Journal of Communication Arts

Music Artist Brand: Influences of Needs and Brand Image on Consumer Responses and Loyalty

Tanyarat Jankham, Saravudh Anantachart — Tue, 30 Dec 2025 00:00:00 +0700

This survey research aims to investigate: 1) consumer needs, music artist brand image, consumer responses (i.e., attachment, satisfaction, trust, commitment and purchase intention) and brand loyalty, 2) influences of consumer needs and music artist brand image on consumer responses, and 3) influences of consumer responses on music artist brand loyalty. Using a quantitative research, questionnaires were used to collect online data from 435 samples, aged between 18 and 34 years old who have followed ATLAS or PROXIE music artist brands’ social media platforms. The findings showed that the peer norm dimension of consumer needs had the most influence on consumer responses, and the design and versatility dimensions of music artist brand image had the most influence on consumer responses. In addition, consumer responses in terms of attachment and purchase intention had influences on consumer brand loyalty.

Strategic News Agenda Setting in Online Journalism as a Mechanism for Business Survival

Phakphakhin Harnching — Tue, 30 Dec 2025 00:00:00 +0700

his academic article aims to explain and analyze agenda-setting strategies in online journalism as a strategic process that connects the public role of the media with the business survival and sustainability of media organizations in the digital era. The study proposes the conceptual framework of the “Observe–Extract–Frame” process as an analytical tool to examine how news issues are selected, prioritized, and framed under conditions shaped by attention competition, platform algorithms, and audience behavior. The study is based on a literature review that integrates agenda-setting theory, framing theory, concepts of news values and newsworthiness, as well as network agenda-setting, in order to explain the dynamics of news agenda formation within an online media environment characterized by speed, audience segmentation, and the potential to transform content into revenue. In addition, the article presents a comparative analysis of international media organizations, including The New York Times, which has developed in-depth agenda-setting into integrated content bundles and multi-product subscription models; The Guardian, which has extended environmental news agendas into membership-based and donation-driven fundraising initiatives; and VICE Media, which employs niche agenda-setting and targeted framing to differentiate itself in the global media market. These case studies demonstrate that strategic agenda-setting is not limited to identifying which issues deserve public attention, but also serves as a foundation for designing “news products” that concretely connect audiences-both as citizens and as customers-to the revenue models of media organizations.

Operation of Online Hate Speech: A Case of the Violence in Southern Thailand

Anwar Koma, Ekkarin Tuansiri — Tue, 30 Dec 2025 00:00:00 +0700

The protracted ethno-nationalist conflict in Thailand's Southern Border Provinces (Patani region) continues, yet the role of digital platforms in fueling this violence remains a critical research gap. This study examines the characteristics and sources of online hate speech pertaining to the conflict. Employing a social listening methodology, a dataset of 1,061 posts and messages was collected from Facebook using the Zocial Eye tool over a one-year period (1 November 2020 – 31 October 2021). The analysis reveals that anonymous pages were the primary producers of inflammatory, one-directional hate speech, while established media outlets' pages were the most influential in shaping community reaction. The operations of hate speech were primarily ex-post event commentary, exhibiting ethnic bias, dehumanization, and violence justification. Crucially, a direct, causal correlation between the detected online hate speech and specific violent incidents on the ground cannot be definitively confirmed. The findings underscore a need for a more nuanced state approach. To achieve sustainable peace, the central government must fundamentally restructure its approach to how hate speech targeting the Malay-Muslim minority is addressed. This requires constructive engagement by delegating the monitoring and counter-intervention tasks to a multi-stakeholder platform. Crucially, the state must collaborate transparently with trusted local and international academics and civil society organizations to develop evidence-based mechanisms that effectively mitigate dangerous speech and cultivate social cohesion.

A Campaign to Promote Social Resilience and End Violence Against Children, Women, and Domestic Violence Affecting Mental Health Through Short Films and Youth Activities

Tue, 30 Dec 2025 00:00:00 +0700

Violence against children, women, and domestic violence remains a persistent issue in Thai society. Such violence negatively affects mental health and daily life, and constitutes an urgent social problem that requires immediate resolution. Communication campaigns utilizing media can serve as a powerful tool to educate the public and help eliminate this issue. Therefore, this study aims to: 1) examine campaign approaches through short films to end violence against children, women, and domestic violence that affects mental health within the context of Thai society and 2) explore approaches for organizing youth activities aimed at raising awareness and promoting participation in ending violence against children, women, and domestic violence. The study employed in-depth interviews with 21 participants, including subject-matter experts and individuals affected by domestic violence. The findings indicated that effective communication should focus on: 1) the nature, causes, and consequences of violence; 2) rejecting the normalization of violence as a form of love; 3) promoting gender equality and mutual respect; 4) legal frameworks and penalties; 5) relevant agencies and support systems; 6) reframing violence as a societal issue rather than a private matter; 7) avoiding the reproduction of violent imagery; 8) prevention and coping strategies; and 9) empowering survivors. A multi-platform media integration was recommended for broad dissemination. Regarding youth activities, the study suggests: 1) consideration of participants' diverse experiences; 2) appropriate media and delivery methods; 3) age-specific content; 4) role-playing and scenario-based simulations; 5) experiential learning through case studies; 6) brainstorming sessions; 7) a blend educational and recreational activities; and 8) leveraging contemporary media examples.

The Impact of Narrative Engagement Components in Thai Health-Themed Films on Health Attitudes among Young Adult Audiences

Vannaluck Injun, Wiyada Dankai — Tue, 30 Dec 2025 00:00:00 +0700

This study aimed to examine the impact of narrative engagement components in Thai health-themed films on health attitudes among Thai young adults aged 20–35 years. The study applied the Knowledge–Attitude–Practice framework, focusing on the attitudinal dimension, in conjunction with narrative engagement theory. A quantitative cross-sectional design was employed. The sample consisted of 218 participants who had watched at least one Thai health-themed film released in commercial cinemas. Data were collected using an online questionnaire that demonstrated high content validity (S-CVI/Ave = 0.95) and acceptable internal consistency (Cronbach’s α = 0.79–0.87). Spearman’s rank correlation analysis indicated that viewing frequency of Thai health-themed films was not significantly associated with health knowledge (ρ = –0.009, 95% CI = –0.142 to 0.124, p = 0.895) or health attitudes (ρ = 0.072, 95% CI = –0.061 to 0.203, p = 0.287). However, multiple regression analysis based on the theoretical model showed that perceived realism of film content (β = 0.854, 95% CI = 0.176 to 1.532, p = 0.014) and the perception that films could shift viewers’ perspectives toward healthcare professionals or patients (β = 1.407, 95% CI = 0.730 to 2.082, p < 0.001) were positively and significantly associated with health attitudes, explaining 50.1% of the variance (R² = 0.501).These findings suggest that the quality of storytelling in Thai health-themed films, particularly in terms of perceived realism and perspective-based engagement with characters, plays a more important role in shaping health attitudes among young adult audiences than viewing frequency alone. The results also highlight the potential of commercial films as embedded health media, especially when viewers perceive content realism and exhibit perspective-related responses to characters, which are associated with individual-level health attitudes.