1) The document discusses how traditional Thai arts like Khon have a very high barrier to entry due to requiring extensive cultural and historical knowledge, making them less accessible to modern audiences. 2) In contrast, newer forms of media like anime, movies, and video games can introduce audiences to cultural topics and historical figures through intuitive and engaging storytelling, with lower knowledge barriers. 3) This "pororoca effect" has helped spread awareness of things like Thai history and martial arts to broader audiences. The document argues this is preferable to strictly preserving traditions, as it can spark new interest in the original cultural works and values.

1. POROROCA
MARKETING
A CASE STUDY OF MODERN MEDIA SUCCESS
AND FALL OF TRADITIONAL ARTS
Matumit Sombunjaroen
V1.02
2015/01/21

2. ETYMOLOGY
Pororoca is a natural Phenomenon where
the tide would push the flow of the Amazon
River back upstream
UPSTREAM
DOWNSTREAM

3. IN MARKETING TERM
Refer to when a customer would become a
fan of a product through other means than
the original medium
Original Novel
Customer

4. IN JAPAN,
The term was popularized by manga
[Sayonara Zetsubou Sensei]
Describing things that became popular through
means that are seemingly unrelated

5. SUCH AS,
How a middle age man who do not watch
Anime became a fan of Evangelion through
Pachinko

6. OR,
How the younger generation know who
Guevara is, through Guevara shirts

7. ANY HOW,
Let`s talk about why this happen

8. TO SIMPLY SPEAKING
Each medium has various factors that
determined their point of entry
Times to spend Price
Knowledge Cultural Beliefs
Peer review Interests

9. BY PROVIDING ALTERNATIVES,
It became easier to gain entry to the
content
Books
Skills
Animation
Time
Video
Games
Money
Concentration
Sit and relax
Motor Reflex
Thinking
A lots
30 min
Vary
Cheap
Free
If you already
have a TV
Expensive

10. IN MY CASE,
I brought all of Gate Novels after 1st
reading the Manga

11. NEXT,
Let`s talk about Traditional Arts

12. BEFORE I GO ON,
Let me explain why I used Thai
Traditional Arts as an example

13. ORIGINALLY,
I had a conversation with the more
conservative mind, so I made this
just to prove my point

14. MORE OR LESS,
Same logics also apply to other
Culture`s traditional Arts

15. THIS IS CALL KHON,
It`s a performing Art regarded as a
Cultural Heritage in Thailand and a few
other SEA Nations

16. HOWEVER,
The entry point for this,
is so high that it`s hard to gain
major popularity
Khon
Skills
Knowledge of Ramayana epic
Knowledge of Hindu Mythology
Knowledge of Thai Performing dance
Knowledge of how to tell which character is which
Concentration on 30minutes dance that simply say
[I Love You]
FIXED V1.02

17. FOR EXAMPLE,
Khon story usually play
an episode of Ramayana Epic
Without proper education understanding the
overall story is near impossible

18. CULTURALLY,
Westerners would usually treated it
as a Good VS Evil story
common in Western lore

19. WHEN IN FACT,
It was a story about
how a Womanizer
pick a fight with a Drunkard
The Good
Deva
(God)
Asura
(Demon)
The Bad
Family man
Monogamy
Awful when
Drunk
Do not consume toxication
such as Alchohol
Womanizer

20. HAD AN ARGUMENT WITH DIFFERENCE IN
INTERPRETATION,
ADDED V1.01
Good
Bad
Neither Deva nor Asura equate to
being Good or Bad

21. IN SOME CONTEXT, ADDED V1.01
Asura represent fight against
oppression and injustice

22. AND THAT IN ITSELF,
Need to be study to
fully understand

23. THE PROBLEM IS,
Socially,
Many people held these with such
high values that not following
tradition is pretty much heresy
HOW DARE YOU
DEFY THE
TRADITION!!!
FIXED V1.02
BECAUSE NO ONE
CAME TO WATCH!!!

24. AS SUCH,
Even though there are improvisations,
Entry points that could be
access by other audience
is still hard to be provided
FIXED V1.02

25. AS AN ALTERNATIVE,
There are shows such as
Siam Niramit and Joe Louis Puppets,
Which are more refined
toward entertainment
ADDED V1.02

26. ANOTHER EXAMPLE OF THIS,
When he was still President,
during an official visit to Thailand,
George Bush JR left half way
through Royal Barge Procession

27. LET`S TALK ABOUT A BETTER EXAMPLE
Muay Thai is amongst the most
highly regard Martial Arts
in the World

28. HOWEVER
The Global popularity,
did not came from appreciation of Traditional
value

29. THE POPULARITY,
Came from how easy it is
to instinctively appreciate
The
Reason
General Audience Martial Artist
Impact &
Violence
Practical
Effectiveness

30. TO FURTHER EXPLAIN,
Muay
Thai
Khon
Appreciation through
instinct and feeling
Appreciation through
Knowledge
Low Entry Point
High Entry Point

31. SIMPLY SPEAKING,
something that do not require
prior knowledge to appreciate,
has a better chance to gain
more audience

32. TO SAY THINGS EASIER,
It`s how Michael Bay keep
making profits on his movies

33. ANOTHER GOOD EXAMPLE,
The Overture was considered
a Cinematic Masterpiece in Thailand

34. EVEN THOUGH THE STORY HAS TAKES ON
TRADITION,
Music is something that is
primarily understand through
feeling and instinct
Appreciation through
instinct and feeling
Low Entry Point

35. Having Prior Knowledge can
help to better appreciate
But it is not necessarily require
to enjoy the Music

36. FURTHERMORE,
The story on Oppression
is something that can be instinctively feel
As such, a low entry point was provided
for the audience to relate to the story
Appreciation through
instinct and feeling
Low Entry Point

37. I was using the events of King Naresuan as
a hypothetical topic,
What would happen if I made a Fantasy
Story and turned him to an Asura?
It gain quite a lot of arguments,
So, I would like to expand a talk on it
ADDED V1.02

38. A THING ABOUT HISTORICAL
STORY,
Similar to tradition,
Historical stories are held
with such high regards in Thailand
That trying to adjust them from widely accepted
social norm could bring on a Witch Hunt

39. AS SUCH,
Not just an Entry Point,
but making innovation out of them
is nearly impossible

40. A COMMON ARGUMENT BY
CONSERVATIVES,
We have histories,
cultures and traditions,
thus it is our duty to preserve them
for the future generation

41. ………….
…..
For Thai people who are reading this,
…..
I would like to give you a test
…..
..

42. IN 10 SECONDS,
EXPLAIN TO ME WHO THIS IS
Amongst many names,
He is known as PorkhunPaMueng

43. ………….………….

44. …….………….

45. …….
THE ANSWER
…….

46. HE WAS THE NATIONAL HERO WHO
LIBERATED THAI PEOPLE FROM THE
RULE OF KHMER EMPIRE!!!

47. He is also an Uncle of
King RamKhamhaeng the Great,
The Forefather and Pioneer of
Thai and Lanna Kingdoms

48. I asked this to quite a few
[ EDUCATED ELITES ]
That I knew
NONE OF THEM
COULD ANSWER THIS

49. ONE OF THEM,
Was a Michigan U Graduate,
Whose family business runs a
publishing company that published
Harry Potter in Thailand

50. ANOTHER,
Is a cousin of mine,
Who happened to be a Doctor

51. HOW DID THIS
HAPPEN!?

52. Got the point?

53. Next,
For anyone who are reading this,
…..
I would like to
give you another test
…..
..

54. IN 10 SECONDS,
DO YOU KNOW WHO THIS IS?

55. Do not fools me,
I know that most people who play Games
can answer that in a second
For those who really do not know,
He is Oda Nobunaga
Possibly the most famous historical
Japanese person known in the world

56. HOW DID HE BECAME FAMOUS YOU
MIGHT ASK?,
Through these

57. AND THESE

58. AND THESE

59. AND THESE

60. AND THESE

61. EVEN THESE

62. …..…..
…..
See the difference?
…..
..

63. BTW,
Don`t bother
saying things about disrespect
His descendants still exist,
And they don`t make a fuzz about it

64. AN ARGUMENT
ADDED V1.02
This is outrageous in our Culture
The Mass will not accept this,

65. ALTHOUGH THIS IS
A CULTURAL STATEMENT,
ADDED V1.02
I will counter it
with a Marketing talk

66. THIS GIRL HERE, ADDED V1.02
Is Sora Aoi, a former
Japanese Porn Star

67. IN 2008, ADDED V1.02
She starred in a Thai Movie

68. THIS CAUSED AN OUTCRY
AMONGST THE PUBLIC,
ADDED V1.02
Even politicians were crying
out for ban on the movie
This movie must
be ban!!!

69. THE RESULT, ADDED V1.02
….It sold extremely well….

70. HERE`S THE THING, ADDED V1.02
This is outrageous in our Culture
The Mass will not accept this,
TRUE
FALSE
Is there a
Target Audience?
Nobody will go and see it,
=> Bankrupt Filmmaker
The Point is invalid
NO YES

71. ADDED V1.02
If the public cannot really accept it,
They will be the judge for it
As such,
there is really no point
in placing a ban

72. I MADE A SIMILAR POINT
ABOUT THIS IN OTHER SLIDESHARE,
ADDED V1.02

73. ALSO, ADDED V1.02
Porn movies are illegal in Thailand,
But the movie became famous
because people know who Sora Aoi is
=>
IT IS OBVIOUS THAT THERE ARE
PEOPLE WHO WATCH PORN
AND CAN GAIN ACCESS TO HER MOVIE
IN THAILAND

74. ANOTHER ARGUMENT
ADDED V1.01
King Naresuan is a Monarch
Oda Nobunaga is not

75. THIS IS REALLY HARD TO EXPLAIN
ADDED V1.01
Japan has such a unique social structure
that explaining things to people from other
culture is really not easy

76. SOME TERMS
ADDED V1.01
Tennou
Usually translated as Emperor,
But actually has no
exact equivalent in other culture
In Azuchimomoyama, AKA Sengoku era,
Is a Spiritual leader of the people
Shogun
The person with the actual ruling power
over the Nation
Lord above all Lords
Daimyo Local lords who has autonomy over their own lands

77. COMPARISON TO
OTHER CULTURES
FIXED V1.02
Tennou
Western SEA
Shogun
Daimyo
Similar to Pope
Holy Roman
Emperor
Kings
In Holy Roman
Kingdoms
No equivalent
King of Kings
Kings
Pre-Qin
China
King of Zhou
Lords of
the Chunqiu States
Example
---
Bayinnaung
Naresuan
Before Liberation
No equivalent

78. ANOTHER COMMON ARGUMENT,
People who watched these
could confuse about actual
history and fiction

79. 1ST AND FOREMOST,
If someone cannot distinguish between
historical truth and obvious fiction,
That is due to
poor education,
Not due to the work
FIXED V1.02

80. 2ND
If a person think and argue
about the work after watching it,
That person is likely to be
smart enough to know they
are works of fiction

81. 3RD
I do not believe that someone who played Sengoku
Musou would actually believe something like this
actually happened

82. 4TH , THE MOST IMPORTANT ONE
If the audience care about the content at all,
Through Pororoca process,
THEY WILL GO LOOK
FOR THE HISTORICAL FACTS BEHIND IT
Audience
Works of
Fiction
HISTORICAL
FACTS

83. THIS HAD BEEN PROVEN
The Rekijo [歴女][Historical Girls]
Is a Girl Cultural Group who became
fascinated with history through various means
such as Anime, TV Drama, and Games

84. AS A SIDE EFFECT
They also became quality spenders
who are willing to pay money to
appreciate Historical Values

85. There is simply no point
In trying to Preserve Culture
By witch hunting
out of the norm Creativity

86. FINALLY, A FINAL WORD
MAKE THE SECOND
SEASON ALREADY!!!