Immune Strategy in Media Perception: Belief and Transmission in Online Media

Abstract

Aims of this research are to study factors affected belief and transmission in online media and to explore the direction on the giving of knowledge and the making of understanding on the effect of transmission in online media by using mixed methodology for exploring the said direction. This research consists of three main methodologies; the qualitative and the quantitative research for studying patterns affected belief and transmission in online media and the exploration of suitable direction.

From the qualitative research, researcher collected data by interviewing in depth with people resided in Bangkok in three aged groups. It was found that factors affecting believing and forwarding information on online media are the logic of information. Factor which three group of interviewee see differently is the layer of the source, teenagers tend to believe information without source while workers and educated seniors tend to believe information with the source. Teenager tend to forward the information aiming on the making of public interest and group acceptation while workers are more careful on forwarding the information and always forward the information in the well wish style. Senior will forward the information aiming on dissemination to familiar person.

From the quantitative research, it was found that data giver’s comment and behavior concerning the reliability of the information are at the moderate level. Behavior on forwarding the information will rely on the trust in rules and law on the forwarding of information at the highest level while the reliability of source, the interaction after forwarding information, the emotion after forwarding information, the believing on the effect of information to other person, the value of information and the interaction between information and online media are at the moderate level respectively.