MEDIA EXPOSURE AND AUDIENCE BEHAVIOR OF GIRLS’ LOVE SEREIS

Abstract

This study aims to examine media exposure and audience behavior regarding Girls’ Love  series among Thai viewers by analyzing the relationships between demographic characteristics, media exposure, attitudes, and viewing behavior using quantitative data collection and statistical analysis. The findings indicate that demographic factors such as generation, marital status, income, and occupation significantly influence media exposure to Girls’ Love content, while gender does not significantly affect audience reception. Moreover, the study reveals a positive correlation between media exposure and audience attitudes, meaning that the more viewers consume Girls’ Love series, the more positive their attitudes toward this content become. Additionally, positive attitudes toward Girls’ Love significantly influence viewing behavior before, during, and after consumption. These findings align with the Selective Exposure Theory, which suggests that audiences choose media content that aligns with their interests and values, and the Social Learning Theory, which posits that repeated exposure to media content can shape audience perceptions and attitudes. Furthermore, the Thai GL industry is rapidly expanding, driven by cultural, economic, and digital media factors that enhance its accessibility to a broader audience. This research provides valuable insights for the entertainment industry, media strategists, and policymakers in promoting LGBTQ+ representation and inclusivity in Thai media.