Media Exposure in Political News, Online Social Capital Enhancement, and the Use of Social Media in Political Communication of Youths
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Abstract
This research aimed to study the relationship between media exposure in political news and online social capital enhancement, and the use of social media for political communication. 400 samples were collected through multi-stage sampling from undergraduate students studying at higher education institutions in Thailand. Social capital is a social relationship that occurs through social networks or social networking sites for exchange and interaction with members of the network. The questionnaire was used as a research tool for gathering data. The content validity of the questionnaire was examined. Cronbach's alpha was also applied in a pre-test stage to measure the reliability of the research instrument. The alpha coefficient for all items was 0.92. The results found that election news is associated with young people's use of YouTube in political communication at the statistically significant level of 0.01, the correlation value was 0.358. In terms of news exposure channels, it was found that social media was associated with the use of social media in political communication among young people at the statistically significant level of 0.01, and the correlation value was 0.450. Regarding online social capital enhancement, bridging social capital was found to have a low level of correlation with the use of Youtube in political communication among young people, with a correlation value of 0.382. In this regard, educational institutions should promote the use of YouTube as a learning source that enhances political cognizance among young people, especially in accessing and following news where youth can create “Democratic networks” through the social capital accumulated and strengthened through such platforms and the offline world. At the same time, educational institutions and relevant agencies should strengthen searching skills by allowing access to political news, distinguishing opinions from facts, and screening data in social media to enhance media and information literacy skills which is an essential skill for lifelong learning for young people to take advantage of learning and citizenship of a democratic society.
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References
ภาษาไทย
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