full2010.pdf - page 780

742
O89
“‡¼n„¦¦¤”„´‡ªµ¤‡· — °ŠŸ¼oÁ¡š¸É¤¸˜n°£µ¡¨´„¬–r°Šµª¸É ž»iœÂ¨³‡ªµ¤Áž}œ¸Éž»i œ
“Khu-Karma” and Perception of The Thai Consumers on Japanese and Japaness
Á°ª·˜¦µ «· ¦³µ˜¦r1
Evitra Sirasart
š‡´—¥n °
Šµœª·‹´¥œ¸Ê¤¸ª´˜™»ž¦³Š‡rÁ¡ºÉ°«¹„¬µœªœ·¥µ¥Á¦ºÉ°Š‡¼n„¦¦¤Â¨³„µ¦œÎµ¤µŸ¨·˜ŽÊεĜºÉ°Â œŠ°ºÉœ ŗo „n ¨³‡¦
Ú¦š´«œr £µ¡¥œ˜¦r ¨³¨³‡¦Áªš¸ ªnµ¤¸°·š›·¡¨Äœ„µ¦¦oµŠš´«œ‡˜·°Š‡œÄœ´Š‡¤Åš¥š¸É¤¸˜n°£µ¡¨´„¬–r°Šµª
¸Éž»i œÂ¨³‡ªµ¤Áž}œ¸Éž»iœ°¥nµŠÅ¦ ץčoš§¬‘¸ µ¥œ¸Ã°-¤µ¦r„Ž· ¤ršµŠ—oµœ°»—¤„µ¦–r‡¦°ŠÎµ °Š °´œÃ˜œ· 𠄦´¤
¸ ¨³ 樰Š—r µ¦r˜r Áž}œ“µœ‡·—Äœ„µ¦«¹„¬µª·‹´¥ ¡ªnµºÉ°œ·—˜nµŠÇ ¦ª¤™¹ŠºÉ°ª¦¦–„¦¦¤¨oªœÁž}œ˜´ª„¨µŠ
™nµ¥š°—‡ªµ¤‡· —®¦º°°»—¤„µ¦–r°ŠŸ¼oÁ ¸¥œÅž¥´ŠŸ¼o°nµœ®¦º°Ÿ¼o¦´µ¦ ¦ª¤š´ÊŠ¤¸°·š›·¡¨š¸É‹³µ¤µ¦™‡¦°ŠÎµŸ¼o¦´µ¦
Ä®o¤¸‡ªµ¤‡·—‡¨o°¥˜µ¤Å—o ×¥Ÿ¼oÁ ¸¥œÅ—o °—Änœª‡·— °»—¤„µ¦–r ‡ªµ¤ÁºÉ° °Š˜œÃ—¥œÎµÁœ°ŸnµœšµŠ´³ Ä®o
Ÿ¼o°nµœ‡¨o°¥˜µ¤Ã—¥Å¤n¦¼o ¹„˜´ªÂ¨³Å¤nš´ œÅ—o˜´ÊŠ‡Îµ™µ¤ Ž¹ÉŠ„ȇº° “¤µ¥µ‡˜·” š¸ÉŗoŸnµœ„¦³ªœ„µ¦Ÿ¨·˜¦oµŠ
‡ªµ¤®¤µ¥µŠ°¥nµŠ ¹Êœ¤µ ×¥Ÿ¼o Á ¸¥œÁ¨º°„š¸É‹³œÎ µÁœ°Â˜n¤»¤¤°ŠÁŒ¡µ³ÂŠnª„ °Š¸Éž»i œ ¨³°»—¤„µ¦–rš®µ¦œ·¥¤
¦ª¤š´ÊŠŸ¼oÁ ¸¥œ¥´ŠšÎµÄ®oŸ¼o°nµœ¤°Š oµ¤°—¸˜Â¨³ž¦³ª´˜·«µ˜¦rš¸ÉÁž}œ¤»¤¤°Š—oµœ¨ Ä®o ¤°ŠÁ®ÈœÁŒ¡µ³£µ¡Â¨³
‡ªµ¤®¤µ¥ÄœÂš¸ÉŸ¼oÁ ¸¥œ˜o°Š„µ¦‹³ºÉ°Åž¥´ŠŸ¼o¦´µ¦œ´ÉœÁ°ŠÃ—¥¤¸Ážjµ®¤µ¥Äœ„µ¦™µžœµÂœª‡ªµ¤‡·— °Š˜œ
Ä®o„¨µ¥Áž}œª´ •œ›¦¦¤®¦º°» —‡ªµ¤‡·—®œ¹ÉŠ °Š´Š‡¤ ™nµ¥š°—Âœª‡· — °Š˜œŸnµœšµŠª¦¦–„¦¦¤š¸É ¤¸¦¼žÂÁ¡ºÉ°
‡ªµ¤´œÁš·ŠÂ¨³Å—o¦´‡ªµ¤œ·¥¤¤µ„‹œ™¼„œÎµ¤µŸ¨·˜ŽÊεĜºÉ°Â œŠ°ºÉœ šÎµÄ®o¥·ÉŠµ¤µ¦™ºÉ°µ¦Åž¥´Šž¦³µœÄœ
ªŠ„ªoµŠ¤µ„ ¹Êœ ¨³¥·ÉŠÁž} œ„µ¦˜°„¥ÊεŽÊεÁ˜·¤‡ªµ¤®¤µ¥—´Š„¨nµªÄ®o„¨µ¥Áž} œ‡ªµ¤‹¦·ŠÁ¤º°œ ¦ª¤š´ÊŠšÎµÄ®oÁ„·—‡ªµ¤
¥·œ¥°¤¡¦o°¤Ä‹‡¨o°¥˜µ¤Å—o×¥Šnµ¥
‡ÎµÎµ‡´ : ¤µ¥µ‡˜· °»—¤„µ¦–r š®µ¦œ·¥¤
Abstract
The propose of this research is to study the Thai novel “Khu-Karma” and the reproduction of it in
various types of media including television drama, novel, and stage play and whether they have an influence on
people in Thai society about the image of the Japanese and being Japanese and how it influences. The theories
used in the thesis are the Neo-Marxism about ideology of Antonio Gramsci and Roland Barthes as a thinking basis
of the research. The research found that various types of media as well as the original novel all play a role of the
media of thought or idealism from the author to the readers who are considered the message recipients. Moreover,
1 œ· ·˜ž¦·µÃš£µ‡ª·µÁ«¦¬“«µ˜¦r„µ¦Á¤º°Š ‡–³Á«¦¬“«µ˜¦r ‹»¯µ¨Š„¦–r¤®µª·š¥µ¨´¥ „¦»ŠÁš¡² 10330
Master's Degree Student, Department of Political Economy Faculty of Economics, Chulalongkorn University, Bangkok 10330
Corresponding author : Ú¦«´¡šr/Ú¦µ¦ 081-8331827 / 02-6425735 E-mail:evitrasirasart@gmail.com