https://so02.tci-thaijo.org/index.php/jcomm/issue/feed Journal of Communication Arts 2022-06-15T18:05:47+07:00 รองศาสตราจารย์ ดร.ปรีดา อัครจันทโชติ journal.commarts@gmail.com Open Journal Systems <p><span style="font-weight: 400;"><strong>ISSN</strong> :&nbsp; 0857-085X <br><strong>eISSN</strong> :&nbsp; 2673-0146</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;"><strong>วัตถุประสงค์ของการจัดพิมพ์วารสาร </strong><br>วารสารนิเทศศาสตร์ เป็นวารสารวิชาการสาขานิเทศศาสตร์และสังคมศาสตร์ของคณะนิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย <br></span><span style="font-weight: 400;">จัดทำเป็นวารสารราย 4 เดือน (ปีละ 3 ฉบับ) ได้แก่ ฉบับที่ 1 มกราคม – เมษายน ฉบับที่ 2 พฤษภาคม – สิงหาคม และฉบับที่ 3 กันยายน – ธันวาคม </span></p> <p><span style="font-weight: 400;"><br>โดยมี<strong>วัตถุประสงค์</strong> ดังนี้ <br>1. เพื่อเผยแพร่บทความวิชาการ บทความวิจัย บทความปริทรรศน์ และบทวิจารณ์หนังสือ ในสาขาวิชาที่เกี่ยวข้องกับนิเทศศาสตร์ เช่น การโฆษณา ประชาสัมพันธ์ การสื่อสารการตลาด ตราสินค้า วารสารศาสตร์ นโยบายสื่อสาร ภาพยนตร์และภาพนิ่ง สื่อสารการแสดงวาทวิทยา การกระจายภาพและเสียง สื่อใหม่ จิตวิทยา สารนิเทศ การสื่อสารการเมือง การสื่อสารในองค์กร การจัดการการสื่อสาร และสาขาวิชาอื่นๆ ตามการพิจารณาของกองบรรณาธิการ <br>2. เพื่อเป็นสื่อกลางแลกเปลี่ยนข่าวสาร สาระสำคัญ ประสบการณ์แก่นักวิจัย นักวิชาการ นิสิต นักศึกษาและบุคคลทั่วไปที่สนใจ<br></span><span style="font-weight: 400;"><br><strong>นโยบายการจัดพิมพ์ของวารสาร</strong> <br>1.ประเภทของบทความที่นำเสนอเพื่อตีพิมพ์ ต้องเป็นบทความวิชาการ บทความวิจัย บทความปริทรรศน์ หรือบทวิจารณ์หนังสือซึ่งอาจเขียนได้ทั้งภาษาไทยและภาษาอังกฤษ <br>2.บทความที่จะได้รับการตีพิมพ์ต้องเขียนตามรูปแบบของวารสารนิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย และต้องผ่านกระบวนการพิจารณากลั่นกรองโดยผู้ทรงคุณวุฒิในสาขาที่เกี่ยวข้องก่อน ทั้งนี้ บทความที่ตีพิมพ์จะต้องเป็นบทความที่ยังไม่เคยได้รับการตีพิมพ์เผยแพร่มาก่อนหรืออยู่ในระหว่างการพิจารณาจากวารสารอื่นๆ <strong>หากพบว่าผู้เขียนส่งหรือตีพิมพ์บทความในที่อื่นๆ กองบรรณาธิการถือว่าเป็นการกระทำคัดลอกผลงานตนเอง (Self Plagiarism) ซึ่งกองบรรณาธิการจะระงับการตีพิมพ์และแจ้งต้นสังกัดของผู้เขียนต่อไป</strong><br>3.บทความที่ตีพิมพ์/เผยแพร่ทุกบทความต้องผ่านการพิจารณาเห็นชอบจากผู้ประเมินบทความ (Peer Reviewed) ที่มีความเชี่ยวชาญในสาขาที่เกี่ยวข้อง ไม่น้อยกว่า 2 ท่าน ต่อ 1 บทความ ซึ่งทั้งผู้ประเมินบทความและผู้แต่งจะไม่ทราบชื่อซึ่งกันและกัน (Double-blind Peer Review) โดยบทความที่ลงตีพิมพ์ได้นั้นจะต้องผ่านความเห็นชอบจากผู้ทรงคุณวุฒิทั้งหมด </span></p> https://so02.tci-thaijo.org/index.php/jcomm/article/view/250336 Synthesis of status and knowledge of theses on entertainment media of Faculty of Communication Arts Chulalongkorn University between 1981 and 2015 2021-12-21T15:18:37+07:00 Sukanya Sompiboon kayafiles77@yahoo.com <p>This qualitative research aimed to serve three main purposes. (1) to analyze the status and knowledge of theses on entertainment media of Faculty of Communication Arts Chulalongkorn University (2) to synthesize the research methodologies and methods of theses on entertainment media in the Faculty of Communication Arts Chulalongkorn University (3) to make suggestions and develop the essence of theses on entertainment media in the future. The research scrutinized 333 theses from the year 1981-2015. They can be divided into 9 categories, embracing from descending order: movies, TV series, song and music, cartoons and animation, integrated and cross media, folk and traditional media, stage theatre, literature, and radio drama. The research found that theoretical frameworks utilized in the theses are (1) theories and frameworks of roles, functions, uses and gratifications and social functions of entertainment media; (2) theories and frameworks of aesthetics, characteristics, forms, and structures of entertainment media; (3) theories and frameworks of integration, cross-media, new media and creation of entertainment media; (4) critical theories and frameworks of entertainment media. Documentary research is used the most with (in-depth) interview and content analysis methods. According to the finding from analyzing and synthesizing 333 theses, there are 8 concentrated areas of studies: (1) content and context, (2) composition and characteristics, (3) control, (4) commerce, (5) craftsman and creator, (6) audience (consumer), (7) cross platform and culture, and (8) creation. To conclude, the research results can be seen that in the early period, theses focused on the media structures, status, and roles, use and gratifications in entertainment media as well as other various usage. Later on, more theses focused on the nature of the media, forms and features including cross-media which has brought to practice-based and creative works.</p> 2022-06-15T00:00:00+07:00 Copyright (c) 2022 https://so02.tci-thaijo.org/index.php/jcomm/article/view/251146 Developing Local Dance to Promote Ethnic Group Identity in Kanchanburi for the Thai Tourism Industry 2021-12-31T20:39:00+07:00 Pawinee Boonserm pawipop11@gmail.com <p>This study aimed 1) to investigate the current performance situation, problems, and recommendations for developing local performances in Kanchanaburi Province as examples of community identity; and 2) to promote community potential in awareness and appreciation of local performances to support sustainable community tourism. This project studied in three villages in Kanchanaburi Province: Huai Pak Kok village in Thong Pha Phum District, Plai Na Suan village in Si Sawat District and Viacadi village in Sangkhlaburi District. Data was collected in a community forum from groups of 50 community entrepreneurs and local artists per village, for a total of 150 samples. In addition, focus groups were used to investigate performance problems and discover indigenous identity through the community participation process. The research also included practical training to develop dancing skills among local performers as well as organizational abilities for giving tourist performances. Results were that local dances in three villages expressed indigenous identity by different ethnic groups. Currently, all of these were difficult to find, with knowledge of dance skills still limited to old artists insofar as the dance are no longer related to traditional lifestyles. These findings suggest that developmentally, there should be systematic promotion of a continuity of dance tradition among young people, including dance skills training and creating local dance forms to allowing community young people to participate in inventing show that appeal more to their taste and interests, allowing them to reclaim the dance culture and identify it as their own.</p> 2022-06-15T00:00:00+07:00 Copyright (c) 2022 https://so02.tci-thaijo.org/index.php/jcomm/article/view/249931 The Buddhist Views in Thai Contemporary Performing Arts 2021-10-05T09:46:50+07:00 Chutima Maneewattana chutima.ma@ssru.ac.th <p>This research aims to study Buddhist performing arts media in terms of their artistic forms, style and the religious perception reflecting through the presentation of stage plays, TV dramas and movies. The research applied qualitative methodology by purposively selecting 30 samples from the 3 forms of media (10 pieces for each). The reseach found that 1) freedom of creation and nature of each media affect the creativity and the way Dhamma is represented: stage plays prioritise experimentation and creativity the most, follows by movies, while television plays have a number of restrictions, resulting in the use of recurring forms and didactic approach with simple direct Dhamma instruction; all of which are opposite to stage plays that mostly present Dhamma by using teaching-without-instructing-techniques; whereas movies concern “Dhamma presentation” moderately. 2) the media, in general, opt to present Dhamma in ethical aspects (Lokiya-dhamma) rather than presenting natural truth (Lokuttara-dhamma) by focusing on “Gharāvāsadhamma” (i.e. sin, merit, morality and Karma), the theme which are presented via tevelision plays the most, while stage plays opts for wider messages up to Lokuttara-dhamma; and movies present mix messages. 3) The media producers reveal both positive and negative attitudes towards Buddhism: movie producers have the most optimistic ones, by tending to glorify those representative characters of the religion; while stage-play producers have the most pessimistic attitudes, presenting the religion in the way of questioning, reinterpreting or criticizing defects in the religion, which aims to balance faith with wisdom. </p> 2022-06-15T00:00:00+07:00 Copyright (c) 2022 https://so02.tci-thaijo.org/index.php/jcomm/article/view/251984 University Social Responsibility Activities of the Faculty of Communication Arts in Advanced Research Higher Education Institutions 2021-10-26T11:17:32+07:00 Thanasin Chutintaranond eventchicchic@gmail.com <p>The objectives of this article aims at recommending university social responsibility’s guideline for faculty of communication arts in advanced research university. A researcher selected qualitative research methodology by using content analysis and depth interview. The results revealed that&nbsp; the USR activities in advanced research university nowadays can separated into 4 groups which are 1) education communication 2) Integrated communication management 3) creative media and 4) media literacy. Nevertheless, heath communication should be developed as one of the main activity in the future. Moreover, to increase the unity, continuity and concrete productivity, all universities in research connection should cooperate and set the goal together.</p> 2022-06-15T00:00:00+07:00 Copyright (c) 2022 https://so02.tci-thaijo.org/index.php/jcomm/article/view/251768 Media Innovation and Virtual Experiences through the Human Senses 2021-12-07T19:01:48+07:00 Kamonrat Kijrungpaisarn wanjeab.k@gmail.com <p>In an era of high technology and advanced digital communication, which there are almost no boundaries of time and space. “Media innovations” have delivered immense value and virtual experiences to people through the human sensory system, especially for visual and auditory experiences, such as meeting and hearing the voices of loved ones who have never returned. For the virtual experiences of touch, smell, and taste; for example, feeling the warmth of the family's embrace even though they are far apart in the world; it is still in the process of continuous research and development. Therefore, this article aims to present a literature review on media innovation concepts and media innovation advancements linked to virtual experiences through the human senses in the dimension of happiness and benefit. Interesting examples of various media innovations were discussed in each topic more clearly. The author believes that, with the good intentions in the continuous development of media innovations together with the application of knowledge in various fields, people in the digital age may soon be able to immerse themselves in virtual experiences from all senses as they have experienced in the real world. The article begins with the definition of media innovation, the value of innovative media and virtual experiences, the value of media innovation in terms of today's immersive experiences… “sight and hearing”, media innovations and immersive experiences of the future… “touch, smell and taste”, and ends with a conclusion.</p> 2022-06-15T00:00:00+07:00 Copyright (c) 2022 https://so02.tci-thaijo.org/index.php/jcomm/article/view/248915 Paradigm of Thai Investigative News in Digital Journalism Era 2021-07-13T10:28:55+07:00 Montree Juimoungsri mr.montree.j@gmail.com Phithaksak Thisaphak Mr.montree.j@live.com <p>This research applies the term ‘paradigm’ &nbsp;- which conceptually is a set of thought patterns, methods, and perspective towards a perception of reality - to the examination of investigative news in Thailand. In-depth interview with thirty-eight leading news professionals and news media specialists as well as the so-called ‘citizen journalists’ from seven Facebook Fan Pages was conducted. Additionally, content analysis of nineteen award-winning investigative news coverage between 2014 and 2019 was also employed.</p> <p>Findings show that the paradigm of Thai investigative news regarding principles, ideologies, and approaches immensely transform from what they have been. There has been a huge decline in a number of investigative news content produced and disseminated by mainstream news organisations. This situation, as a consequence, degrades the perceived role as a watchdog and the appreciation of social responsibility theory among journalists. Moreover, the agenda-setting function which has been noticeably accredited to mainstream news media is challenged by that of alternative journalism in the digital social platforms where everyone can spread information and become a journalist, while, at the same time, the mainstream ones are struggling in profit and do their best for business survival.</p> 2022-06-15T00:00:00+07:00 Copyright (c) 2022 https://so02.tci-thaijo.org/index.php/jcomm/article/view/251180 The Success Factors Model Affecting Consumer Purchase Intention of Video Advertising Through Online Social Influencer 2021-11-23T21:07:34+07:00 Maythaya Preeyanon pmaythaya@gmail.com Patchanee Cheyjunya pmaythaya@gmail.com <p>This research aims to study the success factors model affecting consumer purchase intention of video advertising through online social influencer. For the research hypothesis, the success factors model affecting consumer purchase intention of video advertising through online social influencer that the researcher have developed was consistent harmonious with empirical data. And for the methodology, it is a quantitative research that use the surveying method by using the questionnaire as a tool for collecting the data. The sample population for this research is Gen-Y consumers who can access to internet, to exposure for the advertising news through online influencers and access to services and products through online social of 365 people. After that, analyzed all data by using the statistical analysis of structural equation modeling. And the result shows that the success factors model affecting consumer purchase intention of video advertising through online social influencer that the researcher have developed was consistent harmonious with empirical data with statistic significant 0.001. When considering the influence value or causal relationship model and path coefficient, effectiveness of online influencer has a positive direct influence on attitude towards advertising and brand with path coefficient 0.964 and 0.762 respectively. While the attitude towards advertising has a direct positive influence on purchase intent with path coefficient 0.452. And the attitude towards brand also has a direct positive influence on purchase intent with path coefficient 0.413. So, the effects of various influences can be described as a positive influence. Moreover, all information can describe the purchase intent from Squared Multiple Correlations as .649.</p> 2022-06-15T00:00:00+07:00 Copyright (c) 2022