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Abstract：
This study aims to clarify the media-induced trends of cross-cultural transmission and examine the implicit promotional potential for cultural branding. The gratification and cultivation theories are used to explore the promotional media prospect in forming perceptions of foreign cultures\' traditions, habits, norms, and values to contribute to international communication. We analyzed the theoretical applicability in the case of China-Thailand contemporary media culture. A total of 856 Chinese series watchers were surveyed. Structural equation modeling was used to analyze the path effect of consumption of Chinese TV series on other endogenous variables. Results showed that cross-cultural media product consumption strengthens bilateral relations. Moreover, the acceptance and appropriation during engagement with media characters and producers lead to favorable attitudes toward the target culture. Results confirm the positive mutual association between the gratification and cultivation theories and their applicability in the current context. This study offers an important contribution through its finding that the need for gratification significantly and positively impacts consumption and cross-cultural learning and raises cross-cultural awareness, thereby leading to sustainable practices.
摘要：
本研究旨在阐明媒体引起的跨文化传播趋势，并研究文化品牌的隐含促销潜力。满足和培养理论被用来探索促销媒体在形成对外国文化传统的看法方面的前景，习惯,规范,和价值观，为国际交流做出贡献。我们分析了中泰当代媒介文化的理论适用性。总共对856名中国系列观察者进行了调查。采用结构方程模型分析了中国电视剧消费对其他内生变量的路径效应。结果表明，跨文化媒体产品消费加强了双边关系。此外，与媒体角色和制片人接触期间的接受和拨款导致对目标文化的有利态度。结果证实了满足和培养理论之间的正相关关系及其在当前背景下的适用性。这项研究通过发现满足的需求对消费和跨文化学习产生了显着和积极的影响，并提高了跨文化意识，从而做出了重要贡献。从而实现可持续的实践。
