THE RELATIONSHIP BEETWEEN MEDIA EXPOSURE “P.S. I HATE YOU” WITH THE USAGE AND SATISF ACTION OF VIEWERS IN BANGKOK

Abstract

This research aimed to 1) study the Relationship between media exposure “P.S. I HATE YOU” with the usage and satisfy action of viewers in Bangkok, 2) study the use and satisfaction of the drama "P.S. I HATE YOU" of viewers in Bangkok, and 3) study the relationship between the viewing behavior and satisfaction of the drama "P.S. I HATE YOU" of viewers in Bangkok. This study used a questionnaire as a tool for collecting data with a sample of 107 people. Data were analyzed using descriptive statistics, including frequency, percentage, mean, standard deviation, and Pearson correlation coefficient.
The research results found that the relationship between the exposure to the drama "P.S. I HATE YOU" and the usage and gratification were statistically significant at the 0.05 level. Relationship between media exposure “P.S. I HATE YOU” with the usage and satisfy action of viewers in Bangkok area has found that it is currently popular. The use and gratification of the drama "P.S. I HATE YOU" of viewers in Bangkok It has the following characteristics: 1) In terms of cognitive needs, drama viewers gained more general knowledge from the content of the drama. 2) In terms of emotional needs, drama viewers did not regret their time and feelings. 3) In terms of personal needs, drama viewers liked the content of the drama "P.S. I HATE YOU" which was similar to the lives of drama viewers. 4) In terms of social needs, drama viewers thought that dramas could convey life and social lessons to the viewers. 5) In terms of the need to escape from the real world for a while, drama viewers wanted to escape from various unpleasant emotions in real life. The relationship between the viewing behavior and satisfaction of the drama "P.S. I HATE YOU" of viewers in Bangkok found that the relationship between the benefits and considerations of the directors of the drama with love and betrayal and the important part of seeing the drama with love and betrayal is an important factor.
Results of the research on selective exposure or interest: 1) In terms of selective exposure or interest, it was found that viewers chose to watch the drama "P.S. I HATE YOU" because it was currently popular. 2) In terms of selective perception and interpretation, viewers chose to perceive only the drama content or characters that they were interested in. 3) In terms of selective memory, viewers chose to remember interesting or memorable lines from the drama.