Journal of Communication Arts

Thai BL Series’ Formula for Successful Cases

2025-12-09T19:57:18+07:00

In this thesis, the researcher constructs a presentation formula affecting Thai BL series to become successful. The qualitative research approach was employed. The analysis was conducted on eight series scripts broadcast through digital television and the streaming system from 2016 to 2024. These series are 1) SOTUS The Series, 2) 2gether The Series, 3) I Told Sunset About You, 4) A Tale of Thousand Stars, 5) KinnPorsche The Series La Forte, 6) Cutie Pie, 7) My School President, and 8) Last Twilight. Findings show that BL series usually imitate society that accepts boy’s love and create situations that characters are close together. Love is a major theme the same as other series. Differences are in gender, sexuality and social conditions. Characters have dimensions. Scenes are true to life. Special symbols are used as major components to show meaning and to make the viewers feel connected with the stories and characters. The viewers will better remember the series. In addition, the researcher has found the presentation formula that enables BL series to be successful. The formula is as follows: (1) D = Dynamic (the creation of dynamic of the characters) (2) S = Sequence (sequence of events) and (3) I = Iconic (building something iconic). This formula can be used as a guideline in producing a variety of BL series in Thailand. It can also be used as a norm to create quality work in the future.

An Analysis of the Competitive Environment of the Thai Boys’ Love (BL) Series Industry: Policy Recommendations for Enhancing Global Competitiveness

2025-12-01T18:54:15+07:00

This study analyzes the competitive environment of the Thai Boys’ Love (BL) series industry and to provide policy recommendations for enhancing international competitiveness. The research applies the SWOT analysis framework integrated with Porter’s Five Forces Model. The methodology combines in-depth interviews with nine key informants involved in the BL series industry and a review of relevant literature, research, and statistical data. The findings indicate that the Thai BL industry has strong potential for international expansion and has gained recognition as a regional leader in Asia. Key supporting factors include a highly loyal fan base, internationally recognized actors, and the role of streaming platforms in expanding audience reach. However, the industry faces structural constraints, particularly inconsistent production quality linked to budget limitations and a limited supply of high-quality scripts. The industry is highly competitive, with large producers leveraging capital, distribution channels, and fan bases, while smaller producers encounter costs and low bargaining power. Competitive strategies primarily emphasize content differentiation and fan engagement through main characters pairings (khu’gine) and customized audience activities. The results suggest that enhancing competitiveness requires a focus on script development and production quality through targeted financial support, tax incentives, and measures to strengthen industry credibility.

Predicting Factors Affecting Online Gambling Media Literacy Among Students in Chiang Rai Province

2026-03-11T20:07:36+07:00

This study aimed to: (1) examine the level of undergraduate students’ perceptions regarding factors influencing online gambling behavior; (2) assess the level of online gambling media literacy among undergraduate students; and (3) identify the predictive factors affecting undergraduate students’ online gambling media literacy in Chiang Rai Province. This research employed a quantitative approach using a survey research method, with data collected through a structured questionnaire. The sample consisted of 400 undergraduate students in Chiang Rai Province, selected using a multi-stage random sampling technique. The findings revealed that: (1) Undergraduate students reported a moderate level of perceptions toward factors influencing online gambling behavior (X ̅ = 2.76, S.D.= 1.33. (2) The overall level of online gambling media literacy among undergraduate students was also at a moderate level (X ̅ = 3.20, S.D. = 1.29). (3) A total of eight variables were found to significantly predict undergraduate students’ online gambling media literacy. The strongest predictor was communication with online gambling websites, explaining 38.10% of the variance (R² = 0.381). When additional variables were entered into the model, the predictive power increased as follows: Income (R² = 0.422; 42.20%) Source of income from parents (R² = 0.443; 44.30%) Legal factors (R² = 0.464; 46.40%) Environmental factors (R² = 0.472; 47.20%) Digital media landscape (R² = 0.478; 47.80%) Gender (R² = 0.484; 48.40%) Psychological factors of gambling behavior (R² = 0.490; 49.00%) Overall, the results indicate that both individual and contextual factors jointly contribute to explaining undergraduate students’ online gambling media literacy, with the final model accounting for 49.00% of the variance.

Development of Electronic Cigarette Cessation Messages Using Electroencephalography (EEG) Biomarkers

2025-12-04T19:46:26+07:00

This study aimed to develop persuasive messages promoting e-cigarette cessation and to evaluate the neurocognitive responses using electroencephalography (EEG). The research was conducted in two phases: (1) message collection and classification, and (2) EEG-based evaluation of message effectiveness. Fourteen regular e-cigarette users aged 18–44 participated in the EEG experiment. The analysis revealed that highly persuasive messages elicited higher levels of four EEG-based indicators—Top-down attention, Short-term memory, Cognitive load, and Well-being—than less persuasive messages. Notably, messages in the high group significantly increased positive affect, as reflected in the Alpha Asymmetry index (p = .04). The findings suggest that messages aligned with recipients’ life goals or intrinsic values may elicit more favorable neurocognitive responses than fear-based messages. Although most results did not reach statistical significance, consistent trends indicate the potential of using EEG as a tool for designing and evaluating health communication. This study contributes preliminary evidence for integrating neuroscience into the development of effective public health campaigns to support e-cigarette cessation. media literacy, with the final model accounting for 49.00% of the variance.

Digital Content Production through the Minecraft Game Platform to Promote the University in the Form of a Virtual Tour

2026-01-19T12:03:06+07:00

This research aimed to 1) produce digital content via the Minecraft game platform for a simulated university tour, 2) evaluate the quality of the content, and 3) assess user attitudes and interest post-usage. The study applied the Design Thinking process as a development framework. The sample consisted of 99 students from Rajamangala University of Technology Krungthep, selected through accidental sampling. Data were analyzed using percentages, means, and standard deviations. The results revealed that: 1) The digital content was a 1:1 scale virtual campus map developed in a sandbox environment. It utilized in-game structures, static images, and video clips to simulate a campus tour experience. 2) Expert evaluations indicated that both content quality (𝑥̅ = 4.72, S.D. = 0.36) and media production quality (𝑥̅ = 4.90, S.D. = 0.18) were at the highest level. 3) The post-usage assessment showed that 76.64% of the respondents expressed the highest level of interest, and 18.38% expressed a high level of interest, with no negative responses. These findings suggest that integrating Minecraft with multimedia elements provides an engaging and effective alternative strategy for university promotion.

Brands’ Movement for Beauty Diversity: Influences of Issue Involvement, Brand Equity, and Engagement on Consumers’ Attitudes and Behaviors

2026-03-17T10:55:10+07:00

This research study aims to investigate: 1) issue involvement (that is, cognitive involvement and affective involvement), brand equity (that is, brand awareness, brand image, brand credibility, brand feeling and brand community), brand engagement (that is, cognitive engagement, affective engagement, and activation engagement), attitude towards brand movement, and consumer behavior (that is, purchase intention and electronic word-of-mouth), 2) the influences of issue involvement, brand equity and brand engagement on attitude and consumer behavior of brands that are active on the beauty diversity issues, and 3) the influences of attitudes on consumer behavior of brands that are active on the beauty diversity issues. Using a survey methodology, questionnaires were distributed online to a total of 515 respondents, aged between 18 and 43 years old, who have known Mistine, Wacoal or Dove brand, and have learned about the beauty diversity issues. The results showed that issue involvement, brand equity and brand engagement had a significant influence on attitude and consumer behavior of brands that are active on the beauty diversity issues. In addition, it was found that attitude had a significant influence on purchase intention and electronic word-of-mouth, with a greater influence on purchase intention.