Cross-Platform Framing and Cross-Cultural Adaptation: Examining Elephant Conservation in Thailand

Abstract

This case study investigates cross-platform framing process and framing alignment strategies of the world famous elephant conservation NGO. It examines how the intercultural adaptation facilitates the frame transformation against entrenched domesticated elephant traditions in Thailand. Besides web observation, this study conducted two field trips to interview the NGO staff and conservation experts, and observed human–elephant interaction. Enhancing the understanding of ecotourism, this study expands the framing theory by incorporating cross-platform and cross-cultural adaptation factors and provides insights of an effective Asian ecotourism model which transcends cultural differences and overcomes resistance by disseminating culturally sensitive and integrated framing strategies through various communication channels.

Keywords:

• Framing process
• Framing alignment
• Intercultural adaptation
• Animal conservation
• Cross-platform communication

Acknowledgements

Thanks to the assistance of the Wee Kim Wee School of Communication and Information students (Phoebe Tan, Lin Jun Jie, Low Ting Yi, and Lee Layming) for data collection and preliminary data analysis.

Additional information

Notes on contributors

Trisha T. C. Lin

Trisha T. C. Lin (Ph.D., University of Hawaii, Manoa) is an Assistant Professor at the Wee Kim Wee School of Communication and Information at Nanyang Technological University, Singapore