Cross-platform framing and cross-cultural adaptation : examining elephant conservation in Thailand

• Main Author: Lin, Trisha T. C.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences
• Online Access: https://hdl.handle.net/10356/99925; http://hdl.handle.net/10220/16222
• Institution: Nanyang Technological University

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 o...