The object of this thesis is to explore the representation of ‘ Thainess ’ in Thai wedding magazines. The thesis adopts semiotic and multimodal analysis as methods to examine how cover pages, photographs, editorial contents and advertisement s in the magazines communicate their denotative and connotative meanings through primary markers and modality markers such as pose, objects, setting, framing, lights, shadow and colour tone. Subsequently , each image is examined through its depiction of people in the image to determine any st ereotypical cultural attributes that highlight a distinction between the traditionalised Thai and modernised Thai bride. This thesis argues that the legacy of Thailand ’ s semi colonial history constructs an ambivalent relationship with the West and Thailand ’ s self - orientalising tendency, as well as the diffusion of hybrid cultures and modern Thai beauty ideals. Self - orientalising tendencies and the desire to encapsulate ‘ Thainess ’ are thusly observed in the magazines ’ representation of traditional ‘ Thainess ’ with a nostalgic overtone, by linking the ideals of traditional beauty to the imagined qualities of heroines in Thai classic literature and aristocratic ladies from pre-modern Siam through fashion and traditional beautifying remedies.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:690946 |
| Date | January 2016 |
| Creators | Skulsuthavong, Merisa |
| Publisher | Cardiff University |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://orca.cf.ac.uk/93695/ |
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