The Population in Bangkok Media Exposure of Isan Culture Through Film Media Which Affects the Film Elements

Abstract

The research aimed to: 1) study the media exposure of Isan culture through film elements; 2) to study the levels of media exposure of Isan culture through film media in Bangkok population; and 3) to compare that level of exposure to Isan culture through different film media, there is exposure to Isan culture through different film elements.

It used a quantitative survey with a 5-rating scale questionnaire as the method to collect data from 440 participants who had seen Isan culture films. This study employed descriptive statistics to examine the dependent and independent variables, as well as inferential statistics to examine the hypothesis.

The results found that most respondents were female, aged between 31-40 years, and had a bachelor's degree. Most of them live in the central area or in Bangkok and afterward come to the northeastern area. There is a watching frequency of Isan movies 1-2 times/year through streaming platforms. The overall media exposure to Isan culture among the Bangkok population was at a high level in all aspects of selective attention, selective retention, and selective perception. When considering the overall film elements, the top 3 are at a high level: characters, symbols, and scenes. Analysis of the results obtained from the level of exposure to Isan culture through different film media. There is exposure to Isan culture through different film elements at the significance level of 0.05