A study of international news reports on Thailand: Implications to soft power and nation branding

Abstract

This paper aims to determine how the international community perceives Thailand in light of the Thai government’s recent efforts to brand itself through so-called soft power by analyzing news coverage of Thailand. The study contains data on Thailand’s news from the foreign press between October 1, 2021, and April 30, 2022. The news essence is divided into 11 main themes based on data gathered from 27 foreign news agencies and 1,755 news clippings about Thailand. The main concerns fall under the following 11 themes: (1) Economy and investment; (2) International relations and cooperation; (3) Tourism; (4) Public health; (5) Politics, security, and domestic affairs; (6) Sports, culture, and entertainment; (7) Natural resources and environment; (8) Human resource development, rights and freedoms, and equality; 9) Welfare and quality of life; 10) Science, technology, and innovation; and (1) Other news. Economics and investment are the issues that respond most favorably to Thailand’s 20-year national plan. Thailand is a production basis to attract international investment, diversify tourism, and innovatively showcase beneficial parts of Thai culture. Through artists and entertainment media, it presents Thai values and culture and uses soft power to improve the nation's image. Additionally, it contributes to the national plan for capacity building and human resource development and generating economic value in the current circumstances.

Politics, national security, and international collaboration concerning Thailand's national security plan are other topics frequently discussed in international media. The country can improve its international status, fortify its foreign connections, and eventually gain economic rewards using its soft power. Thailand is expected to be able to adapt to the global trends that it may capitalize on its so-called "cultural soft power" to tap into, whether they include technology in virtual entertainment or tourism or even in cyber, economic, or lifestyle avant-garde. Thailand has to deal with internal political issues that might damage its reputation as a peaceful country.