To analyze the anima in male singers and the animus in female singers of Thai popular songs. The samples include 34 songs by males singers and 20 by female singers for textual analysis. Music creators are also interviewed as key informants. The analytical framework employed is based on Anima and Animus Theory, Gender Theory and narrative. The findings show that the anima characteristic of male characters often found in Thai popular songs is ‘sensitivity’. Characters with this character will tend to be sensitive and vulnerable. Meanwhile, ‘assertiveness’ is the animus characteristic most often found in female characters. They usually behave in a confident way and tend to be very critical. According to music creators, the process of song creation is composed of five steps: audition, discovering a singer’s identity, song concept planning, developing a singer’s image and PR strategy planning. Each step is just as essential and must be well planned as they affect each singer’s image, regarding the anima or animus characteristics when it comes to their ideals and the way they live. Furthermore, music style, dancing and costumes are among the key elements that can emphasize a singer’s anima or animus.
