This qualitative research is aimed at studying stereotypes of characters in Thai movies, and to understand factors that effect these stereotypes. It also aims at pointing out the effects of the stereotypes in terms of mass communication. The research is based mainly on the study of iconography in Thai movies along with document research and in-depth interview in order to analyze and discuss the results. The findings of this study are as follows. The stereotype of leading male characters includes such qualities as good appearance and pleasant voice. The characters are usually young, single men whose behavior and personality are morally good. Leading female characters normally are good-looking, good-natured, and speak with lovely voice. These girls are generally single and virgin. Bad characters are stereotyped as bad person with dishonest personality. Stereotype of leading character’s partner, “male follower/female follower”, is mostly seen through characters that are supportive and funny. Envious characters’ stereotype is generally portrayed as a beautiful young girl who is also seductive and jealous. The factors affecting these stereotypes are: Conventional Thai performance style, foreign motion pictures, business system in the movie industry, and actual characteristics of people in real life. In view of mass communications, stereotypes are considered as analogic message codes, which help promoting comprehensive communications between message senders and receivers.
