Bangkok--5 Jun--Sasin
Sasin Graduate Institute of Business Administration of Chulalongkorn University reveals the research on “Impact of Global Culture on Thai Culture”. It is found that there are inequalities in society because of consumption behaviors of Thai people who may have forgotten the identity of their own communities and left them for better earnings. Sasin points out that it is time to formulate public consciousness in the country for benefits of all Thais.
Assistant Professor Kritika Kongsompong, Ph.D, Sasin’s Assistant Director for Marketing and PR, said “Presently the global culture has an enormous impact on the Thai society. It can be seen from the rapid changes in environment, way of life, and consumption behaviors. More importantly, certain Thai cultures are being integrated by the transnational culture. Sasin has been entrusted by the Office of the National Economies and Social Development Board to conduct a research on “Impact of Global Culture on Thai Culture”. The research’s objective is to create Thai people and relevant organizations to aware of the problems and find protective measures from the transnational culture. Also, the research is aimed to invert the problems into the benefits of Thai people by creating opportunities for them both economically and socially.
Asst. Prof. Krittinee Nuttavuthisit, Ph.D., Sasin’s faculty of Marketing and Head of this research, together with Dr. Pavitra Jindahra and Dr. Pattarawan Prasanphanich, stated that “The study of changes in culture is made by analyzing the form and development of the changes. The study is also focused on the impact of the transnational culture which has permeated the Thai culture and way of life. It is found that all of these are important to the country development and relate to strengthen Thai culture foundation. Recently, although the globalization had created opportunities for learning and cross-border development, it caused excessive consumption behaviors among Thai people. It impacts the lifestyle of the country’s workforce and relationship in the family, as well as maximizes the gaps in society”.
At the local community level, it is a problem when the locals leave their own communities and no longer value their rooted identity. They simply live in isolation and lack social interaction among themselves. It causes lack of public consciousness and participation in community management, as well as weakens the society. However, attempts were made in certain local communities to establish the locals’ participation in the development of their own communities, and such attempts are paid off.
From the visits and interviews with the local government, community leaders and the locals themselves at Tasom community in Trad Province, as well as Ban-Jam-Roong and Toong-Kwai-Kin communities in Rayong Province, participating cooperation and brainstorming for workable solutions are found among the locals. And, it extends to further cooperation in developing the communities from other sectors, i.e. government body, business organizations, education organizations, and social organizations.
It is anticipated that the research on this topic will help stimulate participating cooperation among the locals in the communities. So, they can solve their own problems, be self-reliant and able to reduce the gaps in the Thai society. The research is also expected to help Thai people to become more responsible for duties and definitely the country’s good citizens. The ultimate aim, of course, is to create among Thai people the sense of being self-conscious, considerate to others, and part of society, and that can start at the family level, then in and among the communities.