https://so02.tci-thaijo.org/index.php/jcomm <p><span style="font-weight: 400;"><strong>ISSN</strong> : 0857-085X <br /><strong>eISSN</strong> : 2673-0146</span></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 3 ท่าน ต่อ 1 บทความ ซึ่งทั้งผู้ประเมินบทความและผู้แต่งจะไม่ทราบชื่อซึ่งกันและกัน (Double-blind Peer Review) โดยบทความที่ลงตีพิมพ์ได้นั้นจะต้องผ่านความเห็นชอบจากผู้ทรงคุณวุฒิทั้งหมด</span></p> <p>วารสารไม่มีการเก็บค่าธรรมเนียมในการส่งบทความเพื่อพิจารณา</p> คณะนิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย en-US Journal of Communication Arts 0857-085X https://so02.tci-thaijo.org/index.php/jcomm/article/view/262957 <p>This quantitative research employed a cross-sectional, online survey method. The objectives were threefold: 1) to explore self-disclosure and anticipatory reflection among social media users, 2) to analyze the influence of generation on self-disclosure and anticipatory reflection, when controlling usage hours, and 3) to compare self-disclosure and anticipatory reflection among social media users in different platforms (i.e., Facebook, Instagram, YouTube, and Twitter). The data were drawn from 702 Thai social media users across various districts in Bangkok. It was found that Thai social media users moderately disclose themselves (M = 2.32, SD = 1.04) and had moderate-to-high anticipatory reflection (M = 3.61, SD = 0.80). Based on the multivariate analysis of covariance (MANCOVA), self-disclosure (df = 2, M square = 19.39, F = 18.68, p = .00) and anticipatory reflection (df = 2, M square = 17.27, F = 29.95, p &gt; .05) significantly depended on generation, while usage hours did not have any effect on such behaviors (Value = 0.00, F = 1.22, Hypothesis df = 2, Error df = 697, p &gt; .05). In general, social media users across the four platforms were different in terms of self-disclosure (df = 3, M square = 27.46, F = 28.15, p = .00) and anticipatory reflection (df = 3, M square = 2.26, F = 3.57, p &lt; .05).</p> Papaporn Chaihanchanchai Copyright (c) 2023 http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-30 2023-12-30 41 3 1 29 https://so02.tci-thaijo.org/index.php/jcomm/article/view/258351 <p>T he influx of information in a digital world has led to social and health risks from receiving unsafe and uncreative media. This article has synthesized the knowledge relating to online gambling media, using sociological methodology with the aim to 1) Survey the situation of the knowledge and behavior of digital Thai people in protecting themselves from online gambling media; 2) Analyze the factors relating to digital Thai people’s self-protection from online gambling media; and 3) Develop suggestions on precautions against online gambling media for digital Thai people. The information for this mixed methodology research was collected from a survey through questionnaires, observing people’s behavior in online media and interviewing, using questionnaires and a sampling group of 427 digital Thai people. After that, the information was statistically analyzed and so was the content in order, subsequently, to synthesize a body of knowledge. The research found that 1) Most of the digital Thai people were knowledgeable in digital media at a level where they could protect themselves from dangers from the media and they were knowledgeable about online gambling at a level where they could protect themselves from it, and they could protect themselves from receiving online gambling media at a normal level; 2) Factors relating to digital Thai people’s self-protection from online gambling media consisted of factors at a personal level, those at the networks of a digital world and those in society outside the digital world; and 3) Digital Thai people’s precautions against online gambling media had to depend on integrated efforts of related people, social networks and social institutions in developing activities and guidelines in self-protection from online gambling media.</p> Pychaniphat Wichaino Saichol Panyachit Copyright (c) 2023 http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-30 2023-12-30 41 3 30 48 https://so02.tci-thaijo.org/index.php/jcomm/article/view/256899 <p>Food and non-alcoholic beverage advertising (ads.) impact on children’s diet. The objective of this study was to analyze content of Food and non-alcoholic beverage ads. Documentary research was conducted. High market share, operating results, revenue, and profit were criteria to select food and non-alcoholic beverage. Four brands were included in this study. Advertisements of four brands were searched through Facebook from July to September 2021 and YouTube from January 2019 to September 2021. Myth concept was used to analyze the contents of ads. Findings of this study showed that myth of ads from four products were classified into seven group: (1) celebrities who were famous for consumers consumed these products; (2) consumption of these products when doing various activities; (3) these products were consisted of good ingredient and nutrient which were benefits for health and beauty; (4) these products appropriated for all gender and all age group, these products were side dishes, and the flavor of these product liked real food ; (5) consumption of these products caused good emotion and feeling; (6) consumers dared to express their hidden feelings when they ate these products; and (7) consumption of products created a good relationship between the important person of the consumer and the consumer. These myths disguiseก the facts about these products which were foods and non-alcoholic beverages high in sugar, fat or sodium. Therefore, educational organizations should use the results of this study to develop a curriculum or a manual for teaching media literacy in order to increase media literacy skills among Thai children.</p> Nongnuch Jindarattanaporn Copyright (c) 2023 http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-30 2023-12-30 41 3 49 72 https://so02.tci-thaijo.org/index.php/jcomm/article/view/254038 <p>The objective of this research is to study political news literacy of youth in Northeastern region. 1200 samples were collected through multi-stage sampling from undergraduate students of autonomous universities, state universities and private universities in Northeastern region, 400 for each type of university were gathered. Simple Random Sampling was first conducted according to university type and field of study. Subsequently, Systematic Random Sampling was conducted according to the order of student roster of each faculty from the Office of Registration. Questionnaire was used as a research tool for gathering data. Content validity of questionnaire was examined by 5 content experts. Cronbach's alpha was also applied in a pre-test stage to measure the reliability of the research instrument. The alpha coefficient for all items was 0.80 The results of political news literacy revealed that youths had a high level of ability to access political news overall (=3.72, S.D =2.88) In terms of political news assessment, it was found that youths had a moderate level of ability to assess overall political news (=3.39, S.D =2.91). When analyzing by items, it was found that youths both checked communication channel credulity and news validation and credibility at high level ( =3.56, S.D =2.93 ; =3.52, S.D =2.86 respectively). In terms of communicating and participating in political news, it was found that youths was able to communicate and participate in political news at a high level. (=3.52, S.D =0.87). Regarding comparison of youth characteristics with political news literacy of youths, it was found that youths with different genders have overall no difference in political news literacy at a statistical significance level of 0.05, youths with different fields of study and with different types of educational institutions have overall different political news literacy at a statistical significance level of 0.01.</p> Khanittha Jitsaeng Copyright (c) 2023 http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-30 2023-12-30 41 3 73 94 https://so02.tci-thaijo.org/index.php/jcomm/article/view/260180 <p>This research emphasized on Public engagement through mass communication organizations’ social media in Thailand during Covid-19 pandemic which case study was Phuket province. Mixed methods of quantitative and qualitative researches were exploited in this research. Research results showed that social media dependency, perceived credibility of social media, and social media community identification, all these three independent variables, had directly positive influenced on public engagement through mass communication organizations’ social media in Thailand during Covid-19 pandemic in Phuket. Additionally, public engagement through mass communication organizations’ social media had directly positive influenced on (a) perceived risk at low level, (b) psychological wellness at moderate level, and (c) social cooperation at low level. Moreover, according to quantitative research results combined with analysis and synthesis of review literature and qualitative research results, this research proposed 12 main guidelines on how to create and maintain public engagement through mass communication organizations’ social media in Thailand during Covid-19 pandemic in Phuket province. The research results will be beneficial for those related organizations especially mass media organizations in Thailand by enhancing their maximum efficiency usage of social media in health crisis by promoting public engagement via social media.</p> Wasan Janprasit Copyright (c) 2023 http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-30 2023-12-30 41 3 95 129 https://so02.tci-thaijo.org/index.php/jcomm/article/view/259563 <p>This mixed-method study including the Qualitative Method and the Quantitative Method, aims to analyze the content of Thai entertainment programs appearing the inappropriate content of sexual harassment in detail, as well as, to survey by the online questionnaires for the content perception, attitude, and the behavior of Thai audiences as media consumers toward the media entertainment corporations producing the entertainment programs with sexual harassment content. According to the results, Thai entertainment programs respectively appear the sexual harassment content featured Verbal Harassment the most, following with Non-verbal Harassment, Other Form and Physical Harassment, as well as there are different sexual harassment parties which are Male Harasses Female, Female Harasses Male, Heterosexual Harasses Homosexual, Homosexual Harasses Heterosexual and Other Parties. In addition, males are the most harassers and females are the most harassed. The content appeared for the reasons/purposes of entertainment, the harasser’s attitude towards the victim, the harasser’s sexual desire and the familiarity of sexual harassment. By the way, the media entertainment corporations communicate sexual harassment content with humor to reduce the behavior’s violence for broadcasting purposes. The 425 sample audiences have the frequent level of perception regarding the sexual harassment content as the audiences who have different gender will perceive the content differently. The audiences' negative attitude towards media entertainment corporations is correlated with the audiences’ behavior of no longer supporting the corporations. Thus, producing entertainment programs with sexual harassment content can negatively affect their corporate communication in terms of popularity and lower profits in the long term.</p> Thavin Jamjang Teerada Chongkolrattanaporn Copyright (c) 2023 http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-30 2023-12-30 41 3 130 164 https://so02.tci-thaijo.org/index.php/jcomm/article/view/259520 <p>The purposes of this research were to study 1) to develop a causal model of the factors social media literacy toward preventing the Coronavirus (Covid-19) pandemic for undergraduate’s students. 2) to analyze the factors that directly effect indirect effect and total effect that focused on testing of the social media literacy toward preventing the Coronavirus disease 2019 for undergraduate’s students. And 3) to study the pattern of communication that help increase the efficiency of online social media literacy for preventing the Coronavirus disease 2019 among undergraduate’s students. This study employed Mixed methods research. Quantitative data was collected by questionnaire with 500 undergraduate’s students in Phitsanulok and data analyzed by using Path analysis. Qualitative data was collected by in-depth interview form 10 sample group that divided into lecturers and parents. The results were as follows : 1) Social media literacy toward preventing the Coronavirus disease 2019 for students model which develop was consistent with empirical data goodness of fit statistics with indices as follow : Chi-square = 0.25, df = 1, P-value = 0.615 and RMSEA = 0.000 2) The factors that have positive direct effect to affected the social media literacy toward preventing the Coronavirus disease 2019 for students were Demographic characteristics, Level of knowledge and skills in using social media, Online media exposure behavior and Social Media Literacy that mean students who had various factors in high levels to be affected in high level of social media literacy toward preventing the Coronavirus disease 2019 too. And 3) Communication to increase the Efficiency for social media literacy toward preventing the Coronavirus disease 2019 model as the following 2.1) Family that is closely to students. 2.2) University that instills learning for students 2.3) Government/private sector to help rigorously regulate social media contents production. And 2.4) Students must be self-aware to use social media for preventing the infection and spread of the Coronavirus disease.</p> Akkarong Punpong Pimchaya Fakpiem Copyright (c) 2023 http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-30 2023-12-30 41 3 165 188