This essay evaluates the cross-cultural impacts of globalisation by firstly exploring fundamental factors which drive global dynamic changes from a cultural perspective in Thailand. Then the focus moves onto negativity and positivity of western cultural absorption in the Siamese regime. Finally, it draws a conclusion on globalization in terms of both benefits and losses in Thai culture and makes a suggestion on how to cope with its influence in cultural aspect in the future. It can be argued that the threat of westernized dominant cultures can lead to the destruction of a sense of identity in Thai society.
While advancing infrastructure and providing the citizen higher living standards, Thailand has been dominated by western especially American culture as a result of globalization which has arisen from two major factors. First, technology introduces global innovation and shrinks the world where people can connect with one another via the Internet and telecommunication. The other factor is tourism which creates a ‘transnational spread of ideas, cultures, and information causing cultural absorption among the community. In a sense, this vast change is an opportunity for Thais to learn how to react to modernizing forces. Nevertheless, considerable negative impacts from western cultural imperialism run parallel in Thai society.