Journal of Communication Arts

Community Identity and Community Participation to Promote Tourism in Secondary City, Ban Rai District, Uthai Thani Province

Jutiporn Prinyokul — 2024-08-30

This research aims to study the identity of secondary city communities that are strong points in the tourism marketing competition and the participation of people in the community and government agencies to promote tourism. There is a qualitative research using in-depth interviews with 10 experts. There are several major identities. Identity of natural tourist attractions and ways of agricultural communities are The giant tree, Kaen Makrut Botanical Garden, Phu Wai Cave, Pha Rom Yen Waterfall and Pang Sawan Weir. Identity of ancient remains related to religious way of life are Ban Rai Temple, Tham Khao Wong Temple, Pha Thang Temple. Cultural tourist attractions identities, consisting of Ya-Yai House Museum, Ban Pha Thang Traditional Weaving Center (Mae Thong Lee) and Saw Hai Market. In addition, the intangible identity is the wisdom Identity of ancient Lao Khrang fabric pattern, food wisdom, tradition and culture and ethnicity. Community participation to promote tourism must rely on the cooperation of the community that owns the area by emphasizing local identity, such as preserving their own arts and culture, taking care of the cleanliness and orderliness of the community, facilitating, advising or providing information for tourists, providing assistance and safety for tourists, being a good host, and providing opportunities for tourists to participate in community traditions. The participation of government agencies is to concretely push through policies and budgets for development in various areas that are necessary for tourism. There are relevant agencies such as the Ministry of Culture of Thailand, Ministry of Tourism and Sports, Tourism Authority of Thailand, Department of National Parks, Wildlife and Plant Conservation, Provincial Community Development Office of Uthai Thani and local agencies.

Online Media Ethical Standard for Government Agencies

Warat Karuchit — 2024-08-30

The purposes of this research are: 1. To study information about online media ethical standards. 2. To find guidelines for online media ethics standards that are suitable for personnel in government agencies in Thailand. It was a qualitative study. There are two research methods: 1. documentary research of relevant documents, both domestically and internationally, related to media ethical standards. 2. Two rounds of focus group discussions with key informants who are involved in online media supervision and online media workers, 8 people each round. The results of the study can be summarized as ethical standards for workers of the Public Relations Department (PRD) and government agencies, consisting of 4 main principles, with 33 subtopics: 1. Accuracy (10 sub-topics) 2. Impact (12 sub-topics) 3. Responsibility (5 sub-topics) 4. Public Interest (6 sub-topics). From the study, the researcher offers 3 suggestions for PRD as the country's main communication and public relations organization. Firstly, this online media ethical standard should be distributed to PRD’s branches across the country. PRD should organize trainings and workshops both for their personnel and outsiders. The standard should be reviewed and updated annually. Secondly, this standard should be distributed to the communication department of every government agency across the country, including secondary and higher education institutions and should organize activities together. Thirdly, the application of this standard should focus on promoting and not fault-finding. It should be flexible, and supervisors must give close consultation, but be firm and serious in not violating media ethics, which should be a direct policy from senior management.

Social Marketing in Thailand: Examples and Critics

Patama Satawedin — 2024-08-30

Social marketing is widely known and practiced around the globe. This, however, poses some questions including popularity, practicality, and consistency of social marketing in Thailand. This academic paper, therefore, review and explore how social marketing is considered academically and professionally. In the greater details, this starts from giving a brief socio-cultural background of Thailand. It is followed and shared by giving current situations about social issues that are popularly talked by Thai people and social marketing campaigns initiated in the country. Under this social marketing initiatives session, there are some social marketing challenges and myths addressed. The later space is given for explaining and discussing how and how much social marketing is presently practiced in Thailand. Social marketing from both academic and professional dimensions are projected. Lastly, some commentaries are provided for future improvement in social marketing in Thailand. This study contributes all parties concerning rethink and reconsider the importance of social marketing practices as its popularity in Thailand is perceived undulatingly. Together with this, confusion and misunderstanding between social marketing and other words including corporate social responsibility, social media marketing, and the like can be minimised, or, luckily, eradicated.

Media and Digital Technology in Migration towards Digital Migration Studies: From Supporting Roles in Migration to Inequalities in Mobility

ฺBusarin Lertchavalitsakul — 2024-08-30

This article draws on documentary research to survey and review the literature on the phenomena of digital media and technology in migration. It is divided into three main topics: 1) integrative studies of media and migration, 2) digital communication and migration, and 3) digital migration studies, which include the aspects of epistemology, paradigm, methodology, and research ethics. The article reveals that migrants utilize digital media and technology in various ways related to their migration. These include using them as communication tools within migrant communities and between themselves and people in their countries of origin, for self-identification, virtual community building, and as platforms for political campaigns, leading to the emergence of diasporic media. Digital media is also identified as a significant factor in facilitating continuous migration. Meanwhile, states use digital media and technology to disseminate state ideologies for political and economic purposes, control human mobility, and manage migration. During the refugee/migrant crisis in Europe up to 2015, academics and researchers across multiple disciplines studied these phenomena, establishing digital migration studies as a distinct approach. This approach aims to illustrate the power relations involving various actors and the hierarchical access to digital media and technology in migration. It also questions the access to, and benefits derived from big data, including the rise of data science. On one hand, data usage demonstrates the progress of technological development. On the other hand, it dehumanizes migrants by treating them as data points for policy making in migration management, which creates inequality and prejudice against migrants and refugees.

The Reflection of Public Perception on Content Pertaining to Superstitious Beliefs in Terrestrial Digital Television Programs

Chanettee Tinnam — 2024-08-30

The research embarked upon an exploration of public sentiment towards content infused with superstitious beliefs within digital terrestrial television programs, employing a meticulously designed questionnaire as an instrumental tool for data collection in September 2022. The data, scrupulously amassed from a stratified sample of 5,000 individuals, was geographically dispersed nationwide, adhering rigorously to demographic proportions. The analytical phase was executed utilizing sophisticated statistical software, with a reliance on both Descriptive and Inferential Statistics, to decipher and interpret the amassed data with precision and accuracy.

The research findings indicated that: 1. The cohort manifested discernible opinions pertaining to the dissemination of news content on terrestrial digital television, which encompassed elements of superstitious beliefs. Collectively, the consensus leaned towards appropriateness, evidenced by an average approbation score of 3.57 out of a potential 5. 2. Opinions harbored by the sample group concerning the presentation of programs, which spotlighted content related to superstitious beliefs on terrestrial digital television, were notably positive. The general agreement underscored suitability, with an average affirmation score of 3.62 out of a conceivable 5. 3. The sample group expressed opinions regarding the repercussions emanating from the presentation of programs that showcased content related to superstitious beliefs. A prevailing uncertainty was observed, substantiated by an average score of 3.28 out of a plausible 5. 4. A meticulous comparison of opinions across various topics within the sample group revealed that gender did not significantly influence divergent views, maintaining a statistical significance level of .05. Conversely, age emerged as a determinant factor, eliciting significantly disparate opinions across various topics at a statistical significance level of .05. Predominantly, the age demographic of 9-24 years (GEN Z) exhibited a propensity to harbor opinions that diverged from other age brackets.

The Communication in Socialization Process of the Organizations Succeeding in Building Employees’ Organizational Ambassadorship and the Employees' Organizational Identification

Alisa Thammachak — 2024-08-30

This qualitative research was aimed to study 1) the organizational socialization process of the organizations succeeding in building employee ambassadorship and 2) the employees' organizational identification of those successful organizations. In-depth interviews with 4 executives and 20 employees from 4 voluntary organizations, which were successful in building the ambassadorship according to the Best Employers Awards 2019 - 2020, were conducted. The results showed that the organizations socialized their employees to be the ambassadors during probation and the after-probation periods. The key socializing contents were related to beliefs in human potential, team potential, the organization and its customers, and the organization and society. The socialization process was applied at the following levels of interaction: management-employee, superior-subordinate, and coworker-coworker. The socialization tactics were applied in the following settings: collective and individual, formal and informal, investiture and divestiture, sequential and random, serial and disjunctive, and fixed and variable. As for the employees' perception, correspondingly, most of the employees accepted the organization’s values and cultures, as well as exercised these notions in their working habits; whereas, a certain number of young-generation employees negotiated the acceptance of these values and cultures with some suggestions and questions for additional clarifications. Regarding the employees' organizational identification, it was involved with personal attitudes, and according to the organizational expectations, and even beyond. In addition, the expressions of the employee’s organizational identification were influenced by their personal motives as well as reasons related to their organizations and the environment outside the organizations.

Digital Platform Development for Fine Arts Presentation

Arin Jiajanpong — 2024-08-30

The objectives of this research were to study the development of Silpakorn University's digital platform for fine arts presentation, considering the requirements of artists, curators, and the audience. The communication technology determinism theory, the new media attribution concept, and the online art exhibition concept were applied as the study’s conceptual framework. A mixed-method approach was applied, combining qualitative research through in-depth interviews with 18 artists, including new generation, contemporary, and national artists, as well as executives from university galleries and non-profit galleries. Additionally, a focus group with 10 regular art exhibition visitors was conducted. Simultaneously, quantitative research involved collecting attitude questionnaires from 400 exhibition audiences attending three art exhibitions between January - August 2022. The results showed that the emergence of digital platforms required artists to adjust their art creation processes. Digital platform curators needed to integrate digital technology into art exhibitions, both in physical spaces and online platforms. The audience expressed a desire to visit physical exhibitions while having access to online platforms offering diverse content and a user-friendly experience. The development of Silpakorn University's digital platform for fine arts presentation requires a website and supporting platforms such as Facebook, Instagram, and YouTube. Additionally, systems for searching previous shows and works are necessary, along with supplementary income opportunities. This endeavor requires an independent administrative team with content expertise, regular income from the agency's budget, and the ability to generate additional revenue.