The Landscape of Data Privacy Governance of Social Media in Thailand

Abstract

This qualitative research aims to describe the landscape of personal data governance in social media. Using Lessig's (2006) internet regulatory framework that discusses four mechanisms: technological codes, markets, laws, and social norms. To explore the roles and responsibilities of various sectors that use these mechanisms, namely the media technology sector, the market sector, the government sector, and civil society and the public. The research method is analysis of related documents in the fields of information technology, law, online media, online marketing communication with related electronic documents, such as privacy policies or data policies of social media and marketing companies.

The research results found that for more than 2 decades of development of the governance of personal data in social media, there have been three eras of dynamic changes from 2000-2023: 1. Governance as Social Media (2000-2006). Social media technology is primarily related to the public sector as a communication channel. User information is stored. But it has not yet been given to a third party. Social media can fully develop their technology to collect and use data without government oversight. 2. Governance as Social Commerce Platform (2007-2017) Social media has developed into a platform for advertising. which has a business model that uses collected user data to generate income and has been highly successful. Data governance mode is self-regulation according to the self-regulation guidelines of the advertising industry. 3. Governance as Social Institution (2018-2023) Social media is an established business organization which has a great influence on society. Facing the huge problem of privacy violations, the government developed the data protection law such as the GDPR of European Union that affect the enactment of Thailand's PDPA law.