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 4 Smarts’ Innovation Adoption in Elderly Club Leader, Don Mueng District https://so02.tci-thaijo.org/index.php/jcomm/article/view/246720 <p>This research is a mixed-method model consisted of quantitative research and qualitative research. The objective was to study the process of diffusion innovation in the 4 SMART curricula, namely, do not depression, do not fall, do not forget, and enjoy eating among the leaders of the Elderly Club in Don Mueang District for the benefit of bringing knowledge of all 4 Smart to expand these curricula toward the members of the elderly club for healthy well-being. The research process started with 14 senior elderly club leaders, trained a 4-SMART course for two days, and collected data using the 4 SMART assessments and participatory observation. Team researchers play the facilitator's role in supporting 4 SMART training, including following elderly leaders to observe and organize activities to disseminate knowledge trained to their members of the elderly club. The 4 SMARTs analyzed by using frequencies. It found that 13 cases as a malnutrition risk assessment inferred that the elderly were likely to fall in the future, even though the fall assessment results were low for all club leaders. However, it found that many factors may increase the risk of falling in the future, such as living in a house with a raised platform height of 5.1 meters or more or 2 -floored house, routinely medical drug consumption. Results from the innovation adoption process of elderly club leader in qualitative research found that they used interpersonal communication and line application due to text and picture transmission with fluency, low-cost, over-expectation according to the Technological Acceptance Model premise (TAM). In conclusion, It integrated interpersonal communication through face-to-face communication and social media like line application to disseminate health messages for older adults' well-being. Moreover, the leaders in some clubs are female. In terms of the depression assessment, and there was no cause of depression. The results of this study can use as a preventive guideline for elderly health. Because the elderly has poor nutrition will lead to dementia, falling and depression in the future.&nbsp;</p> Malinee Sompopcharoen Kwanjai Amnajsatsue Kandawasee Malewong Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 1 21 Supervillians: A Reflection of Terrorists https://so02.tci-thaijo.org/index.php/jcomm/article/view/246946 <p>In recent years, superhero films have dominated the global film market. Film, as a form of media, proves an efficacious communication tool. In addition, Hollywood has been overt in its use of terrorism in storytelling. Thus, a nuanced comprehension of the relationship between film and terrorism is crucial. Despite a significant amount of literature on this and related topics, only a few studies have managed to establish a clear relativity between terrorists and those posing violent threats in superhero films, the supervillains. This article, therefore, intends to forge a strong bond between supervillains and Terrorists. By utilizing concepts regarding terrorist’s ideologies, weapons, and prevalent terrorism myths by Richard Jackson and his colleagues in a textual analysis of six films [Avengers: Age of Ultron, Captain America: Civil War, Black Panther, Avengers: Infinity War &amp; Endgame, and Aquaman], profound implications between these two are revealed. These implications further disclose the supervillains’ internal ideological conflicts and nuances, mythologies inherent to their usage of terrorist weapons, and the hierarchy of their powers; all of which could address both infallible and flawed understandings of current literature on the topic.</p> Nuttawuthi Nakong Preeda Akarachantachote Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 22 34 The Use of Narratives in Organizational Socialization Process in A Thai Film Production House https://so02.tci-thaijo.org/index.php/jcomm/article/view/247629 <p class="Default"><span lang="EN-US">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;This qualitative research was aimed at studying the narratives used in the organizational socialization process and the new employees’ perception towards the narratives. The data were mainly gathered through in-depth interviews with 16 participants, including the executives and the new employees, and through participatory observation. </span></p> <p class="Default"><span lang="EN-US">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span><span lang="EN-US">The results revealed as follows: The organization</span><span dir="RTL" lang="TH">’</span><span lang="EN-US">s culture and core values reflected in the narratives shared with the employees consisted of hedonism, a family of professionals, and the belief in supernatural power. The value of a family of professionals was implied through fraternal practices as well as the home-like office design. In terms of the belief in supernatural power, the executives adopted this value later so as to cope with the unpredictable situations in this industry. In addition, it was found that the narratives used in the organizational socialization process corresponded with the organization</span><span dir="RTL" lang="TH">’</span><span lang="EN-US">s culture and core values, background, mistakes, lessons learned, achievements, collective pride, and belief in supernatural power. The narrative used in the socialization tactics was applied at both the individual and the collective settings, in both the formal and the informal settings, and at both the serial and the variable settings. With regard to the new employees’ perception, the new employees perceived the organization</span><span dir="RTL" lang="TH">’</span><span lang="EN-US">s culture and core values, namely the belief in supernatural power, a family of professionals, and hedonism respectively. Concerning the acceptance and meaning negotiation following the socialization process, there were both the employees who accepted and rejected the organization</span><span dir="RTL" lang="TH">’</span><span lang="EN-US">s culture and core values, and there were both employees who preferred to continue and preferred to discontinue working for the organization. </span><span lang="EN-US">&nbsp;</span></p> Natthakorn Julrasorn Papassara Chaiwong Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 35 54 Adaptation of Television Drama ‘Lued-Suphan’ https://so02.tci-thaijo.org/index.php/jcomm/article/view/247563 <p>This article aims to analyze the adaptation process through a television scriptwriter’s point of view between Lued-Suphan play script by Luang Wichitwathakan and Television drama Lued-Suphan which was presented in Royal Thai Army Radio and Television channel during October, 2019. The uniqueness of this creative work based on Burmese evidences that the scriptwriter used for discovering history events. The adaptation in this television drama can divided into two elements; plot and character. The adaptation of plot includes add up, eliminate and change some story. Whereas the adaptation of character includes add up some characters from historical evidences and imagination. Nevertheless, there is no formula for adaptation. The scriptwriter should study the original text profoundly and also the deep-surrounded data. The scriptwriter should acknowledge the original text and take responsibility for their creative work.</p> Thanasin Chutintaranond Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 55 72 Guideline on News Reporting of Global Terrorism for Thai Journalists https://so02.tci-thaijo.org/index.php/jcomm/article/view/248189 <p>The research aims to 1) study news reporting of global terrorism by Thai journalists 2) study Thai Muslim’s gratification on news reporting of global terrorism by Thai journalists and 3) propose a guideline on news reporting of global terrorism. The mixed methodology was combined between quantitative and qualitative approach. Thus, there is documentary research as a tool for analyze on global terrorism news reported by Thairath, Dailynews, 33HD TV station and 7HD TV station. Then, it would be summarized with a content analysis. There is also 400 copies of questionnaire for gathering data about Thai Muslim’s gratification on news reporting of global terrorism. Proportionate Sampling is used for finding appropriate respondents who are represented for Muslims across Thailand. Then, the data is analyzed by a computer software. In-depth interview is another tool for gathering data from key formants in order to analyze as a guideline on news reporting of global terrorism. It consists of 64 samples that are selected to be a representative of entire Thai Muslim and 6 experts on Islamic study. The result finds Thai news agencies had been reporting on global news related to terrorism with Western paradigm for many years. The sample group has satisfied on news reporting of global terrorism with intermediate level at the average of 2.75. For a conclusion of a guideline on news reporting, it suggests that news should be only fact. Journalist should select news from reliable and various sources and also report more positive stories about Muslim world. Journalist should not add any opinion in news. A sensitive issue should not be published until it is verified. News should not be presented as terrorist represents entire Muslim. Headline should avoid using Islamic wording such as “Muslim” and “Islam”. At last, news should avoid using an image/video that appears Islamic symbolic.</p> Sukanlaya Kongpradit Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 73 93 Behaviors and Factors Affecting the Innovative Grab Application Usage (Grab Food) During the Covid-19 Crisis https://so02.tci-thaijo.org/index.php/jcomm/article/view/248237 <p>he objectives of this research are 1) to observe the perception, attitudes, and behaviors that affect the application Grab Food usage during the crisis of COVID-19 2) to demonstrate the demographic and behavioral differences affecting the use of application Grab Food 3) to study the relationship between perception, attitudes, and behaviors affecting the use of application Grab Food and 4) to study the factors that affect the use of application Grab Food. The questionnaire was used with the samples of 400 sets. The findings from this research are: 1) the perception towards the benefits of application Grab Food is at a high level, the attitudes towards application Grab Food is at a high level and the application Grab Food usage behavior is more than the normal level 2) the demographic characteristics such as gender, education level and income influence the usage behavior of application Grab Food 3) perception and attitudes towards the application Grab Food show the negative relationship and the usage behavior is in a very low level. While attitudes towards application Grab Food is in a positive relationship and the perception towards the benefits of the application is in the middle level and 4) the factors that explain the behavior that affects the application Grab Food usage is the decision-making attitude during the use of the application.</p> Piyaphat Donchandaeng Parichart Sthapitanonda Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 94 112 The Approach of Customer Experience Management by Augmented Reality https://so02.tci-thaijo.org/index.php/jcomm/article/view/248717 <p>T</p> <p>he present business has observed increasing customer experience management by augmented reality (AR) therefore, business operators should wisely adopt the AR through various experience touch points along the customer path toward their decision making. Accordingly, the AR should be employed at the step of “ask”, the basis of how interactive media be created to present more exact details of product and services responding to the keen interest of customers prior to their buying decision. At the further step of “act” both the exact business information and the AR could be as well implemented to deliver new products or services during the period of user interface while setting up the customer database to response to any possible questions or problems and to provide affective personalization approaches during the period of in-depth interaction based on product using, consuming and after sales service. The aforementioned entire customer experiences are the main factors to enhance customer loyalty for continually repeat-buying with impressive encouraging to induce product or service to other users.</p> Lalita Puangmaha Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 113 123 A Communication Process of Network Affiliates between Public and Private Sectors for Enhancing the Thai Elderly’s Well-Being through Digital Application https://so02.tci-thaijo.org/index.php/jcomm/article/view/249080 <p>The research aims to analyze a communication process and develop appropriate communication guidelines for network affiliates between public and private sectors towards empowering the Thai elderly towards well-being through a digital application. The research is a qualitative study conducted by documentary analysis from online and personal information. The findings are as follows: 1) In terms of internal and public communication processes of network affiliates, network affiliates conducted strategic plans related to senders, message, and communication channels as key communication factors in mobilizing the elderly towards cognitive, attitudinal, and behavioural changes in using digital technologies for their health care. However, they found some limitations in public relations to all areas, which obstructed the creation of the elderly's perception of their health care through a digital application. 2) Appropriate communication guidelines were developed based on four communication elements: 2.1) Sender: communication and public relations skills need to be developed, 2.2) message: the more logical and emotional message should be presented, 2.3) communication channels: media exposure potential of receivers should be analyzed, and 2.4) receivers: target audience should be studied for choosing content and channels to respond to their interest and need.&nbsp;</p> Thunyawan Kaeochada Patchanee Cheyjunya Copyright (c) 2021 Journal of Communication Arts 2021-12-29 2021-12-29 39 3 124 139