วารสารศาสตร์

สัญญะส่งด่วน Mad Delivery

2025-12-24T12:01:32+07:00

Media and Content Creation with Community Participation: The Case of Thungyai from Lao Wieng Community, Baan Wang Yai Chim, Nakhon Nayok Province

2025-12-24T15:26:31+07:00

The research objectives of this study are (1) to explore the process of designing “Thungyai” as a media and cultural product with community participation, and (2) to examine the process of designing messages that communicate the community’s beliefs through “Thungyai” as a cultural product with community participation.

The qualitative research methodology was to collect data from August to December 2023, from Lao Weing community, Baan Wang Yai Chim, Hin Tang Subdistrict, Mueang District, Nakhon Nayok Province where the “Thungyai” is produced as a cultural product. Purposive sampling was utilized through in-depth interview, focus group and participant observation during the 6 steps of production process of “Thungyai” and its messages.

This study highlights the adaptation of “Thungyai” as a ritual media object through the decision-making process of community members, who are the custodians of the culture, aiming to revive the sacred essence of “Thungyai” to wipe out the previous negative aspects associated with the media. Moreover, “Thungyai” serves as a platform for power negotiations between the community members who is the cultural custodians and the state through the governmental mechanism.

In terms of community’s participation in the designing process of “Thungyai” and its communication message in the community's beliefs through “Thungyai”, it’s found that the community’s members of Thungyai development group engaged in the decision-making, implementation, utilization, and evaluation dimensions.

The research found that the core in the design of the Thungyai, was its role as the medium to strengthen community bonds through collaborative productions. Furthermore, the Thungyai’s design was tailored to be functional in daily life, aligning with the villagers' individual needs.

The structure of “Thungyai” was miniaturized to symbolize sacredness, while its spiritual significance was further enhanced by incorporating auspicious colors, such as those used in raw materials like threads and beads. “Thungyai” also functions as a sacred symbolic community center, integrating various semiotic elements. In depth, “Thungyai” assists individuals adjusting themselves into the social uncertainties.

The study also found the communication strategies to design messages conveying the holy meaning as follows: (1) the branding design with a sacred symbol; (2) simulating holiness through branding design; (3) selecting brand names based on resemblance “Holy Thungyai”; (4) employing metonymy branding design to link “Thungyai” with Buddhist principles; (5) the utilization of an association principle between objects and individuals to convey protective qualities for possessors; (6) the semiotic integration of sacredness through communication space; and (7) the application of auspicious colors and numbers.

Strategies for Communicating the Meanings of Tarot Cards to Enhance Intellectual Well-Being

2025-12-24T15:40:07+07:00

The primary objective of this research Tarot Card Meaning Communication Strategies for Intellectual Well-Being is to analyze the symbolic meanings embedded in Tarot cards and to explore how images and symbols can contribute to intellectual well-being and serve as a dimension of encouragement. This study employed textual analysis and qualitative research methodologies to examine the 78 Rider-Waite Tarot cards, focusing on images and symbols that carry implications for intellectual well-being. The research incorporated approaches from semiotics and communication studies, alongside scholarly works on intellectual well-being, communication, and card reading, as well as manuals on Tarot card reading and the use of tarot cards as tools to enhance intellectual well-being.

The researcher examined the symbolic meanings of each of the 78 cards in accordance with the conceptual framework of the study. The analysis was guided by semiotic theory, concepts of intellectual well-being, and the principles of Tarot. Findings revealed that interpretations of Tarot symbols vary across different social and cultural contexts. Furthermore, symbolic design can enhance both the meanings of the cards and the flow of meaning derived from them.

The study also found that a reader’s prior knowledge and personal interpretive frameworks significantly influence the fluidity of meaning. Tarot cards may thus function not only as tools of divination but also as instruments for interpersonal communication, self-reflection, and constructive feedback. Through their symbolic richness, tarot cards foster creative communication and add value to the communicative process. A single card may embody multiple meanings, depending on interpretation and situational context. Importantly, the framing of the question and the interpretive context can substantially alter symbolic meanings. Therefore, it is hoped that the findings of this research will serve as a reference for the future development of Tarot cards as communicative tools.

Mongrel Dogs: Animal Studies and Social Construction of Reality From Stray Dogs to Pet Influencer

2025-12-24T15:48:39+07:00

This academic article analyzes the social construction of mongrel dogs in Thailand through the lens of animal studies, using textual analysis to study the construction of meanings of mongrel dogs through media, which are intertwined with the social and cultural contexts of each era. The analysis is divided into three distinct periods: The "Stray Dogs Era," prior to the 1990s, where mongrel dogs were widely regarded as undesirable stray animals. The "Mixed-Breed Era," spanning from the 1990s to 2010s, experienced a significant shift in perception when King Bhumibol Adulyadej adopted "Khun Thongdaeng," a mongrel dog, and coined the term "Thousand Ways Dog." This period saw an increase in films depicting the loyalty of mongrel dogs, leading to their growing acceptance as pets. Finally, the "Pet Influencer Era," from the 2010s onward, presents mongrel dogs as beloved family members with distinct personalities, often featured as pet influencers on social media. However, this era also maintains negative perceptions of mongrel dogs due to issues like stray populations caused by inadequate environments and improper care. The representation of mongrel dogs can be categorized into two sets of myths, with meanings that remain fluid and subject to change based on breed characteristics, environmental conditions, and upbringing. These factors influence societal perceptions and the varying degrees of acceptance of these dogs within the community.

Viewers’ Exposure and Customer Journeys to Product Placement in Generation B, X, Y, and Z towards Online Media Programs

2025-12-24T15:55:40+07:00

The research Viewers’ Exposure and Customer Journeys to Product Placement in Generation B, X, Y, and Z towards Online Media Programs was quantitative research aimed to examine the differences between Generations B, X, Y, and Z in their exposure to online product placement and their customer journey, also to examine the influence factors in online product placement, active placement and passive placement, on the customer journey. The sample consisted of Generation B, X, Y, Z aged 18-78 who were exposed to online media programs, with 100 people per generation, totaling 400 people. The results of the study found that Generation Y exposed to Passive Placement in online media programs significantly more frequent than other Generations at *Sig. < 0.05. In terms of the opinions on five stages of customer journey, it was found that there was a difference only in terms of product awareness stage which Generation Z and Y had significantly difference to Generation B in terms of product awareness towards product placement in online programs on the customer journey at **Sig. < 0.01. Only active placement affected all stages of the customer journey as follows: Aware (Beta=0.330***); Appeal (Beta=0.193***); Ask (Beta=0.188***); Act (Beta=0.256***) and Advocate (Beta=0.212***).

Coming Home: Lukthung Music Videos and the Returning to Hometowns

2025-12-24T16:03:19+07:00

Lukthung music videos are another area of communication that interacts with the narratives, lifestyles, and ideologies of contemporary Thai society. This academic article stems from the observations of the author regarding communication through Lukthung music videos disseminated via YouTube between the years 2020-2023 (B.E. 2563-2566), which contain content and storytelling aimed at inviting people to return home. This led to the research question aimed at studying the communication of meaning around the theme of “returning to hometowns”, which seeks to reveal the meanings and communication strategies related to people returning to their hometowns, including the ideologies hidden within that communication. This will be done through content analysis of visuals and lyrics from a sample group of 14 music videos.

The results of the study found that the sample group of Luk Thung music videos used in this study communicates meanings about people returning to their hometowns in a new form of rural life through a significant communication method, namely, contrasting urban and rural settings. For instance, Bangkok is portrayed as a bustling city where people lack sincerity, experience uncertainty, and may not be the only place for survival. Moreover, the videos also highlight the advantages of returning home, including social capitals in local areas, resources for self-sufficiency, and access to communication technology in rural communities. This allows the younger generation to utilize these capitals, resources, and knowledge to establish careers and generate income without needing to migrate to urban areas for employment. Our analysis suggests that these Lukthung music videos are actively constructing a social reality while also fostering an ideology of localism among the younger generation.

My Stand in the Series: Semiology Interpretation and Fan Culture Communication

2025-12-24T16:09:09+07:00

Since Thai society has long been familiar with the concept of Mae Yok, which can also mean Sugar-mama, Sugar-mamma, or Sugar-mummy, the problem of fan clubs is not new to Thai society. The development of their identities, maturity, qualifications, group communication, expression, or even their entry into the Y-series community through the series My stand in, which is a Y-series adapted from a Chinese novel, is one thing that has, however, brought the topic of fan clubs back into the writers' spotlight. The content of the series awakens the motherhood in order to encourage and help her children, as well as support her children through various communication channels so that the actors who are seen as her children can feel these feelings. This group of fans has a new name for themselves: “Mummy”. Looking through the concept of parasocial interaction, we can see why the Mummy phenomenon has occurred, what the status of fan studies is like, and what the Mummy will be like in the future.

A Comparative Study of Compositions and Contexts of Japanese Adult Videos (AV) for Men and Women

2025-12-25T09:00:20+07:00

Japan is widely recognized as a global leader in the adult video (AV) industry, accounting for approximately 20% of global AV sales. Despite its seemingly liberal landscape, the industry remains largely monopolized, especially in terms of content production tailored predominantly for male audiences. However, recent developments have emerged with the rise of companies that specifically produce AV targeting female viewers. This study aims to compare the structural elements and social contexts of Japanese AV designed for male and female audiences by analyzing key aspects such as narrative, character portrayal, language, visuals, sound, sexual imagination, and gender ideologies as represented in the media. Employing a qualitative content analysis methodology, the study examines 10 AV films—5 aimed at male viewers and 5 at female viewers—using a coding sheet framework. The analysis is guided by theories including Narrative Structure Theory, Representation Theory, Hegemonic Masculinity, and Kolb’s Experiential Learning Cycle. Findings reveal that AV for men tends to emphasize visual stimulation through the depiction of female bodies in contexts that often diminish female agency. In contrast, AV for women places greater focus on emotional relationships, dialogue, mutual consent, and nuanced storytelling. The comparison highlights significant differences in gender roles and sexual values, reflecting broader cultural dynamics within contemporary Japanese society.

This study argues that AV should be recognized not merely as erotic entertainment but as a cultural space for negotiating power relations, sexual desires, and personal fantasies. Moreover, it suggests that AV has the potential to serve as a medium for complex sexual learning linked to wider social structures.

My Brain Has Too Many Tabs Open ปิดแท็บชีวิตแค่ปิดโซเชียล

2025-12-25T09:09:16+07:00