Strategies for Naming Television News Programs through Digital Broadcasting Systems during 2020–2021

Abstract

           This article aimed to study and analyze the naming strategies of television news programs, using data from 260 program titles broadcast via digital signals during 2020-2021. The findings revealed that there was an approximately equal number of news program titles that included the word "news" and those that did not. The study also identified the use of time-related words in program titles, which reflected patterns in news consumption behavior. The three most common time-indicating words were morning, noon, and evening, corresponding to typical viewing periods, before work, during lunch breaks, and after work. This suggested that most television news consumers were working adults and that their viewing habits mirrored the daily routines of Thai society. The analysis further found that the most common title length consisted of four syllables and that rhyme was frequently used to create memorability. Idioms and mixed English elements were also incorporated into various naming styles. Across all types of news programs, the most popular approach was the use of English words or letters in the titles.

            Regarding naming strategies with literal meanings, nine semantic categories were identified: (1) events/stories, (2) objects/pสaces, (3) content types, (4) verbs referring to living creatures, (5) characteristics, (6) human-related terms, (7) days/times, (8) channel names, and (9) greetings. For names emptoying comparative meanings, seven semantic categories were found: (1) events/stories, (2) objects/ptaces, (3) verbs referring to living creatures, (4) characteristics, (5) human-related terms, (6) food, and (7) animals. These categories convey metaphorical and metonymic meanings in accordance with semantic theory.

            The findings from the study on strategies for naming television news programs through digital broadcasting systems during 2020-2021were able to further contribute to the advancement of know[edge and analytical approaches. They also offered significant benefits to academic research in the fields of mass communication, communication arts, journalism, and related areas within the media industry. This represented an important scholarly contribution that merited dissemination and continued application.