani Border
Munib Ahm e d
PhD Sc ho la r, Sc ho o l o f C o m m unic a tio n
C o m m unic a tio n Unive rsity o f C hina 8 8 -97
Magic-Trick and Thai Social Myth
No p a d o n Va sinsuntho nPh.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
Dhura kij Pund it Unive rsity 98 -10 9
Behaviors, Motives, and Substitutes of Nonverbal Cues Construction on
Facebook Network of Undergraduate Students in Bangkok
Pa p a ssa ra C ha iwo ng
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity 110 -130
Audience Segmentation in Indonesian Muslim Society Framing Australian Issues
Twe d ia na Bud i Ha p sa riMe d ia Music C o m m unic a tio n a nd C ultura l Stud ie s De p a rtm e nt
Fa c ulty o f Arts, Ma c q ua rie Unive rsity, Austra lia 131-138
Four Types of Fear Appeals and Attitude Change
Vo ra na rt Sirisub so o nto rnPh.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
139-144
The Influences of Individual, Work Group and Organizational Level Factors on
Organizational Citizenship Behavior(OCB)
Wa sa n Ja np ra sit
Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity 145-153
Mongolian Website and Mongolian Ethnic Cultural Identity
--- An Ethnographic Research of Beijing Mongolian
Wurijim usiSc ho o l o f Jo urna lism a nd C o m m unic a tio n
Tsing hua unive rsity o f C hina 154-162
Micro Opinions in Macro China: Networks Embedded in Hierarchical Structure
Xue HuiDe p a rtm e nt o f MMC C S a t Ma c q ua ire Unive rsity 163-170
Methodological approach to the Conceptualization
of Grassroots Public Diplomacy in Australia and China
Ye Ho ng yuPh.D.Stud e nt, Fa c ulty o f Arts
Ma c q ua rie Unive rsity 171-18 1
Sympathy, Efficacy, Experience: Mobilization in Micro-philanthropy
Yunxi Q IUSc ho o l o f Jo urna lism a nd C o m m unic a tio n Tsing hua Unive rsity
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Thai Cuisine in Singapore
A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
Ana nya Ka nna so o t Ph.D. Stud e nt, Fa c ulty o f C o m m unic a tio n Arts,
C hula lo ng ko rn Unive rsity
Abstract:
:
This paper is a part of an on-going dissertation on the Thai cuisine in Singapore. The m ain purpose of this research project is to delineate the sensory perception of Singaporean custom ers of Thai restaurants in Singapore so as to better understand their im plications for policy initiatives that could guide a m ore efficient operation of Thai restaurants abroad, especially in term s of brand loyalty building strategies. Due to its relative sophistication, a case study of the prospects and problem s of Thai restaurants in Singapore is likely to be of interesting applications in the em erging ASEAN Econom ic Com m unity, where cultural, dem ographic, and incom e diversities are so great. This study utilizes a com bination of qualitative and quantitative research m ethods. The m ain m ethods used in this study are “focus group” and “survey questionnaire.” The present paper is a prelim inary report on the first phase of the study. It is a report on som e results from a focus group research, in which a group of Singaporeans residing in Thailand have participated to offer their views and experiences on Thai cuisine, both in Singapore and in Thailand.
The focus group research found that Singaporeans are very fam iliar with Thai cuisine, both in Singapore and in Thailand. All participants have expressed a strong preference of Thai cuisine on the basis of its relative sophistication of delicious taste, sophisticated spices and herbs, perfection in preparation, excellent service, and good value. The participants shared their m utual view that the authenticity of Thai cuisine in Thailand m akes it m uch better than that available in Singapore. One participant said that since m ost Singaporeans have visited and eaten authentic Thai food in Thailand, Thai restaurants will fare m uch better if they offer Thai cuisine of sim ilar qualities.
The inform ation obtained from this part of the study is being used as the data to feed the design of the survey questionnaire, which will be distributed for reaction from Singaporeans in Singapore in August-Septem ber 20 12.
THE ECONOMIC IMPORTANCE OF FOOD AND CUISINE
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Ta ble 1
VALU E OF EXP ORTS OF TH E FOOD IN D U S TRY: 2 0 0 2 -2 0 0 7 Millio n U S $
2002
2003
2004
2005
2006
2007
EEC (15)
189,177 231,096 261,806 275,332 301,026 357,401
United States of Am erica
50,263
55,499
57,421
59,762
66,740
85,846
Brazil
15,956
19,967
26,020
29,468
34,147
41,123
China
15,815
18,926
20,483
24,363
28,016
32,987
Canada
17,218
19,235
22,584
23,075
25,418
29,802
Argentina
11,602
14,542
16,378
18,434
20,503
27,761
Thailan d
10,020
11,477
12,583
13,000
15,038
19,395
Australia
12,902
12,277
17,300
16,528
17,247
17,052
Indonesia
6,204
6,631
8,356
9,496
11,177
15,953
Malaysia
6,354
8,225
9,208
8,865
10,086
14,851
Total World Exports
737,568 489,038 561,338 606,889 670,245 812,859
Share of Thailand
1.36
2.35
2.24
2.14
2.24
2.39
S o u rce : Glo ba l Tra d e Atla s , cite d in The Master Plan for the Food Industry, 2 0 0 8 -2 0 12 .
Since World War II, but especially in the past few decades, Thai cuisine has clearly risen to a world-class status, consistently stood on top of the lists of favorite cuisines across continents. For exam ple, in 20 0 5, according to a survey by the Kellogg School of Managem ent and Sasin Institute, Thai food ranked 4th “in the m ind” of targeted respondents, following only Italian, French, and Chinese food, and ranked 6th on the list of respondents’ “favorite cuisines”, following Italian, French, J apanese, Chinese, and Indian cuisines (Sunanta,20 0 5). In 20 11, TH E WORLD'S 50 MOST DELICIOUS FOODS, a poll organized by CNN, ranked a num ber of Thai dishes on its world popularity list. While Massam an Curry m ade to No. 1, other Thai dishes such as spicy shrim p soup (tom yam kung), spicy papaya salad (som tam ), and waterfall m eat (nam tok m oo), were also on the sam e list as well.
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THAI CUISINE GOES GLOBAL
Understandably, the Thai governm ents have dem onstrated an increasingly strong interest in developing policy packages to support quality control of Thai restaurants abroad, as well as to facilitate the growth of food-related products for export, which are indispensible contributors to Thailand export-oriented econom y. Under the patronage of “Thai Cuisine to the World,” a 20 0 3 policy initiative to prom ote Thailand’s food abroad, this industry has steadily grown into one of the top revenue earners of the country, with som e one m illion em ployers. In 20 0 9, there were over 14,0 0 0 Thai restaurants abroad, m ostly based in the United States, followed by those in Great Britain, Australia, Germ any, and J apan. This figure is a big jum p from 20 0 4 when, according the Food Institute of Thailand, there were only 6,537 Thai restaurants abroad.
In recent years, it has becom e rather clear that m any of the m ost successful Thai restaurant chains abroad are operated by foreigners, which can be explained by their som ewhat developed skills in the conduct of m odern business. On the other hand, Thai restaurants operated by Thais abroad are often launched by am ateurs, m any of whom have entered this business by the sim ple fact that they are living in a given foreign country through m otivations other than the desire to do business per se. Consequently, when such Thais initiate, or expand, their restaurant business abroad, this is often pushed by their need to create jobs for their own relatives, rather than to extend their em pire as a business principle. In any event, Thai cuisine abroad has becom e an im portant enterprise in the Thai econom y which calls for a serious attention from all sectors concerned, including the academ ia in the fields of m arketing and branding.
A NEW CHALLENGE FOR THAI CUSINE IN AEC
On top of such challenges in som e international m arkets, the em erging ASEAN Econom ic Com m unity (AEC) constitutes another challenge to Thailand’s position in the enlarging regional food m arket. Thai restaurant industry is not only an econom ic com m odity but also a cultural entity that can enhance better relations in the region. As AEC grows, a key question is how Thai cuisine is going to be influenced by regional dietary cultures. While cuisine is a product of longstanding cultural traditions, it is also som ething that is rather dynam ic, in the sense that it m ust m ake adjustm ents, for better or worse, to the new realities, especially m arket expectations and econom ic pressures.
MARTIN LINDSTROM AND BRAND-BUILDING OF THAI CUISINE
Under such new circum stances, brand developm ent is a field that can be m obilized to strengthen the com petitiveness of Thai cuisine in AEC m arkets. In this context, this research project will rely on the wisdom of Martin Lindstrom ’s “brand sense” as a prom ising theoretical guideline to lead Thai cuisine toward a better future. By sensitizing Thai cuisine to a conscious utilization of the idea of “brand sense,” it m ight be able to m odernize its ways that will not only preserve the integrity of Thai cuisine, but also enhance the quality of Thai cuisine itself.
Although the idea that sensory experience can enhance custom er value is not entirely new, it is Lindstrom (20 0 5) who confirm s that sensory experiences can indeed strengthen the efficiency of branding. With the assistance of an international research institute, Millward Brown, a team of 60 0 researchers undertook a qualitative and quantitative research project over a period of 18 m onths across 13 countries. The findings have revealed a m ind-blowing result that 99 percent of all brand com m unication today is focused on our two senses: what we hear and see. In sharp contrast, 75 percent of our em otions are generated by what we sm ell.
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steadily higher. Lindstrom , therefore, proposes that “Brand Platform ” be extended to cover, as far as possible, all the sensory experiences, nam ely, sight, sound, sm ell, taste, and touch (Lindstrom , 20 0 5, p. 13).
In addition, Lindstrom has found that each world-class brand norm ally excels in the use of only one sensory dim ension. Lindstrom suggests that a successful brand building strategy m ust be based on identifying a key “sensory touch point” which is m ost representative of a given brand. Then, that sensory touch point m ust be extended to deepen the brand to the other senses of the custom ers even further. In principle, the m ore points to touch the custom ers’ feelings, the stronger the brand will becom e. Ultim ately, such brand building should lead to a feel of “authenticity,” indicating what is trustworthy, true, and real.
Lindstrom ’s findings im ply that the possibilities of exploiting the five sensory dim ensions for brand building are endless. With that kind of assum ption in m ind, this research study is set to explore the realities of Thai restaurant business by surveying the existing research on restaurant business in general and Thai restaurants in particular. In this context, the key question is to delineate the dom inant exploitations of custom ers by Thai restaurants.
BRAND LOYALTY IS KEY
Since this field of research is rather huge, we have chosen to focus m ainly on the factors that influence the ultim ate outcom e of consum ers’ behavior the m ost, that is, brand loyalty, or the intention of returning to visit a given restaurant again and again. Brand loyalty has been defined as “a deeply held com m itm ent to repurchase or re-patronize a preferred product or service consistently in the future despite situational influences and m arketing efforts” (Oliver, 1999). On the other hand, Aaker (1991, p.31) defines brand loyalty as “the attachm ent that a custom er has to a brand.”
Our literature research has found that there are three m ain factors that influence the behavior restaurants’ custom ers in term s of brand loyalty the m ost, nam ely, quality of food, quality of service, and restaurant’s environm ent (Kivela et al.,1999; H yun, 20 0 9; J ang and Nam kung, 20 0 9). Such findings are consistent with a sim ilar research on ethnic restaurants (H a and J ang, 20 10 ; J ang, H a and Park, 20 12).
WHY A CASE STUDY OF THAI CUISINE IN SINGAPORE?
In view of the com ing upsurge of AEC m arkets, we have chosen to conduct a case study of Thai restaurants in Singapore. Singapore is selected because of its special status in AEC. It is recognized in term s of highest Infostate (Kotler et al., 20 0 7), highest GDP per Capita in the region (World Bank, 20 11 as cited Avgerou et al., 20 0 8 ), and highest per capita expenditure in food & beverage (New Zealand Trade and Enterprise, 20 0 8 ). Singapore can also claim a relative im portance as a m arket because of its longstanding fam iliarity with Thai cuisine. For these reasons, the choice of Singapore is likely to provide m any interesting results which can be of general application. The m ain objective of this study is to draw som e im portant lessons which will instruct us how to go about im proving brand loyalty for Thai restaurants abroad.
RESEARCH DESIGN AND METHOD
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dem onstrated by H ines, cross-cultural surveys can further insure the cultural relevance and accuracy (H ines,1993).
SAMPLE
In Phase One, this research concentrates on generating key inform ation through the help of focus group m ethod. The m em bers of this group are 8 Singaporean m ale entrepreneurs and their wives and professional staffers of Bangkok-based business enterprises, who have been based in Thailand for m any years. With such credentials, the participants are all sufficiently fam iliar with Thai cuisine as well as other ethnic cuisines in Singapore. In addition, all are quite knowledgeable about Thai cuisine in Thailand itself.
DATA COLLECTION PROCEDURE
As is often the case with focus group m ethod, the m em bers of this sam ple are selected out of the researcher’s personal relationship with the group and the willingness of the given participants to cooperate in this study. On the day the focus group session took place, seven people actually participated, with one of the invited m em bers m issing owin g to an unexpected business em ergency.
The m ain goal of the focus group session was to acquire an understanding of the depth and width of the participants’ fam iliarity and appreciation of Thai food and the operation of Thai restaurants in Singapore. To achieve our goals, several, casual open -ended questions were form ulated to get the reactions of m em bers of the focus group. To stim ulate spontaneity, the session was carried out during a Thai lunch in a private room of a business office of one of the participants located near the Em bassy of Singapore on Sathorn Road. As m em bers of the focus group enjoy their Thai lunch, we casually pose each question for their free reaction. The whole session, which was m utually educational and entertaining, lasted about three hours.
The session was audio-recorded, m anual notes were taken by one research assistant. All data from the focus group conversations were transcribed and synthesized. Then, a content analysis applying coding, frequencies, and pattern techniques were used to analyze the focus group report so as to check for duplication and possible m issing com ponents. The results of this analysis are m eant to be used to form ulate a survey questionnaire as another research instrum ent to collect m ore detailed inform ation for the next, final stage of analysis.
SUMMARY OF FINDINGS
ON THAI FOOD IN SINGAPORE
S e n s o ry p e rce p tio n o f Th a i fo o d :
- The first and m ost overwhelm ing agreem ent am on g all the participan ts is that Thai cuisine is tasty an d delicious. In their view, Thai cuisine excels in four basic tastes, nam ely, sour, sweet, salty, and spicy.
- Another m ajor im pression of the participan ts is the wonderful sm ell of J asm ine rice. But the participan ts also spoke of the unbearable sm ell of Pla Ra (ferm ented fish from the Northeast). When asked about the sm ell of Nam Pla an d Coriander, the reaction was varied, som e liked it, som e not.
- One participant observed that “a un ique thing about Thai food is that it is very generous with the vegetables. Even a sim ple dish of noodles, it's not
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S e n s o ry p e rce p tio n o f Th a i fo o d :
Co m p a rin g Th a i cu is in e w ith o th e r cu is in e s :
- When asked whether or not the m ost popular aspect of Thai food is its spicy taste, the participants agreed, but said that the spicy taste is not the only explanation because other cuisines, such as Indian, are quite spicy too. The participants noted that Thai cuisine is very im pressive because of the wide variety of dishes available. Som e participants observed that it was the great diversity of spices and herbs that are put in each dish that m akes Thai cuisine stand out am ong international cuisines.
- In term s of taste, all participants echoed the sam e opinion that the taste of Thai food is extrem ely com plicated, triggering m any senses sim ultaneously. Som etim es, it is crispy in a unique way. Other tim es, it is soft and delicate. Thai cuisine is not plain, but very sophisticated.
- A few participants noted that Thai food look very attractive in term s of colors.
S e n s o ry p e rce p tio n o f Th a i fo o d : Th a i cu is in e in S in ga p o re a n d in Th a ila n d : - All participants have eaten Thai food extensively both in Singapore and in Thailand.
When asked for a com parison, all agreed that Thai food in Singapore is not as great and authentic as that found in Thailand. Som e participants claim ed that they “know” what the real taste of Thai food should be like, so, to be successful, Thai food in Singapore m ust be prepared m ore like the way it is done in Thailand. One participant said, “Don’t ever forget that Thailand is only a few steps from Singapore.”
- One participant observed that “Thai food in Singapore is not as sweet as that found in Thailand. Singaporeans are very health conscious. We don’t like our food to be so sweet. In a way, I think each country has its own preferences, so foreign restaurants tend to m ake an adjustm ent to local standards.”
ON THAI RESTUARANTS IN SINGAPORE
S e n s o ry p e rce p tio n o f Th a i re s ta u ra n t
- Asked about their sensory im pression of food, service and environm ent in Thai restaurants in Singapore, the participants agreed that “it depends on the restaurant type.”
- The participants said that there are at least three groups of Thai restaurants in Singapore, for exam ple, “Thai Express” is a fast food which offers quick m eals and takeaways, “Coffee Dow” is a trendy style restaurant that serves trendy Thai food, and “Thanying” and “Patra” serve a great variety of authentic Thai food within an atm osphere of traditional Thai décor and m usic, with staffs wearing traditional Thai costum e.
S e n s o ry p e rce p tio n o f Th a i re s ta u ra n t: D o th e s e n s o ry im p re s s io n th a t yo u h a ve m a ke s yo u fe e l lo ya lty to Th a i re s ta u ra n t?
- All participants agreed that “The m ost im portant aspects are the taste and the value for m oney.”
- Another participant m entioned a dim ension on custom ers’ loyalty in the restaurant business, “For m e if, I go back to Thai restaurant, it is probably because I can feel kindness. The m ore im portant is the service staffs surround you.” One participant told the group that “Let’s say it. Thais are very good when it com es to servicing. It is very disappointing to go to a Thai restaurant and the service staffs are from other countries.” Another participant confirm ed that “Thais are very good in the area of servicing. They excel in service because they are very cautious people.”
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ON IMPRESSIONS OF THAI IMAGES
- On their experiences in Thailand, the participants were of the opinion that “Thai people are very different. They enjoy them selves.
- “When I think of cuisine in the restaurant in traditional Thai, Thai girl, then you rem em ber culture, architecture, and im age of the tem ple.”
- Another participant spoke of her im pression in this way, “When I think of Thai cuisine, it m akes m e realize that Thailand is a very productive country. If not, how can you people produce such a great variety of food? There is an abundance of food everywhere.”
- One participant added that “Thais love decorations. J ust look at the way they cut the cucum ber. And just think of all the Nam J im (sauces).” Another agreed, “They go to every extrem e to m ake it all so perfect, like a five-star hotel.”
The results from this focus group research are being used as part of the key data to feed the design of a survey questionnaire to be conducted with Singaporeans in Singapore in August-Septem ber 20 12.
REFERENCE:
En glis h
Aaker, D. A. (1991). Ma n a gin g bra n d e q u ity : c a p ita lizin g o n th e va lu e o f a bra n d n a m e . New York: The Free Press.
Avgerou, Chrisanthi., Sm ith, Matthew L. and Besselaar, Peter van den. (20 0 8 ). Social
dim ensions of inform ation an d com m unication technology policy : proceedings of the Eighth International Con ference on H um an Choice and Com puters (H CC8 ), IFIP TC 9, Pretoria, South Africa, Septem ber 25-26, 20 0 8 . New York : Springer, © 20 0 8 , Page 330 . H a, J ooyeon. and J ang, SooCheong (Shawn). (20 10 ). P e rce ive d va lu e s , s a tis fa ctio n , a n d
be h a vio ra l in te n tio n s : th e ro le o f fa m ilia rity in Ko re a n re s ta u ra n ts . International J ournal of H ospitality Managem ent 29, 520 – 529
H arrison, Robert L. and Reilly, Tim othy M..(20 11). Mixe d m e th o d s d e s ign s in m a rke tin g re s e a rch .Qualitative Market Research: An In ternational J ournal Vol. 14 No. 1, 20 11. pp. 7-26.
H ines, M. Alice. (1993). Lin kin g Qu a lita tive a n d Qu a n tita tive Me th o d s in Cro s s - Cu ltu ra l S u rve y Re s e a rch : Te ch n iq u e s fro m Co gn itive S cie n ce . Am erican Journal of Com m unity Psy chology , Vol. 2L N o. 6,729-746
H orng, J eou-Shyan ; Liu,Chih-H sing; Chou, H sin -Yu and Tsai, Chang-Yen . (20 11). U n d e rs ta n d in g th e im p a ct o f cu lin a ry b ra n d e qu ity a n d d e s tin a tio n fa m ilia rity o n tra ve l in te n tio n s . Tourism M anagem ent, In P r e s s , Co r r e c t e d P r o o f, Av ailable online 2 October 20 11.
H yun, Sunghyup Sean. (20 0 9). Cre a tin g a m o d e l o f cu s to m e r e qu ity fo r ch a in
Re s ta u ra n t bra n d fo rm a tio n . International Journal of H ospitality M anagem ent, Volum e 28 , Issue 4, Decem ber 20 0 9, Pages 529-539.
J ang, S. and Nam kung, Y. (20 0 9). P e rce ive d q u a lity, e m o tio n s , a n d b e h a vio ra l in te n tio n s : a p p lica tio n o f a n e xte n d e d Me h ra b ia n – Ru s s e ll m o d e l to re s ta u ra n ts . J ournal of Business Research 62 (4), 451– 460 .
J ang, SooCheong (Shawn ).; H a, Aejin. and Silkes, Carol A..(20 0 9). P e rce ive d a ttrib u te s o f As ia n fo o d s : Fro m th e p e rs p e ctive o f th e Am e rica n cu s to m e rs . S.C.S. J ang et al. / In ternational J ournal of H ospitality Managem ent 28 (20 0 9) 63– 70 .
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Kivela, J aksa., Inbakaran , Robert. and Reece, J ohn. (1999). Co n s u m e r re s e a rch in th e re s ta u ra n t e n viro n m e n t, P a rt 1: A co n ce p tu a l m o d e l o f d in in g s a tis fa ctio n a n d re tu rn p a tro n a ge . International J ournal of Contem porary H ospitality
Managem ent, Vol. 11 Iss: 5, pp.20 5 – 222.
Ko tle r, P h ilip .; Ka rta ja ya , H e rm a w a n . An d H u a n , H o o i D e n . ( 2 0 0 7) .Th in k AS EAN ! : re th in kin g m a rke tin g to w a rd AS EAN co m m u n ity 2 0 15 . Singapore : McGraw-H ill, c2 0 0 7.
Lindstrom , Martin. (20 0 5). B ra n d s e n s e : b u ild p o w e rfu l b ra n d s th ro u gh to u ch , ta s te , s m e ll, s igh t, a n d s o u n d . New York : Free Press.
Meilgaard, Morten C. ; Carr, B. Thom as and Civille, Gail Vance. (20 0 7). S e n s o ry Eva lu a tio n Te ch n iqu e s . New York : CRC Press; 4 edition (Decem ber 13, 20 0 6).
Noor, Mohd Ism ail. (chief editor). (20 0 0 ). Fo o d o f AS EAN 6 . Kuala Lum pur : ASEAN Com m ittee on Cultural an d Inform ation.
Oliver, Richard L. (1999), “Whence con sum er loyally,” J ournal of Marketing, 63 (Special Issue), 33 – 44.
Östlund, Ulrik., Kidd, Lisa., Wengstrom , Yvonne and Rowa-Dewar,Neneh. (20 11). Co m bin in g qualitative and quan titative research within m ixed m ethod research designs: A
m ethodological review. International J ournal of Nursing Studies 48 , 369– 38 3. Sunanta, Sirijit. (20 0 5).Th e Glo ba liza tio n o f Th a i Cu is in e . Paper presented at the
Canadian Council for Southeast Asian Studies Conference, York University, Toronto, October 14-16, 20 0 5.p.3. Retrieved August 8 , 20 11,
from http:/ / www.yorku.ca/ ycar/ Publications/ CCSEAS_ Papers_ 20 0 5/ Sunanta.pdf
Thai
กรมอาเซียน
,
กระทรวงการต่างประเทศ
. (2552).
แผนงานการจัดตั้งประชาคมสังคมและวัฒนธรรมอาเซียน
(
ค
.
ศ
.
2009-2015).
กรุงเทพฯ
:
กรมอาเซียน กระทรวงการต่างประเทศ
.
กองนโยบายเทคโนโลยีเพื่อการเกษตรและเกษตรกรรมยั่งยืน
,
สํานักงานปลัดกระทรวงเกษตรและสหกรณ์
กระทรวงเกษตรและสหกรณ์
. (
มกราคม
2548).
งานวิจัย
“
โครงการเตรียมการเพื่อเป็นครัวโลก
”.
(
อัดสําเนา
).
วรวรรณ องค์ครุฑรักษา
.
นิดา ลาภศรีสวัสดิ์
. (
มีนาคม
2552).
งานวิจัย เรื่อง
“
ทัศนคติของชาว
ญี่ปุ่นที่มีต่ออาหารไทย
:
กรณีศึกษาร้านอาหารไทยในกรุงโตเกียว
”.
สํานักงานสนับสนุนกองทุนวิจัย
(
สกว
.).
สถาบันอาหาร
,
มูลนิธิเพื่อการพัฒนาอุตสาหกรรมกระทรวงอุตสาหกรรม
. (2551).
แผนแม่บท
อุตสาหกรรมอาหารของประเทศไทย
ปี
2551-2555.
วันที่เข้าถึงข้อมูล
8
สิงหาคม
2554,
แหล่งที่มา
http://www.oie.go.th/project/food_Mplan_Sep51//Final%20Report_exec%20Summary.pdf
สถาบันอาหาร
,
มูลนิธิเพื่อการพัฒนาอุตสาหกรรมกระทรวงอุตสาหกรรม
. (2547).
รายงานผลการ
สัมมนา
สานฝัน ครัวไทยสู่โลก
`
หมวด
3.
อาหารไทยยอดนิยม
.
วันที่เข้าถึงข้อมูล
8
สิงหาคม
2554,
แหล่งที่มา
http://www.thaifoodtoworld.com/home/newsdetail.php?cms_id=12
W e b S ite
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A Case Study of Sensory Perception and Brand Loyalty
(A Preliminary Report – June 2012)
ABOUT the
AUTHOR:
Ananya Kannasoot is a Ph.D. candidate in the Faculty of Com m unication Arts at Chulalongkorn University. Ananya is also a part-tim e lecturer in creative advertising and m edia design, advertising and society, and public relations, at m any universities in Ban gkok, including the University of Thai Cham ber of Com m erce, Dhurakij Pundit University, and Siam University.
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Studying Love in US and French Media
C é line MO RIN PhD Stud e nt / Fixe d -Te rm Le c ture r Institut d e la C o m m unic a tio n e t d e s Mé d ia s UFR Arts e t Mé d ia s So rb o nne No uve lle – Pa ris 3
Abstract:
Modern societies have been facing processes of reflexive individualism and problem atization of happiness (Morin, 1962). Working at the core of these changes, love has taken m ultiple expressions (m arital, rom antic, erotic, spiritual…) and roles (structural, relational, person al…). It is now a way to self-fulfillm ent (Giddens, 1993) and the relationships are questioning an d actualizing the im aginations one has of love. This paper tries to decipher the variables that can be found in love and their m odulations in relationships shown on fiction al television.Although love has been considered in its sentim ental, historical and literary form s, its study in con tem porary m edia an d particularly in fiction al television rem ains quite uninvestigated. H ow can m edia studies exam ine love? The term inology (are we talking about a husband, a boyfriend, a partner…?) and the con cepts of love seized by television characters are crucial; the analysis of love phenom ena enlightens the entanglem ent in the form ation of identities and relationships.
The m ethodology here is inductive though it is anchored in theoretical m odels, inspired by Morin, Beck, Baum an1. Drawing on sociosem iotic m ethods, this paper analyzes the “social”, representational an d ideological codes in fiction (Fiske, 198 7). Closer to Bakhtin ian and Peircean approaches rather than Saussurean or Barthesian ones, we analyze m edia as signifying agents in order to construe the sym bolic practices an d ideological structuration of love (H all, 198 2). The way fictional codes translate im aginations of love helps us understand the interpretative levels (un)available in m edia representations.
The point of m y research is to analyze the m odern im aginations of love in the US and France through a com parative analysis. Considerin g fiction as a laboratory for social m odels, what is at stake when m en and wom en com e together in a relationship of love? Far from the idea that love is a pure feeling devoid of power, our study shows that it is rather an im agination that m obilizes power resources and com m unication al skills.
Key words: m edia, love, relationships, representations, sociosem iotic, ideology
Re fe re n ce s
Alberoni, Francesco, Le Choc am oureux, Paris, Pocket, 1993. Baum an, Zygm unt. Liquid Lov e: On the Frailty of H um an Bonds, Polity, 20 0 3.
Beck, Ulrich, Beck-Gernsheim , Elisabeth. The N orm al Chaos of Lov e, Polity, 1995.
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Re fe re n ce s ( Co u n t.)
Faludi, Susan. Backlash: The Undeclared W ar Against Am erican W om en, Broadway, 20 0 6.
Fiske, J ohn. Telev ision Culture, Routeldge, 198 7.
Giddens, An thony. The Transform ation of Intim acy : Sexuality , Lov e, an d
Eroticism in M odern Societies, Stanford Un iversity Press, 1993.
H all, Stuart. “’The Rediscovery of Ideology’; Return of the Repressed in Media Studies”, in M.Gurevitch, T.Bennett, J .Curran and S.Woollacott (eds.),
Culture, Society and the M edia, M ethuen, 198 2.
H all, Stuart. R epresentation: Cultural R epresentations and Signify ing
Practices (Culture, M edia and Identities Series), Sage Publications & The
Open University, 1997.
J am ieson, Lynn. « Intim acy transform ed ? A critical look at the “pure relationship” », Sociology , 33, 3, 1999.
Kaufm ann, J ean-Claude. The Curious H istory of Lov e, Polity, 20 11.
Kaufm ann, J ean-Claude. The Single W om an and the Fairy tale Prince, Polity, 20 0 8 .
Lotz, Am an da. R edesigning W om en. Telev ision after the N etw ork Era, Urbana, Un iversity of Luhm ann, Niklas. Lov e as Passion: The Codification of
Intim acy (Cultural M em ory in the Present), Stanford Un iversity Press, 1998 .
Morin, Edgar. L’Esprit du tem ps, Paris, Arm an d Colin, 20 10 .
Mulvey, Laura. « Visual Pleasure and Narrative Cinem a », Screen, 16, 3, 1975.
Background
Modern societies have been facing processes of reflexive individualism an d problem atization of happiness (Morin, 1962) that are inseparable from evolutions of love: as sociologist J ean-Claude Kaufm ann has shown, when the social subject em ancipates him self, he becom es hunger of love and affection, particularly of rom anticism . When confron ted to this process of individualization, a process that is very m uch anxiety-provoking because it can lead to existential loneliness, rom antic love prom ises an attractive com prom ise as it seem s it can con ciliate security (one person forever) and in dependence (that one person should not be able to determ ine m y social trajectory like the previous fam ilial structures could).
Therefore the “soul m ate”, the “right guy”, the “One”, the “Prince Charm in g”, all those term s that actually em body rom anticism take the relay of precedent determ inations. Individual identities that are n o longer endorsed by traditional structures find recognition with the “On e forever” – paying in con tribution the price of a dom ination: losing itself in the totality of the couple. Love has thus worked at the core of these social chances an d has taken m ultiple expressions (m arital, spitirual, rom antic, erotic…) and roles (structural, relational, person al…). Is is now considered as a way to self-fulfillm ent (Giddens, 1992) and the relationships are constantly questioning and actualizin g the im agin ations one has of it. Love is not a pure em otion that would pass through the age unchallenged. It is rather m ode of relationship, in dividually m odulated within interpersonal relationships but also through cultural im agin ary and m edia im agin ary. Consequently this paper tries to decipher the variables that can be found in love and their m odulations in relationships shown on fiction al television.
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