CULTURAL TRANSLATION AND MEDIA MISINTERPRETATION: A COMMUNICATION ART PERSPECTIVE FROM THAILAND
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This article examines how cultural translation in Thai media communication produces systematic media misinterpretation in cross-cultural contexts. Drawing on cultural translation theory,Hall’s encoding/decoding model, and communication art perspectives, the study reframes misinterpretation as a process of mediated meaning negotiation rather than communicative failure. Using a qualitative interpretive design, six purposively selected Thai media cases—including news reports, documentary-style media content, and digital media texts circulating internationally—are analyzed through discourse analysis and contextual interpretation.
The findings identify three recurring mechanisms: selective cultural articulation, narrative moral realignment, and contextual reduction. These mechanisms demonstrate that media misinterpretation emerges structurally from mediated communicative form rather than representational inaccuracy. The study contributes to communication art scholarship by extending its application to cross-cultural media meaning and offers culturally grounded insights into global media communication.
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