“Glocalization” and Intercultural Representation in Filipino TV Commercials: A Multidimensional Discourse Analysis

Remart Padua Dumlao (1), Wantakan Pitichanoknan (2)
(1) English Department of the Faculty of Education, Muban Chombueng Rajabhat University. Thailand, Thailand,
(2) English Department of the Faculty of Education, Muban Chombueng Rajabhat University, Thailand, Thailand


This paper looks at how Filipino “glocalizes” international brands in TV commercials and how it links to customers’ culture and norms in the Philippine context. Four TV commercials from the food industry were purposively identified as target samples. These samples were then compared to other TV commercials in two different contexts, namely, Thailand and the USA to see the process of glocalization and interculturality. Improvised tools from Kress and Van Leeuwen’s inter-semiosis (2006) and O’Halloran’s SF-MDA (2011) framework were used in data analysis. Findings on multimodal-discourse analysis suggested that TV commercials constructed the “glocal” identity in various representations such as visual, sociolinguistic, characterization, and sociocultural connection. It is argued that these combinations of findings provide some support for the conceptual knowledge between glocalization and interculturality within the contemporary customer culture.

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Remart Padua Dumlao
dumlaoremart25@gmail.com (Primary Contact)
Wantakan Pitichanoknan
Author Biographies

Remart Padua Dumlao, English Department of the Faculty of Education, Muban Chombueng Rajabhat University. Thailand

Remart Padua Dumlao is a foreign lecturer in the English Department of the Faculty of Education at Muban Chombueng Rajabhat University in Thailand. His research interests include cultural studies within EFL classroom settings, discourse analysis, and linguistics.

Wantakan Pitichanoknan, English Department of the Faculty of Education, Muban Chombueng Rajabhat University, Thailand

Wantakan Pitichanoknan is a Thai lecturer in the English Department of the Faculty of Education at Muban Chombueng Rajabhat University in Thailand.Her research interests include TESOL, multidimensional analysis in digital advertising, intercultural communication, and discourse analysis.

Dumlao, R. P., & Pitichanoknan, W. (2020). “Glocalization” and Intercultural Representation in Filipino TV Commercials: A Multidimensional Discourse Analysis. Journal of Intercultural Communication, 20(2), 72–88. https://doi.org/10.36923/jicc.v20i2.306

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