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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5036

Title: Innovative Media and Entertainment Brand for LGBT+ Acceptance Sensemaking: A Longitudinal Comparative Ethnography between Thailand and the Philippines
Authors: Harloi Tungao
Keywords: Diffusion of Innovation
Open Innovation
Media and Entertainment
Negotiated Brand
Issue Date: 2021
Publisher: Bangkok University
Abstract: Thailand and the Philippines are among Southeast Asia's most LGBT+ friendly countries; however, there are still claims of discrimination and behaviors that are not entirely accepting. In social development, media and entertainment (as a kind of communication technology) are essential platforms for transforming various levels of societal LGBT+ Acceptance. As a result, the research takes an ethnographic approach, comparing LGBT+ Acceptance in Thailand and the Philippines, as a prelude to conceptualizing a Media and Entertainment firm dedicated to fostering Full Acceptance. While contextualizing LGBT+ Acceptance and Diffusion in both countries' religion, medical science, politics and law, family, education, employment, and business structures, the study examined the currently overlapping concepts of Prejudice, Tolerance, and Full Acceptance (the study's level of acceptance). In this vein, common sense knowledge (more than scientific knowledge), as inputs of social norms, influence acceptance levels through sensemaking. Media and Entertainment artifacts are deemed to be knowledge sources for sensemaking through their inherent capacity of sensegiving (dissemination). Therefore, the study gathered six (6) tenured and expert professionals from their respective nations' media and entertainment industries who self-identify as LGBT+. With three (3) respondents from each country, participants replied to compacted Life Story Interview questions to cover the study's thirty-year period and unearth the deeply entrenched contexts or hidden knowledge critical to meaning creation and interpretation. The study believes that the conjuncture, if not intersectionality, of Gender and Social Class Inequalities impact varying levels of LGBT+ Acceptance. Hence, LGBT+ issues are secondary to the more significant issue of Gender and Class Disparities. The media and entertainment sectors, in particular, are areas of LGBT+ employment segregation. Full Acceptance will be accomplished by almost eliminating, if not wholly erasing, the gender and class inequities. Thailand is more accepting (tolerating) than the Philippines, owing to the better integration of the LGBT+ concept into areas of inequities both in media and entertainment and on a social level. In response to the ethnography's finding that non-acceptance of LGBT+ is rooted in the intersectionality of class and gender inequalities, the research proposes a Media and Entertainment brand that is oriented on the concept of "negotiated brand." The concept will enable an iterative cycle of sensemaking, sensegiving, and sensebreaking on various bespoke communication strategies (and various levels of diffusion mechanisms) with embedded open innovation capabilities directed at segmented stakeholders to drive the media brand's long-term development.
Description: Independent Study (M.M.)--Business Innovation, Graduate School, Bangkok University, 2021
Advisor(s): Xavier Parisot, Chulatep Senivongse
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5036
Appears in Collections:Independent Studies - Master

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