The impact of storytelling techniques on the religious beliefs and values among thai audience: A case study on thai horror film “the medium”

Abstract

The purpose of this study was to examine whether horror film storytelling techniques significantly impact religious beliefs and values of Thai audience by analyzing a Thai film named “The Medium” and its audience as a case. The sample were Thai audiences aged between 18 years old and 40 years old who already watched this Thai horror film “The Medium”. Questionnaires were distributed and collected online among all Thai nationals. The data was tabulated using Regression Analysis to test the hypothesis with confidence level of 0.05. The finding revealed that film storytelling techniques significantly impact audience’s religious beliefs and values overall. In addition, the results also showed that two elements of film storytelling including narrative structure and resolution are two significant positive predictors of audience’s religious beliefs and values, while other six storytelling elements which includes narrative setting or scene, character, conflict, plot, dialogue, visual do not significantly influence audience’s religious beliefs and values if analyzed separately.