Journal of Siam Communication Arts Review

Sports Photographers’ Roles and Ethical Considerations in High-Stakes Global Competitions

2026-06-30T14:34:55+07:00

This article aims to analyze the role and ethics of sports photographers in critical situations during global competitions, using a case study of the 2025 US Open event. This was a period of high tension that directly impacted the outcome of the match. The research employs a qualitative analysis approach based on actual event data and an analysis of the social and ethical context. It was found that sports photographers are not only recorders of events but also factors that may disrupt the competition in certain situations. The lack of clear guidelines and ethics led to conflicts among those involved in the event. The article suggests ways to develop professional ethics and stricter regulatory policies to promote responsible sports photography practices, ensuring respect for the competition. Additionally, it proposes appropriate training to strike a balance between capturing images and maintaining fairness in the competition.

Development A Set of Digital Content for Public Relations of Food Vendors at KMUTT on a Facebook Fanpage

2026-06-30T12:21:53+07:00

This research aimed to 1) develop a set of digital content for public relations of food vendors in the market area within King Mongkut’s University of Technology Thonburi (KMUTT) through the ECT Social Lab Facebook fanpage, 2) evaluate the quality of the developed digital content, (3) assess audience perception, and (4) examine the satisfaction of the target audience toward the developed media. The research instruments consisted of 1) a set of digital content for public relations of campus food vendors on the ECT Social Lab Facebook fanpage, 2) content and media presentation quality evaluation forms, 3) a perception assessment questionnaire, and 4) a satisfaction questionnaire. The sample group comprised 50 followers of the ECT Social Lab Facebook fanpage, selected through accidental sampling from volunteers who willingly participated in the study. The results revealed that 1) six pieces of digital content for public relations of food vendors in the campus market area were successfully developed, 2) expert evaluation indicated that the content quality was rated at a good level (x̄= 4.44, S.D. = 0.43), while the media presentation quality was rated at a very good level ( x̄= 4.72, S.D. = 0.38), 3) the participants’ perception was rated at the highest level ( x̄= 4.86, S.D. = 0.44), and 4) overall satisfaction was also rated at the highest level ( x̄= 4.82, S.D. = 0.41). These findings suggest that the developed digital content for public relations of food vendors at KMUTT via the ECT Social Lab Facebook fanpage is effective and suitable for actual public relations.

The Development of an Infographic Media Set to Provide Information on Classroom Arrangement to Foster Interaction Between Students and Instructors for Students in the Department of Educational Communications and Technology

2026-01-01T12:58:49+07:00

This study aimed 1) to develop an infographic media set that presents guidelines for classroom arrangement to foster interaction between students and instructors for students in the department of educational communications and technology, 2) to evaluate the quality of the promotional media concerning classroom arrangement to foster interaction between students and instructors for students in the department of educational communications and technology, 3) to evaluate the perception of the sample group toward The development of an infographic media set to provide information on classroom arrangement to foster interaction between students and instructors for students in the department of educational communications and technology, and 4) to examine the satisfaction of the target group towards the infographic media set for students in the department of educational communications and technology. The sample group for this study was 30 undergraduate students from the 1st to 4th years of the Department of Educational Technology and Communications, selected using Convenience sampling. The instruments included the infographic promotional media set and three types of evaluation forms: a media quality assessment by experts, a perception evaluation, and a satisfaction evaluation.

The overall quality evaluation by experts on content was at a good level, with a mean of 4.00, S.D. = 0.27, and the overall quality on Presentation Media was at a good level, with a mean of 3.81, S.D. = 0.90. The student perception evaluation regarding the importance of classroom arrangement for interaction was overall at the Highest level, with a total mean of 4.77, S.D. = 0.44. The item with the highest perception score was the recognition that classroom arrangement impacts the learning atmosphere and student participation level. Furthermore, the student satisfaction evaluation toward the infographic media set was overall at the Highest level, with a total mean of 4.78, S.D. = 0.42. The highest-rated item was the appropriate and continuous sequencing of content, which demonstrates that the developed infographic media set possesses high quality and can be practically applied.

Perceived Credibility and Influencer Image Change as Predictors of Consumers’ Expectations for Relationship Continuity

2026-01-19T19:21:58+07:00

This study aimed to examine consumers’ perceptions of influencer credibility, perceptions of changes in influencer image, and the influence of these factors on expectations of relationship continuance between followers and influencers in the context of social media. A quantitative research approach was employed. The sample consisted of 400 social media users in Thailand who had previously followed influencers. Data were collected using an online questionnaire and analyzed using descriptive statistics and stepwise multiple regression analysis. The results indicated that consumers’ perceptions of influencer credibility, changes in influencer image, and expectations of relationship continuance were at a high level. The stepwise multiple regression analysis revealed that interest in changes in influencer image, influencer credibility, and familiarity with and resistance toward the new image were significant predictors of expectations of relationship continuance. These variables jointly explained 57% of the variance in the dependent variable, with interest in changes in influencer image identified as the most influential factor.

The Influence of Consumer Motivations on Repurchase Behavior in TikTok Shop

2026-01-23T16:16:02+07:00

This research aimed to examine perceived product quality, exposure to TikTok users, satisfaction, and brand trust as predictors of consumers' repurchase intention through TikTok Shop. The study employed a quantitative research methodology, using online questionnaires for data collection. The sample consisted of 400 Thai residents aged 15 years and above. Data was analyzed using descriptive statistics, including means and standard deviations, Pearson's correlation coefficient, and stepwise multiple regression analysis. The findings revealed that exposure to TikTok users was the strongest predictor of consumers' repurchase intention, followed by perceived product quality, satisfaction, and brand trust, respectively. All variables exhibited a statistically significant positive relationship with consumers' repurchase intention (p < .001). Furthermore, multiple regression analysis indicated that the four independent variables collectively explained 45.9% of the variance in repurchase intention through TikTok Shop. These findings demonstrate that factors related to product quality, user experience, and trust-based relationships play crucial roles in fostering consumers' repurchase intention within the social commerce context. The results can serve as practical guidelines for developing marketing strategies on the TikTok Shop platform to enhance positive user experience, satisfaction, and consumer trust, ultimately leading to customer retention and long-term business sustainability.

A Comparative Chronology of Global and Thai Graphic Design, 1890–2025: Diminishing Time Lag and Stylistic Hybridization

2026-06-30T13:48:09+07:00

This article presents a comparative chronological analysis of graphic design between global and Thai contexts from 1890 to 2025, encompassing the transition from chromolithography to generative artificial intelligence. The study employs a qualitative documentary research approach combined with comparative analysis, developing two principal instruments: a comparative chronological matrix and a six-dimensional codebook covering production technology, media channel, typography, art direction, media economy, and institutional role. The analysis is informed by five theoretical frameworks: McLuhan's media determinism, Ogburn's cultural lag, Rogers' diffusion of innovations, Bhabha's hybridity, and Manovich's software-takes-command thesis. The findings indicate that (1) the relationship between Thai and global graphic design manifests in at least four patterns—direct adoption, adaptation, reinvention, and contemporaneous synchronization—rather than a linear "following" pattern; (2) Thailand's time lag is dynamic and progressively diminishing, from 1–3 decades in the early twentieth century to a year-on-year level during the Cold War and to a near-real-time level in the digital era; (3) Thai graphic design is characterized by stylistic hybridization, producing three distinctive hybrid forms: Thai-Victorian, Political Art Deco, and Thai Vernacular Pop; and (4) Thai graphic design carries political significance as an instrument of state legitimation and ideological communication for both governmental and social movements. The research contributes to design history pedagogy, culturally rooted design practice, and the development of reference databases for Thai design scholarship.

A Comparison of Thai Tourists’ Demographic Characteristics and Their Decision-Making on Local Food Consumption in Nam Nao District, Phetchabun Province

2026-06-30T13:54:07+07:00

The objective of this research was to compare personal factors with the decision-making on local food consumption among Thai tourists in Nam Nao District, Phetchabun Province. A questionnaire was employed as a tool to collect data from 400 Thai tourists who were interested in consuming local food in Nam Nao District. The statistics utilized for data analysis included frequency, percentage, mean, standard deviation, t-test, and One-Way ANOVA. The results of the research revealed that: 1) the overall decision-making on local food consumption among tourists in Nam Nao District, Phetchabun Province, was at a high level; and 2) tourists with different genders, ages, educational levels, occupations, monthly incomes, and travel experiences did not differ in their decisions to consume local food in Nam Nao District, Phetchabun Province.

The Development of Video Content Series on the 9stadium Page to Promote Awareness of the FIFA World Cup 2026

2026-06-30T14:12:20+07:00

This research aimed to: 1) develop and evaluate the quality of the a video content series on the 9stadium page to promote awareness of the FIFA World Cup 2026, 2) assess audience perception, and 3) examine the satisfaction of the sample group toward the developed media. The research instruments consisted of 1) the video content series on the 9stadium page to promote awareness of the FIFA World Cup 2026, 2) quality assessment forms for content and presentation media, 3) a perception assessment form, and 4) a satisfaction assessment form for the sample group. The sample group used in this study consisted of 50 followers of the 9stadium page selected through convenience sampling. The participants were volunteers who willingly agreed to participate in the study and media experiment. The research findings were as follows: 1) six episodes of video content were successfully developed for the 9stadium page to promote awareness of the FIFA World Cup 2026, 2) the expert evaluation revealed that the content quality was at a very good level ( x̄= 4.71, S.D. = 0.46), and the presentation media quality was also at a very good level ( x̄= 4.61, S.D. = 0.49), 3) the audience perception evaluation was at the highest level ( x̄= 4.79, S.D. = 0.44), and 4) the satisfaction evaluation of the sample group was at the highest level ( x̄= 4.82, S.D. = 0.44). Therefore, the developed media can be effectively disseminated to the public.

The Development of Motion Graphic Media for Publicizing Television Dramas on the 3Plus Online Platform

2026-06-30T14:24:02+07:00

This research aimed to; 1) develop and evaluate the quality of motion graphic media for publicizing television dramas on the 3Plus online platform; 2) assess audience perception; and 3) evaluate the satisfaction of the sample group toward the developed media. The research instruments consisted of: 1) a motion graphic media package for publicizing television dramas on the 3Plus online platform, 2) quality assessment forms for content and presentation media, 3) a perception assessment form, and 4) a satisfaction assessment form for the sample group. The sample group used in this study consisted of 50 followers of the 3Plus page, selected through accidental sampling from volunteers who were willing to participate in the study. The research findings were as follows; 1) four pieces of motion graphic media for publicizing television dramas on the 3Plus online platform were successfully developed. The developed media were then evaluated by experts. The results revealed that the content quality was rated at a good level (x̄= 4.19, S.D. = 0.83), while the presentation media quality was also rated at a good level (x̄= 4.44, S.D. = 0.51). The audience perception evaluation was rated at the highest level (x̄= 4.95, S.D. = 0.23), and the satisfaction evaluation was also rated at the highest level (x̄= 4.81, S.D. = 0.40). Therefore, the developed motion graphic media package for publicizing television dramas on the 3Plus online platform can be effectively implemented for actual dissemination.