Title: Rural Narratives and Media Convergence in Thai Cinema
Stream: Film Studies
Presentation Type: Oral Presentation
Authors:
Sopawan Boonnimitra, Chulalongkorn University, Thailand
Peerachai Kerdsint, Bangkok University, Thailand
Abstract:
The year 2023 marked a resurgence for Thai cinema, highlighted by the successes of The Undertaker and Death Whisperer. The Undertaker, produced by Thibaan Studio, became Thailand’s highest-grossing film of 2023, earning over 700 million Thai baht, while Death Whisperer garnered over 500 million Thai baht. Both films, rooted in rural Thailand, reflect the lives and identities of villagers—a theme initially explored in the Thibaan series, with The Undertaker being the fifth installment. Additionally, The Murderer gained recognition as the first film in the Northeastern dialect to premiere on Netflix. Collectively, these films represent a significant shift in Thai cinema, bringing rural narratives to the forefront and capturing a broader audience.
This analysis employs contemporary frameworks of cultural representation and global media theory, drawing on Jeffrey R. Di Leo’s Contemporary Literary and Cultural Theory and concepts of media convergence and cultural flows by Henry Jenkins and John Urry. These frameworks provide insights into how modern cinematic techniques and global media platforms engage audiences while addressing themes of rural marginality and socio-cultural representation. By utilizing local dialects and depicting rural life authentically, these films contribute to a more inclusive representation of Thai culture. Their success on platforms like Netflix underscores the role of media convergence and global distribution in amplifying regional stories to international audiences. The integration of local and global storytelling techniques and their economic success suggest a continuing trend in Thai cinema towards diverse and inclusive representations, fostering greater understanding.
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