Cultural Landscape: Thailand

Thailand is a melting pot of different people and cultures. At present, over 52% of the population resides in cities. Primarily a Buddhist country, about 94.6% of its citizens follow the Theravada tradition and the remaining 4.3% and 1.1% observe Islam and Christianity respectively .

While Thailand is more open and welcoming than other Asian countries, it too, has points of cultural sensitivity. Presented below are a few examples of its conservative side.

Respect for Buddhism

Religious respect is deeply rooted in Thai culture. Buddhism and its belief symbols are revered, and any gesture of disrespect is unacceptable by person or in media. In 2015, the Thai Culture Ministry banned horror movie “Arbat” citing contempt for Buddhism. The movie depicted Thai monks engaging in misconduct including drinking, consuming drugs and having improper relations with women. Moreover, the Thailand Film Censorship Board stated that some scenes disrespected Buddha.

This is not an isolated incident. Over the years, the Board banned several films it deemed disparaging to Buddhism and Buddhists.

Political Sensitivity

Thailand is quite politically sensitive and films with political content undergo cautious scrutiny in the country. Consider the 2012 film “Shakespeare Must Die.” This adaptation of Shakespeare’s play Macbeth was banned by the country’s culture minister citing it would “cause divisions between Thai people” due to its underlying references criticizing Thai politics and monarchy through characters such as a dictator named Dear Leader. In “Symmetry of Splendour,” the independent filmmaker did not release this film in Thailand in fear of government reprisals due to its references to the 1965 military crackdown, albeit it received critically acclaimed reviews around the world.

Moral Sensitivity

The film “Syndromes and a Century” also received global critical acclaim. However, the director, Apichatpong Weerasethakul pulled the release rather than comply with the Thailand Film Censorship Board’s demand that four scenes be cut. Those contentious scenes depicted characters kissing and using alcohol and Buddhist monks playing the guitar and with a remote-control toy.

LGBTQ Representation

The 2010 film about a transgender father, “Insects in the Backyard,” was banned for “violating the moral values of society.” This inspired the movie maker, Tanwarin Sukkhapisit to join politics and become the first transgender parliament member in the country. A seven-year-long legal battle for the movie’s release resulted in screening approval for audiences aged 20 and above after a three-second nudity scene was cut. Tanwarin Sukkhapisit also sought an amendment to the Film and Video Act to improve freedom of expression and better gender equality.

Thailand is a place of majestic natural beauty with a vital and varied culture. While change is potent and inevitable, Thai citizens strive to maintain traditions and preserve their heritage as they enter each new era.

Related Insights

Spherex Classification Tool Now Approved for Home Entertainment Content in Australia

Spherex

Regulation

Classification

The Albanese Government has updated the Spherex Classification Tool approval to include ratings for theatrical releases, home entertainment, and streaming content in Australia. Spherex was previously approved to classify online films.

The update underscores the Australian Classification Board’s confidence in Spherex as a tool to help Australian viewers make informed choices about the content they consume. This means Australians can now access a range of new films sooner than they might across all formats and windows.

Spherex has a longstanding relationship with the Australian Classification Board. Since 2020, Spherex has collaborated closely with the Australian Government to ensure its technology reliably generates classification decisions that meet Australian standards and viewers' expectations.

As the world’s only commercial provider of local age ratings, Spherex has successfully produced classification decisions for high volumes of online content in over 100 countries. Since 2018, Spherex has issued over one million age ratings for digital content, including films, TV shows, and trailers, distributed by its clients worldwide.

Spherex customers, including Umbrella Entertainment, Madman Entertainment, and Sugoi Co., rely on its AI-based platform to obtain local age ratings in Australia and significantly improve efficiency, cost reduction, and market reach.

Discover how Spherex's cutting-edge AI-based platform can streamline your content classification process and enhance your market reach while reducing costs.

Visit spherex.com today and see how we can support your content distribution needs.

Read Now

nScreenNoise - Interview Spherex: Avoiding the cultural dead zone

Spherex

Culture

One of the conundrums of streaming is that although a service can deliver content globally, it is not guaranteed to be acceptable in a particular local market. Netflix found this out when it announced global availability in 2016 at CES and was quickly banned in markets like Indonesia, where some of the content was deemed too violent or sexual. In 2016, without boots on the ground in a local market, it wasn’t easy to assess whether a show or movie would be culturally acceptable.

Today, global media companies are acutely aware of the importance of their content’s cultural fit. Moreover, they have a company like Spherex to help them prepare their content to ensure it fits with any country of interest. I interviewed Teresa Phillips, the Co-Founder and CEO of Spherex, at the recent OTT.X Summit in Los Angeles. She explained how the company is leveraging AI and its massive cultural profiling database to help companies prepare content for target markets. She also explained how, in the near future, AI would aid the company in measuring a movie or show’s cultural distance from a regional market and help it avoid falling into the failure zone between cultural fit and novelty interest.

Listen to the full interview here.

Read Now

Spherex Featured in the DPP's IBC 2024: Demand versus Supply Report

Spherex

Industry

Spherex was featured in the DPP’s IBC 2024: Demand versus Supply Report, a comprehensive look at how the M&E industry is meeting key customer demands. The report focuses on the topics of empowering creators, understanding audiences, engaging users, and innovating the newsroom. It also highlights many of the technical innovations seen at the recent IBC Show.

An article by Spherex’s CEO Teresa Phillips titled "Navigating Cultural Resonance in Global Media: The Art and Science of Culture Mixing" was featured in the report, exploring how Spherex is pioneering the future of culturally informed content.

Teresa shares how cultural mixing has become a critical strategy for creating content that appeals to diverse audiences in today's global media landscape. This phenomenon involves blending elements from different cultures to craft films and television shows that resonate globally while adhering to local regulations.

However, the process of culture mixing is fraught with risks. Superficial or stereotypical representations can lead to accusations of cultural appropriation or insensitivity, alienating audiences and damaging a company's reputation. For example, imposing Western concepts on Eastern content without proper context can feel inauthentic and jarring to local viewers. These missteps highlight the need for a nuanced understanding of cultural elements to ensure that content is respectful and engaging.

To address these challenges, M&E companies are increasingly turning to data-driven solutions. Platforms like SpherexAI utilize artificial intelligence to analyze visual, audio, and textual elements, providing insights into how well content aligns with cultural and regulatory standards across over 200 countries and territories. This approach helps media companies understand the "cultural distance" between a title's origin and its target market, enabling them to make informed decisions about global distribution.

By leveraging these advanced tools, M&E companies can go beyond traditional content localization. They can create media that actively engages and resonates with diverse audiences. As the industry continues to evolve, those companies that embrace culturally informed, data-driven approaches will be better positioned to succeed, fostering cross-cultural understanding and trust while delivering globally appealing content.

Download the report here.

Read Now