Presenting Content and Engagement on the Facebook Fanpage of the Beauty Pageant “Pooddaimaipjee - พูดได้มั้ยพี่จี้”: A Case Study of the Miss Universe 2023 Pageant

Abstract

        The objectives of this study were: 1) to examine the content of the messages 2) to investigate the types of media and content formats used to present the messages, and 3) to examine the engagement of the receivers with the content of the messages. The study employed a mixed-method research approach combining qualitative and quantitative methods. Qualitative data was collected through content analysis of the messages on the Facebook page “Pooddaimaipjee - พูดได้มั้ยพี่จี้”. Quantitative data was collected through the analysis of the receivers engagement with the content and the content analysis. 

        The results of the study found that the content issues, ranked from most to least, were as follows: 1) Anntonia Porsild’s mannerisms during the Miss Universe 2023 pageant activities 2) Jarucha Panmunee (Auntie Jee) live-streaming the situation of the Miss Universe 2023 pageant and 3) the mannerisms of international beauty pageant contestants during the Miss Universe 2023 pageant. Regarding the selection of media for presenting the content, ranked from most to least, were as follows: 1) still images 2) video clips, and 3) text. In terms of the content presentation format, ranked from most to least, were as follows: 1) short story content 2) content featuring Jarucha Panmunee (Auntie Jee), and 3) news content. The audience's engagement with the content, ranked from most to least, was as follows: 1) A video clip of Anntonia Porsild singing on the "Tour Ma Long" show, 2) A video clip of Jarucha Panmunee (Auntie Jee) presenting the situation after the Miss Universe 2023 pageant, 3) A video clip of Anntonia Porsild participating in the celebratory parade for being the 1st runner-up in Miss Universe 2023 in Thailand.