Journal of Communication Arts

Romanticism to Survival: Female Representation in GDH Films

Surasak Boon-arch — Mon, 31 Aug 2026 00:00:00 +0700

This research article aims to 1) analyze the representation, psychological characteristics, and core drives of female characters in films produced by GDH 559 Co., Ltd., focusing on the transition from the power of romantic love to the power of survival and the emotional economy; and 2) examine the relationship between the construction of these characters and the Thai social context. This study employs a qualitative methodology, utilizing textual and descriptive analysis of nine selected films, grouped into two periods: 2016–2018 and 2024–2025. The theoretical framework integrates three-dimensional character analysis, the nine personality types (Enneagram), gender theory, and the concept of emotional economy. The findings reveal that female representation in GDH films has evolved significantly in alignment with shifting social contexts. In the initial period (2016-2018), female characters were predominantly driven by the “Power of Love,” seeking romantic fulfillment and the completion of personal relationships. However, in the later period (2024-2025), their core drives shifted toward the “Power of Survival.” Female characters are portrayed bearing the burden of care work while struggling against economic vulnerability, class disparities, and legal constraints. These characters are constructed as women facing intersectional oppression, who must strategically use relationships and their bodies as vital resources to negotiate within patriarchal power structures. In conclusion, contemporary GDH films do not merely reproduce romantic fantasies; they also serve as a space for social critique, illustrating how women’s love has become inextricably tied to survival under structures that restrict their freedom and life choices.

“Why Aren’t You Married? How Much Longer Will You Stay?”: Care-Laced Policing, Temporal Governance, and the Production of the “Ideal Man” in Thailand’s Academic Workplace

Prateep Peuchthonglanglang — Mon, 31 Aug 2026 00:00:00 +0700

This theoretical article begins with an ordinary question that single women faculty in Thai universities hear repeatedly: "Why aren't you married? How much longer will you stay?" The study theorizes how this seemingly benign expression of cultural care functions as a potent mechanism of institutional power, operating through the intersection of time, affect, and morality in academic workplaces. Employing theoretical synthesis, the article bridges Austin's and Butler's speech act theory, Freeman's and Sharma's sociology of time, Ahmed's affect theory, Skeggs's respectability politics, and Crenshaw's intersectional framework, complemented by analytical vignettes from the Thai academic field. The analysis demonstrates that the question operates through all three layers of speech acts, with felicity conditions contingent upon hierarchical asymmetry, semi-formal contexts, biographical timing, and professional stakes. The article advances six original concepts working in concert: Institutional Deadline of Womanhood, Care-Laced Policing, Academic Respectability, Strategic Ambivalence, Asymmetric Moral Accounting, and Heteronormative Institutional Grammar. By positioning the Global South as a site of theoretical production, the article expands sociology of time, gendered organization studies, and feminist theories of soft power. It concludes with a multi-level intervention theory grounded in the analytical framework, demonstrating that diagnosing power in everyday life can translate into concrete structural change.

Photographs of Rong Wongsawan and the concept of Susan Sontag

Pichaiwat Saengprapan — Mon, 31 Aug 2026 00:00:00 +0700

Photographs of Rong Wongsawan and the Concepts of Susan Sontag is a qualitative research paper that employs textual analysis. Its objective is to examine the value of the photographic works of Rong Wongsawan, a prominent Thai writer, by studying his photographs that appeared in Siam Rath Weekly and Chaokrung magazines between 1954 and 1970. Specifically, by analyzing cover images and photo essays, it utilizes the concepts of photography presented by Susan Sontag in her book On Photography. The study finds that the photographs of Rong Wongsawan are characterized by three core values: 1. A presentation of social realities in relation to the diversity of perspectives communicated, including the importance of the past; 2. A reflection of the photographer's life and social context, enhancing the understanding of Thailand's period of transition during the Cold War era; and 3. A presentation of beauty related to Rong Wongsawan's aesthetics of ordinary life influenced by contemporary art.

Analysis of Acting Training Practices of Six Western Realistic Theatre Practitioners through the Five Aggregates

Weerabhat Boonma, Parida Manomaiphibul , Bhanbhassa Dhubthien — Mon, 31 Aug 2026 00:00:00 +0700

This research uses document-based comparative analysis between the Five Aggregates (Skandhas) and the actor training manuals of six Western realistic acting practitioners: Konstantin Stanislavski, Michael Chekhov, Stella Adler, Lee Strasberg, Sanford Meisner, and Uta Hagen. The findings show a total of 126 training exercises identified across all six practitioners. Of these, 25 exercises emphasize the Form Aggregate (Rūpa), 7 focus on the Feeling Aggregate (Vedanā), 40 on the Perception Aggregate (Saññā), 37 on the Mental Formation Aggregate (Saṅkhāra), and 17 on the Consciousness Aggregate (Viññāṇa). Stanislavski and Chekhov’s methods primarily emphasize the Form Aggregate (Rūpa), while Adler and Hagen’s approaches highlight the Perception Aggregate (Saññā). Strasberg and Meisner focus on the Consciousness Aggregate (Viññāṇa). The Feeling Aggregate (Vedanā) is the least represented according to the analysis. These results reflect an understanding of the nature of human emotional processes that corresponds with the Buddhist principle of dependent origination (Idappaccayatā), which emphasizes addressing causes at their roots. The analysis further suggests that the expression of emotion (feeling) is fundamentally caused by perception (Saññā), mental formation (Saṅkhāra), and consciousness (Viññāṇa).

The State and Development of the Knowledge System in Communication Arts, Journalism, and Mass Communication in Thailand

Pirongrong Ramasoota, Sermsiri Nindum, Sopark Panichpapiboon — Mon, 31 Aug 2026 00:00:00 +0700

This study aims to understand the communication knowledge system within the context of structural transformations in Thai higher education. The objectives are to examine the challenges and current status of knowledge management systems, knowledge structures, and knowledge ecosystems in communication, journalism, and mass communication in Thailand, as well as to develop guidelines for enhancing these systems through the participation of the academic community. A mixed-methods approach was employed, including document analysis of research outputs and theses in communication studies and focus group discussions with participants from three types of higher education institutions: research universities, Rajabhat universities, and private universities. The findings reveal that the communication knowledge system in Thailand comprises three main dimensions: knowledge structure, knowledge ecosystem, and knowledge management system. The knowledge structure is characterized by interdisciplinarity and fragmentation, with variations across institutional contexts in terms of knowledge producers, research directions, and funding sources. Meanwhile, the knowledge ecosystem lacks systematic integration, and knowledge management systems face limitations in support mechanisms and resource accessibility. In addition, most research outputs are published at the national level, while international publications remain limited. Policy recommendations emphasize the development of a national-level knowledge infrastructure, the reform of funding mechanisms to better align with communication studies, the strengthening of institutional research support systems, and the consolidation of communication studies as a distinct academic discipline in order to enhance the coherence, impact, and sustainability of Thailand’s communication knowledge system..

Developing a Business Model Framework for Content Creators

Visawat Panyawongsataporn — Mon, 31 Aug 2026 00:00:00 +0700

Amid the rapid transformation of the New Economy, a wide range of distinctive business models has emerged, particularly within the content creator industry. As digital media ecosystems continue to evolve, communication entrepreneurs are increasingly required to develop adaptable business models that can respond to technological change while achieving both economic and cultural value creation. This research aims to identify key variables and to develop a comprehensive business model framework for content creators, serving as a practical guideline for small and medium-sized enterprises (SMEs) engaged in content-based businesses. This study adopts a qualitative research methodology grounded in the Design Science Framework proposed by March and Smith (1995). Data was collected through in-depth interviews with executive-level informants from content creator businesses, including both formally organized enterprises and independently operated creators without organizational structures. The findings identify several variables that influence the sustainability and success of content creator businesses. These variables include entrepreneurial inspiration and business development, customer segments, key activities, value proposition, key resources, distribution channels, customer relationships, financial strategies, cost structure, as well as public interest considerations and media ethics. By synthesizing these variables, the proposed business model is structured into three developmental phases: foundation establishment, business viability, and operational implementation. The results demonstrate that content creator business models differ from traditional business models across multiple dimensions, particularly in terms of value creation processes, revenue structures, and stakeholder relationships. Furthermore, the model illustrates the evolutionary pathway of content creator enterprises from initial formation to full operational maturity. Overall, the proposed content creator business model highlights the dynamic nature of the digital content economy and provides strategic guidance for both professional and emerging entrepreneurs to achieve sustainable growth that balances economic performance with social responsibility.

A Study of the Unique Character of a Startup Entrepreneur: Reflections on Komsan Saelee, Founder of Flash Express, in the Netflix Mad Unicorn

Chotika Maneerojpakdee, Wichian Lattipongpun — Mon, 31 Aug 2026 00:00:00 +0700

This study aims to examine the construction of the entrepreneurial identity of “Santi,” a startup entrepreneur character in the television series Songkram Songduan (Mad Unicorn), derived from Komsan Saelee, the founder of Flash Express, using a qualitative research approach. The study employs content analysis of the series' narratives across all seven episodes, streaming on Netflix released in 2025 and featured in an interview with 'Komsan Lee' on the CK Cheong YouTube channel (2025), titled 'Komsan Lee: Starting a Business Out of Resentment', drawing on character analysis and entrepreneurship concepts, and compares media representations with entrepreneurs' real experiences. The findings reveal that Santi's character is constructed as an entrepreneur across personal and social dimensions, reflecting a background of hardship that fosters strong internal motivation and the capacity to continually confront risks, conflicts, and uncertainties in the initiation and management of a startup. In addition, the character is portrayed as an ethical entrepreneur through their decision-making, actions, and relationships with others, reflecting a psychological structure grounded in fundamental mental foundations. In terms of management, Santi demonstrates the role of a change-oriented leader with strategic vision, capable of managing human resources, technology, organizational structure, and work culture in alignment with business growth. Compared with Komsan Saelee's case, the entrepreneurial image presented in the media is consistent with real-world entrepreneurial experiences in several respects, particularly in life motivation, opportunity recognition under constraints, and exposure to competitive pressure and unequal industrial structures. However, the study also identifies both positive and negative factors affecting the success and vulnerability of startup businesses, including leadership capability, innovation, and teamwork, as well as risks arising from competition, uncertainty, and capital concentration. This research contributes to an expanded understanding of the entrepreneurial role in startup businesses by examining the construction of entrepreneurial identity in media and its alignment with real entrepreneurial experiences, as evidenced by interview data.