‘Glocalizing’ Media Products
1998; Taylor & Francis; Volume: 25; Issue: 3 Linguagem: Inglês
10.1080/01296612.1998.11726562
ISSN2377-6277
AutoresParichart Sthapitanonda Sarobol, Arvind Singhal,
Tópico(s)Asian Culture and Media Studies
ResumoThe article investigates the cultural shareability of the Karate Kids entertainment-education film in Thailand. This cartoon film was consciously designed to promote HIV/AIDS prevention and control behaviours among street children living in various countries on various continents. The film was shown to Thai street children. Focus group discussions were conducted to assess whether or not the characters, themes, plot, and the setting of the film were culturally appropriate in the context of Thailand. The results of the study indicate that an entertainment-education product has the potential to be effective in diverse cultural contexts, especially when the target audiences share common socio-demographic characteristics (as street children do all over the world).
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