Meaning Construction of Hotpot, Shabu, And Mala Cuisine Through Social Media and the Perceptions of Chinese Students in Thailand
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Abstract
This study aimed to: 1) analyze the content presentation and communication strategies of social media related to hotpot, shabu, and mala cuisine in the Thai social context; and 2) examine the perception, interpretation, and meaning construction of hotpot, shabu, and mala cuisine among Chinese students studying in Thailand. This study employed a qualitative research methodology, using qualitative content analysis together with interpretive analysis. The units of analysis consisted of video clips related to hotpot, shabu, and mala cuisine disseminated through social media, while the key informants were Chinese students studying in Thailand, selected through purposive sampling.
The findings revealed that the presentation of hotpot, shabu, and mala cuisine on social media constituted a process of encoding food meanings through experiential storytelling, representation, and the use of media elements to stimulate viewers’ emotions and sensory perceptions. These types of cuisine were represented in three significant ways: food as a social space, food as a sensory challenge, and food as a symbol of lifestyle and youth trends. Presentation techniques such as close-up shots, fast-paced editing, food-related sounds, on-screen text, and hashtags played an important role in creating sensory imagery of taste and appetizing appeal before viewers had actual consumption experiences. Regarding the perception and interpretation of Chinese students in Thailand, the findings indicated that the audience played an active interpretive role by filtering, comparing, and negotiating meanings from media content with their own lived experiences. Most interpretations reflected a negotiated decoding process, in which the informants partially accepted the meanings presented by the media while modifying their understanding according to personal taste, consumption experiences, length of stay in Thailand, and the Chinese cultural framework they carried with them. The study further found that hotpot, shabu, and mala cuisine were constructed with multiple meanings, including food as a memory of home, food as a space of relationships, food as a new experience abroad, and food as a hybrid culture between China and Thailand.
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