Making sense of BuppeSanNivas songs: What do they tell about beliefs, cultures, values, and love?

Abstract

Emotional appreciation and insight understanding in beliefs, cultures, and values are all rewards given by songs.  They are also equipped all Thai dramas.  With the most popularity, in this case, the Star-Cross Lovers or BuppeSanNivas songs were studied and examined in terms of its beliefs, cultures, and values as well as type of loves represented.  Critical discourse analysis through lexical selection was employed.  The study demonstrated that rebirth, reincarnation, and transmigration; fatalism; and the focal of romantic love were the cultural and value ideologies existing in Thailand.  Likewise, romantic love was predominantly and obviously mirrored in the four sample lyrics.  In the field of cross-cultural communication, the study reiterates that marketing communicators need to respect to Thailand’s culture and value.  Otherwise, failure in communication can be the expected result.  Apart from basic demographic and psychographic factors of analysis, likewise, scholars and researchers are encouraged to include fatalism as another important factor.