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MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices advertisements from the west, obsession with whitening beauty products, misunderstanding of the concept of development with extreme consumerism, urbanization and exploitation of natural resources and so on) are transforming Thais’ national identity into a more Thai- westernized one. In his research on Thai Pop Music, Dr. Lamnao Eamsa (2006) maintains that borrowing from the west has symbolized for Thailand its movement into modernity; a strategy to assimilate with the imperial cultures. For a people who have always been proud of maintaining its independence from western colonization, it is of interest to explore why Thais are now allowing the west to exercise in the name of ‘modernity and development’ forms of imperialism through mass media and consumer culture. In both Empire State of Mind and Bangkok City, there is a discrepancy between what is promoted by the entertainment industry and the life of real people living in both the west and east. Two members of the YouTube community commented under the Bangkok City music video: This song is not about real Thai style.... thay just told u about "Bangkok" ..... u could see is nothing about another city accept bangkok.... One think that i hope thay will work out nice music to show what a real Thai are too... (Sapunna1) it's good quality production...but there's nothing in here that truly represents 'Thai style' .... I would like to see Thai superstars start to integrate more Thai authenticity and pay tribute to their real roots...not just their western influences (Siamerican) New York is not the United Stated of America as Bangkok is not Thailand. The American dream that is packed and sold worldwide is promoting a life style that just a minority of the world’s population can afford and usually that minority is the one that manufactures culture and produces meaning. Eamsa affirms, “Bangkok is not only the capital city of Thailand, but also the center of the Thai cultural industries. That is what identifies Bangkok as the center of national culture” (p.248). This analysis leads to the question of who is that counts as Thai or American? What is our consideration of the people living in the peripheries of the world? The need for embracing media literacy education worldwide and at all levels of society is due to the necessity of raising these questions and providing critical answers. Less than half way through the music video, one of the singers from Thaitanium starts to rap in Thai about his life in Bangkok, his Saturday evening prayers bringing respect to Buddha, his father who studied in military school, and him becoming an artist. His autobiography varies greatly from Jay-Z’s. There is no use of strong language and assaults to institutions; on the other hand, the singer stresses the importance of family values, Buddhism, compassion and loyalty to his king and nation. Da Endorphine puts her right hand on the heart and reminds Thai people to “be proud to have been born on this land, to be right here, beneath His Royal Majesty”. 51
MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices Thaitanium bring homage to their king and are all dressed in white, standing on the rooftop with their hands joined together as a sign of prayer, thank you and respect. “One Life, One Love, One King” is sung in English while the screen is split into two frames and the singers appear below the picture of the Royal Palace. As in Empire State of Mind, Bangkok is portrayed as the city of paradise and dreams, city of angels, gold, and magic. It is also misunderstood as taking the place of whole Thailand, the Land of Smiles. This positive aura existing around Bangkok is indeed pleasurable and appealing; however, it is important to question once again where do the real people stand in this picture. Where are those who suffer, who do not live in New York and Bangkok, who are victims of human trafficking, sexual tourism, violence, exploitation, who work day and night and are low paid; where are those who do not smile? Towards the end of the music video, the chorus repeats again “Welcome everybody to Bangkok City”. Other remarkable cultural references that codify Bangkok worldwide are represented. The Thai flag is shown on the right split screen next to one of the Thaitanium singers who is dressed in white, has his arms open, stands on the skyscraper, and is blessed by a bright “divine” light coming down from the sky. The pop singer explains that at 8 am and 6 pm everything stops. This is the time when the Thai National Anthem is broadcasted on every local and national TV and Radio channel; a moment where the people in the city bring respect to His Majesty the King. As the video continues, the singers exalt the politeness of Thai people, their kindness to the foreign community, the most exclusive nightlife areas in Bangkok, the famous variety of Thai food and the notorious Thai boxing. “Travel in Thailand, have fun and relax” is one of the conveyed messages. In the last minute of the video, the chorus re-emphasizes the singers’ pride for Bangkok, a city that has clearly become the symbol for all Thailand and Thai people. Thaitanium welcome “ladies and gentlemen” to the city until the camera 52
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