The world is flooded with American media products, especially television programs. This study examined how American television viewing affects Thai college students' perception of Thai traditional culture, and how Thai television viewing affects their perception of it.Two hundred sixty-one Thai college students were given a survey in three communication classes at Chulalongkorn University, in Bangkok, Thailand during June/July, 2006. Results were analyzed by means of ANOVA with accompanying Scheffe test. The hypotheses were rejected. Hypothesis one stated American television viewing affects Thai collage students' perception of Thai traditional culture negatively. Hypothesis two stated Thai television viewing affects Thai college students' perception of Thai traditional culture positively. / Department of Journalism

The globalization of the market place is arguably the most important challenge facing companies. Globilization affects consumer behavior and attitudes in many ways, in that they transcend national borders. Thus, a major challenge facing the international marketer is to identify global market segments and reach them with products, marketing programs, and advertising messages that meet the common needs of the consumers.