Crowdsourcing in the Context of Thai Communication Research

Abstract

This research aimed to explore and compile the issues, concepts, theories, and research methodologies that appear in Thai communication research on crowdsourcing, as well as to analyze and synthesize the findings that emerge in Thai communication research on crowdsourcing. The study employed qualitative research methodology through document analysis of research articles and theses in communication arts, journalism, and mass communication published from 2006 to 2023. The scope is limited to ten peer-reviewed research articles, which are available in full text  in Thai online electronic databases and thesis databases of higher education institutions offering graduate programs (both master’s and doctoral degrees) in communication arts or mass communication.

The quantitative data analysis results revealed that studies focusing on crowdsourcing components primarily examined content aspects, followed by platform and media user aspects. It is notable that the majority of the studies examined multiple components together. Furthermore, the distribution of theoretical concepts shows that crowdsourcing concepts were most prevalent, followed by public sphere concepts and citizen journalism concepts. Regarding the distribution of research methodologies, qualitative research methodology was most frequently used, followed by quantitative methodology and mixed methods.

The qualitative data analysis results identified two types of crowdsourcing in the Thai research context: microtasks and crowdfunding. Key findings include: crowdsourcing platforms in Thai communication research contexts are not yet complete public spheres; tasks affect user participation; fundraiser image influences funding intentions; factors affecting participation on Thai communication crowdsourcing platforms.