Journal of Communication Arts

Reshaping Media Strategies for Business Sustainability and Social Role: A Case Study of Local News Organizations

2025-04-23T13:43:16+07:00

This research aims to explore adaptive strategies of local news organizations in the digital era, focusing on value creation processes linked to local communities. The study employed qualitative methods, including news content analysis, in-depth interviews with eight local news organizations, and action research to test content adaptation models. The findings reveal four key areas of adaptation: (1) structural adjustments to optimize limited resources, emphasizing small, multi-skilled teams capable of multi-platform content production; (2) development of community-driven content through hyperlocal storytelling strategies to establish unique identities and expand cross-platform news reporting; (3) diversification of revenue streams, including digital monetization, subscriptions, crowdfunding, and local advertising support; and (4) strengthening ties with communities by providing credible information, highlighting local issues, and facilitating problem-solving. However, challenges such as limited personnel, resources, and storytelling skills constrain content development and revenue generation. The study recommends fostering a robust local media ecosystem through governmental support in funding, technology, and capacity-building for media entrepreneurs. Systematic testing of new revenue models is essential to ensure the sustainability of local news organizations in the digital age.

Analysis of Isan Identity Through The Thibaan The Series

2025-03-24T18:40:38+07:00

This research aimed to study the content and various elements in films that portray the constructed Isan identity by analyzing the content and elements from all 6 films in the Thibaan The Series. This is qualitative research using the concepts of Isan studies, the concepts of identity and representation construction, and the concept of narrative analysis as guidelines for the study through textual analysis and content analysis. The study results show the role of film content and elements in constructing the meaning of Isan identity. The construction of meaning from the film series Thibaan The Series is significant in reflecting the rural Isan identity. This is a social characteristic in the Northeast, which includes urban society, provincial middle-class society, and rural society. The common point of all 6 films that create meaning is the presentation of scenes of life and matters of belief, using the conflicting poles of each part to tell the story and inserting various forms of Isan identity throughout the presentation. This can clearly reflect the cultural details and context of life through Isanness within the film set. The presentation can reflect the reality that appears well and can create understanding for non-Isan viewers to learn and understand along with the presentation of details that appear through the film's elements appropriately.

The Strategies of Building a Brand That Adjusts to The New Normal Society in a Digital Era from The Most Admired Community Product Entrepreneurs of The Year

2025-06-12T21:22:09+07:00

This research aims to study the branding strategies of the Community Product Entrepreneurs of the Year (Thailand e-Commerce Genius 2022). The process consists of five main steps: Target consumer identification, Brand design, Brand identity creation, Brand building implementation, and Leveraging the brand. A qualitative research methodology was used, including in-depth interviews and documentary research. The research findings revealed that target consumer identification has evolved in the digital era, becoming more focused and allowing brands to be more precise in targeting specific groups. Brand design is determined by the business vision, emphasizing the delivery of emotional value. Brand identity creation aims to reinforce identity clarity, connecting brand awareness, revealing brand exposure to target audience, and enhancing market opportunities and sustainable growth. Brand building implementation shows that making community identity products widely known requires integrated marketing communication tools through omni-channel methods, especially using owned media like Facebook pages, which are effective in providing comprehensive information at low costs. Leveraging the brand occurs when the product clearly reflects community identity, gains quality certification, and develops innovative features. Key factors for brand success include understanding the brand identity thoroughly, targeting the right customers, and communicating effectively to the target audience.

The Application of Virtual Reality Technology for Isan Cultural Communication: A Study of Perception and Satisfaction Through the Short Film "Khwan"

2025-07-30T10:12:54+07:00

This research aimed to evaluate the effectiveness of a virtual reality short film, assess viewers' perception of Isan cultural capital content, and measure viewer satisfaction. Using mixed methods research, data was collected from 180 film viewers out of 240 registered participants. The film creation applied environmental theater concepts in designing 360-degree storytelling. The findings revealed that in terms of film design, the acting performance received the highest satisfaction rating (x̅ = 4.44, SD = 0.63), followed by film settings and locations (x̅ = 4.40, SD = 0.68). Regarding viewing experience, the quality of the 360-degree perspective received the highest satisfaction (x̅ = 4.48, SD = 0.63), and viewers expressed high expectations for watching other virtual reality films (x̅ = 4.34, SD = 0.69). The perception study found that viewers could effectively understand the main concepts about "Khwan" beliefs and related rituals, although there were varying levels of understanding in detail. Most viewers expressed positive attitudes, considering virtual reality technology as an effective method for presenting and preserving local culture. The findings demonstrate the potential of virtual reality films in communicating and preserving Isan cultural capital for new generations, as well as creating effective learning experiences through engagement and interaction with cultural content.

The Role of Soft Power in Shaping China’s Image: A Case Study of Chinese Series “Go Go Squid”

2025-07-30T11:06:19+07:00

This study aims to analyze the role of soft power in shaping China’s image through a case study of Chinese Series “Go Go Squid”. This qualitative study collected data from the conversations, situations, and narratives, employing Joseph Nye’s concept of soft power concept as the analytical framework. The findings reveal that the role of soft power in Shaping China’s Image across four primary dimensions: 1) Culture, there is a presentation of Chinese cultural identity, such as Chinese New Year celebrations, culinary culture, and the game of Chinese chess; 2) Tourism, there is a presentation of famous tourist attractions, including major cities, an ancient city with a rich history and culture, and cities with natural scenery; 3) Trends and Technology, there is a presentation of China’s advancements as a global leader in technology, particularly in the e-sports industry. It also portrays the widespread adoption of modern technologies as an integral part of daily life;
4) Values, which present the patriotism, determination, and sacrifice of the Chinese people. The use of soft power in various dimensions is embedded in foreign policy, promoting and driving influences behind the scenes. The findings indicate the progression of national development through the application of soft power, emphasizing the construction of an international image while maintaining cultural identity. Moreover, the study highlights China’s capacity to creatively employ entertainment media under the Chinese government’s policy on controlling entertainment media content.

Influence of the Use of Online Media on the Level of Knowledge of Online Advertisements for Dietary Supplements Among the Elderly in Chiang Mai Province

2024-08-15T16:46:34+07:00

The objectives of this study are: 1) to explore the dietary supplement consumption behavior of older adults influenced by online advertising. 2) To measure the level of online advertising literacy regarding dietary supplements among older adults, and 3) To explain the influence of online media usage, dietary supplement consumption behavior influenced by online advertising, and the level of knowledge about online advertising content on the level of online advertising literacy regarding dietary supplements among older adults. This study employed a quantitative research design using a survey method with a questionnaire to collect data from 400 older adults in Chiang Mai Province. The sample was selected through multi-stage sampling. The research findings revealed that older adults aged 60–65 years accounted for 56.80%. Most had completed lower secondary education or below (36.50%), with the majority being housewives/househusbands (30.30%). More than half had an income of less than 10,000 baht (53.80%). 1) The dietary supplement consumption behavior of older adults through online advertising was at a moderate level ( = 2.65, S.D. = 1.10). 2) The level of online advertising literacy regarding dietary supplements among older adults was at a moderate level ( = 3.21, S.D. = 0.85). 3) Six predictor variables influenced the level of online advertising literacy among older adults: dietary supplement consumption level (R² = 0.092, 9.20%); frequency of purchasing dietary supplements through online advertising (R² = 0.231, 23.10%); duration of dietary supplement consumption (R² = 0.304, 30.40%); expenditure on dietary supplements (R² = 0.336, 33.60%); level of knowledge about online advertising content (R² = 0.359, 35.90%); and number of hours spent using online media (R² = 0.376, 37.60%).he objectives of this study are: 1) to explore the dietary supplement consumption behavior of older adults influenced by online advertising. 2) To measure the level of online advertising literacy regarding dietary supplements among older adults, and 3) To explain the influence of online media usage, dietary supplement consumption behavior influenced by online advertising, and the level of knowledge about online advertising content on the level of online advertising literacy regarding dietary supplements among older adults. This study employed a quantitative research design using a survey method with a questionnaire to collect data from 400 older adults in Chiang Mai Province. The sample was selected through multi-stage sampling. The research findings revealed that older adults aged 60–65 years accounted for 56.80%. Most had completed lower secondary education or below (36.50%), with the majority being housewives/househusbands (30.30%). More than half had an income of less than 10,000 baht (53.80%). 1) The dietary supplement consumption behavior of older adults through online advertising was at a moderate level ( = 2.65, S.D. = 1.10). 2) The level of online advertising literacy regarding dietary supplements among older adults was at a moderate level ( = 3.21, S.D. = 0.85). 3) Six predictor variables influenced the level of online advertising literacy among older adults: dietary supplement consumption level (R² = 0.092, 9.20%); frequency of purchasing dietary supplements through online advertising (R² = 0.231, 23.10%); duration of dietary supplement consumption (R² = 0.304, 30.40%); expenditure on dietary supplements (R² = 0.336, 33.60%); level of knowledge about online advertising content (R² = 0.359, 35.90%); and number of hours spent using online media (R² = 0.376, 37.60%).

Effectiveness of the Media Literacy Enhancement Program for Older Adults in the Elderly Rights and Media Literacy Project

2025-08-09T22:37:53+07:00

This research aimed to 1) develop a media literacy enhancement program for the elderly as part of the Elderly Rights and Media Literacy Project and 2) examine the effectiveness of the program. The target group consisted of 217 elderly participants from four regions of Thailand: Mukdahan, Chumphon, Chiang Rai and Suphan Buri. The research was conducted in three phases: Phase 1 involved analyzing the media usage problems and their impacts on the elderly based on the experiences and opinions of relevant stakeholders through interviews and focus group discussions. Phase 2 focused on designing and developing the training program. Phase 3 was dedicated to evaluating the program's effectiveness. The findings revealed that the media literacy enhancement program for the elderly, as part of the Elderly Rights and Media Literacy Project, consisted of five modules, along with video content and radio spots. After implementing the program, the elderly participants demonstrated significantly higher media literacy skills post-training compared to their pre-training levels, with statistical significance at the .05 level. The program was designed based on needs of the elderly and utilized an experiential learning approach, focusing on hands-on practice and reflection from experience, which effectively enhanced their media literacy skills.