Communication Strategies to Change Gambling Perception as Monetary Transaction to Motivate Target Group: the Study of Communication in Online Gambling Websites in Thailand

Abstract

This article aimed  to study  communication   strategies and appeal in changing perception of  gambling  to  monetary transaction  in  10 online gambling websites. Result of this study found 5 patterns; 1) word replacement technique; 1.1) gambling operators used   English words than Thai 1.2) gambling operators did not use the word “gamble” directly 1.3) operators used other words to refer to gambling instead 2)  gambling websites formed a new perception through new discourse; 2.1) gambling websites altered  the image of gambling into  new recreation activity 2.2)  altering the image of gamblers as responsible and mindful players  2.3)  confirming players that gambling is a game and sports 2.4) assuring gamblers that gambling is entertaining, opening a new vision 2.5 )  setting a new belief that gambling is mathematics, can be won if rightly calculated and 2.6)  gambling websites are safe and reliable 3) gambling operators used motivation techniques  promising on investment; 3.1) operators confirmed high profit in return 3.2) playing in website is easy and fast  3.3)  players put low investment but gain a high profit 3.4) extra bonus can be won 4) gambling websites used 4 promotion techniques 4.1) free bet will be given to new players 4.2) operators confirmed players  of  compensation  if they  lose 4.3) free gifts will be available in websites and 4.5) extra points will be given to players if they can find new members to play 5) gambling websites used 3 types of advertisement; 5.1) short advertisement 5.2) long advertorial articles and 5.3) pictorial advertisement.