A Cross-cultural Study of Preferences for Popular MusicAmong Hong Kong and Thailand YouthsWai-chung HoAbstractThe main purpose of this study is to explore popular music preferences among young people in Hong Kong and Thailand. The survey was conducted between June and November 2003. It includes a short questionnaire concerning participants’ musical habits, a listening test comprising fifteen excerpts from popular songs in Cantonese, Mandarin, Japanese, Korean, Thai, Spanish, and English and interview questions about musical preferences and influences. The correlation between the language of songs and the subjects’ native language was significant, although Korean songs were rated highest and Mandarin lowest in the listening test. Most respondents admitted that they had pop idols and that they preferred mainly local singers. Whilst most respondents believed that a good singing voice was the most important consideration, some said that good looks, good dancing, unique character, and a good image were also important. Subjects engaged in higher education in both places had a greater preference for classical and Western music generally. The results of this study indicate that generalizations about musical preferences must take into account the specific cultural and educational background of the subjects concerned. Key words: Hong Kong; Bangkok; popular music; consumer behaviour; social and cultural influences.IntroductionThis article compares the cultural and social conditions in which popular music emerged in Hong Kong (HK) and Thailand, and in which it has been nurtured by young people. MTV, which was spawned in the USA, is acknowledged by many as the leading medium of global youth culture. Regional channels, like ...
