bildstreifen_ethnologie_master_va2

Karly Domb Sadof

Land of a Thousand Likes: Understanding Thai Visual Media Consumption on Instagram in Bangkok.” Photographic and mixed media installation.  Thailand.


This study examined Thai visual media con- sumption on Instagram by active users in Bangkok over a 90-day period from May 2015 -September 2015. The project, through ethnographic research conducted online and offline, found that the consumption of visual media on Instagram in Bangkok is deeply rooted in ancient and traditional elements of Thai society. These cultural elements include the Buddhist notion of Bun Khun, the Thai concept of Jai Yen, and a culture of social hierarchy that stems from Thailand’s history of patron-client relationships. By seeking to understand these sort of localized and culturally determined behaviors, traditional media outlets may be able to broaden their reach and attract new audiences on the new-and ever growing--media landscape.