Media Exposure Behaviors and Attitudes via Twitter in Y Generation Towards The Situation of the Spread of Covid-19

Abstract

        The aim of this research is to study media exposure behaviors via Twitter and attitudes towards the spread of Covid-19 among the Y Generation. The research  employed a quantitative approach using  survey research methodology. The sample size consisted of 402 people, and the research tool utilized was a questionnaire. Statistical analysis software was used to calculate the mean, percentage, standard deviation, and Anova.

        The research findings revealed that the majority of participants were females, undergraduates, aged between 22 and 32 years, employed with an income of 10,001-40,000 baht and single. Regarding media exposure behaviors, most participants stayed updated through Twitter using public accounts. They spent at least 2 hours per day on Twitter, with the majority of usage occurring after 4 pm. The primary tool used for accessing Twitter was a smartphone, and participants typically used Twitter 3-4 days per week. The main purposes  for using Twitter were  to stay updated with news and for entertainment. The most common news topics related to Covid-19 were the number of people infected, guidelines for wearing face masks, and the hashtag #Covid19 was used for seeking information. The predominant use of the hashtag # was for measures related to the prevention and control of Covid-19.

        From the hypothesis testing, it was found that demographic factors significantly influence attitudes towards finding news via Twitter. The respondents’ age showed a significant difference in attitudes, with an ANOVA value of 23.394 and a p-value 0.000*. Similarly, marital status demonstrated a significant difference in attitudes, with an ANOVA value of 12.072 and p-value 0.000*. Education level, job, and income also exhibited significant differences in attitudes with ANOVA values 8.895, 6.953 and 8.715 respectively, all with p-value 0.000*. Pair comparisons further revealed that the attitude of the single group differed from that of the married, divorced, and separated groups. Additionally, respondents with secondary education had different attitudes compared to others.

        Regarding news exposure behaviors related to the spread of Covid-19 among the Y Generation, it was found that all aspects of news exposure behaviors influenced attitudes, except for the tool used. Notably, respondents showed different attitudes when comparing government accounts and public general accounts, with a higher mean attitude towards news agents and public general accounts.

        Furthermore, respondents who reported a frequency of less than 1-2 days per week exhibited lower differences in attitude compared to others.