Siam Communication Review

Emojis and their significations

2025-06-15T23:25:29+07:00

This research article aimed to know the significance of top using Emojis on an online platform by qualitative research method, documentary research, and analysis with 10 Emojis (😂🤣❤️🙏😭😍✨🔥😊🥰). The result found that Emojis are significant by icon index and symbol. Emojis can used in emotional for emotions and functional for bullet points or message decoration arbitrary by user in symbiosis form. However, the signification of emojis depends on the contexts of communication become the codes

Digital Typography: Evolution and Communication in the Technological Age

2025-06-15T23:36:49+07:00

This academic article explores the evolution of digital typography from its origins in the era of electronic calculators to its current status as an integral part of the digital revolution. By analyzing the role of digital typography as a representation of technological and social change, the study covers aspects of design, application in various media, and influence on contemporary communication culture. The results indicate that digital typography not only reflects the limitations and advances in technology but also serves as evidence of the Cold War era competition and the transition to the digital age.

The Use of Teachers' Authority Over Students Through School Spaces in Thai Teen Series During 2013 - 2021

2025-06-12T22:36:28+07:00

This research article aims to analyze the portrayal of teacher power dynamics towards students through school settings in Thai teen series. The study found that these series depict teacher authority through various mechanisms such as monitoring and enforcing discipline near school gates, issuing commands and punishments in areas like flagpoles, classrooms, and parent rooms, and even using detention rooms to discipline students. These portrayals reflect intense power dynamics and the use of force by teachers within schools. However, the study also reveals that these teen series do not portray teachers as unquestionably authoritative figures but rather show student resistance through various forms of communication such as questioning rules, challenging norms symbolically, and using digital technology to expose unjust uses of power. The research highlights that Thai teen series depict schools as spaces where power negotiations between teachers and students occur, illustrating that schools in these series are no longer exclusively domains of absolute teacher authority.

Strategic Environmental Communication for Sustainability of NGOs in Thailand

2025-06-12T23:09:31+07:00

This article explores strategic environmental communication for sustainability of Non-Governmental Organizations in Thailand. The aim is to study factors influencing strategic communication and strategic communication of Non-Governmental Organizations in Thailand. This qualitative research based on in-depth interview with representatives from four NGOs, applied contingency theory of strategic conflict management and strategic communication management concepts. The study investigated five external and five internal factors. The five external factors are macro environment, industrial environment, issue under question, external stakeholder, and threat. The most essential external factors that contribute to good operations and strategic communication are issue under question and law. The five internal factors that influence strategic communication are characteristic of leader, organizational characteristic, communication department characteristic, individual characteristic, and relationship characteristic. The most important internal factor is characteristic of leader as it is the factor that effectuate all internal factors. The study found 8-step of strategic communication of Non-Governmental Organizations originated with situation analysis, then the process of setting philosophy, vision and mission, goals and objectives, target groups, big Idea and message, strategies, and tactics before the step of implementation and evaluation. Additionally, that 8-step was rearranged due to the internal and external factors in the context.

A Study on Consumer Insights and the Use of Video Tutorials to Enhance Understanding of Using the Mastodon Social Media Platform

2024-10-10T10:51:19+07:00

This research aimed to study in-depth consumer data on the use of the Mastodon platform, an alternative social media platform to Twitter (X), study the guidelines for creating video tutorials for using the Mastodon platform, and study the effectiveness of YouTube tutorials on knowledge and understanding of the use of the Mastodon platform using an experimental-based research method.

Consumer insights were obtained from interviews with 11 target groups who had never used Mastodon before, focusing on the behavior of using the Twitter (X) platform as a primary platform, as it is similar to Mastodon. The results of the study found that most interviewees used Instagram as their primary platform, followed by Twitter (X) and TikTok, using Twitter (X) mainly to follow content about celebrities and news, and wanted videos to be easy to understand, interesting, and not boring.

From the in-depth interviews on the guidelines for creating video tutorials, it was found that most interviewees wanted videos that were 4-6 minutes long, focused on concise, clear, easy to understand content, had interesting storytelling, and did not require seeing the speaker's face. Additionally, having concise explanation in each step and using visual cues, such as zooming in and using arrows on desired areas, have been received positively from the interviewees for being easy to follow on.

Video tutorials on YouTube were created, according to the guidelines obtained from the interviews and evaluated for the effectiveness by using a pre-test and post-test with two sample groups: a small group (nine people) and a wider target group (37 people for the pre-test and 23 people for the post-test). The test results showed that the average scores of both groups increased after watching the video, indicating that the video tutorial is effective in increasing knowledge and understanding of the use of the Mastodon platform. This research contributes businesses and content producers who want to use video content marketing strategies and video tutorials to create knowledge and understanding about products or services, as well as for users who want to start using Mastodon.

The Development of Digital Content Set for Promoting KMUTT Library on an Online Platform

2025-06-13T22:22:32+07:00

This research aimed to 1) develop the digital content set for promoting KMUTT Library on an online platform, 2) evaluate the quality of the developed digital content, 3) assess the perception of the sample group toward the developed digital content, and 4) evaluate the satisfaction of the sample group with the digital content set for promoting the KMUTT Library on an online platform. The research tools included 1) the developed digital content set for promoting the KMUTT Library on an online platform, 2) a quality assessment form of the digital content set developed, 3) a perception evaluation form for the sample group, and 4) a satisfaction evaluation form for the sample group. The sample group consisted of followers of the Instagram account kmuttlibrary, selected through accidental random sampling. The participants included 50 followers who had previously viewed the developed digital content set and were willing to respond to the questionnaire. The data were gathered in the first semester of the 2024 academic year. The development results included the design and creation of 6 sets of infographic posters and 4 short video clips. Subsequently, these materials were submitted to experts for quality evaluation. The assessment results indicated that the content quality was rated at a very good level (X= 4.80, S.D. = 0.46) while the media presentation quality also received a very good rating ( X= 4.61, S.D. = 0.49). Additionally, the sample group's perception was rated at the highest level ( X= 4.75, S.D. = 0.55), and their satisfaction achieved the highest rating as well ( X= 4.85, S.D. = 0.36). Therefore, the developed digital content set for promoting the KMUTT Library on an online platform was suitable for practical implementation.

Building brand awareness and engagement with video content on Facebook

2025-06-13T22:42:36+07:00

Two research objectives are pursued in this study on "Building brand awareness and engagement with video content on Facebook pages": 1) Research how to use short videos to communicate on Facebook in order to increase brand awareness for the balloon art company; 2) Create content for the balloon art company's Artinflate Facebook page that shows behind-the-scenes work; and 3) Determine which real-time and behind-the-scenes videos produce the best results by tracking the results on the balloon art company's Facebook page. The study employs the Experimental Research Method and measures the effectiveness of the video content campaign behind the scenes of Balloon Art Company before it begins. This is done by using Engaged and the number of followers on the Facebook page as indicators of the campaign's success in increasing brand recognition and awareness as well as viewer engagement on the Facebook platform. The data collection process is divided into two phases: Stage 1 involves posting behind-the-scenes video content ads and gathering data for two months. Stage 2 involves posting two different kinds of video content ads—behind-the-scenes and real-time—and comparing them. The data collection period was one month. According to the study's findings, employing video content that is relevant to the event's theme can boost target audience engagement with the business, particularly when it comes to social media viral content. With 14,859 persons reached and 25,304 impressions, the "Whale" campaign got the highest reach and impressions.

To leverage the research findings for future content development, the company should start filming behind-the-scenes footage of the entire production process, from the day of the event until it is installed in the actual location. Other platforms should be investigated as well in order to satisfy a wider variety of target audiences.

The Development of a Video Content Series Using Storytelling Techniques to Promote KMUTT BOOK STORE on the TikTok Platform

2025-06-13T22:51:26+07:00

This research aimed to 1) develop a series of video content using storytelling techniques to promote KMUTT BOOK STORE on the TikTok platform, 2) evaluate the quality of the developed video content, 3) assess the perception of the sample group, and 4) evaluate the satisfaction of the sample group with the video content using storytelling techniques to promote KMUTT BOOK STORE on TikTok. The research tools included 1) a series of video content using storytelling techniques to promote KMUTT BOOK STORE on the TikTok platform, 2) a quality assessment form focusing on content and presentation aspects, 3) a perception evaluation form for the sample group, and 4) a satisfaction evaluation form for the sample group. The sample group in this study consisted of 50 followers of the KMUTT BOOK STORE TikTok platform. Participants were selected through accidental sampling from followers who had viewed the developed video content series and were willing to complete the questionnaire. The design and development process resulted in a total of four video content pieces. The developed media were subsequently evaluated by experts for quality assessment. The evaluation results indicated that the content quality was rated at a very good level (X= 4.80, S.D. = 0.41). The quality of media presentation was rated at a good level (X= 4.42, S.D. = 0.55). The perception of the sample group was assessed at the highest (X= 4.81, S.D. = 0.48), while the satisfaction of the sample group was also rated at the highest ( X= 4.83, S.D. = 0.42). Therefore, the developed video content series could be practically applied.

The Process of Solving the Problem of Being a Character and Being on the Character’s Objective: a Case Study of the Character “MASHA” in Christopher Durang’s Vanya and Sonia and Masha and Spike (2012)

2025-06-14T12:12:09+07:00

This research article explores the process of solving the problems of being a characterization and being on a character’s objective : A case study of the character "Masha" in the play Vanya and Sonia and Masha and Spike (2012) by Christopher Durang. The objectives are to practice and develop the actor’s skills in characterization and living the character's needs, and to discover approaches to resolving these the problems of being a characterization and being on a character’s objective of the character "Masha." Due to the researcher's limited acting experience, they encountered two primary challenges 1.) the problems of being a characterization or getting into the character and 2.) being on a character’s objective with the research question focuses on how the researcher can enhance their skills in characterization and being on a character’s objective when performing in the play Vanya and Sonia and Masha and Spike. The study involves reviewing the theories and methods of Western theater practitioners learned in the Master's program at the Department of Dramatic Arts, Faculty of Arts, Chulalongkorn University. The proposition suggests that understanding and the process of solving the problems of being a characterization and being on a character’s objective "Masha" will enable the researcher's body to respond naturally as an actor. The research is divided into four phases: 1.) script and character analysis 2.) rehearsal process 3.) pre-production and 4.) production and post-production. The research utilizes two tools for evaluation 1.) video recordings and observations of rehearsals, including notes from the director after each rehearsal, and 2.) post-performance evaluations through questionnaires from audience, feedback from the director, and from the acting advisor. The findings indicate that effective the problems of being a characterization and being on a character’s objective start with understanding the character's mindset and emotions. By remaining present in the moment, the researcher can communicate the role effectively, adapt various acting methods, and perform appropriately according to the scene's context. The study integrates the acting concepts, theories, and techniques of three renowned acting experts: 1.) Sanford Meisner 2.) Konstantin Stanislavski and 3.) Lee Strasberg.Despite their differing principles, all three share the same goal to help actors create realistic and vibrant performances by deeply connecting with the character's emotions, thoughts and behaviors to establish credibility in acting

Consumer Behavior in Watching the Korean Series "Moving" on Korean Series Facebook Fan Pages

2025-06-14T12:20:08+07:00

In this study, the Facebook fan page “1 day with series” will be used to determine the content and presentation technique of the review content of the Korean series "Moving." his study focused on wall-posted information through the application of narrative and user generated content concepts to study findings. Facebook content from June 29 to September 21, 2023 was included in the unit of analysis.

The study also found that there were 11 content review types as follows: content that mentioned on characters of main characters, special abilities of characters, content that mentioned relationships of lovers in series, content that mentioned all main characters, content that summarized all episodes, content that portrayed love and romanticized of characters, content that portrayed woman power, conversation content between mother and son, mission content in series, content provided series information, content of 1st ranking of Disney+ in worldwide and behind the scene content.

Marketing Factors and Social/Cultural Environment Influencing Decision Making in the Use of Skin-Treatment Beauty Clinic Services in Bangkok

2025-06-14T12:27:10+07:00

This research has three objectives: 1) to study the behavior of consumers in using beauty clinics in Bangkok, 2) to study the marketing factors that affect the decision to use beauty clinics, and 3) to study the social and cultural environments that affect consumers’ decision to use skincare clinics. This research is a quantitative research. The sample group used in the study is 400 people who have experience using beauty clinics in Bangkok. A questionnaire was used as a tool for data collection and statistics were used for data analysis, including percentage, frequency, and mean.

The research results found that the majority of the sample group were female, aged 21-30 years, students with a bachelor's degree or equivalent, and an average monthly income of 15,001 - 35,000 baht. The behavior of using the beauty clinic services of the majority of the sample group aimed to care for their skin and had skin problems that they wanted to treat, such as dull skin, and used acne extraction or acne injection services the most. They mostly used the services on Saturdays and Sundays from 4:01 p.m. to 7:00 p.m., an average of 1 time per month, and spent approximately 1,001 - 3,000 baht per service. The decision to use the beauty clinic services of the majority of the sample group came from receiving information about the clinic's advertisements on social media.

For the marketing factors, the top 5 most important factors for the sample group were: personnel, i.e., the treating doctor is skilled and experienced; staff who can give advice before and after using the service; physical presentation, i.e., the clinic area is clean and tidy; legal certification notices of the clinic; and quality, safe, and reliable treatment products. As for the social and cultural environment factors that influenced the decision to use the service, the top 5 factors for the sample group were: social class, which mostly considered confidence in living in society; the role of influential people on social media; family, which mostly considered total family income; information about the experiences or results of those who had used the services at that clinic; and expectations of safety from criticism in society.

A Study on the Effectiveness of Infographics on Facebook for Grand Theft Auto V (GTAV) FiveM under the Apocalypse Universe FiveM Server

2025-06-14T22:00:03+07:00

This research, titled "A Study on the Effectiveness of Infographics on Facebook for Grand Theft Auto V (GTAV) FiveM under the Apocalypse Universe FiveM Server," aims to evaluate the effectiveness of using infographics on the Facebook platform to enhance player awareness and engagement within the Apocalypse Universe FiveM server of GTAV. The study focuses on communication and promotion through Facebook Ads and the use of infographic content to attract new players and retain the existing player base. A quasi-experimental research method was employed to measure key performance indicators, including Follows, Reach, Impressions, and Engagement, using Facebook Ads Manager.

The research findings indicate that the use of infographics in Facebook promotions resulted in a peak engagement of 91 interactions, with the highest ad impressions reaching 6,124 views. The implementation of Facebook Ads effectively expanded audience reach and contributed to an increase in new player acquisitions. Additionally, infographic-based content and activities significantly boosted player engagement within the server.

Based on these findings, the researcher recommends continuous improvement and innovation in infographic content to maintain its appeal and relevance. Moreover, strategic planning of Facebook Ads campaigns should be carefully executed to optimize audience targeting and maximize effectiveness.

Studying the effectiveness of marketing communications on digital platforms Case study of the 44 th House and Condo Show Expo By K2L ADVERTISING AGENCY COMPANY LIMITED

2025-01-27T11:23:51+07:00

From a research study on the effectiveness of marketing communications with digital public relations strategies on digital platforms. Focusing on case studies at the 44th House and Condo Expo. K2L Advertising Agency Company Limited whose objective is1.To study marketing communications and formats of digital public relations strategies in organizing the 44th Home and Condo Expo and 2.) to study the effectiveness of digital marketing communication operations through digital public relations strategies that affect perception. Number of participants in advance The 44th House and Condo Fair using the research method is to useUsing digital marketing communication strategies and strategies, digital public relations strategies, digital digital through Facebook.

From the study, it was found that digital public relations strategies for organizing exhibitions are effective and efficient in creating awareness and participation of the target group. It is considered a communication strategy that is consistent with behavioral trends. Consumers make the target group able to receive information. and various activities of the home fair and condos that are happening well

Including encouraging the target group that has been set to participate in all activities, including online channels. Most visitors to the expo have a desire to buy a home and decide to reserve at the event immediately. The majority of visitors are Gen Y in the age group of 21-30 years, followed by those in the age group of 31-40 years. In addition, it was found that the Gen Z group born between 1997-2012 visited the fair more than before. which was promoted through various online channels such as Meta Ads, @Line, Google Ads, YouTube Ads, and TikTok Ads. These digital promotion strategies were used to attract the target audience and encourage them to join. work Which today's digital public relations strategies play an important role in creating cooperation and acceptance in various activities. Through the use of various communication strategies to effectively reach target groups.

Applying Design Thinking to Develop Motion Graphics for Enhancing Digital Literacy Education Among the Elderly

2025-06-14T22:26:24+07:00

The purpose of this research is to study design thinking for creating motion graphics in digital learning and teaching for older adults. The design thinking approach was applied following five stages: 1) Empathize, 2) Define, 3) Ideate, 4) Prototype, and 5) Test. Data was collected from a target group of 20 participants, consisting of 10 older adults, 5 professionals, and 5 academics, in order to produce motion graphic media for teaching and learning for older adults. The data was analyzed based on the research objectives.

The research findings indicate that design thinking can aid in creating media that addresses the real problems and needs of older adults, thus enhancing the effectiveness of teaching materials in promoting learning. The design thinking process was applied, starting with empathizing to understand the physical challenges of older adults, followed by clearly defining the problem based on this understanding. The creation of motion graphic media focused on five key elements: imagery, sound, scenes, and typography, leading to the production of video content and the identification of suitable solutions. The prototype was tested on YouTube, and the feedback from the three target groups was analyzed. The analysis focused on two aspects: 1) the motion graphics in digital learning for older adults, which received positive evaluations; and 2) the quality of the motion graphics in digital learning, where the three target groups showed differing opinions. The highest rating was for the clarity of voice-over and the accuracy of the text, while the lowest rating was related to the use of color.

Problem Studies and Skill Development Guidelines in Creating Online Media for Communication Arts Program Students in Rajabhat Universities, Northeast Thailand

2025-01-02T20:01:05+07:00

This research aimed to explore the problems, needs, and guidelines for developing skills in creating online media for Communication Arts program students in the at Rajabhat Universities in Northeast Thailand. A mixed-methods research approach was used in this study. The quantitative data was collected through a survey of students from 10 Rajabhat Universities in the northeast region, involving 400 participants. The qualitative data was gathered through focus group discussions with representatives from faculty, students, graduate users, and graduates. The survey results revealed that 54.5% of the Communication Arts students aspired to pursue careers as online YouTubers, TikTokers, bloggers, influencers, or content creators. In terms of skill development needs, students expressed the highest need for skills in using image editing, graphic design, photo enhancement, and drawing (x̄ = 4.19, S.D. = .902). The focus group discussions revealed that stakeholders in the Communication Arts program identified the rapid changes in technology as a significant problem, leading to the quick obsolescence of learning support materials and the necessity to update instructors to keep pace with technological advancements. The suggested guidelines for developing online media creation skills among Communication Arts students included enhancing the curriculum to focus on utilizing technology for information gathering to create content, fostering creativity, and improving skills in online media usage and production for online platforms, as this aligns with modern job trends that cater to contemporary individuals and organizations.

Administration guidelines for quality public and community radio broadcasting in Thailand

2025-06-14T22:54:01+07:00

The purpose of this study was to study the appropriate approaches for the operation of public and community broadcasting in Thailand. Through the analysis of concepts related to the administration of broadcasting both in Thailand and abroad from collecting data in the form of public hearings from relevant stakeholders and a population survey of 1,010 sets in 4 regions: central, Bangkok and its vicinity, northeastern, southern and northern regions.

The results of the study from the public hearing under 8 issues that will make public and community service broadcasting stations have quality are: 1. Policies/Guidelines 2. Supervision 3. administration of radio stations 4. Contents 5. Program format 6. Finance and source of funds/income generating 7. Principles of a quality radio station and 8. Other related issues. The study results from the survey found a suitable guideline for the operation of radio broadcasting stations that is good and should be suitable for Thailand, different from the public hearing, consisting of 5 elements: 1. Organizational management 2. Program content 3. Program format 4. Programming 5. The principle of a safe and creative radio station. along with providing policy recommendations, namely No one size fits all, Force/Drive, Upskill & Reskill, Partnership, Great Value, Excellent Relationships, Mentors and Guide.

Motivational Factors Affecting the Choice of Meal Replacement Supplements among Generation Z Consumers in Bangkok

2025-06-14T23:00:15+07:00

This research aimed to study the motivation communication strategies that affect the decision to consume meal replacement supplements among Generation Z consumers in Bangkok. The quantitative research method was used to collect data via an online questionnaire with a sample group of Generation Z in Bangkok. The results of the research found that the demand for meal replacement supplements of the Generation Z sample group in terms of gender did not affect the decision-making process. The researcher inferred that the reason for the lack of difference may be because there are currently more genders than males and females, namely the LGBTQ+ group. This group is a variable that causes the attitudes of men to change more and is the point that led to the results that different genders will affect the decision to consume meal replacement supplements equally. In addition, the aspect of saving is also a part of the decision-making process. The research results pointed to the fact that saving is the main reason for deciding to purchase meal replacement supplements among the Generation Z sample group in Bangkok. The results of this research can be used to adjust the marketing strategies of food supplement entrepreneurs because they can identify the limitations and needs of Generation Z consumers from the research results. It can also be a part in helping to improve and create more understanding and attitudes between consumers and food supplement entrepreneurs. Keywords: communication strategies, motivations that affect consumption choices, choosing to consume food supplements as a replacement for main meals.

Writing a Psychological Horror Play about Loneliness from Childhood Emotional NeglectWriting a Psychological Horror Play about Loneliness from Childhood Emotional Neglect

2025-02-19T20:13:12+07:00

This research aims to study and explore methods for writing a psychological horror play about loneliness from childhood emotional neglect. The researcher began by studying the concept and the characteristics of psychological horror presented in the articles by film and television writer, Jason Hellerman (2024) and film journalist, Ivy Lofberg (2016), as well as the utilization of theatrical elements in horror plays appeared in Emily O'Donnell’s research (2018) with the purpose of exploring the methods for writing a psychological horror play. The researcher studied psychological researches related to loneliness from childhood emotional neglect so as to use the subject matter as the main theme of the play. The knowledge gained was then applied into writing a psychological horror play Wang, with a focus on using the concept and the characteristics of the genre to convey a portrayal of loneliness from childhood emotional neglect and the negative effects of the childhood emotional neglect to the audience. Wang was presented as a staged reading to collect audience’s feedback via questionnaires. The feedbacks show that the audience was able to understand and acknowledge the negative effects of childhood emotional neglect conveyed in the play. However, some audience mentioned that the ambiguity of the narrative and the lack of a clear explanation regarding what the character ‘ghost’ is resulted in the main theme of the play being unclear. Having analyzed the feedbacks, the researcher found the ambiguity to be a distinctive characteristic of the genre that opens the play to the audience’s subjective interpretations. If the researcher were to develop Wang in order to address the issue, the researcher would add actions, as well as dialogues between the characters to strengthen the presentation of the main theme while maintaining the ambiguity of the narrative and the ‘ghost’.

The Study of Satisfaction with the Selection of Netflix Original Movies and Series that affects the Decision to become a Member of Netflix Thailand

2025-06-14T23:20:00+07:00

This study aims to: 1) examine the demographic differences among Netflix Thailand subscribers, 2) investigate the decision-making process behind becoming a Netflix Thailand member, and 3) explore the influence of satisfaction with Netflix Original movies and series on the decision to subscribe. The research employed a quantitative, exploratory approach using purposive sampling through an online questionnaire. The findings indicate that most respondents were female, aged between 31–40 years, held a bachelor's degree, and worked in the private sector. Interest in Netflix Original content—particularly new releases, large-scale productions, and high-quality content—significantly influenced both initial subscriptions and continued membership. Additionally, users considered value for money through comparisons with other streaming platforms, ease of access via multiple devices, reasonable pricing, and social media promotions. These factors collectively contributed to a high tendency for long-term subscription retention.