Designing an Animated Short Film to Depict the Street Food Consumption Culture among Thai Teenagers

Abstract

This research employs a mixed-method approach combining qualitative and quantitative research methods with three main objectives: 1) to study the popularity of street food among teenagers, 2) to analyze the relationship between lifestyle and street food consumption, and 3) to design and evaluate a animated short film reflecting Thai teenagers' street food consumption culture. The research methodology involved collecting data through interviews with three experts and questionnaires targeting individuals aged 15-19 years. Descriptive statistics were used for data analysis, including arithmetic mean () from a maximum score of 5 and standard deviation (S.D.). The research findings revealed that the most popular street foods among teenagers are grilled pork, fried meatballs, Pad Thai, and stir-fried holy basil with meat. The relationship between lifestyle and street food consumption can be categorized into two main aspects: 1) the context of residential areas and occupations in the area, and 2) the convenience and speed of food preparation, which typically involves uncomplicated cooking processes. Regarding the target audience's satisfaction evaluation of the animated short film, the overall satisfaction was at a very good level (= 4.70, S.D. = 0.52), the awareness of street food importance (= 4.2, S.D. = 0.76) was at a good level, and the portrayal of street food culture (= 4.4, S.D. = 0.65) was also at a good level. This research presents interesting perspectives on the relationship between street food consumption culture and Thai teenagers' lifestyles. It also demonstrates the potential of using animated films to present cultural issues to encourage teenagers to maintain Thai street food culture in the future.