Journal of Communication Arts

The Menu: Hidden Semiotics in Film

Chutima Kaenjan, Chawanrat Srinounpan, Korrakot Jumnian, Bamrung Srinounpan — Wed, 30 Apr 2025 00:00:00 +0700

This research examines the use of semiotics in the film The Menu, directed by Mark Mylod. The study aims to analyze and interpret the hidden semiotics within the film, particularly its reflection on social and cultural issues through various elements such as food, settings, and characters. The film employs the menu as a symbolic medium to communicate narratives related to class distinctions, power dynamics, and consumption, as portrayed through the main character, Chef Julian Slowik, who embodies authority and control over the situation and the lives of the guests. This qualitative research utilizes documentary analysis, incorporating theoretical frameworks in semiotics, film language, and psychoanalysis to explain and interpret the hidden meanings within the film. Additionally, focus group discussions with experts were conducted to provide in-depth analysis of the semiotics embedded in the film. The findings reveal a strong connection between the film and societal issues, particularly those related to consumer culture, class segregation, and power dynamics. Furthermore, the study highlights the role of cinematic techniques in reinforcing the hidden semiotics. As a result, the research introduces the SAID Model, a novel tool for analyzing semiotics in film.

Narrative Techniques of Love Scene in Popular Thai Television Dramas

Yada Vipadapornpong, Paonrach Yodnane — Wed, 30 Apr 2025 00:00:00 +0700

This article is part of the research, Narrative Techniques of Love Scene in Popular Thai Television Dramas. The key finding is to study the narrative techniques of love scenes used in the Thai TV series. This article used the sample group of three Thai TV series: Sawan Biang, Kluen Chee Vit, and Paek Hong. The research founds that most love scenes in popular Thai TV series are as follows: 1) The theme of love and revenge cause the violence before a love scene occurs. 2) The storyline reveals the use of sexual assault scenarios — the most intensive revenge tool like sexual intercourse without consent — as the turning point between the male and female protagonist. 3) The characters can cause conflicting emotions in love scene. The male protagonist is full of revenge, which shows the sign of negative emotions in the love scene. Meanwhile, the female protagonist — good and gentle — cause the love scene to happen for love and care, which represents certain emotions. Moreover, this study discovered two types of interpretation of love scenarios, which are 1) the positive interpretation, such as love and care, and 2) the negative interpretation, like rage and revenge.

Practices of News Organizations in Presenting Content From Advertising and Publicity Expenditures of State and Private Sectors Via Online Platform

Phansasiri Kularb, Arin Jiajanpong — Wed, 30 Apr 2025 00:00:00 +0700

he objectives of this study are to explore the presentation formats of advertisement and promotional content on news organizations’ online platforms, and to examine news organizations’ policies and guidelines in presenting content derived from ad and publicity expenditures. The study’s analytical framework consists of 4 groups of concepts: journalism code of conducts, the types of online advertisement and promotional content, transparency in journalism and sponsorship transparency, and media governance and media quality management. Mixed-method research methodology is used to collect and analyze data, which are: content analysis of online content from 6 sampled news organizations, in-depth interviews, and focus group interviews with informants from news organizations, agencies, professional organizations, and advertisers. The findings show that advertisement and promotional content was accountable for 19.34% of the entire sampled content, with economics and business being the most featured content. Moreover, 73.16%, or nearly 3 in 4, of ad and promotional content are not explicitly labelled as such. Secondly, news organizations tried to establish internal administrative systems to ensure editorial independence from interference of ad and publicity expenditures. Nonetheless, they tend to allow ad and promotional content to be presented without label in exchange for ad revenue – given that the content have been verified as facts, despite admitting such practices do not follow journalism transparency principles. Thirdly, factors shaping news organizations’ policies concerning ad and promotional content are: (1) the level of transparency in managing ad and publicity expenditures, (2) business conditions that interfere with editorial independence, (3) imbalanced negotiation power between news organizations and advertisers, (4) online platform providers’ ambiguous content division, and (5) polarized political contexts wherein audience disregard news transparency.

Factors Influencing The Institutional Reputation of Universities in Thailand

Kritchanat Santawee — Wed, 30 Apr 2025 00:00:00 +0700

This research aims to investigate the organizational reputation attributes of universities in Thailand and to analyze the confirmatory factors analysis of organizational reputation attributes of Thai universities. This quantitative research study utilized a closed-ended questionnaire to collect data from university students aged 18 and above across nine provinces in Thailand: Chiang Mai, Chiang Rai, Phitsanulok, Chonburi, Ubon Ratchathani, Nakhon Ratchasima, Songkhla, and Phuket. Each province contributed a sample size of 44-45 participants, resulting in a total sample of 400 respondents. The study aimed to investigate the organizational reputation attributes of Thai universities as perceived by these students. The research findings revealed that the overall level of appreciation, respect, trust, and admiration for universities among students was very high (Mean = 4.48, SD = 0.40). The highest mean score was found in the governance dimension (Mean = 4.54, SD = 0.56), indicating a very high level of satisfaction in this area. The confirmatory factor analysis model demonstrated a moderate or acceptable level of fit to the data, as indicated by the following fit indices: χ² = 1834.97, df = 928, p < .001, RMSEA = .049 (90% CI [0.046, 0.052]), CFI = .98, and SRMR = .048. The most significant indicator of institutional reputation among Thai universities was leadership, accounting for 84% of the perceived reputation. Citizenship followed closely at 80%, and workplace came in third at 78%.

Intergenerational Digital Communication: Dynamics in Fostering Digital Citizenship

Chanansara Oranop na ayutthaya — Wed, 30 Apr 2025 00:00:00 +0700

Each generation has distinct shared experiences shaping their values and worldviews, leading to differences in digital communication. This article explores these differences among Thailand's digital generations, utilizing the concept of "digital citizenship." A review of related studies is conducted to illustrate the current state of digital citizenship, examine challenges in intergenerational interactions and communication, and identify necessary knowledge gaps for developing digital citizenship. Digital citizenship related to self-development and relationships has been widely studied, especially regarding digital literacy and digital communication. Intergenerational connections are found to both promote and diminish digital citizenship. However, studies on self-respect, respect for others, and self-protection reflects issues stemming from a lack of digital citizenship, such as cyberbullying, online hate speech, and differences in valuing rights, responsibility, and security. While some studies propose digital empathy and resilience as development approaches, they remain limited to certain generations. Therefore, digital citizenship development should emphasize intergenerational relationships to understand the roles of each generation in solving problems, promoting digital citizenship, and building a creative online culture, aiming to reduce communication disparities and create a strong digital society.

Reframing Thailand’s Southern Border Conflict through a Self-transcendental Narrative Paradigm

Wed, 30 Apr 2025 00:00:00 +0700

This research aims to explain and understand the conflicts and violence in the southern border provinces of Thailand through the self-transcendental narrative paradigm. Using a qualitative research methodology, data were collected through focus groups, in-depth interviews, and projective techniques that prompted reflective activities. The study analyzed key components of narratives and synthesized them using the self-transcendental narrative paradigm to offer explanations of conflict and violence in the area. The analysis of narratives surrounding 33 incidents of conflict and violence identified five dimensions: 1. Conflict and Violence in the Dimension of State Power Preservation: Violence stemming from state attempts to maintain control, including dispersing protests and enforcing laws. 2. Conflict and Violence in the Dimension of Civil-Military and Citizen-ruler Power relationships: Violence from negative power dynamics between civilians and the military, such as assassinations and bombings. 3. Conflict and Violence in the Social Issues Dimension: Violence linked to social problems like education, drug abuse, sexual abuse, and religious practices. 4. Conflict and Violence in the Dimension of Interests: Violence driven by individuals or groups seeking personal gain from ongoing conflicts. 5. Conflict and Violence in the Media Perception Dimension: Violence influenced by media reports, creating fear among outsiders despite normalcy in local daily life.

Bridging The Concepts of Digital Media Literacy and ‘Sati’ (Mindfulness) To Clarify Meanings and The Self-Literacy Process

Monsak Chaiveeradech — Wed, 30 Apr 2025 00:00:00 +0700

This article intends to outline partly of the key crucial points from the doctoral thesis of bridging digital media literacy with the Thai context of ‘Sati’ (mindfulness) with the objectives of visualizing the research study process and sharing the methodological design. Some findings are presented for discussion in order to encourage key stakeholders in Thailand to reconsider the new approaches for cultivating digital media literacy movement. With the freedom of speech underlying capability to question and decolonize the Western concepts that we have received for implementing in our society. Additionally, to support all stakeholders to initially designate their own ‘diverse approaches’ of digital media literacy to empower themselves to become an active citizen with regard to their own cultural contexts.