REVIEWING MEDIA IMPACT IN THAI POLITICS: PARASOCIAL INTERACTION AND AUTHENTICITY
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บทคัดย่อ
บทความนี้นำการวิจัยในอดีตมาศึกษา เพื่อตรวจสอบผลกระทบของการเปิดรับสื่อ การปฏิสัมพันธ์กึ่งสังคม ต่อความจริงแท้ทางการเมือง และประสิทธิภาพทางการเมือง โดยมีวัตถุประสงค์เพื่อสร้างแนวทางเบื้องต้นที่ช่วยเสริมสร้างความเข้าใจว่า สื่อมีอิทธิพลต่อมิติของตัวแปรที่กล่าวมาข้างต้นอย่างไร บทความนี้เน้นนำเสนอบทบาทของการเปิดรับสื่อในการหล่อหลอมทัศนคติทางการเมือง และความสำคัญของการปฏิสัมพันธ์กึ่งสังคม ในการส่งเสริมความไว้วางใจต่อรัฐบาลและบุคคลในสื่อ พบว่า ปัจจัยที่ส่งผลต่อการรับรู้ความเป็นของแท้ทางการเมือง ได้แก่ ความเป็นธรรมดา ความสอดคล้องกัน และความรวดเร็วทันที ซึ่งถูกส่งผลกระทบจากการนำเสนอในสื่อ นอกจากนี้ ยังเน้นถึงการกระตุ้นของสื่อดั้งเดิมและสื่อสังคมออนไลน์ ต่อการมีส่วนร่วมทางการเมืองและประสิทธิภาพทางการเมือง บทความนี้ มีการสรุปโดยเน้นถึงความจำเป็นในการศึกษาในอนาคต เพื่อทำความเข้าใจว่า พลวัตรของตัวแปรเหล่านี้ทำงานอย่างไร โดยเฉพาะในภูมิทัศน์สื่อที่พัฒนาในประเทศไทย รวมถึงผลกระทบต่อกระบวนการประชาธิปไตย โดยมีข้อมูลสนับสนุน
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