Bangkok, Thailand – AIS, in collaboration with the USC Annenberg School for Communication and Journalism, led by Professor David Craig, has unveiled the “Thai Creator Culture” research study. This study emphasizes the power of digital technology in propelling the creator industry, a key component in strengthening the digital economy.
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This partnership stemmed from the vision of Mr. Sarath Ratanavadi, Chief Executive Officer of Gulf Energy Development Public Company Limited, Vice Chairman of Advanced Info Service Public Company Limited, and a member of the USC Annenberg Board of Councilors. He recognized the importance of supporting industry networks and pushing for innovation in education to keep pace with the changing landscape.
Professor David Craig, a world-renowned scholar in social media and a Fulbright Scholar, collaborated with Assistant Professor Jess Salathong from Chulalongkorn University and Mr. Sittipat Matthew Yuttaworakorn, a Master’s student at the Asian Institute of Technology. Together, they conducted in-depth research on “Thai Creator Culture” as part of a broader study on “Local Creator Culture” in various regions, including Southeast Asia, South America, and the Middle East. The aim was to understand how creators in these regions compete with their global counterparts.
The “Thai Creator Culture” study identified four main categories of Thai creators:
- Commerce Creators: Focused on selling and reviewing products, and engaging in direct sales through affiliate marketing, sponsorships, and live commerce.
- Socio-Cultural Creators: Dedicated to social and cultural issues, sparking conversations with their audience about identity, community, and social change.
- Multicultural and Diversity Creators: Highlighting racial, gender, and cultural diversity, and promoting equality and inclusion, such as LGBTQ+ groups.
- Nomad Creators: Traveling and creating content based on their real-life experiences, promoting tourism and local products.
The Global Creator Culture Summit facilitated an exchange of insights and discussions between AIS and Professor David Craig, marking the beginning of an open platform offering valuable perspectives. Professor Craig stated, “We’ve found that creators now play a crucial role in driving the global economy. They can build their own ‘brands,’ create online communities, and generate income from various online and offline (O2O) channels.
They also add economic value to related industries, such as the development of mobile services and features, making creators central to economic value creation. Therefore, this research collaboration helps to concretely shape the future direction of the global economy and society.”
The partnership between AIS and USC Annenberg not only benefits the creative industry in Thailand but also underscores the value of global collaboration in driving the growth of the digital economy. AIS aims to enhance the competitiveness of Thailand’s digital ecosystem in the global market through a robust digital infrastructure and full support for creators.
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