Journal of communication and innovation NIDA

Development of E-brochure with Metaverse Platforms to Promote Public Relations for Program of Educational Technology and Communications

2025-09-09T11:04:55+07:00

The objectives of this study were to 1) develop of E-brochure with metaverse platforms to promote public relations for program of Educational Technology and Communications and 2) study satisfaction of students and interested parties who used E-brochure with metaverse platforms to promote public relations for program of Educational Technology and Communications.

The sample group were 60 undergraduate students of Educational Technology and Communications, faculty of Technical Education at Rajamangala University of Technology Thanyaburi and interested parties in the academic year 2024. They were selected by using simple random sampling. The research instruments consisted of 1) E-brochure with metaverse platforms to promote public relations for program of Educational Technology and Communications
2) content and media quality questionnaire and 3) questionnaire for satisfactions.

The results revealed that 1) The evaluation of content for the
E-brochure with metaverse platforms to promote public relations for program of Educational Technology and Communications by the experts were totally at the excellent level (= 4.60, SD = 0.52) and the evaluation of media by the experts

were totally appropriate at the excellent level (= 4.53, SD = 0.46) and 2) appropriate the student's interested parties satisfaction of the E-brochure with metaverse platforms to promote public relations for program of Educational Technology and Communications were at the satisfied (= 4.42, SD = 0.70).

Challenges of Generative AI in the Media Industry: Impacts, Opportunities, and Future Prospects

2025-10-08T13:07:55+07:00

This article analyzes the impacts, opportunities, and challenges of Generative Artificial Intelligence (Generative AI) in the media industry by synthesizing insights from research literature and international case studies. The findings indicate that Generative AI affects the media industry in three major dimensions: (1) Production Generative AI significantly reduces production time and costs while partially replacing human labor; (2) Ethical and Legal Issues It raises concerns regarding content credibility, copyright ownership, and moral accountability; and (3) Opportunities It enables the creation of personalized content and enhances cross-cultural communication efficiency. The article argues that collaboration between industry stakeholders and policymakers is essential to establish ethical frameworks and governance mechanisms for sustainable and responsible AI adoption in media production.

DEVELOPMENT OF A PUBLIC RELATIONS MODEL TO COMMUNICATE A GOOD IMAGE OF THE ROYAL THAI ARMED FORCES HEADQUARTERS TO THE PUBLIC’S PERCEPTION ON A DIGITAL SOCIETY BASED

2026-08-10T14:44:15+07:00

This research aimed to: (1) examine differences in public relations perception, acceptance of social media public relations, and the positive image of the Royal Thai Armed Forces Headquarters (RTARF) across demographic characteristics; (2) examine the effects of public relations perception and social media public relations acceptance on the organization’s image; and (3) develop a digital-based public relations model for enhancing the RTARF’s image. A mixed-methods approach was employed. Quantitative data were collected from 400 respondents through questionnaires and analyzed using descriptive and inferential statistics. Qualitative data were obtained through in-depth interviews and focus group discussions with key informants and analyzed using content analysis. The findings showed that public relations perception, social media public relations acceptance, and the RTARF’s image were all at the highest levels. Demographic characteristics significantly differentiated perception, acceptance, and organizational image. Furthermore, public relations perception in terms of content, presentation format, and ethics, together with social media public relations acceptance in terms of perceived usefulness, ease of use, attitude, and intention to use, had significant positive effects on organizational image. Qualitative findings supported the quantitative results and contributed to the development of a digital-based public relations model emphasizing effective communication, social media acceptance, and demographic differences. The model provides a framework for strengthening public trust and a positive organizational image in a digital society.

An Analysis of Ideologies Presented in Thai Short Moral Dramas on TikTok

2026-07-08T16:23:19+07:00

This study aimed to (1) examine the recurring plot patterns of Thai short-form moral dramas on TikTok and (2) analyze the ideologies represented in these dramas. The study employed textual analysis. The sample consisted of 20 Thai short-form moral dramas selected from four popular TikTok channels, each with at least three million followers. The selected videos were at least two minutes in length, had been published for at least three months, and had received no fewer than 5,000 likes. The narrative structures were analyzed using Gustav Freytag’s narrative model, while the ideologies were analyzed using Louis Althusser’s concept of ideology as an analytical framework.

The findings revealed four recurring plot patterns: (1) revealing one’s identity to seek revenge, (2) revealing one’s identity to change others’ perceptions, (3) shifting from materialistic values to emotional and moral values, and (4) making sacrifices to demonstrate moral virtue. The dominant ideologies identified in the dramas included feudalism, capitalism, patriarchy, authoritarianism, consumerism, and money-oriented ideology. Alternative and oppositional ideologies that questioned these dominant ideologies were also found. However, although the dramas provided space for alternative and oppositional ideologies to emerge, the conclusions of most narratives resolved conflicts by reaffirming dominant ideologies as means of conflict resolution. This suggests that Thai moral dramas on TikTok continue to contribute to the reproduction of dominant social ideologies.