Cross-Cultural Adaptation and Communication of Thai Daughters-in-Law Abroad: A Case Study of the YouTube Channel Jayy Crane

Abstract

This research article, titled “Cross-Cultural Adaptation and Communication of Thai Daughters-in-Law Abroad: A Case Study of the YouTube Channel Jayy Crane” aims to analyze the adaptation and cross-cultural communication strategies of Thai daughters-in-law abroad: A Case Study of the YouTube Channel Jayy Crane. The researcher selected a purposive sample, namely four video clips from the YouTube channel named Jayy Crane that had the most views. The research methodology employed documentary research and textual analysis of video clips. Cross-cultural communication theory is then employed as a framework for analysis, utilising the Integrative Model of Cross-Cultural Adaptation theory of Young Yun Kim (2001). This model posits that cross-cultural adaptation is a process of integrating the acquisition of a new language and culture with one’s original identity, culminating in the ability to coexist within that society. The results of the research were presented in a descriptive analysis format. The study identified two main aspects of “Thai living.” The first concerns food, exemplified by a video promoting Thai cuisine internationally, reflecting cross-cultural integration and the dissemination of “Thainess” by Thais abroad. The second relates to language use, with Thai employed alongside English in programs for narrative interpretation and language instruction. Accurate and intelligible Thai usage was observed, underscoring its cultural significance. In academic contexts, English predominates, yet Thai translations and explanations appear consistently, indicating adaptation to foreign cultures while maintaining core elements of Thainess.