Television and Drug Abuse:
A Cultural Studies Approach
to Thai Health Communication Research
Poungchompoo Young
Master of Arts
2009
RMIT
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Television and Drug Abuse:
A Cultural Studies Approach to Thai Health
Communication Research
A thesis submitted in fulfilment of the requirements for
the degree of Master of Arts
Poungchompoo Young
B.A.
School of Applied Communication
College of Design & Social Context
RMIT University
March 2009
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Declaration
I certify that except where due acknowledgement has been made, the work is that
of the author alone; the work has not been submitted previously, in whole or in
part, to qualify for any other academic award; the content of the thesis is the result
of work which has been carried out since the official commencement date of the
approved research program; and, any edited work, paid or unpaid, carried out by a
third party is acknowledged.
Poungchompoo Young
March 2009
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Acknowledgements
Much appreciation is extended to my senior supervisor, Associate Professor Dr
Cathy Greenfield for all of her expertise and supervision in the production of this
thesis. I also would like to acknowledge to my second supervisor, Dr Brian Morris,
who kindly assisted me with his valuable comments and supervision.
My special thanks go to Ms Areepak Ngernbumrung and Ms Parichart U-tok of the
Office of the Narcotics Control Board of Thailand, Mr Boonlerd Gongpermpoon,
Creative Director of the NOVA inter Ad Co., Ltd., Ms Sullaya Sookkaniwat, Script
Writer of The Kam See Tan Don (ขามสีทันดร) TV drama and Ms Danaya Supying,
Script Writer of The Num Poo (น้ําพุ) TV drama.
Finally, to Anthony Young for proof-reading the draft of this thesis. I also thank
him for encouraging me with wisdom and tireless love.
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Contents
Page
List of illustrations
vii
List of abbreviations
ix
Summary
1
Introduction
4
Chapter One: Health communication: an overview
15
What is health communication?
16
A post modern view and health communication
20
Health communication and modernisation theory
22
The ‘effects’ model of communication
23
The passive audience
24
Diffusion of innovations
25
Social marketing
25
Edutainment strategy
27
Cultural studies and health communication
32
Textual practice
33
Semiotics
35
Narrative theory
36
Deconstruction and construction theory
36
Audience reception study
38
Conclusion
51
Chapter Two: Drug abuse in Thailand and Thai health
communication campaigns
53
