|
DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >
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 LGBT+ Acceptance Tolerance Prejudice Intersectionality Negotiated Brand Sensemaking Sensegiving |
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
|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.
|