http://dspace.bu.ac.th/jspui/handle/123456789/307 การศึกษาค้นคว้าอิสระ Sat, 15 Aug 2026 06:08:01 GMT 2026-08-15T06:08:01Z http://dspace.bu.ac.th/jspui/handle/123456789/5967 Title: Narrative Storytelling In Chinese And Vietnamese Idol Survival Program: The Comparison Between Produce Camp 2021 (CHUANG 2021) And Vote For Five Authors: LE HO MY UYEN Abstract: This study investigates the narrative storytelling elements in Chinese and Vietnamese idol survival shows through a comparative analysis of CHUANG 2021 from China and Vote For Five from Vietnam. Using Meir Sternberg's narrative dynamics and Saussure’s Semiotics Theory, the research examines how storytelling is constructed through semiotic and narrative techniques in each program. A qualitative content analysis was conducted, focusing on key components such as visual elements, contestant interactions, performance settings, and linguistic diversity. Saussure’s Semiotics Theory provides a lens to analyze the use of semiotic elements, such as costumes, set designs, and visual consistency, in shaping audience perceptions. In CHUANG 2021, a high level of visual cohesion is evident across performances and behind-the-scenes footage, with contestants’ dormitory life and multilingual conversations adding depth to their portrayals. In contrast, Vote For Five demonstrates less visual consistency, with performance costumes and set designs varying significantly across episodes. Moreover, contestant interactions and behind-the-scenes content are minimally featured, focusing more on the performances themselves. Meir Sternberg’s concept of narrative dynamics—prospection-suspense, retrospection-curiosity, and re-cognition-surprise—reveals differing approaches to storytelling. In CHUANG 2021, these narrative values are systematically embedded across the show’s semiotic and narrative elements, creating a cohesive and engaging story arc. Conversely, Vote For Five applies these dynamics inconsistently, leading to less structured storytelling. This research highlights how cultural and production contexts influence the narrative strategies of idol survival shows. The findings provide insights into how storytelling techniques can enhance audience engagement, offering recommendations for producers to refine their approaches in emerging markets like Vietnam, where the idol industry is still developing. Description: Independent Study (M.Com.Arts)-Graduate School, Bangkok University, 2023 Wed, 01 Jan 2025 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5967 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5966 Title: Effects of facebook interactions on familial relationship and tie-strength: a case of american family communication Authors: Hunter Harvey Abstract: This study seeks to determine if Americans parents and adult children’s Facebook interactions positively influence the familial relationship, and if such interactions increase or help maintain their tie-strengths. An online survey was conducted with 150 American samples living inside and outside the U.S. The data analyses yield that a majority had an equal distribution of the role in the communication (sender/receiver), had a shallow degree of interaction, used semi-formal speech, and had balanced interactions, indicating similar effort is put in by both parties. Unexpectedly, the samples are not using Facebook to communicate with their family members as much as anticipated. Only the degree of interaction had significant effect on both the familial relationship and the tie-strength, the balance of the interaction was only significant to tie-strength, while role and tone of interaction had no insignificant impact on both familial relationship and tie strength. Future research should focus on other rising digital platforms, communication practices of more specific types of families and how a family's culture and morals influence how they communicate. Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2023 Thu, 27 Feb 2025 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5966 2025-02-27T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5965 Title: The Impact of Marketing Mix, Consumer Culture, and Perceived Value Towards Consumers’ Purchasing Decision of Durian from Thailand Authors: Zijian Shang Abstract: This study aimed to explore the influence of marketing mix, consumer culture, and perceived value on the purchasing decisions of Chinese consumers regarding Thai durian. The three independent variables of this study were marketing mix, consumer culture, and perceived value. The sub-variables of marketing mix factors included product, price, place, and promotion. A total of 402 individuals were carefully selected from the vast Chinese population to form the sample via convenience sampling method. The data collection process was efficiently carried out through an online questionnaire on the platform wjx.cn. For a comprehensive statistical analysis, various methods were utilized. Frequency and percentage calculations were done to understand the distribution of responses. Mean and standard deviation computations were performed to measure the central tendency and variability of the data. Additionally, multiple regression analysis was employed to determine the relationships between the independent variables (marketing mix, consumer culture, and perceived value) and the dependent variable (consumers’ purchasing decision). The results revealed that, at the 0.05 statistical significance level, the marketing mix, consumer culture, and perceived value all had a significant influence on consumers’ purchasing decision of Thai durian, thus highlighting their crucial roles in this particular consumer behavior context. Description: Independent Study(MBA)--Graduate School, Bangkok University, 2024 Wed, 01 Jan 2025 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5965 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5963 Title: The Impact of Sources Credibility on Chinese Audience’s Self-Esteem and Social Media Uses on Ted Talks -- A Case Study of Kai-Fu Lee's "How AI Can Save Our Humanity" Authors: Yi Xue Abstract: This study investigated the influence of source credibility of TED Talk speakers on the self-esteem and social media uses of Chinese audiences. Utilizing a quantitative research approach, the study examined the perceptions of 203 participants within the age group of 16-30 years old Chinese audiences who are regular viewers of TED Talks, particularly analyzing the case of Kai-Fu Lee's presentation on "How AI Can Save Our Humanity." The sample was selected using purposive sampling and convenience sampling. The mean and standard deviation were tabulated and the hypotheses were tested using Stepwise Regression with the statistical significance of 0.05. Findings are as follows: The findings revealed that source credibility did not significantly affect self-esteem, but their self-esteem was a significant negative predictor of social media use for integration and emotional connection, as well as integration into social routines. The findings suggested that individuals with higher self-esteem tend to use social media, including TED Talks, significantly lesser than individuals with lower self-esteem. Secondly, the result found that self-esteem is a significant predictor of social media use among Chinese TED Talk viewers. The implications of this research are manifold, offering insights for TED Talk producers to better tailor their content for diverse demographic groups and for social media platforms to enhance viewer engagement. Additionally, the study suggested that individuals with higher self-esteem may not rely as heavily on social media for social validation, whereas those with lower self-esteem may seek more external affirmation through social media platforms. The research contributes to the body of knowledge by highlighting the complex relationship between media source credibility, self-esteem, and audience‘s social media uses, particularly within the context of TED Talks viewed by Chinese audiences. Description: Independent Study(M.Com.Arts)Graduate School, Bangkok University, 2024 Wed, 01 Jan 2025 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5963 2025-01-01T00:00:00Z