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dc.contributor.authorLin, Trisha T. C.en
dc.identifier.citationLin, T. T. C. (2012). Cross-platform framing and cross-cultural adaptation : examining elephant conservation in Thailand. Environmental communication : a journal of nature and culture, 6(2), 193-211.en
dc.description.abstractThis 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.en
dc.relation.ispartofseriesEnvironmental communication : a journal of nature and cultureen
dc.subjectDRNTU::Social sciencesen
dc.titleCross-platform framing and cross-cultural adaptation : examining elephant conservation in Thailanden
dc.typeJournal Articleen
dc.contributor.schoolWee Kim Wee School of Communication and Informationen
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