Media Exposure, Characteristics of Popular Entertainment Program and Expectation of Entertainment Program content among Thai Teenagers

Abstract

The research, “Media Exposure, Characteristics of Popular Entertainment Programs, and Expectations of Entertainment Program Content among Thai Teenagers,” is a mixed-method study. Data was collected via questionnaires from 400 participants aged 18-24 and in-depth interviews with 20 individuals.

The study found that most respondents are 20-year-old females who do not watch entertainment programs on television. Instead, they primarily use platforms like YouTube and TikTok to consume entertainment content. Most participants reported watching TV shows continuously throughout the program. Movies were the most-watched type of content, with a mean score of 4.08 (S.D. = 0.87), followed by dramas or general series (mean = 3.89, S.D. = 0.86) and comedy clips (mean = 3.84, S.D. = 0.92). Interest in the program was identified as the primary factor influencing the choice of entertainment, with a mean score of 4.29 (S.D. = 0.74), closely followed by entertaining content (mean = 4.23, S.D. = 0.72).

Regarding expectations for Thai entertainment programs, the study found that the sample group had high expectations, with a mean score of 4.03 (S.D. = 0.76). In particular, it was expected that Thai entertainment programs should have more variety of content, reflected by a mean score of 4.20 (S.D. = 0.71). The findings also indicated that there is no statistically significant correlation at the 0.05 level between the gender of the participants and their overall viewing habits, the characteristics of programs influencing their viewing choices, and their expectations of entertainment programs.

In-depth interviews indicated that the sample group prefers to consume entertainment programs primarily through online platforms. They engaged with a diverse range of content, favouring entertaining programs that feature clear and accessible language. The content's overall appeal was the primary factor influencing their viewing preferences. As for the expectations of Thai entertainment programs, the sample group expressed a desire for greater content diversity, enhanced production quality, and careful consideration in reducing the use of profanity and the portrayal of behaviours linked to sexual harassment.