THE MOTIVATIONS INFLUENCING THE MEDIA EXPOSURE OF THE TELEVISION PROGRAM THE WALL SONG AMONG GENERATION Y IN BANGKOK

Abstract

This study aims to examine the motivations influencing the media exposure of the television program The Wall Song among Generation Y viewers residing in Bangkok. A quantitative research design was employed, using an online questionnaire as the primary data collection tool. The content validity of the instrument was tested using Cronbach’s alpha with a pilot group of 30 participants, yielding a reliability coefficient of 0.92. The questionnaire was then distributed to 304 Generation Y individuals, aged 28 - 45, residing in Bangkok, selected through cluster sampling. Descriptive statistics were used to analyze demographic data. Motivations and media exposure of The Wall Song program were further analyzed using mean scores and standard deviations, both overall and by individual dimensions. To test the research hypothesis, inferential statistics were applied using Pearson’s correlation coefficient.
The results revealed that overall and in all specific dimensions, motivation was significantly correlated with exposure to The Wall Song at the 0.01 level. Specifically, five dimensions of motivation loneliness, curiosity, benefit, entertainment, and relaxation were all significantly associated with program viewership, supporting the research hypotheses.