Social Issues Communication on Abuse-Comment Webpage: A Case Study of E-JAN

Abstract

The objectives of this mixed-method research are to study the communicative process of social issues from ‘E-Jan Fanpage’ on Facebook and its components (senders, messages, channels, and receivers), and to study the success factors in possessing the highest number of followers in Thailand. The content analysis approach has been applied. The researcher has conducted interviews with ‘E-Jan Fanpage’ crews and the fanpage’s followers.

The results have been analyzed through quantitative and qualitative approaches which can be generated as followed. In terms of the quantitative approach, it is found that the difference value of factors (ages and educational levels of receivers) possessed significant value. The length of the following period has a statistical significance level of .01 and a correlation coefficient value of .253. These showed that the relationship values concurred with the hypothesis of this study. It can be also stated that the length of the following period can impact to receivers. Additionally, according to the qualitative approach, it is found that the crews have applied a communication theory to deliver social issues on the fan page. The success factor underlying the highest following number is the immediate content delivery. The news reporters always go investigating the actual place on time. The social issues have been carefully selected to generate an impact on the receivers. Language use is widely comprehensible. The pictures are differentiated. The contents have been presented in the form of a series of short VDO clips. Another strategy is to use a hashtag symbol to keep this fanpage trendy and to be the referencing purpose. The unique font and logo of ‘E-Jan’ fanpage has communicated the identity of the page clearly and has enabled the audiences to recognize it easily.