The journal of social communication innovation

Factors that Affect the Selection of Trends for a Restaurant Business Concept Design for a Double Diamond Model

2025-04-25T14:28:05+07:00

This research explores the integration of trends into the restaurant business concept design process using the Double Diamond Model, a framework rooted in Design Thinking that emphasizes both divergent and convergent thinking across four stages: Discover, Define, Develop, and Deliver. The study aims to identify the factors influencing trend selection and how trends can be systematically applied in each stage of the design process. Data were collected from six successful restaurant entrepreneurs who met specific criteria, including operating for at least three years, expanding to more than one location, and remaining actively in business. The findings categorize trends into four levels: Mega Trends, which shape long-term brand vision; Macro Trends, which foster emotional engagement and brand loyalty; Micro Trends, which stimulate short-term sales and brand recognition; and Fads, which capture immediate consumer attention. The study reveals that aligning trend selection with the goals and context of each design phase is essential. For example, Mega Trends are suitable for guiding the conceptual direction in the Discover stage, while Macro and Micro Trends are applied during the Develop stage to design practice. Fads and Micro Trends play a key role in the Deliver stage by enhancing real-time consumer engagement through promotional campaigns. This research offers insights into the practical application of the Double Diamond Model within the restaurant industry, supporting innovation in design and business strategy. Moreover, the study notes a lack of emphasis on environmental trends, highlighting the need for policy initiatives to encourage more sustainable business practices. The findings presented represent conceptual insights derived from qualitative analysis and have not yet undergone formal validation by design strategy experts.

The Creation of Stories from Locals to Screenplays: A Case Study of Short Films in “Story from the Hometowns Project”

2025-10-15T18:16:16+07:00

This research aims to examine the use of local data in the "Stories from the Hometowns" creative media project, which transforms local narratives into short films. The study also explores how screenplays are developed from real local data in this project. Utilizing a qualitative research approach, the study is framed by Narrative Theory, Screenwriting Theory, and Intertextuality.

The results revealed that real local data to create a film story found that real data from all 5 local areas were modified to create new meanings in the context of film storytelling, including plots, characters, themes, scenes, and symbols. In addition, real local data were not used in the original way but were modified to be consistent with the storytelling sequence, starting from the beginning of the story (Inciting Moment), the development of events (Rising Action), the crisis (Crisis), the resolution (Falling Action), and the end of the story (Ending), which helped make the story more interesting, but at the same time, it still maintained the identity and meaning of the local data. The findings reveal a 'Cultural-to-Cinematic Transformation' process, which indicates that local data is transformed into a plot driver through the selection and creation of new symbolic meanings. The results of this study provide an important guideline for elevating community narratives to create effective soft power.

Digital Intelligence Quotient Among Older Adults in Thailand

2025-09-11T16:24:52+07:00

This study aimed to: (1) examine the digital intelligence quotient of older adults in Thailand; (2) investigate demographic and social factors associated with their digital intelligence quotient; and (3) identify strategies for promoting digital intelligence quotient among this population. The data were collected using two research methods: a survey conducted with 424 older adults across the country, analyzed using descriptive and inferential statistics; and in-depth interviews with five experts and stakeholders involved in promoting and developing media use and media literacy, particularly among older adults.

The results revealed that older adults in Thailand had an overall high level of digital intelligence quotient (Mean = 3.59, S.D. = 0.493). The highest-rated competencies were skills in digital footprints (Mean = 3.90, S.D. = 0.584) and digital citizen Identity (Mean = 3.72, S.D. = 1.152). In contrast, skills in privacy management (Mean = 3.37, S.D. = 0.779) and cybersecurity management (Mean = 3.33, S.D. = 0.730) were at a moderate level, indicating that these were the areas where older adults were less proficient. In addition, demographic and social factors were found to be associated with both overall and specific dimensions of digital intelligence skills. Policy and practical guidelines for promoting digital intelligence quotient among older adults in Thailand can be implemented by various relevant sectors, including government agencies, educational sector, and civil society. Promotion strategies may take diverse forms, such as training programs or activities that align with the lifestyles and edia consumption patterns of older adults.

Creative Media Production for Raising Awareness and Promoting Social Immunity Against Violence Toward Children, Women, and Domestic Violence: A Case Study of the Short Film “Ploy”

2025-08-26T17:57:50+07:00

This study aims to explore approaches to creative media production and to assess audience satisfaction with a short film designed to raise public awareness and strengthen social immunity against violence toward children, women, and domestic abuse. Employing a mixed methods research design, the qualitative component adopts a research and development framework to guide the production of the short film, while the quantitative component utilizes a survey method to evaluate audience satisfaction with the media content.

The qualitative findings indicate that the development of the short film Ploy followed three key stages: (1) pre-production, (2) production, and (3) post-production. The film’s narrative structure consists of five phases: exposition, rising action, climax, falling action, and ending.

Quantitative results based on a sample of 80 respondents reveal that the overall satisfaction with the short film Ploy—across five dimensions: content, visual techniques, sound techniques, presentation techniques, and practical applicability—achieved a high average rating (Mean = 4.42, S.D. = 0.728). These findings indicate that viewers reported a very high level of satisfaction with the film.

Motion graphic design opening Title sequence of the Korean series on Netflix

2025-11-06T10:35:09+07:00

This qualitative research examines the design of motion graphics for Title sequences in Korean series on the Netflix platform, focusing on analyzing graphic styles and motion techniques that significantly contribute to creating a strong first impression for viewers. The research involves qualitative analysis of 100 Title sequences from Korean series. The findings reveal that Flat Design and Material Design are the most popular graphic styles due to their simplicity and vivid colors, enhancing smooth transitions such as Linear Move and CUT Transition. In contrast, Realistic Design and 3D Graphics are commonly used for depth and complexity, often accompanied by techniques like Dolly In and Transform Transition. Additionally, the use of Sans Serif and Serif fonts reflects clarity and modernity, aligning well with the themes of the series.

This study highlights that motion graphic design is not merely an aesthetic enhancement but also a crucial tool for establishing the series' identity and effectively connecting viewers to its content. The research findings can be adapted to design Title sequences for Thai series, emphasizing motion techniques that resonate with the storyline and modern design principles. This approach aims to enhance the competitiveness of Thai series in the global market and meet the demands of digital-era audiences.

Developing Design Guidelines for Interactive Media as Transitional Experience Toward Personalized Learning for Fostering Environmental Consciousness

2025-09-12T10:15:28+07:00

The current environmental crisis is a significant challenge to human life globally. While structural policies and technology have been developed to address this issue, creating sustainable awareness at the individual level, especially among children, is the foundation for genuine change. This research, therefore, aims to develop innovative requirements for designing interactive media with the objective of fostering environmental awareness. It links these requirements to the individual learning dimensions of Generation Alpha, a group that will grow up in a future world and has the potential to drive a green society.

This is a qualitative research study consisting of two main processes: (1) a literature review across four key dimensions: the development and perception of Generation Alpha, the creation of consciousness and access to the unconscious mind, the role of interactive media in the current context, and user experience design; and (2) field data collection from primary school students in grades 1–3 and art teachers. The study emphasizes in-depth data analysis from drawings and interactions that reflect the unconscious mind.

The results propose design requirements in four dimensions: properties, content, components, and outcomes, which can be applied to the creative and sustainable design of interactive media to enhance environmental awareness in this group of children. This approach lays the foundation for behavioral change through learning that originates from within.

Development of an Integrated Learning Innovation in Health Communication to Enhance Competence in Weight and Abdominal Obesity Management among Early Adults: A Case Study of Undergraduate Students, Faculty of Public Health, Ubon Ratchathani Rajabhat University

2025-11-06T10:53:59+07:00

This study aimed to develop and evaluate an integrated learning innovation designed to enhance students’ competence in weight and abdominal obesity management through experiential and practical learning approaches. The intervention combined Kolb’s Experiential Learning Cycle, Microlearning, and Practical Health Communication Competency into an integrated instructional model for higher education students. A total of 80 undergraduate students participated in five microlearning modules: Nutrition Assessment, Carbohydrate Counting & Energy Balance, Mindful Nutrition (Phosana-Sappaya), Food Environment & Risk Awareness, and Health Communication & Infographic Design. Learning outcomes were evaluated using pre- and post-tests, reflective journals, and an exhibition-based assessment guided by Kolb’s four learning stages: Concrete Experience, Reflective Observation, Abstract Conceptualization, and Active Experimentation. The findings revealed a statistically significant improvement in post-test knowledge scores (p < 0.05) and observable development in Health Communication Competencies, including content analysis, media design, teamwork, and application of nutrition knowledge to real-world contexts. Qualitative reflections indicated that learners gained motivation for healthy behavior change, recognized the importance of clear and creative health communication, and were able to design meaningful public health exhibitions. In conclusion, this integrated learning innovation effectively strengthened students’ knowledge, skills, and attitudes toward personal health management and communication. It also fostered the emergence of health communicators practitioner capable of designing practical and engaging health promotion materials for their communities.

The Design of Motion Graphics for Presenting Traditional Gemstone Mining in Chanthaburi

2025-11-06T09:51:41+07:00

This study aimed to investigate design information and develop a motion-graphic prototype to present the traditional gemstone mining of Chanthaburi Province. The procedures were divided into two phases: 1. Knowledge acquisition and synthesis were undertaken through focus-group discussions with a local philosopher; the findings were consolidated into a directional concept. In parallel, design approaches were explored via interviews with motion-graphic design experts, and the results were used to produce a mood board. 2. The motion graphic was designed and developed across three stages, for example, pre-production, production, and post-production. The quality of the motion graphic was then evaluated in five fields. In the content field, the sequencing of information was rated as a good level. In the imagery field, the visuals consistent with the content were rated at a good level. For typography and color, the layout of textual elements received an excellent rating. In the motion field, the software selected for development was judged to be at a good level. In the sound-design field, the use of background audio effectively enhanced audience engagement and was rated as a good level. Based on expert recommendations, the prototype was subsequently refined as follows: 1) increasing the use of accent colors to highlight focal points; 2) enlarging explanatory text size; 3) adjusting pacing by accelerating scenes with sparse content but long duration; and 4) reducing background-music volume to improve the clarity of sound effects.

Media Literacy for Preventing Online Sexual Threats Among Lower Secondary School Students in Nonthaburi Province

2025-09-12T09:55:43+07:00

In the digital era, Thai children and adolescents spend considerable time on online media while facing a significant increase in online sexual threats. Media literacy has become an essential skill for threat prevention. This study aimed to: (1) examine demographic characteristics, online media usage behaviors, media literacy levels, and online sexual threat prevention behaviors; (2) compare demographic characteristics with online sexual threat prevention behavior levels; (3) compare online media usage behaviors with online sexual threat prevention behavior levels; and (4) investigate the relationship between media literacy levels and online sexual threat prevention behaviors among lower secondary school students in Nonthaburi Province. The study involved 400 students in grades 7-9 from eight schools across six districts of Nonthaburi Province. Data were collected using an online questionnaire. Sample size was determined using Taro Yamane's formula with a sampling error of 0.05. Data analysis employed frequency, percentage, mean, and standard deviation calculations. A Likert rating scale was used for measurement.

The findings revealed that most students were female (55.5%), in grade 9 (36.8%), with family income of 15,001-20,000 baht (38.0%), using smartphones (95.3%). The most popular social media platforms were TikTok (31.4%) and Instagram (28.3%), used 6-7 days per week (64.3%) for more than 4 hours per session (47.5%), primarily for entertainment (64.3%). Students demonstrated a high level of online sexual threat prevention (M = 4.268, SD = 0.820). The type of online media used (Instagram, TikTok, Line), frequency of use per week, and duration per session significantly influenced the online sexual threat prevention behaviors of lower secondary school students in Nonthaburi Province (p < .05). Both media literacy level and online sexual threat prevention level were high. The skill of using media beneficially showed the strongest positive correlation with threat prevention (r = 0.743) at a significance level of 0.01.

The study indicates that promoting media literacy, particularly creative media use, is a crucial factor in enhancing self-protection behaviors against sexual threats. Therefore, educational institutions should integrate media literacy curricula into teaching and develop teachers as trusted advisors for students, while families should monitor and consistently communicate about online safety and collaborate with schools in continuously developing children's self-protection skills. Future research should employ additional qualitative methods and expand the scope to other areas to compare different social contexts.

A Study on Actor Coaching and Directing Processes in Short Horror Film Production through Improvisational Acting Techniques

2025-11-25T13:37:15+07:00

A Study on Actor Coaching and Directing Processes in Short Horror Film Production through Improvisational Acting Techniques, aims to: (1) examine the process of actor coaching and directing in the creation of short horror films using improvisational acting techniques, and (2) explore the communication effects and audience perception derived from short horror films employing such techniques. As a researcher, I studied a document-based analysis of three innovative short film theses produced by students of the Cinema and Digital Media Program; at College of Social Communication Innovation in 2023: Happy Bitterday, Lucretia, and A Long Way, in-depth interviews with directors, acting coaches, and actors, as well as a data-based analysis of critical reviews from scholars, film critics, and industry experts in short filmmaking gathered from panel discussions and online critiques to examine the communication effects and audience perception. These works were selected as they exemplify creative processes and reflect the practical outcomes of actor coaching and directing using improvisational methods within the short horror film genre. Findings reveal that actor training and directing grounded in improvisation focus primarily on cultivating trust and adaptability in unforeseen situations. Actors develop rapid emotional responses—such as fear or panic—through group exercises, unscripted interactional training and movements. Directors, in turn, are required to design on-set environments that encourage spontaneity and adjust situational contexts according to the actors’ reactions and abilities. This approach enhances emotional authenticity and intensifies the realism perceived by viewers. Consequently, the improvisational techniques effectively heightens dramatic tension and reinforces the sense of fear within short horror film. Regarding the communication effects and audience perception, Happy Bitterday received positive responses from scholars and experts, with acting skills effectively evoking fear, suspense, and tension. In contrast, A Long Way showed weaknesses in emotional communication, leaving audiences unclear about the characters' true motivations. Meanwhile, Lucretia demonstrated highly seamless improvisational acting that audiences perceived as fully scripted performance, indicating that effective improvisation can be thoroughly integrated with the screenplay.

Solutions and Civic Journalism : Global Trends and Reflections on the Progress of Journalism in Thailand

2025-01-20T15:57:21+07:00

Solutions and Civic Journalism employs mass media to popularize social ills and provide solutions by lending a voice to the marginalized masses to narrate their experiences. This study debates its development, philosophy, role, and patterns, contrasting models abroad with that in Thailand. While much talked about abroad, this concept is still in infancy in Thailand. This study compares and integrates a Solutions and Civic Journalism model for reference in conceptualizing Thai mass communication towards inducing positive social impact.

Interactive Media in the Digital Age and Specific Characteristics of Interactive Documentaries

2025-07-18T18:42:34+07:00

The documentary is a form of media presented on a screen through storytelling techniques and methods to make it attractive. The advance in information technology and multimedia technology, along with the emergence of interactive digital media, has led to the fusion of documentary filmmaking with interactive digital technology. This has created a new format known as the “interactive documentary,” which serves as a two-way or non-linear alternative for documentary films created in the digital age. This is another alternative to documentary created in the digital age as a two-way or non-linear medium. The way documentaries are viewed in the 21st century has been transformed by interactive digital techniques, enabling audiences to control the narrative. This presents a new challenge for documentary filmmakers and has become a complex topic for those studying interactive documentaries. It requires a deeper look into the creative process, the techniques and formats used, and even the interpretation of what an interactive documentary should be. A key question is whether the methods for creating audience engagement through interactive documentary and digital techniques can be adapted and applied to other forms of interactive media. Ultimately, these become challenges for documentary filmmakers and researchers to develop the interactive media in the future.

Interpreting the “Ghost” in Vietnamese Horror Films through the Lens of Việt Kiều Directors

2025-03-15T15:40:55+07:00

This article investigates the representation and meanings of “ghosts” in Vietnamese horror films directed by Việt Kiều (overseas Vietnamese) filmmakers, with a specific focus on Cô hầu gái (The Housemaid, 2016), Ngôi nhà trong hẻm (House in the Alley, 2012), and Oan hồn (Spirits, 2004). These films are analyzed through the theoretical lenses of collective memory and cultural dimensions, emphasizing how ghosts serve as symbolic embodiments of the psychological and social traumas of displacement. The study also examines how such representations reflect the identity conflicts of the so-called 1.5 generation, who negotiate tensions between inherited traditional values and the new cultural norms of a globalized society. Drawing on Derrida’s concept of hauntology, Halbwachs’s theory of collective memory, and Hirsch’s interpretation of postmemory, the analysis demonstrates that ghosts are not merely mnemonic devices for recalling a wounded past, but also cultural sites for re-articulating meaning and re-narrating identity. By situating these films within the broader context of diaspora cultural production, the article reveals how Vietnamese horror cinema directed by Việt Kiều functions as a dynamic arena for negotiating memory and identity. This multidimensional approach contributes to a deeper understanding of how popular film genres, particularly horror, can mediate complex diasporic experiences and participate in the ongoing reconfiguration of cultural memory in the contemporary era.