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International Communication Gazette
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Cultural Shareability, Archetypes and Television Soaps

`Oshindrome' in Thailand

Arvind Singhal

Kant Udornpim

The Japanese television soap opera Oshin, which has been broadcast in 47 countries to date, has emotionally stirred worldwide audiences as no previous television series. One reason for Oshin's audience popularity in several culturally diverse countries is the universal appeal of its archetypical central character, Oshin. This article analyzes the Oshin phenomenon in Thailand. We seek answers to eight questions dealing with Oshin's history in Thailand, its viewing context, viewers' perceptions of its central character, its storyline, its production attributes, its educational lessons and its cultural shareability in Thailand. The implications and problems associated with the use of culturally shared entertainment media products such as Oshin are discussed.

Key Words: archetypes • cultural shareability • Oshin • soaps • Thailand

International Communication Gazette, Vol. 59, No. 3, 171-188 (1997)
DOI: 10.1177/0016549297059003001
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