Cancer and culture in northern and north-eastern Thailand : a qualitative study.

In Thailand, when cancer patients are diagnosed with cancer, they have an option to undergo conventional treatment at the hospital or seek alternative treatment, which is usually traditional Thai herbal medicine. However, little is known about how Thai cancer patients make treatment decisions and the reasons why they seek alternative treatment. Based on an in-depth case study on Arokhayasarn, a community-based alternative cancer treatment centre in Sakon Nakhon, North-Eastern Thailand, this research aims to establish the connection between Thai culture and cancer and how these issues relate to strategic health communication. Interviews were conducted with medical experts in Chiang Mai and Khon Kaen, and with patients and volunteers at Arokhayasarn. Important insights from this study include the Thai trait of kreng jai, collectivism in Thai culture, and falling back on Buddhism in the face of life-threatening illnesses such as cancer. These insights will be tremendously beneficial for medical professionals, both local and overseas, and also, community-based support groups dealing with chronic illnesses.Bachelor of Communication Studie