Abstract
This article provides analytical components of Thai culture: worldviews, value systems, symbolic representation , and social organization. The Thai Buddhist worldview and beliefs will be discussed from a historical perspective. Power hidden in the hierarchical structure will be assessed in the realm of interpersonal and mass communication. Thai cultural products will be analyzed in relation to the Thai value system and symbolic representations. How Thais organize their social life will be illuminated by looking at the role and impact of ‘face ’ and ‘leadership’ in Thai society.
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