Archives

  • September - December
    Vol. 3 No. 3 (2025)

    Editorial Introduction Journal of Thai-Chinese Social Science (JTCSS) Vol. 3 No. 3 (2025): September – December

    By Dr. Jiang Songyu, Editor-in-Chief

    It is my great pleasure to introduce Vol. 3 No. 3 (2025): September–December of the Journal of Thai-Chinese Social Science (JTCSS). This issue brings together seven studies that speak to a shared intellectual concern: how Thai–Chinese social realities are being reshaped by mobility, digital platforms, cultural circulation, and institutional transformation. Across diverse topics—intercultural performance, livestream discourse, logistics modernization, e-commerce education reform, classical literary creation, digital heritage governance, and emotional-value marketing—our authors converge on a common task of social science today: to explain how meaning, trust, identity, and value are constructed amid rapid structural change.

    A defining feature of this issue is its balanced attention to both “heritage” and “frontier.” On the one hand, we see deep engagement with long-standing cultural forms and intellectual history, as exemplified in the study of Jiang Kui’s artistic practice and cultural positioning. On the other hand, we also witness scholarship grappling with new communicative infrastructures—especially livestreaming and platform-based public discourse—where national image, affect, and cross-cultural interaction are negotiated in real time. This dual orientation is not accidental. It reflects the journal’s commitment to understanding Thai–Chinese social life as simultaneously rooted in historical continuity and propelled by contemporary innovation.

    Intercultural performance as cultural diplomacy and identity negotiation

    The opening contribution examines contemporary Thai–Chinese performance not merely as artistic expression, but as a communicative system embedded in sociocultural contexts. The paper articulates how performances function as “bridging narratives” connecting Thai–Chinese historical relations, shared aesthetic traditions, diasporic adaptation, and hybrid identity formation among younger generations, ultimately proposing a Thai–Chinese performance communication model with symbolic, affective, and relational layers. By situating performance within soft power and intercultural communication theory, the article offers an especially relevant Southeast Asian perspective on cultural diplomacy—one that is grounded in lived practices of co-creation and audience reception.

    Digital influencer livestreams and the construction of China’s image

    The second study turns to an emerging arena of digital public diplomacy: the comment discourse surrounding American influencer IShowSpeed’s livestream journey in China. Using critical discourse analysis supported by corpus-based tools, the paper identifies recurring thematic clusters (e.g., city impressions, cross-cultural communication, cultural symbols and high-technology) and argues that these collectively construct images of China as authentic, hospitable, modernizing, and historically deep yet technologically innovative. By moving beyond traditional news-based national image research, this work demonstrates how “unfiltered” livestream formats and participatory commenting can become alternative channels of intercultural sense-making.

    Logistics modernization and regional industrial upgrading

    From cultural flows, the issue shifts to the material infrastructures that enable everyday economic life. The study on aquatic product cold chain enterprises in Dongshan County analyzes the opportunities created by China’s national backbone cold chain base construction—while also diagnosing key constraints, including infrastructure gaps, technology deficiencies, operational costs, and uneven industry norms. The paper’s applied orientation is notable: it does not stop at identifying problems, but proposes practical strategies spanning infrastructure and technological innovation, operational management, brand competitiveness, and regulatory governance. This contribution aligns well with JTCSS’s interest in linking policy frameworks with regional development realities.

    E-commerce curriculum reconstruction through value co-creation

    Educational transformation remains central to Thai–Chinese collaboration and broader regional development. The paper on reconstructing the curriculum of e-commerce majors in applied universities addresses a widely discussed challenge: the “disconnection between skills and application,” especially where digital-intelligence teaching remains detached from real business scenarios. Guided by value co-creation theory, the authors propose a three-dimensional curriculum logic—demand co-creation, course co-creation, and evaluation co-creation—to strengthen industry–education integration and improve the alignment between talent cultivation and enterprise needs. This study is a timely response to the growing need for practice-oriented digital talent across Asia.

    Jiang Kui and the “third path” between elite and popular cultures

    Cultural history and intellectual agency receive careful treatment in the study on Jiang Kui, which frames its core question as how Jiang Kui opened a “third path” between refined elite culture and Jianghu (wandering literati) culture. Methodologically, the paper combines close reading, cultural reconstruction, and cross-genre analysis, incorporating hermeneutic and interpretive approaches to ensure historical contextual integrity. Its findings emphasize how Jiang Kui’s aesthetics, imagery chains, and musical principles cohere into a distinctive cultural positioning, offering a valuable reminder that cultural creativity often emerges from tensions rather than from stable consensus.

    Digital heritage, global dialogue, and evaluation frameworks

    The paper on China’s cultural heritage in the digital age provides a conceptual evaluation framework that distinguishes between “integration pathways” (technology–resource integration) and “practical dialogue” (depth of cross-cultural communication enabled by projects). While recognizing achievements in digitization scale and technological breadth, it identifies persistent challenges such as inconsistent technical standards, insufficient narrative depth, and weak sustainable governance, and calls for interoperability, interdisciplinary collaboration, and dialogue-oriented evaluation. This contribution is especially significant for readers interested in how cultural heritage can move from “technology demonstration” to meaningful civilizational dialogue.

    Emotional value marketing and consumer behavior in cultural-creative industries

    Finally, the study on POP Mart investigates how emotional value marketing drives purchasing behavior through immersive experience, drawing on flow theory, emotional value theory, and cognitive–affective system theory. Based on a survey of 600 consumers and regression/mediation analyses, it shows that emotional value (emotional resonance, social interaction, brand identification) enhances immersive experience, which in turn predicts purchasing behavior, with demographic moderators further shaping these links. Beyond the specific case, the work illustrates how cultural-creative brands increasingly compete through affective engagement and experiential design.

    The Outstanding Paper of This Issue

    After careful editorial consideration, I would like to recognize “Performance Communication in Contemporary Thai–Chinese Performance” as the Outstanding Paper of Vol. 3 No. 3 (2025).

    This selection reflects three strengths. First, the paper speaks directly to the journal’s core mission—Thai–Chinese social science—by treating Thai–Chinese performance as a lived intercultural space where symbolic meaning, identity, and relational bonds are negotiated. Second, it integrates theory and practice in a way that is both conceptually clear and socially consequential, connecting performance studies with soft power and cultural diplomacy while offering policy-relevant recommendations for platforms of intercultural exchange. Third, the proposed model (symbolic–affective–relational layers) provides a reusable analytical tool that future researchers can apply to other Thai–Chinese cultural contexts, from festivals and tourism to creative industry collaborations.

    In short, this paper exemplifies what we hope to promote at JTCSS: research that is theoretically grounded, methodologically explicit, and meaningfully connected to Thai–Chinese cultural and social realities.

    To acknowledge the scholarship behind this contribution, we also briefly introduce the author team. The authors come from diverse academic and professional backgrounds spanning performance studies, intercultural communication, and Thai–Chinese area-focused social research. Their interdisciplinary collaboration allows the study to connect empirical observations of contemporary performance practice with broader theoretical debates on cultural diplomacy and cross-cultural meaning-making. As a result, the paper not only offers a well-structured analytical model, but also demonstrates strong contextual sensitivity to Thai–Chinese sociocultural realities and the evolving ecology of regional cultural exchange. Chinnapat Charoenrat (corresponding author) is affiliated with the Behavioral Science Research Institute, Srinakharinwirot University, Thailand. With a research orientation rooted in behavioral and social science inquiry, Dr. Charoenrat brings strong conceptual and analytical rigor to the study’s examination of Thai–Chinese performance as an intercultural communicative space.

    A warm invitation to authors and readers

    On behalf of the editorial team, I extend sincere thanks to all authors, reviewers, and readers who contribute to the growth of JTCSS. We warmly welcome new submissions that engage Thai–Chinese themes from interdisciplinary perspectives—especially work that combines solid theory, transparent methods, and clear contributions to knowledge and practice. Whether your research focuses on culture, education, communication, business, policy, or digital society, we encourage you to consider JTCSS as a scholarly home for rigorous, relevant, and forward-looking social science.

    With best wishes,

    Dr. Jiang Songyu
    Editor-in-Chief, Journal of Thai-Chinese Social Science (JTCSS)
    Vol. 3 No. 3 (2025): September–December

  • January-April
    Vol. 2 No. 1 (2025)

    Editor’s Note for Vol. 2 No. 1 (2025): January–April

    By Dr. Songyu Jiang, Editor-in-Chief

    We are honored to present Volume 2, Issue 1 (January–April 2025) of the Journal of Thai-Chinese Social Science (JTCSS). This issue brings together six high-quality research articles that reflect the evolving interplay between digitalization, education, cultural revitalization, and cross-cultural dynamics in the Thai-Chinese academic context.

    This issue covers a broad yet coherent spectrum of themes:

    Rural cultural revitalization through local traditions,

    Pedagogical innovation in music and dance education under digital transformation,

    Challenges in Chinese language learning among Thai learners,

    Attributional beliefs and academic outcomes of Thai trilingual students, and a bibliometric exploration of personalized Chinese education in the digital intelligence era.

    🔹 Featured Article of This Issue:
    We are especially pleased to highlight the article titled:
    "A Theoretical Model and Strategic Framework of Digital Communication of Chinese Civilization: An Empirical Analysis Based on Grounded Theory" by Zhang Junjun, Liang Chen, Wu Haibo, and Xu Lu.
    This paper presents an in-depth qualitative study on how overseas Chinese in Southeast Asia engage with digital platforms to preserve and disseminate Chinese civilization. By developing a six-dimensional grounded theory framework—including identity construction, digital communication habits, and intercultural integration—the article provides strategic insights for enhancing the global presence of Chinese culture in the digital age. Its theoretical depth and social relevance make it a distinguished contribution to the field and the highlight of this issue.

    The editorial team sincerely thanks all contributing authors and reviewers whose collaboration made this issue possible. We remain committed to advancing high-impact scholarship on Sino-Thai relations, digital society, education, and intercultural understanding.

  • May-August
    Vol. 2 No. 2 (2025)

    Dear Colleagues and Esteemed Readers,

    We are delighted to present Volume 2, Issue 2 (May–August 2025) of the Journal of Thai-Chinese Social Science (JTCSS). Continuing our mission to serve as an interdisciplinary platform, this issue addresses pressing questions at the intersection of sustainability, cultural heritage, digital transformation, and social development within the Thai-Chinese and broader Asian contexts.

    This edition brings together a diverse set of scholarly contributions, including studies on digital cultural industries, health education reform in higher education, and the protection and sustainable utilization of world cultural and natural heritage. Together, these works deepen our understanding of how societies are responding to contemporary challenges and opportunities, offering both theoretical innovation and policy-relevant insights.

    We are especially honored to feature the article titled:
    “Research Landscape of Ecological Civilization: A Bibliometric Analysis”
    Authored by Han Wang and Wenqiang Peng, this study provides a systematic bibliometric mapping of ecological civilization research, identifying key themes, evolving trends, and emerging gaps. By situating ecological civilization within the global discourse on sustainability, the article enriches scholarly understanding and offers valuable references for policymakers, educators, and researchers seeking to advance ecological governance and sustainable development. Its rigorous methodology and comprehensive scope distinguish it as this issue’s Featured Article.

    The contributions included in this issue reflect JTCSS’s continuing vision: to foster cross-disciplinary dialogue, link academic research with real-world cultural and developmental concerns, and advance knowledge exchange between Thai, Chinese, and international scholars.

    We extend our sincere gratitude to all authors, reviewers, and readers whose engagement and dedication make this journal possible. We look forward to your continued support and scholarly contributions in the upcoming issues of JTCSS.

    Dr. Songyu Jiang
    Editor-in-Chief
    Journal of Thai-Chinese Social Science (JTCSS)

  • July - December
    Vol. 1 No. 1 (2024)

    Dear Esteemed Readers,

    Welcome to the inaugural issue of the Journal of Thai-Chinese Social Science (JTCSS), Online ISSN: 3057-157X, a beacon of academic excellence established in July 2024. As a multidisciplinary platform, we take pride in our commitment to publishing high-quality research papers in both Chinese and English, catering to a diverse scholarly community. Our journal is a testament to the rich intersection of knowledge, spanning fields such as economics and management, communication, language and culture, politics and law, education, and sustainable development.

    JTCSS operates under a strict double-blind peer review process, ensuring the integrity and quality of the research we publish. This rigorous review mechanism is the cornerstone of our commitment to academic excellence.

    Published quarterly, the journal provides a regular and impactful outlet for groundbreaking research. We are excited to present the first issue, Vol. 1 No. 1 (2024): July - December, which marks the beginning of a scholarly journey that we believe will significantly contribute to the global social sciences discourse.

    We extend a warm invitation to scholars from all disciplines within our scope to contribute their work. Each submission is a valuable addition to the rich tapestry of knowledge we aim to build. We are dedicated to fostering a scholarly environment that promotes an exchange of ideas that contribute to the advancement of global social sciences.

    This issue is a compendium of diverse and thought-provoking research. We are pleased to present articles that range from the course construction of "Internet Financial Laws and Regulations" to a sociological analysis of the cultural characteristics of hotpot restaurant names in the Sichuan-Chongqing region. Our articles delve into various topics, including:

    - Economic and Management Insights: The development trend of Yunnan coffee tourism and the cultivation of digital financial talent in the era of new quality productivity.

    - Communication and Language: A survey on the motivation of Japanese language learning and the analysis of Tujia Xilankapu patterns in cultural and creative designs.

    - Cultural and Political Perspectives: The impact of innovation and entrepreneurship education on ecopreneurial intentions and the analysis of Dunhuang tourism hotspot topics.

    - Educational Innovations: Bibliometric analysis of Chinese teaching research in Thailand and the mapping of research agendas for educational AI chatbots.

    - Sustainable Development: Hot topics and development trends of international Chinese education research in the digital era.

    Your contributions drive our vision forward, and we eagerly anticipate your innovative research papers. As we embark on this scholarly journey, we look forward to your engagement and feedback, which are instrumental in shaping the future of JTCSS.

    We invite you to explore the depth and breadth of research presented in this issue, and we hope it sparks inspiration and dialogue within the academic community. Thank you for joining us on this intellectual adventure.

    Sincerely,

    Dr. Songyu Jiang

    Editor-in-Chief

    Journal of Thai-Chinese Social Science (JTCSS)