CARTOON 4.0 : SOCIAL REFLECTIONS IN THE DIGITAL AGE

Alongkrot Tantherdthit1 Patama Satawedin2

Abstract Cartoons have played important roles to make people entertained and easy to digest. Self-reflection and self-representation of cartoonists also show a sense of art. Especially editorial political cartoons have become more popular nowadays. Cartoons, written by Chai Ratchawat in Thairath newspaper and published online between 1 June and 31 August 2017, were analysed. There were 92 comic strips in total. During these three months, it was revealed that 92 comic strips were discovered. It failed into political news most. It was followed by social news and other types of news. There were four dimensions seen through the angle of Chai Ratchawat including (1) changes in media consumption, (2) behaviour change, (3) a greater extent of opinion expression, (4) the emergence of aging society, (5) social inequality, (6) suspicion about justice in Thailand, and (7) indiscipline. This study recommends creating communication campaigns to encourage and discourage such behavior and making the government and mass media rethink their roles and responsibilities.

Keywords: cartoon, social reflection, digital age, editorial political cartoon

Introduction and Literature Review From time to time, undoubtedly, cartoons have played important roles to make people entertained and easy to digest. Likewise, self-reflection and self-representation of cartoonists show a sense of art (Cartoon-discovery, 2014). A cartoon is rooted from charta or cartone. Its original meaning is a large piece of paper. There are many scholars and professionals defining cartoons from a simple way to a complicated one. More obviously, based upon presentation, (Kanjana kaewthep, 2004) categorized cartoons into seven types.

1 Graduate Student, School of Communication Arts, Bangkok University, Bangkok, Thailand 2 Assistant Professor, Department of Public Relations, School of Communication Arts, Bangkok University, Bangkok, Thailand 261 INCBAA 2018 ● Khon Kaen, THAILAND

(1) Political cartoon or editorial cartoon is described as a cartoon representing a writer’s opinion towards a daily political issue or involving an editor’s editorial. An audience effect is mainly a focal. (2) Comic strip and panels is defined as a new character is daily constructed by a cartoonist. (3) Gag cartoon is depicted as a funny and entertaining cartoon and written in a single frame, with or without a description. (4) Comic, serial cartoon is understood as a long-story cartoon published in a magazine and newspaper or gathered as a pocket book. (5) Illustrated cartoon is used to give further explanation to verbal texts, for example, advertising cartoon and educational cartoon (6) Animated cartoon is explained as a motion cartoon comprising of a variety of comic strips and recorded on films. (7) Critical cartoon is to satire those who involve political issues. Since the 16th century, a political satire has becoming to be recognised. The first political editorial cartoonist is James Gillray (1757 - 1815). This British cartoonist’s masterpieces are to satire the British royal family on extravangance, high-society persons’ virtues and ethics, and the government. While suffering from a war, as a result, people can escape from stress and boredom. The first politically-satired printed platform is CARIVARI, a French magazine. PUNCH, a weekly British magazine, is the the second one. In Thailand, political editorial comics have been launched in the reigns of King Rama III and Rama IV. Even not being real cartoons, Kruainkong, an artist, have started painting virtual and entertaining pictures on a wall. In 1987, while the King Rama V had first visited Europe, there was someone drawing his royal duties’ pictures and these were published on magazines, newspapers, leaflets, postcards, book covers, and so forth. Once he was acknowledged, he asked to send these pictures to Thailand. In 125 BC, entertaining comics were designed in a handcrafted wood and published in the Samranwittaya book and The Rise of the Sun letter. A year later, i.e. 126 BC, an international cartoonist drawed comic strips to satire foreigners who were living in Thailand and published his works in Siam Observer. In the reign of King Rama VI, he translated cartoon (in English) to Pap Lor (satired cartoons) in Thai. Since then, there was a widespread of political editorial cartoons. The King Rama VI himself was fond of drawing comic strips and he showed his talent about his staff’s cheating, fraud, and corruption on Dusit Samai, Dusit Samit, and Dusit Sakkhee newspapers. The first political editorial cartoonist, in Thailand, was Pleng Tripin.

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Because of the World War II and paper limitation, cartoons were not as popular as previous in the reign of King Rama VII. The rebirth of cartoons occurred after the political revolutation in 1932. The freedom of expression through cartoons were given until they were controlled by People’s Council. Although Prayoon Janyawong or Suk Lek (Little Happiness) received a reward on his masterpiece ‘The Last Nuclear Test’ and the Ramon Magsaysay’s award in Phillippines, after the World War II, he was not given the grant to draw political editorial cartoons. Until his death, he, then, moved to draw comic strips in a so- called Kabuankarn Kae Jon (Poverty Problem Solving Team) in Thairath newspaper. The golden era of political editorial cartoons happened after 14 October 1973. With regard to an increase in newspapers, there were the emergence of many popular political editorial cartoonists including Somchai Katanyatanon (or his pen name Chai Ratchawat), a cartoonist of Pooyaima and Tungmahmern (Ma Sheriff and Mahmern Field), Thairath newspaper, Chuchart Munginkul (or his pen name Mun), a cartoonist of Matichon newspaper, Aroon Watcharasawad, a cartoonist of Matichon and The Nation newspapers, Sukda Eiaw (or his pen name Sia), a cartoonist of Thairath newspaper, Bancha Kamin, Manager newspaper, and Surapon Pittayasakul (or his pen name Pol), a cartoonist of Khaosod newspaper. It is not similar to the past, because of technological advance, windows of freedom of expression are nowadays lifted up for political editorial cartoonists (Ramkhamhaeng University Library, 2006). Somehow, the roles of cartoons in reflecting social and political issues in society and in creating happiness still remain. Through political editorial cartoons, currently, public opinions are heard and positioned and these can enlighten new bills and laws (Sriwattanasarn. 2012). These, furthermore, play an important role of being a public sphere and help reflect truth in society, for example, technological advance leading to uplift social equality, government control on mass media, and the like (Ngamlei, 2016) Therefore, the researchers were interested in studying what type of news cartoons were reflected on an online newspaper and how cartoons mirrored society as a whole. Chai Ratchawat’s cartoons were investigated for this study.

Research objective The purposes of this research are to examine (1) Type of News that used on Cartoons (2) Study how Cartoon News have shown the Social Reflections in the Digital Age.

Methodology

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Cartoons, written by Chai Ratchawat in Thairath newspaper and published online between 1 June and 31 August 2017, were coded and analyzed. There were 92 comic strips in total. Please be noted that, according to Thairath.co.th website, the new types could be categorised into: royal family news, political news, sports news, entertainment news, lifestyle news, economic news, international news, and social news. Based upon these categories, the cartoons’ content was scrutinised.

Findings During these three months, 92 comic strips were discovered. It failed into political news most (i.e., 50 comic strips, 19 ones in June 2017, 16 ones in July 2017, and 15 ones in August 2017). It was followed by social news (i.e., 31 comic strips, 9 ones in June 2017, 14 ones in July 2017, and 8 ones in August 2017) and other types of news (i.e., 11 comic strips, 2 ones in June 2017, 1 one in July 2017, and 8 ones in August 2017). These studied comic strips projected digital society in seven dimensions including (1) changes in media consumption,(2) behaviour change,(3) a greater extent of opinion expression,(4) the emergence of aging society,(5) social inequality, (6) suspicion about justice in Thailand, and (7) indiscipline. A greater detail was explained as follows.

Changes in media consumption Consumers nowadays preferred to consume information via online media to newspapers or magazines. Outstanding examples presented that consumers were nowadays exposed to information via online and mobile platforms rather than reading newspapers. The examples of the comic strips reflecting changes in media consumption were shown below:

Figure 1. Date: 2 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/2.

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Figure 2. Date: 5 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/5.

Instead of tuning to broadcasting and printed platforms, from these two comic strips, information was sought from computers and mobile phones that were well-accepted not only in Thailand, but also around the globe.

Behaviour change As mobile phones were economic and not too expensive and of high quality as well as made consumers more convenient, they nowadays loved taking photos and sharing their information and photos. Selfies were a catchword. This manner could be articulated in two ways, i.e. consumer per se and marketers. On the one hand, these were the reasons hidden behind selfies craziness among consumers. That was to say, people would like 1) to keep a memory of happiness, 2) to record a moment of joy, 3) to remind what clothes and hair style made them good looking, 4) to record a moment of friendship, 5) to show off what kind of food they were eating, 6) to stamp who were their favorite stars, 7) to show their participation in memorable circumstances, and 8) to strengthen their self-confidence (10 reasons why people like selfies, 2014). On the other hand, it could be another way for marketers to easily understand and get consumer insights (Ongteenmee, 2014). Behavior change in selfies was exhibited in these two political editorial cartoons.

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Figure 3. Date: 7 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/7.

Figure 4. Date: 18 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/18.

A greater extent of opinion expression Without gatekeeping and being ‘a second life’, consumers were given more opportunity and space to opinion expression and criticism on people, society, news, or even close friends. Cyber bullying could be foreseen. Some examples of political editorial cartoons were demonstrated below.

Figure 5. Date: 28 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/29. 266 INCBAA 2018 ● Khon Kaen, THAILAND

Figure 6. Date: 30 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/31.

The emergence of ageing society Ageing society was a talk-of-the-town issue. According to the United Nations World Population Ageing (2010) found that after the year 2009, there would be a greater number of children and the elderly than working population and in the year 2017, a number of the elderly hit that of children. This had not happened before. The following comic strip showed the emergence of aging society.

Figure 7. Date: 7 August 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/117/8.

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From such comic strip, ageing society was apparently presented not only because of changes in global population structure, but also, especially in Thailand, because of low quality of life and educational opportunity. This could be explained that Thai working people and teenagers were not aware of life safety and security. Instead, they themselves based their lives upon danger and risk.

Social inequality Social inequality or a socioeconomic status between the rich and the poor was still large and not able to be closed easily and shortly. Generally speaking, this was such a long-term issue. This could certainly cause a slow speed in the country’s development.

Figure 8. Date: 9 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/9.

Figure 9. Date: 7 August 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/117/2.

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From these two political editorial cartoons, the problem in social inequality mainly resulted from two main reasons, i.e. corruption and the existence of social class, particularly among government officials. Suspicion about justice in Thailand A large power distance, even in legal system was broadly noticed throughout Thailand. The following comic strips exhibited suspicion about justice in Thailand.

Figure 10. Date: 21 July 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/116/22.

Figure 11. Date: 6 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/6.

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Figure 12. Date: 23 August 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/117/24.

From these three examples, those who had higher power and status took privileges and benefits for themselves and those with whom had close relationship. Besides, laws did not enforced consistently and equally.

Indiscipline Indiscipline could later cause a long-term problem including flooding, international conflict, and so forth. The original reasons of such problems were selfishness and disrespect to others. The following comic strips demonstrated the truth of indiscipline in Thailand.

Figure 13. Date : 5 June 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/115/85.

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Figure 14. Date : 19 August 2017, by S. Katanyatanon, 2017, Thairath Online, Retrieved form https://www.thairath. co.th/cartoon/6/117/20.

From the first comic strip, flooding in Bangkok and Thailand was rooted from negligence. Thai people threw rubbish including sofa and mattress to the rivers and, certainly, pipes were clotted and obstructed by such things.

As for the second cartoon, likewise, it could be elaborated in relations to social inequality and suspicion in justice of Thailand. Because the rich and the more powerful people were respected and were not wrong (even they were wrong), in other words, laws were discrimatorily enforced, these people were dare to use their power everywhere in the world.

Conclusion and discussion Of all verbal and nonverbal communication approaches, political editorial cartoons were a good communicative way to be a mirror of the society. This could help uplift people’s angle, perspective, and social development and movement. As their name, these cartoons studied failed into the editorial political cartoons category, thus, undoubtedly, the political angle was reflected most. The rest of the cartoons were found in social news and other types of news. Although cartoons were related to politics, they generated social reflection and social representation in the digital age in different ways. Firstly, media landscape and media consumption had shifted from traditional to digital platforms. Secondly, consumer behaviour had changed to more-related to such online and social media and to interrelatedly serve mobile phones’ functions. Especially selfies, it was described by a digital marketing agency (2014) that building social image, being accepted by others (rewards), and to request for correctness were psychological reasons. In regardless of gatekeeper, thirdly, all citizens could share and exchange information, could be a citizen journalist, could anonymously make a discussion and argument. This could cause an increase in 271 INCBAA 2018 ● Khon Kaen, THAILAND

cyberbullying. In Thailand, according to Assoc. Prof. Chanvit Pornnoppadol (2017), about 45 per cent of Thai children and teenagers have experienced cyber bullying at least once. It was four-time higher than the developed countries like the US, European countries, and Japan. Fourthly, ageing society had been approaching not only Thai society, but also around the world. Somkid Somsri (2016) said that it was important to take care of the elderly in four dimensions including health, economic, social, and environmental and public. Moreover, social empowerment should be encouraged. A large gap of income was apparently observed. This was originated from corruption and failure in the country’s development. According to Oxfam (2016), it was reported that although a number of the rich were greater, still, of Thai populations, around 7 million Thai people were poor. Thai justice system was, likewise, suspicious. Based upon the World Justice Project (2016), imbalance and inequality in justice system in Thailand was obviously reported and accepted. In fact, this mirrored back to the last point mentioned, i.e. social inequality. Last but not least, Thais lacked of discipline. It was emphasized by the Matter (2017) that: “Thai people are having problems in morals, disciplines, dishonest, and selfishness. In this digital era, Thai people lack of information and media literacy skill. Foreign cultures are better, so Thai culture is somehow ignored. Self-centric mindset rather than altruism is respected. They also prefer something that makes them convenient; believe in rumor, lack of patience and discipline, worship on consumerism and materialism. In short, morals, virtues, and discipline must be cultivated among Thais”. Researchers believed that cartoons do not just reflect society, but also make people in society updated and widen their viewpoints in an easy and digestible way.

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