Journal of Communication Arts https://so02.tci-thaijo.org/index.php/jcomm <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> คณะนิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย en-US Journal of Communication Arts 0857-085X The Evolution of Information Program and Entertainment Program in Thai Television https://so02.tci-thaijo.org/index.php/jcomm/article/view/243379 <p>The purposes of this research are: 1) to study the evolution of information television program, and 2) to study the evolution of entertainment television program, using genre theories, information TV program concepts, and entertainment TV program concepts as the research framework. Through documental research and in-depth interviews with 28 TV program producers, the descriptive analysis reveals the history and the development Thai TV program during the course of sixty years from 2498 to 2558 BE.</p> <p>The study finds that the evolution of information program is apparent both in quality and number. In terms of quality, the content of information program does not only focus on giving knowledge, but it also stimulates thought and draws public concern to social issues by means of storytelling through visual aesthetics and story. In term of number, the growing number of information program has resulted in the foundation of&nbsp;&nbsp; educational television station. An increasing number of information program in free TV, information channel in cable TV and digital TV is a remarkable phenomena that provides more opportunities in learning about oneself and the society which is the main purpose of information program. Regarding the evolution of entertainment program, an intermixing between diverse contents, genres and forms is a way that producers employs to create viewing pleasure for the audiences. Some entertainment program format has diminished and eventually disappeared from the television. The TV producers have to be innovative to compete with other free TV producers and to cross over to the online platform.</p> Metha Sereethanawong Copyright (c) 2021 Journal of Communication Arts http://creativecommons.org/licenses/by-nc-nd/4.0 2021-08-22 2021-08-22 39 2 1 18 Similarities in Differences: Lifestyles of Generation Y Consumers https://so02.tci-thaijo.org/index.php/jcomm/article/view/245347 <p>This quantitative research employed a survey method. The primary aim of this study was to identify lifestyle typologies of Generation Y. The research data were drawn from 1,265 Generation Y consumers across Thailand. Based on the exploratory factor analysis, the results indicated that there are six lifestyle segmentations: The Happy Bunnies, The Future Forwarders, The Darwinians, The Cybernauts, The Religious Acolytes, and The Wall Streeteers. Although they are all Generation Y, these six lifestyle typologies have their own unique characteristics. The findings should paint a portrait of Generation Y consumers, which will provide an opportunity to advance the understanding of different lifestyle characteristics. Thus, this study will be beneficial to brands, corporations, and practitioners in helping them to develop effective strategies to communicate with Generation Y and satisfy their needs.</p> Papaporn Chaihanchanchai Saravudh Anantachart Copyright (c) 2021-08-22 2021-08-22 39 2 19 43 Developing of unique characteristics of being Announcer MC through Contemplative approach https://so02.tci-thaijo.org/index.php/jcomm/article/view/246779 <p>The Research on Developing of unique characteristics of being Announcer MC through Contemplative approach is Classroom Action Research in the classroom context that focuses on an experimental learning process , conducted with eight samples who are the third-year and fourth-year student studying at the&nbsp; Faculty of communication arts, Chulalongkorn University, majoring and minoring in Speech Communication&nbsp; and enrolling in the&nbsp; Announcer and Master of Ceremonies course in the second semester of 2017 academic year. The purposes of the study are 1) to find and develop the ability to understand strength and weakness of the samples through the contemplative learning approach, and 2) to develop the unique characteristics of an announcer/ MC through the contemplative learning approach. The results indicated that the used contemplative learning approach that consists of learning through direct-experience practices in every lesson, discussion with a professional announcer/MC guest speakers and the sharing of ideas or idea sharing among classmates and the lecturer to encourage students to understand their strength and weakness by contemplating and reflecting their inner thoughts through weekly reflection-writing notes.&nbsp; Besides, from the pre- and post-test, it is found that students change the most in the knowledge and understanding of nonverbal aspects the most, which are: breathing, the use of voice and vocal quality, and Thai pronunciation, personality aspects: physical appearances, posture, and dressing, and verbal aspects: problem-solving at hand, appropriate word choice for each task, excitement control, and interviewing technique. After learning through practices and the lecturer’s knowledge and experiences, students can apply what they learn to be an announcer/MC in various forms, i.e., news report, event, interview, etc. and knowing how to develop their unique personality and proper dressing. Besides, Contemplative learning process helps students find their unique character by compiling self-evaluation from practices in all dimensions and from their notes, students find for which type of announcer/MC their distinguished characteristics are suitable. Moreover, they can see their weaknesses and can make proper plans for developing themselves and apply them for their future profession.</p> Paonrach Yodnane Copyright (c) 2021 Journal of Communication Arts http://creativecommons.org/licenses/by-nc-nd/4.0 2021-08-22 2021-08-22 39 2 44 55 Digital Technology Utilization of Elderly and Framework for Promoting Thai Active and Productive Aging https://so02.tci-thaijo.org/index.php/jcomm/article/view/247470 <p>This research aims to explore and explain the status of accessions, usages, and abilities to use digital technology of the elderly as well as near-elderly. Moreover, the research aims to propose suggestion of policy for promoting Thai active and productive aging by digital technology. The research was conducted by mixed methods research combined with survey research and in-depth interview. A total of 1,400 samples for survey data collection were gathered from ages 50 to 70 nationwide. For the in-depth interview, the key informants are 64 participants nationwide. In addition, the research examines 10 success case studies of the elderly who are able to utilized technologies. Then, the finding was analyzed to propose a framework for promoting Thai active and productive aging. The results of survey research show that the elderly, aged 55-70, have moderate levels of motivation to use technologies, the age group of 50-54 reported high motivations. Moreover, the sample group accesses to the internet approximately 5-6 times per day and spends 30 mins to an hour each time. The programs the sample group used the most are LINE, Facebook and YouTube, and the sample group highly uses these programs for making conversations, following and reading the news and searching information. The elderly group (60-70 years) has moderate digital literacy while the near-elderly (50-59 years) is at a high level. Further in-depth interview showed that factors affect the use of technology of the elderly are career, learning from technology, skills or self-development, technology complexity, internet costs and value. However, to use technology the elderly also has obstacles such as vision problems, forgetfulness, English, risks and dangers of use concerns. The case study of seniors demonstrates that the elderly is able to use technology for strengthening productive aging from their accumulated individuality, idea, knowledge, skills and efficacy. Moreover, overcoming technology barriers through self-learning and teaching from their children as well as supporting from agencies and public benefit organizations also help them become a productive aging owing to the linkage between age differences. In conclusion, the results suggest framework for promoting Thai active and productive aging included with the basic welfare policy in technology as well as the quality of life in the 5G aging society and the policy on security in the elderly life with technology.</p> phnom kleechaya Copyright (c) 2021 Journal of Communication Arts http://creativecommons.org/licenses/by-nc-nd/4.0 2021-08-22 2021-08-22 39 2 56 78 Rhetorical Tactics of Effective Seller via Live Streaming on Thailand E-Commerce Application https://so02.tci-thaijo.org/index.php/jcomm/article/view/247489 <p>This qualitative study was purposed to study Rhetorical tactics used by effective live streaming sellers via Thailand e-commerce application to create 1) source credibility (Ethos) 2) logical message (Logos) and 3) emotional engagement (Pathos). Applying purposive sampling, digital rhetoric framework and Rhetorical analysis method were employed to study effective fifteen video clips (ranked by views), which were live-broadcasted on e-commerce application. Frequency of the tactics used in each clip was also recorded. The results showed that the top three tactics, used by live-streaming product presenters in each aspect were as follows: Source credibility (Ethos): included (1) demonstrating the product knowledge, (2) demonstrating good knowledge of live streaming platform, and (3) giving rewards or benefits to the audience; Logical message&nbsp; (Logos): included (1) describing the product's characteristics together with providing visual corresponding demonstrations, (2) clarifying good ‘value for money’ of the product,&nbsp; and (3) providing purchasing information; Emotional engagement (Pathos/Engagement) included (1) demonstrating sense of social presence with the audience, (2) conversing with the audience with interesting content, not only referring to the product or referring to the product information, and (3) expressing understanding and empathy towards consumers' viewpoints. In addition, it was found that the Rhetorical tactics the presenter used in each product category were different, for example, in fashion products (outfits, female accessories), the presenter rather focused on product demonstration than other types of products.</p> Tanapol Kansong Papassara Chaiwong Copyright (c) 2021-08-22 2021-08-22 39 2 79 97 Language Strategies for Inspiring Speech by Sindhusen Khaejornbut https://so02.tci-thaijo.org/index.php/jcomm/article/view/247210 <p>The research methods used were of mixed methods that aim to analyze the types and characteristics of language register, also synthesize the relationships between the language register and the different contents in the inspiring speech by SINDHUSEN KHAEJORNBUT. The textual analysis and content analysis were used in this research, collected data from the content sources in 30 video clips that were published on SINDHUSEN KHAEJORNBUT’s Facebook fan page, under the name of K.S. Khunkhao. Methodological triangulation was used for accuracy and completeness of the information. the result found that the types and characteristics of the language register that SINDHUSEN KHAEJORNBUT used in the inspiring speech included data analysis and use of words categorization as the language register into 2 parts: 1) Language register according to grammar types; there were 11 types of distinctive use of word and 2) Language register according to meaning groups was divided into 6 groups. Synthesis of the relationships between the language register and the different contents in the inspiring speech by SINDHUSEN KHAEJORNBUT consisted with 2 main groups as 1) Lifestyle and 2) The human relationships which affect the way to use the language register. As mentioned above, uses of language are important for creating the identity of the speaker as an inspiration to the audiences as well as reflect the guidelines of outstanding content structure design for Sindhusen Khaejornbut’s Inspiring speech. This includes the part of the introduction the content and the summary which corresponded with the familiarity of Thai people on listening to Animal Tales that begun by scenario and ended with commentaries. Then, it would be blessing goodbye for wishing well.</p> Warittha Srichuay Thanasin Chutintaranond Copyright (c) 2021-08-22 2021-08-22 39 2 98 118 The Consumer behavior and online shopping in the amidst of Covid-9 In Bangkok, Metropolitan and Phitsanulok https://so02.tci-thaijo.org/index.php/jcomm/article/view/244601 <p>The objective of this research is to study online shopping behavior and opinions towards decision making on online shopping among consumers in the amidst of COVID-19 crisis in Bangkok, Metropolitan, and Phitsanulok. The online questionnaire-based survey was administered to 400 consumers who had purchased products online during the past four months and in the period of COVID-19 pandemic. The respondents were living in Bangkok, Metropolitan, and Phitsanulok. The result of the research revealed that prior to the COVID-19 crisis, the respondents used to shop cloths and fashion online most. In the period of the COVID-19 crisis, unfortunately, the samples spent money on buying necessary products. In this case, store credibility was of their high concern. Likewise, they currently preferred to food and beverages through delivery services at 2-3 times a week because of convenience and comfort. The respondents, furthermore, enjoyed most with an average of 100-500 Baht per purchase and cash on delivery. They found no difficulties on online shopping, excepting delayed logistic system. Post to the COVID-19 pandemic, the people were likely to continue shopping online. Online store credibility and safety were of highest acceptance. As for inferential statistics, it was found in the first hypothesis that there were no effects of demographics on decision making on online shopping at a statistical significance of 0.05. There was an exception of age, however. This situation also happened with the second hypothesis when online shopping during the COVID-19 crisis was not indicated by demographic factors at a statistical significant of 0.05.</p> Thitaporn Roongsathaporn Patama Satawedin Copyright (c) 2021-08-22 2021-08-22 39 2 119 133 The Measurement Development of Tourist Engagement with Social Media Brands Related to Service Business in Tourism Industry in Phuket Province https://so02.tci-thaijo.org/index.php/jcomm/article/view/245312 <p>The purpose of this research was to develop the measurement of tourist engagement with social media brands related to service business in tourism industry in Phuket (TESM). Mixed methods of qualitative and quantitative research were exploited in this research. The results confirmed that the measurement of TESM consisted of 5 components, totally 22 indices both in perspectives of Thai and European tourists. Additionally, these five components had different significance for the measurement of TESM. The results also supported the research hypotheses that tourist involvement with social media sites related to service business in tourism industry in Phuket (INV) was a factor that had a statistically significant positive influence on tourist engagement with social media brands related to service business in tourism industry in Phuket (TESM). Likewise, TESM was a factor that had a statistically significant positive influence on tourist loyalty with social media brands related to service business in tourism industry in Phuket (LY). Also, result found that the measurement of TESM developed from this research was applicable to Thai and European tourists who created and publicized contents for travel purposes via social media both at either low or high level. Moreover, the findings presented direct and indirect strategies that can bolster tourist engagement with social media brands related to service business in tourism industry in Phuket and consequently enhance tourist loyalty with social media brands related to service business in tourism industry in Phuket.</p> Wasan Junprasit Pawika Kunchan Copyright (c) 2021-08-22 2021-08-22 39 2 134 161