Workpoint TV and Thairath TV
for the Degree of Degree the for
2019 Innovation Pornchai Chanvisatlak Pornchai (Workpoint TV and Thairath TV) Thairath and TV (Workpoint A Dissertation Submitted in Partial Submitted Dissertation A Fulfillment of the Requirements of the Fulfillment National Institute of Development Administration Development of Institute National Social TV: Communication from Television to Facebook to Television from Communication TV: Social Doctor of Philosophy (Communication Arts and Innovation) Arts and (Communication of Philosophy Doctor The Graduate School of Communication Arts and Management and Management Arts of Communication School The Graduate
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
Chairperson
Committee Dean Major Advisor Major Committee Committee
Innovation
Pornchai Chanvisatlak Pornchai (Workpoint TV and Thairath TV) Thairath and TV (Workpoint ______/______/______(Professor Yubol Yubol Ph.D.) Benjarongkij, (Professor (Associate Professor Ph.D.) Kullatip(Associate Satararuji, Phd) Professor Asawin Nedpogaeo, (Associate Ph.D.) Sirakan, (Sikares
(Associate Professor Asawin Nedpogaeo, Ph.D.) Professor Asawin Nedpogaeo, (Associate Dissertation Approved This Partial Submitted Committee Examining in The Social TV: Communication from Television to Facebook to Television from Communication TV: Social
The Graduate School of Communication Arts and Management and Management Arts of Communication School The Graduate
Fulfillment of the Requirements for the Degree of Doctor of Philosophy Philosophy of of Degree the Doctor the Requirements for of Fulfillment and (Communication Arts Innovation).
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v
generated content by the by content generated -
(Communication and Arts
interviews interviews the operator on their content
ABSTRACT he social media team would select and deliver content content deliver and select would team media social he Social TV: Communication from Television to Television from Communication TV: Social TV) TV Thairath and Facebook(Workpoint Chanvisatlak Pornchai Philosophy of Doctor Innovation) 2019
e e station was original news and entertainment video clips that
team and content from business partners, which had never been aired on any any on aired been never had which partners, business from content and team
The study on Social TV: Communication from Television to Facebook (Workpoint Facebook to Television from Communication TV: Social on study The ws content. political and
social media media social television program. For users’ interaction, most of their Facebook fans chose to access mostly comment to tended They emoticon. with interacted and content clip video and live on ne national national election was in the audience’s interest and also in the main social stream. The content received from th the include sources content Other work. of pieces new as reproduced and edited be would self clips, video and texts images, news mainly website: station's selection selection and their transmedia production process in order to publicize their television content on the official Facebook page, as well as the interaction of the users. The study t , period normal During that: found based on television station’s position. During the election period, however, news on the TV TV and Thairath TV) is a mixed method research, comprising of content analysis ThairathTV’s on official Facebook page and Author Degree Year ABST RACT ofTitle Dissertation
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vi
July 2020 July
Pornchai Chanvisatlak Pornchai
ACKNOWLEDGEMENTS
hanks to all professors for transferring knowledge at all times in my life. all times in my knowledge at tofor professors all transferring hanks T continuing and scholarships the supporting for University Thammasat to Thanks always has who mother my especially family my to much very you thank Finally, This study was successful successfully due to the effort the strength of the Thanks Associate Professor Dr.Asawin Nedpogaeo who provide advice and provided who Sirakan Dr.Sikares and Satararuji Dr.Kullatip Professor Associate team. media to and social Thairath TV Thanks WorldPoint TV's en en encouraging.
to give full leave. to give be useful advice in this advice study. useful assistance, ACKNOWLEDGEMENTS of organizations. individuals the support and student and various
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2.1.5 2.1.6 2.1.7 2.2.1 2.2.2 2.1.1 2.1.2 2.1.3 2.1.4 Related Related Literature Related Literature and Theory and Related Literature Background of StudyBackground Questions Research Objectives Research Study of the Scope Study of the Significance Terms of Definition
2.2 2.1 1.5 1.6 1.1 1.2 1.3 1.4
CHAPTER 2 FRAMEWORKS LIST OF TABLES LIST OF FIGURES LIST THE STUDY OF CHAPTER 1 GENERALITIES ABSTRACT ACKNOWLEDGEMENTS OF CONTENTS TABLE
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4.3.5 4.3.6 4.2.4 4.2.5 4.3.1 4.3.2 4.3.3 4.3.4 4.2.1 4.2.2 4.2.3 2.2.5 3.1.1 3.1.2 3.1.3 2.2.3 2.2.4 Communication of Workpoint TV Workpoint Communication of on of Content Presentation Page. Presentation of Content through TV Content. Thairath Media Other through of Content Social Presentation Communication of Thairath TV Thairath Communication of Facebook Page Official TV on the Thairath Communication of Research MethodologyResearch Framework Conceptual
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Conclusions and Recommendations and Conclusions FINDINGS: AUDIENCE ENGAGEMENT ON THE OFFICIAL OFFICIAL THE ON ENGAGEMENT AUDIENCE FINDINGS:
Audience Engagement WorkpointTV Official Facebook Page during Engagement Facebook WorkpointTV Official Audience Election. Media. Social (Thairath Workpoint Television and TV and TV) Digital Regular Broadcast Regular Enga Audience Election. 190 Channel on Engagement the ThairathTV Audience during Regular Broadcast Page Instagram Account Official LINE StrategyWorkpoint Media Social TV during Page Official on Engagement Facebook the ThairathTV Audience Conte on On Based of Content Presentation Media on Social WorkpointContent Strategy TV WebsiteWorkpoint Entertainment Youtube Twitter Presentation of Content Classified Based on Genre Classified Based of Content Presentation Content on based Categorization Presentation 7
6.2.2 7.1.1 6.1.2 6.2.1 5.3.4 5.3.5 5.3.6 6.1.1 5.2.3 5.2.4 5.2.5 5.3.1 5.3.2 5.3.3 5.2.1 5.2.2 Summary of Research Findings. Summary Audience Engagement on the ThairathTV Channel on Engagement the ThairathTV Audience Audience Engagement on ThairathTV Official Page Official on Engagement Facebook ThairathTV Audience Presentation of Other of Other Online ContentPresentation on WorkpointTV.
7.1 6.2 6.1 5.3 CHAPTER CHAPTER 6 AND (THAIRATHTV TV) WORKPOINT PAGE FACEBOOK
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7.1.3 7.1.4 7.1.5 7.1.2 Discussion of Findings Discussion of Recommendations
7.2 7.3 BIBLIOGRAPHY BIOGRAPHY
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dcast Most the Emoticons. has that ......
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Figure 6.19 Posts from Super 100 on WorkpointTV Official Facebook Page during Page during on WorkpointTVFacebook 6.19 Posts Super Official 100 from Figure Broadcast. Regular Figure 6.17 Post Qualit about Poor Air Figure Page. 23 Official Facebook WorkpointTV Channel 6.18 Post The Thai from Mask Figure Line Page. Facebook Figure 6.15 Live Broadcasts of Two Microphone Singers on the WorkpointTV on the Singers 6.15 Microphone of Two Broadcasts Live Figure Page Facebook Official 6.16 Comments using 23 Official Emoticons on the WorkpointTV Channel Figure Page. Facebook Figure 6.14 Presentation of Genre Content 6.14 Presentation of Genre Figure Most that has the Page Regular Broadcast during Facebook WorkpointTV Official Views. Figure 6.12 Live Broadcast of Thai Rath Election 2019 on the ThairathTV Official Election Rath Official 6.12 of Thai 2019 on the ThairathTV Broadcast Live Figure Election. during Page Facebook 6.13 Figure that has Regular during the Most Views. Page Broadcast Facebook Figure 6.10 Figure Viewed Election during that was Most. Page Facebook 6.11 Presentation of Figure angry the post. emoticons like and on Election as of such based the number during Figure 6.7 Posting Comments about Politics on the ThairathTV Official Facebook Comments Facebook 6.7 Posting Official ThairathTV Politics about Figure on the Page. Page. Comments 6.8 Picture Facebook Official on ThairathTV the Figure Page. 6.9 Emoticon CommentsFacebook Official onFigure the ThairathTV Figure 6.5 Posting Live with Questions from the Program on Screen where Audiences Audiences where on Screen 6.5 Posting Program the Live with Questions from Figure Comments on through the Thairat Engage can Official Comments Facebook 6.6 Posting ThairathTV on the Content on News Figure Page. Figure 6.3 Figure 6.3 Presentation of Content on ThairathTV Official Facebook Page 6.3 Presentation Official 6.3 Page Facebook on ThairathTV of Content Figure Figure Regular Broa during ThairathTV using emoticons on the Official 6.4 Posting by of users comments Figure Pa Facebook
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
xxi 253 254 256 257 258 259 223 232 238 247 248 249 250
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Figure 7.10 Audiences engage through sharing 7.10 Audiences sharing format through on presentation contentengage based Figure Pages. Workpoint TV and Facebook Entertainment on Thairath Figure 7.8 Engagement with the use of Emoticon of the Thairath TV and the Thairath Workpoint 7.8 Engagement of of Emoticon use with the Figure Facebook Pages. Entertainment Comments Engagement through in Thairath TV 7.9 Audience on Genre based Figure Pages. Facebook Workpointand Entertainment Figure 7.6 Content Dissemination based on Presentation Format on Thairath 7.6 Content Dissemination on Presentation Format TV and based Figure Pages. Facebook Workpoint Entertainment TV Engagement on Thairath Workpoint 7.7 Audience and Entertainment Figure Pages. Facebook Figure 7.4 Selection of Content based on Presentation format on Thairath TV on Thairath and Presentation on format 7.4 Selection Content based of Figure Pages. Facebook Workpoint Entertainment Station Television on Digital Content of and 7.5 Production Presentation Figure Media. Social Figure 7.2 Selection of Content Based on TV on WorkpointGenre and 7.2 Selection Content the Thairath Based of Figure Facebook Pages. Entertainment on Thairath on and Content TV based 7.3 Selection Content Program Type of Figure Pages. Facebook Workpoint Entertainment Figure 6.22 Posting Content 6.22 Posting on WorkpointTV Emoticons of with the Most Number Figure Election. during Page Facebook Official 7.1 Source of Particularly Presentation Media Social on Information for Figure Facebook. Figure 6.20 News and Entertainment Posts that have the Most Views on Entertainment the Most Views 6.20 News Posts and that have Figure Page. Facebook WorkpointTV Official the Most Emoticon 6.21 News Comments on Posts the WorkpointTV that have Figure Election. during Page Facebook Official
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218 TV TV Due Due ( 015, 015,
1930 . with the 2013) bulsongkram. bulsongkram. 2014 There was a total of total a was There
National Broadcasting ( the existing number of
2019. ational ational Broadcasting and
2012 . times 4 Arada Arada Karuchit et al., (
2004) by by the N
Bang Bang Khunprom. The broadcast started on
2012) 4 it is attractive to audience enticing them to view
. This is congruent to the research conducted by number did not grow in a significant manner
CHAPTER 1 CHAPTER 7)
Ubonrat Siriyuvasak, Ubonrat ( TV TV Digital Watch presented the situation of Thai television 6 . the audience GENERALITIES OF THE STUDY THE OF GENERALITIES , November 2018
channels in five years, which would be up to up be would which years, five in channels 2018 – in black and white. This evolved to color leading to eventual increase in in to eventual increase leading and to color white. This evolved in black The Electronic Television started to broadcast in black and white in white and black in broadcast to started Television Electronic The 48 NBTC. (2012 ) ( 2014 1955 1927. , The The major change in the Thai television industry happened in Television Television in Thailand originated during the government of P. Pi Television Television is a mass media that is of interest to a majority of people since its Background of Study 24 channels channels that were granted the license, which is
viewers in July 2016 was 33,563,000, which was an increase from 32,978,000 in 2 in 32,978,000 from increase an was which 33,563,000, was 2016 July in viewers 1.01% a growth. between between Digital Watch, of number the is found that from Nielsen. the data It referenced also which Mindshare, television to television 26 channels audiences based on data compiled from Nielsen monthly report. It was found that advent of digital television. The Spectrum Master Plan and Telecommunications Commission, Telecommunications Commission (NBTC), proposed the increase of digital terrestrial The The first television station was Channel June to channels of the number to the nature of television technology to viewers enablesvisual and audio of use Television’s entertainment. and information the world right eyes. of their experience in front in birth before developing color transmission decades later 1.1
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 2 hours , and 2018 2 minutes), minutes),
ial media
51 98.6%) in in the world.
survey in in survey 2019). th 8 hour 1 s of the near future. The minutes per day. This is an 5 minutes) minutes) in a day respectively and and a half hours on soc This shows that the new media like like media new the that shows This , followed by Line ( hours . 31
3 10 hour 98.8%) 1
hours), playing games online ( online playing hours), games organized organized by Thoth Zocial reported that there is a 2 ge ge behavior, television channels have tried to take nd. Therefore, it has a significant influence on the daily 2019
and and a half hour. It is found that most of the users spent the 3 screen screen usa - by by
million counts, making it the province with the largest number of users of number largest the with province the it making counts, million 2017 18 ransactions ransactions Development Agency (Public Organization) indicated that million million Facebook accounts in Thailand thus ranking (Rolling Your Data, 2019, Febuary 7) Febuary 2019, Data, Your (Rolling their feelings through comments. They also collect data from activities using using activities from data collect also They comments. through feelings their 96%). 53 Television channels used social media to interact with their audience by having by audience their with interact to media social used channels Television The Telegraph, a UK publication, presented an analysi The consumer behavior data regarding the social network use of Thais from the from Thais of use network social the regarding data behavior consumer The In the Zocial Awards While the number of television audiences experienced only limited growth, the limited growth, only the experienced audiences television of While the number screen screen use. They can access social media through their smartphones or tablet. - way communication. way - minutes), chatting on the phone through Internet applications such as Line, Facebook Line, as such applications Internet through phone the on chatting minutes), Electronic Transactions Development Agency (Public Agency Transactions Organization), Development Electronic
article article explained that government speeches or policy declarations would be presented them share share them Hashtags. Audiences can also vote for participants in shows through likes or playing in the official Facebook page. games Based Based on this multi advantage of social media characteristics to create a more interactive nature enabling two Facebook Facebook is popular in Thaila life of people. The audience behavior has changed from watching only television to multi total of has Bangkok Thailand in Electronic T Youtube is the most popular platform ( Facebook ( 35 ( Facetime WhatsApp, Messenger, and reading books or articles online ( ( increase increase from most time on social media. They spend about followed by watching television, video clips, movies, and listening to music ( Development Transactions Electronic The significantly. grew users of Internet number users Internet of behavior the announced Organization) (Public Agency which revealed that Thais spent an average of
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
3
million million
. 8.4 2016 ) rasert, rasert, tested tested using the content
expand on dissemination
their their fans. The other category is Jenpasit Poop ( A pilot was 23. xample illustrating the effective use of social social of use effective the illustrating xample in San Francisco, USA. This simulcast or
8 is the Mask Singer. It has the largest viewership
interviewed interviewed Chalakorn Panyachom, Chief Operating
t, digital television stations have started to use social media such such media social use to started have stations television digital t, ("Communication behavior of adolescents in public space on 2017)
. any any time. The broadcaster using Facebook Live can also measure and and Strategic Director, M Interaction Co., Ltd. Explained that simulcast on
One One of the case studies embracing this new trend examined in this study is Natavee, Natavee, Neil, Mavichack, Communications and Corporate Communications Facebook Facebook enabled the “Live” function as a means to TaiSresuda TaiSresuda (
“Mask “Mask Gossip” that was aired on Facebook Live during the commercial break of The Mask Singer. The program format has two emcees discussing the contest of the week through through engagement 2015) facebook," Workpoint TV or digital television Channel effectiveness effectiveness through the number of views and evaluate responses through the results page Facebook official the on program the during made comments and emoticons the of resul a As time. real in as Facebook to expand their audience base in order to generate increased income Facebook Facebook Live is popular because the audience can access the content through mobile devices such as smartphones or tablets. This makes the content easily accessible any place and professionally generated content, which is the simultaneous broadcast of programming programming of broadcast simultaneous the is which content, generated professionally producers. channel television or professional by created Planning of video content. There are two types of content available on Facebook Live. The first celebrities, by done usually broadcast time real the is which Content, Generated User is net idols, or those engaged in social discussions with viewers viewers on the online streaming platform becoming the second most viewed show in e an as it used Zuckerberg Mark world. the media by television programs at F the viewership. streamingexpanded simultaneously live and greatly broadcasting Television Television Shows that the World Recognizes”. Chalakorn explained that the successful Thai most television program because it was aired live on Workpoint TV Facebook. It had a total of in real time through social media such as Facebook past in the done as the News Sky or BBC through Line instead of broadcasting Officer, Digital TV, Workpoint Entertainment Co., Ltd. In the article “Creating Thai
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
4 In In
ation ation 23. Rattiya Rattiya
hrs. This is an ving away program 22:00
–
18:20 the selection and presentation of
in order to reach more audiences. The station The audiences. more toreach order in that have reviewed how oral storytelling was emic emic knowledge related to the presentation and 2017 indicated indicated that Channel One had expanded duration of
26)
, March 2017 acebook acebook Live of their prime time from In addition, the study, Social TV: Communication from Television to Facebook Facebook to Television from Communication TV: Social study, the addition, In This study expands on the acad This topic of study aims to examine how the continuous changes in inform in changes continuous the how examine to aims study of topic This gramming production for content that could be presented on social media. Added media. social on presented be could that content for production gramming shirts for those who are viewing the content on the official Facebook page. It is a -
value would be generated resulting in increases in the number of audiences through the through audiences of number the in increases in resulting generated be would value (Workpoint TV and Thairath TV), also provides a means for distilling the knowledge useful be would This guidelines. future develop to practitioners production television of pro in Social TV: Communication from Television to Facebook (Workpoint TV and Thairath and TV (Workpoint Facebook to Television from Communication TV: Social TV), expands on the existing knowledge regarding television programming on to social media. In addition, it television landscape. intransition the Thai documents the time of different different characteristics. Thus, it is necessary to study the characteristics of the new platform based on the previous studies transformed to newspapers and production of series from printed novels. The study, in the improvement of the selection, creation, and to media. dissemination on social television programming presentation process migrating content that have to be transformed to work across different platforms that have technology technology propelling the growth of social media has become an option for television content producers. Social media in particular interest more creating Facebook engagement audience creating and content presenting in channel has become an effective in the programming. This would lead to increases in viewership and rating that result announced announced F increase in simulcast content that used to be available only for certain programs such boxing matches. or news as addition addition to there are many examples of changes in the television industry. Ungkulanont ( February, since content online their and and selecting audience comments. In addition, activities such as gi T means to increase audience engagement driving higher income from during the the commercial break sponsors of The Mask Singer on Workpoint TV Channel
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
5 s s official s official ’
’ n process for content used on the
media media Content Strategy for Television Program”
-
, presented the research gap that Thai television
2018) sponse to cross channel content used on the station Questions
To study the interaction between the audience on the station To study the production and presentatio What is the production and presentation process for content used on the To study the selection process of content and programs to be published on the to published of programs the selection be and content To study process What is the re How How do television channels select content and programs for publishing on the The The review of relevant literature including the research, “Development of Based on the rationale presented in the previous section, the researcher would ) ng the need gratification of media usage. media of the need gratification ng ) 2) 3 Research Objectives 1) Research 3 1) 2)
mmunity with audiences, who are constant followersthe programming. constant of who are with audiences, mmunity
Facebook page. Facebook station’s official Facebook page. station’s official Facebook page. station’s official 1.3 Facebook page? station’s official page? Facebook 1.2 Facebook page? station’s official like to examine the phenomenon through the development of the research questions section. in the following presented Sakulsri Sakulsri Srisarakham ( presentation content and category the of examination strenuous the lacks programming includi station’s station’s television and social media as well as interactivity across platform to build co Content Innovation with Cross
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
6 23 23
television television
.
2
. utube, and Line. Line. and utube, Digital Digital
o -
The The details of the sampling 2019.
3.
However, However, contextual analysis would be conducted 32.
Chaisuwankeeree: Assistant Vice President Assistant Vice Chaisuwankeeree:
Patchara Opassereepadung: Head of Digital Marketing, Workpoint Marketing, Head of Digital Opassereepadung: Patchara Attanon: News Workpoint Editor, Workpoint Noppatjak News, Co., V3G Harusadangkul: SupervisorLtd. Vorapa Media Social Trend Pattranit he he emphasis is on Facebook as the main social media context used for t analysis using textual analysis. The unit of analysis is at the thematic
- - - - Person responsible for social media operations TV responsiblePerson media for social Thairath Person responsible for social media operations responsiblePerson media for social WorkpointTV
) ) y would be discussed would be in Chapter y 2 1 ( ( Individual: Individual: Producers and those in charge of social media of Social Social Media is used on the presentation of television programming content
) ) presented, presented, and objective of the presentation along with the audience responses, 2 The The study would emphasize on Facebook pages of Workpoint TV Channel The study, Social TV: Communication from Television to Facebook (Workpoint Facebook to Television from Communication TV: Social study, The 1 Scope of theScope of Study
Thairath Thairath TV Channel and Thairath TV), has two unit of study examined in the research follows:as research examined in the has TV), two unit Thairath of study and
Entertainment Plc. Entertainment Plc. Entertainment Marketing, Workpoint Entertainment Plc. Workpoint Entertainment Marketing, methodolog follows: social through as media programming stations that present and and Y Twitter, Instagram, as such media other social of study the through The study would be conducted in the first quarter of opinions in conjunction with other elements such as the number of posts, type of posts, of type posts, of number the as such elements other with conjunction in opinions topics on station’spost the on comment and share, emoticons, of use and views the are which media. social the analysis. The researcher did not use data from the Facebook Analytics of the official official the of Analytics Facebook the from data use not did researcher The analysis. the Facebook page because it is confidential information. The researcher has chosen to conduct conten the to study analysis conducted collected posts. the The would be data from from level including including various activities organized by the television station that allow participation. T audience 1.4 TV
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
s 7 ’
o attract Facebook Facebook
s official s ’
ital ital terrestrial television stations, xamination of the phenomenon to
TV.
th TV), has contribution in two areas follows: has as inth TV), contribution two areas
To study content and programming selection process for use on the To study the use of social media in creating interaction on the station To provide information for practitioners in the presentation of television To use information collected from the study for use in content creation to To spark the interest for future researchers to theinvestigate use of social To study the process of content creation on the station the on creation content of process the study To ) ) ) ) ) ) 2 3 4 1 1 2 Digital Digital Television Station is defined as dig Social Social Media is defined as the official Facebook page of Workpoint TV and Content of production content on social media is defined as the presentation ( ( ( ( ( ( Managerial contribution.Managerial Academic contribution.Academic
) ) ) ) ) 2 3 1 2 The The study titled, Social TV: Communication from Television to Facebook 1 Definition of Terms Significance of the Study
invention on the official Facebook page, which are page, TV. which Thairath Workpoint and official invention on the Facebook TV Thairath Thairath www.facebook.com/Thairath TV, which method and content which are convention, modification, are reduction, extension, and www.facebook.com/Workpoint and TV. Workpoint TV Thairath are and which build engagement on the station’s official Facebook page. on the official station’s build engagement 1.6 programming content on to social media including the production process t facilitate interaction. and audiences media by television stations in order to expand the e of television other stations. producers page. Facebook page. official Facebook page. station’s official 1.5 Thaira and (Workpoint TV
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
8 wing feelings using feelings using wing
content on social media is defined as the presentation of content as as content of presentation the as defined is media social on content Audience response is defined as the number of views, sho views, of number the as is defined response Audience Publishing Publishing
) ) 5 4
emoticons emoticons (Like, Love, Haha, Wow, Sad, and Angry), share, and comment of TV. Thairath Facebook and Workpoint page TV official on the text, picture (image), video clip, and live broadcast in each post on official Facebook TV. and of WorkpointTV Thairath page
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
9
relationship relationship of life and -
rds come together, there is a need to study the ology ology describes the inter
values values of the technological society. He studied CHAPTER 2 CHAPTER
FRAMEWORKS
indicated indicated that media ecology started with the work of
He He analyzed the production of pop culture that reflected and
National Business Broadcasting Broadcasting and in Thailand National Television Business 2004) explained that ec
Ecology
of the related literature and theories for the study titled, “Social TV: TV: “Social titled, study the for theories and literature related the of the 1951. Screen Engagement Screen - 2002) Strate Strate ( The The media ecology is comprised of two words, which are media and Media
Intertextuality Television Genre Television Media EcologyMedia Media Social TV Social Multi of Type
Ong ( Ong ) 7) 1 2) 3) 4) 5) 6) The review review The 2.1.1 Related Literature and Theory relationship relationship regarding the environment, media, and humans. The aim is to create REVIEW OF RELATED LITERATURE AND RESEARCH RESEARCH AND LITERATURE RELATED OF REVIEW -
reinforced reinforced attitudes, beliefs, and newspaper, advertising, and comics. Over time new media were developed, thus regarding works his published McLuhan today. studied widely still is which McLuhan, media ecology in technology technology that is relevant to the formation of political culture, social structure, and beliefs. Therefore, when these two wo inter media. through culture and would of creation content the impact structure ecology. the structure of the universe surrounding individuals. Media is defined as the
Communication from Television to Facebook (Workpoint TV and Thairath TV)” is section. in the following presented 2.1
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
10
aid that that aid sted in technology technology and as changed. as
.
Tribal Tribal Era, Literate Era, Print Era, and
– xtend the human condition and experience. and condition human the xtend
presented the notion that technology assi
(McLuhan McLuhan, 1992) & (McLuhan
ng ng what makes media phase out of popularity as well as 1968)
Media ecology could utilize the framework to show that as humans create humans as that show to framework the utilize could ecology Media Media Media technology has been continuously developed to the present day 1) Nature of receiver changed. the has 1) Nature h of receiver’s of age in terms demographics 2) Nature of competition condition changed. has 3) The changed. of life has 4) Way continuously has which media, convergence of era the in inherent is This McLuhan McLuhan ( d receiving of media communications has changed and old forms have
as as the receivers and income. Media organizations all over the world have two major questions. In the book Laws of media: The new science focused focused science new Themedia: of book Laws the questions.major In two
faded over time. faded their adapt to have humans result, a As humans. on impact an have turn in it innovation, daily life and media use impacting the choices of media selection. production The an process of on creating good media that could be further expanded. McLuhan pointed out producers that and users of media had clearly technology and adapted understandi in the areas of modernity again it popular makes what of social media. social in resulting impacted the operations and management of media organizations. New media can be categorized adapted to survive. Technology, thus, became an extension that led to the growth of
the content. This results in the classification Electronics Era. The latest era has led to the start of the information communications resulting in modernization. People are connected in a global village as media in mass to changes follows: leading consequently time and distance. This is succinctly expressed in the idea that “The medium is s be the can it Thus, format. media of importance the emphasizes which message.”, in each era media has a stronger impact on the feelings and behavior of humans than expanding the scope to cover electronic media with emphasis on technology and human and technology on emphasis with media electronic cover to scope the expanding e to tool a as continuously culture fabricated with no limitation in the of in terms extension resulting of experience communications
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
11 de de fan clubs of be streamed onto streamed be
net allowing a large re, re, social media relies on
indicated indicated that Facebook is the social media demand requires the data to data the requires demand
- connecting connecting with friends online; and messaging, or indicated that social media has the characteristics of characteristics the has media social that indicated
.
on the network to share their opinions. to share their on the network
2007)
Mana Mana Trirayapiwat (2009) Social Social media enables people to communicate with friends they have Punsa Rodart (2012) Rodart Punsa Another Another component of digital media found in social media can be Information Information technology or information society have high potential to Social Media Social Media
demand and live broadcasting. On broadcasting. live and demand - 2.1.2 resting; resting; and video, which is a combination of all elements to create interactivity. capabilities capabilities to communicate over the Internet. Social media was first developed in Pimduen Jaturongkakul, Pimduen Jaturongkakul, have have common likes, interests, or lifestyle together. Examples, inclu singers. or celebrities network today, which enables connection of people through sharing and upload of files. files. of upload and sharing through people of connection enables which today, network itaddition, allows people In that is described as a social network. It has distinctive ability in linking people who known before or after going online. The major component is the profile, or personal information of the account owner; social popular most the is Facebook public. the to available content personal the making occurs occurs in real time as data is being presented on the Internet. The data from the video camera is transferred into the network and published on the Inter time. it at the same to access of audiences number computer, computer, networking, and information technology presentation, of message to which device. two types on Multimedia has and any anytime, access content anywhere, on are the network and individual nodes can request the content to play freely. Broadcasting These These components come together to promote development of the online community ( networkable, dense, compressible, and interactive. Therefo categorized categorized as text, which is the important basis of moving or multimedia; animation text; than deeply more still communicate that elements visual presents image, which graphics, which show the stages or various phenomenon; sound, which makes content inte the text mode, later becoming attractive multimedia using and graphics. images, moving images, sound, colors, collect large amounts of data and immediate response. Technology has been developed developed been has Technology response. immediate and data of amounts large collect the
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
12
first screen. screen. first
havior that is hone hone has become of social media that that media social of
he he Internet and create cial media. cial he integration of social of integration he ople in their homes, for the amilies amilies together to watch television in defined Social TV as t as TV Social defined
2012)
, David Sarnoff, President of the Radio Corporation of America
1939 The The success of social TV relies on the audiences’ be Social TV is the second screen while the first is the television screen that screen television the is first the while screen second the is TV Social In In this era of technological advancement, the mobile p Proulx and Shepatin ( Shepatin and Proulx Therefore, Therefore, communications in social media can be used to analyze Social TV
results results in the behavior changes of the receiver or audience. In the early days
2.1.3 changing. Some audiences may use smart devices as the second screen, while watching while screen, second the as devices smart use may audiences Some changing. the content on television. However, with advancement in Internet accessibility, social They They could like, check in, invite friends, comment, or engage in other interactions. These are familiar functions that users have learned to use on social media such as Twitter. or Facebook interactions through chats about the programming content on so programming chats the through content about interactions or screen smartphone, could computer, second be the The program. the to view is used the on program the viewing are who others with interact to used is that table, alone. alone. Today they can connect laptop, smartphone, or tablet to t present messages, send can They watching. are they program the with interact to content content, or engage with other viewers from around the world. They can create group enabled enabled the interaction between television program audiences and the station through era the into evolved this Eventually, messages. SMS or calls phone enables a more varied means of interaction. The audience behavior has also changed. They no longer watch television programs from a television set in their residence all their their homes through the presentation of interesting content. Television programs soon after broadcast. peers the among thenext of conversation topic day became has This another. one to messages text sending and chatting for capable is that device a (RCA) (RCA) predicted that, “Television will finally bring to pe first time in history, a complete means of instantaneous participation in the sights and predictions Sarnoff’s fulfill to on gone has Television word.”. outer entire the of sounds in changing the audience behavior. It brought f media. media. It of television in through the lens of media in particular the television station’s official Facebook page. of the television the lens station’s official media in particular through
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
13
Kraingkran Kraingkran (
m
explained the importance
2012) explained that every piece of content is
sion, while maintaining repetition to make explained that intertextuality explains the ctors either knowingly or either not. knowingly ctors
ouncil ouncil study found that social TV application of other audiences. In addition, they can gain Punsa Rodart,
(
2009) goes goes on to explain that horizontal intertextuality is 2008)
depth information such as behind the scenes information scenes the behind as such information depth
-
2012) .
. cial cial TV perspective is used to study social media on the station’s etween textetween primary with texts. television other programsIn or series 2012) that is rooted in tradition. Intertextuality has to have a primary and Nopporn Nopporn Prachakul (
Punsa Rodart ( Intertextuality has two aspects. The first is horizontal intertextuality, The The so Text is created based on the distinctive characteristics of the idea of Time Warner Research C Umaporn Umaporn Maronee ( Intertextuality Intertextuality
g g intertextuality in the genres. It creates the boundaries of the context and
2.1.4 the relationship b text Tertiary commentaries. or documentaries as such text secondary include could this of studyin meaning as well as establishes the common understanding between the producer and audience. the creator might be fa various affected by might the creator which is the relationship between primary texts that can either be observed or not. It would be analyzed in terms of genre. addition, there must be variation and invention simultaneously. must variation and be there addition, content, of creation the In creator. the of imagination the express to distinctively created tertiary tertiary text. to be has text. This primary of the text, traces which has the secondary of phenomenon transformed to suit the nature of transmis sure that both the sender and receiver are confident in the commonness of thought. In intertextuality intertextuality social media could be more in more be could media social (2012 ) MarketingOops.com of incontent. of communications Facebook presentation page and terms official they can chat with their friends while watching the program. Despite being in different being Despite in different the program. watching while with friends their can chat they locations they can know the feedback access to other information related to the television program. For instance, content on media has become integrated in social TV creating a new media ecosyste media new a creating TV social in integrated become has media Kanjanapokin, because television more watch to tend They more. program the enjoy to audiences helps
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
14 ext. ext.
ariety of devices resulted in the
oducers. However, this modification modification this However, oducers. they would view on the screen. There There screen. the on view would they instance, the audience would search for studied that changing audience behavior
goes on to expand the analysis comparing the comparing analysis the expand to on goes
2009)
Screen Engagement Screen -
Extension is the addition of tertiary text to supplement an unclear Reduction is the modification or reduction of parts of the primary t primary the of parts of reduction or modification the is Reduction Modification is the creation to tertiary text that might be different from from different be might that text tertiary to creation the is Modification Content grazing is going through content that is not relevant to the first first the to relevant not is that content through is going grazing Content Investigative spider webbing is the search for information that is related related is that information for search the is webbing spider Investigative This concept of intertextuality is used to study social media on the
stance, the audience might be watching a program on the first screen, 3) Nopporn Prachakul ( Prachakul Nopporn 1) 2) Multi 1) 2) Microsoft Microsoft Advertising (2013) unity.
2.1.5 summary of the episodes of the series they are they ofwatching. are series episodes of the the summary screen. screen. For in information about their work for on the computer. while searching to the content on the primary screen. For devices, while the audience would select content content select would audience the while devices, of interactions four follows: type as are screen. This would mean the search of information that is not connected to the first communicate communicate and interact with others. The use of a v need for content producers to adapt the way they produce content in order to serve the need of the receivers. Producers need to adapt the content to suit the context of the after after using devices such as laptops, mobile phones, tablets, and gaming console to the original text in order to fulfill the need of the pr the of need the fulfill to order in text original the to the audience. acceptable to be has process. factors of communication in terms and Facebook page station’s official However, However, there is no change made to the main or core content, which might result in text.distortion original of the primary primary text. This could be done through text.primary original the compliment adding details or content in order to is created by the audience that could be in the form with a letter or a post on social comm online as follows: forms textthree tertiary to the inprimary
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
of of 15
94% 94%
d Facebook in screen to screen connect Picture Picture Planning: - - of the audience. In y exposure to content to exposure y Big “
section - titled,
2018) Facebook IQ ( ial breaks people switch on to Facebook to interact with Screen World”, examined the use of television in conjunction conjunction in television of use the examined World”, Screen
- screen engagement concept is used to stud to used is concept engagement screen - d the remote control in the past. Before smart phones people just Quantum Quantum is the of behavior transferring the viewing from one primary Social Social spider webbing is the ofbehavior using multi in a Multi a in
The multi The The The Facebook IQ study revealed that the audience use 4) Part of the research 3)
estaurant and remember it to watch it later on their own television later. television own on their remember it later itand estaurant to watch
migrated to social media. migrated the reduction in the cost for running the campaign that traditionally relied television. only on that would be used to create programs and its presentation on television that would be the reach to those, who cannot access the television. Producers need to understand that need television. Producers the access to those, who cannot the reach using one media is not sufficient to reach a large cross addition, it also increases the frequency before and after the broadcast. The second is others. others. It can be seen that the interaction on social watching a television program. that they certain are updating media increases as people are conjunction with television. This resulted in numerous benefits. The first is increasing same same way they use changed the channels to find an interesting content, during the However, with the commercial smartphone, the changing break. of the screen has been moved on to the device. During the commerc Understanding with Facebook as a means to communicate with the audience. It is found that the audience, who are watching television at home, used the smartphone in much the screen screen to another. For instance, a person might watch r an interesting content at a and exchange the experience of watching the primary text. For instance, theviewers instance, For text. primary the watching of the experience exchange and the television program would express their feelings and opinions on the online social community.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
C) C) 16 29.
25%. 25%. – e, free, free, e, 23 romoting romoting
22.
– of content that suits the
16 50% licenses in Standard Definition (SD), (SD), Definition Standard in licenses
3 Telecommunications Commission issued issued Commission Telecommunications being. being. The content and time of broadcast has to -
ity. licenses up for auction that can be categorized into 15. 24
, and , and
14 n. There should be no content that contains violence as well as ,
The television stations need to be allocated a spectrum that can be There are licenses channels are in Standard Definition which (SD), 13
.
7 ). Children, Children, Youth, and Family: Aimed to provide knowledge and Standard Definition : This is general content as defined by the law. Business Business has to goal for profit. This could be further categorized in Community Service Community has the goal to the serve public creating by value Public Service has the objective to provide services such as p as such services provide to objective the has Service Public News: Aimed to disseminate truthful news that is comprehensiv is that news truthful disseminate to Aimed News: Thailand 3) 1) 2) 3) National Broadcasting and Telecommunications Commission (NBT The National Broadcasting and Broadcasting National The 1) 2) The Type of the National Business Broadcasting and Television in 2012 )
licenses in Standard Definition, which are channels channels in Standard Definition, are which licenses
7 2.1.6 NBTC. (
013, August 14 total of total There has to be combination of news and public service content of no less than of is a total There which are channels are which and beneficial to the public. should There be no less than criteria in terms of scheduling and content as defined by the commission. There is a youth youth as well as promote family well be suitable for childre of total a is There situations. illegal and immoral (2 follows: as types four education in various fields. The goal is to develop the quality of life of children and terms terms of geographic coverage. There are national, regional, and community/provincial coverage. of level geographic announced the criteria for the auction of the digital TV license at the national level good understanding between the government and the the understanding people. between government good the by necessary commun deemed classified in three in three categories. classified education, public health, national security, and dissemination of news to promote a an
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, , 26 26 17 24
667 29) 31)
,
2019 2019 High High ue ofue 4 2018) 3.82%). 3.82%). channels channels 7 The The report ren, ren, Youth,
. Channel Channel 62.05%). 62.05%). , and Now 7) 26.56%). 26.56%). 29 ( 29 34) Child HD HD (Channel million baht. When
News channels had a million baht ( baht million ion baht ( , Mono , 827 These These channels started , report report indicated that the 5.59%). 5.59%). 592
, February , , ONE mill 62 33) 2 of advertising revenues and y y channels had a revenue of most popular channels as of million baht ( 0.99%). 0.99%). 32) 2019 936 2013. 2019) , 10 045 67 , remaining digital TV stations. remaining 18 15 million baht ( HD (Channel (Channel HD , Amarin TV (Channel 3 , million baht ( 261 28) licenses licenses in High Definition (HD), which are
35) 46 7 Standard Definition channels had a revenue of When categorized based on the type of channel, the 4.41%). 4.41%). , Thairath TV (Channel High Definition channels had a revenue had a a had reven revenue had a Definition channels High Children, Children, Youth, and Famil
Later some of the companies returned the terrestrial digital digital terrestrial the returned the companies of some Later ht. Today, there are there are ht. Today, 2019. SD (Channel inition : The criteria is the same as that of the Standard 23) News channels had a revenue of revenue a had channels News HD (Channel HD 3 7 sion licenses in December , 2014. 27) 6.65%). 6.65%). 61.47%). 27.53%). 27.53%). 0.92%). 0.92%). million ba
High High Def million baht ( 36. Program Program ratings information there are Another Another report is the Thailand’s Broadcasting Industry in January Numerous Numerous production companies joined the auction to secure the The Bureau of Policy and Broadcasting and Television, National 4)
, which are are which , – 206 Channel Channel 932.68 , 30 8 ( 2019 2 million baht ( million baht ( baht million million baht ( million baht ( baht million 285 869 515 , , , Bureau Bureau of Policy and Broadcasting and Television, Bureau Bureau of Policy and Broadcasting and Television,
Workpoint TV (Channel Channel 1 2 January million baht as of January Public Service channels had a revenue of and Family channels had a revenue of revenue of ( indicated that the terrestrial digital television industry had a total revenue of 4 624 Standard Definition channels had a revenue of had revenue had of a revenue a channels Definition ratings of terrestrial television programs. The Thailand’s Broadcasting Industry ( Industry Broadcasting The Thailand’s television programs. of terrestrial ratings ( terrestrial digital television industry had a total revenue of of had a revenue channels Service Public the of channel, on the type based categorized totaling totaling Broadcasting and Telecommunications Commission (NBTC) created regarding the situation two of the television industry in terms reports terrestrial terrestrial digital televi April in broadcasting television licenses (business category). The NBTC paid a compensation to Definition license. There is a total of channels
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
18
ins and - (TV Digital Watch, Digital (TV ing aesthetics. Genres enres could be to could enres applied
production production as well as other
fiction fiction Program include programs of genres creating hybrid shows like like shows hybrid creating genres of -
ocumentary, educational shows, talk, and talk, shows, educational ocumentary, explained that each television channel had a recommended that recommended g
2004) and sports. and 2009)
producers and audience to guide the production. It also production. the It to guide audience and producers
Commercial Commercial Program include content such as
Imaginative/Fiction Imaginative/Fiction Program/Entertainment Program include
. News News and reality Program/Non Audience Audience Oriented Program include programs with phone Most of these channels broadcast in High Definition Definition inHigh broadcast channels these of Most 3) 4) combination a have today Programs ( Keawthep Kanjana 1) 2) The The information has been used to define the sampling frame for this Ubonrat Siriyuvasak ( Television Genre
26).
2.1.7 Channel Channel
attributes. In addition, topics such as aesthetics, production value, and use of the content content the of use and value, production aesthetics, as such topics addition, In attributes. examined. be further could creation after next is invention, which allows modification in terms of view cover various dimensions including the length of the program, means of storytelling, apply can research Therefore, style. and script, scenes, background presentation, of time genres in many ways. It could be used to study the text or docudramas, which combine documentary with drama. which combine docudramas, documentary research in numerous ways. First is the convention application, which maintains the identity of the producer and audience, who are aware of the genre being studied. The discussions. social and advertisement. announcement, public service commercial/advertisement, programs such as television drama/soap opera, comedy, movies, cartoon, game and quiz and game cartoon, movies, comedy, opera, drama/soap television as such programs music, entertainment, shows, light d and feature affairs, current and news as such broadcasts. live of commentaries distinct way in presenting the variety of content available. The content can be classified classified be can content The available. content of variety the presenting in way distinct into different genres based on the content. This is necessary content between understanding to establish common follows: classified as be can Genres programming. the of expectations audience guides
( 2) 2019, February study.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
er er 19 way way - riences riences of Spreadability 1) ( t of their life daily or building building is the creation of
World Generated Generated Content could be created Immersion vs. Extraction is when the when is Extraction vs. Immersion - 4) ( 3) (
Convergence Convergence Culture: Where Old and New Media
“ s empowered. User
provided detail explanation of transmedia storytelling as a new a as storytelling transmedia of explanation detail provided
media. The Internet is used as to connect online social media
ure on Transmediaure Storytelling Continuity Continuity vs. Multiplicity is about the continuity and multiplication The book titled,
) 2) Transmedia Transmedia storytelling requires a content producer, who can create 1 ( Literat
(Jenkins, 2008) (Jenkins, The The review of related literature examined in the study, titled “Social TV: f the receiver in order to attract them to engage with the content. This would be 2.2.1 Related Literature
the station’s official Facebook page. Facebook the station’s official
feel feel that they are truly a part of the experience wherein story. the same story could be told differently linking the online and would be created from share value from the story based on the varied expe the receivers. variety. for versions multiple in content the of truly receiver immerses themselves in the content itmaking a par created through the core aspects of transmedia storytelling as follows: as storytelling transmedia of aspects core the through created vs. Drillability is the creation of powerful content that could be driven across oth producerthe which story, the can absorb receivers that experience jointthe is It media. Value added is after. the second and of watching the time is during First tell twice. can interesting content through modification of stories to suit the characteristics of a variety a of characteristics the suit to stories of modification through content interesting of media used in everyday life of receivers. The creation of mood & tone has to fit the taste o communication, communication, the receiver i experiences life their bring can receivers the of comments. Eventually, the use through powerful media. content on social to create Collide” Collide” means of using new the past the In sender. the by content of production the in changes in resulting networks sender had control in creating the message. In this next stage of two presented in the following section. in the following presented Communication from Television to Facebook (Workpoint TV and Thairath TV)” is Genres Genres is used to set the criteria in analyzing the different type of programs presented on 2.2
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
. of en en 13 20
Media - tions. It
studied foreign
2018) media media strategy and depth analysis of the of analysis depth - - aller pieces that stand pieces can aller
rmance rmance is the stimulation of the
Perfo , it is found that in that found is it , 7) 4 ( Sakulsri Srisarakham ( in the linkagein the betwe a that developed UK
4 ng ng content on television to social media builds Subjectivity is of the narration thethrough story a media strategy creates a work process in developing developing in process work a strategycreates media 6) - ( years. years. The station utilizes cross
Development of Content Innovation with Cross “ 24
– 13 Seriality is the division is ofSeriality content into sm The The article, 5)
( ) The The innovation connecti From the case study of Channel of study case the From 2
worlds. worlds.
skills. The article studied Channel Channel studied skills. The article e nce was conducted for the development of appropriate content that would connect connect would that content appropriate of development the for conducted was nce - years of aged dropped on television, the figures grew across all premium platforms premium all across grew figures the television, on dropped aged of years
24
ontent for each platform. In addition, the dissemination and creation of interaction is
on the expansion of content in four ways. The first is the modification on television programming, while keeping its core distinction, creating a new story through the use Therefore, it supports that knowing the audience does certainly pay off. In addition, the the addition, In off. pay certainly does audience the knowing that supports it Therefore, station also connects the content to increase engagement enticing people to share and program. the reach of the further expanding comment audie those of rate viewership the Although effectively. group target of experiences the to – done done for platform. each The transmedia storytelling is into up breaking many the story new ones. For instance, there are standalone episodes that end in themselves. All core dots the find the receiverto needs and the to connect interconnect stories all these order. in order to string the narration and complete right in the narrative adults adults aged between cross The storytelling. transmedia c media media organizations. It was found that some of these organizations redesigned their work process to suit the digital media and adjusted the skills of the employees to have multi television programming and social media. The target group for this station is young enables the use of content that suits the characteristics of each platform and lifestyle of andplatform lifestyle each of characteristics the suits that content of use the enables the receiver. Content Strategy for Television Program” receiver to receiver create their own content. Therefore, the story should have an open end that with no fixed of direction. content creation new would allow Transmedia storytelling therefore works to increase the value of communica offlin on their own used in various channels. The receiver can enjoy the to worry having theabout content order. without different character to create a new storyline.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
- - 21
drive drive the likes,
ot be concentrated They need to conduct the conduct to need They viewing in other platforms. in other viewing and and the content of the programming. The
explained that the presentation of news hasnews presentationof the that explained
skilled in order to enable their ability in cross in ability their enable to order in skilled
- 2018) interests. interests. The content would entice the audience
each type of platform to gain participation from the the participation platform to of gain from type each The Direction and Adaptation of News Reporting in “
Kemmanij Malave ( Malave Kemmanij The The article,
) Social media in the digital age results changes in the awareness and form form and awareness the in changes results age digital the in media Social 3 The The production house also gives importance in connecting television a news production. They have to learn how to present stories in multiple platforms multiple in stories present to how learn to have They production. news a entation entation on social media that is real time. The journalist has to follow up on the
storytelling storytelling mechanism for each platform. Thus, pres it is important to study news of communications of people in society. Therefore, newspapers have to adapt by going going by adapt to have newspapers Therefore, society. in people of communications of multi become to have Journalists online. medi appropriate the use to critical is It audio. and graphics, images, moving image, including Social Media Era” Media Social the presents that interaction the on impact an has effect in Thissources. different many comment. to like, and share, opportunity on only one platform but it would be preferred that they watch and follow all of the available. platforms platform creatives are necessary to create transmedia content. content. transmedia create to necessary are creatives platform research, produce the program, plan the shooting schedule, and release the content online. The heart of transmedia storytelling is platforms that the need to support one another. The audiences should connection n across the various content content to social media through the creation of easy to understand content relating to the everyday life and experiences of the audience. This would in turn media a social television stations to develop for comments. and is imperative It shares, teem in order to create content that connects television to social media. These multi fourth fourth is the creation of engaging content, which could build on the programming to television the with conjunction in available be should content This interaction. generate in order repeated to encourage programming to return to watch the television programming for completion. The third promotion would be content across different media with related information. presented This using infographics in order to could exp be graphics and video specifically for specifically video and graphics audience. The second is the creation Resources would be used to create content that would be of attractive to different groups content specifically for each of who have audiences, may different platform.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
22 esent esent f Social Social f
explained that on to the main -
2014)
tic tic in being interactive. It is used to compliment
In In addition, the user can connect through many d cheaply. It could effectively reach a broad audience audience broad a reach effectively could It cheaply. d
Analysis of Types, Patterns, Content and Usage o Usage and Content Patterns, Types, of Analysis “ that can be viewed later or as a substitution. The receiver
ain news to be presented online. The second is breaking news.
Jiraporn Srinak and Kwuanfah Sriprapun ( a a hectic lifestyle. As a result, usethey social media as their main
The article, The Facebook is the media that has the capability to present content in the The presentation of content on Facebook is usually add 4) Today there are four issues in presenting news on social media. The first first The news media. on social issues four there are in presenting Today
text, graphic, image, audio, video, and multimedia. The audience could interact interact could audience The multimedia. and video, audio, image, graphic, text,
rnalists should have more information than members of the public because they need they because public the of members than information more have should rnalists
fulfill their needs. For instance, teens, who live on their own may not have a traditional traditional a have not may own their on live who teens, instance, For needs. their fulfill media receiver, have communications. The emphasis is on seeking information, celebrities. the news by well of to seek as following as entertainment relatives, talking to friends and information as seen fit. as seen information programming on television may not follow the main media directly. They might choose to follow social media to of form with the content immediately. dimensions using the hyperlink function. In addition, the user can update and search This is congruent to the communications on an the quickly news of dissemination Internet that emphasizes on the quickly. Media in Thailand” Facebook has a distinctive characteris use. to complicated or difficult not is It accessible. easily is it because media traditional of which is using the m The third is the news presenting that is for online. exclusively The fourth is presenting social from is media. that taken news information prior to presentation on social media. Eventually, when journalists when pr Eventually, media. on social presentation prior to information presenting avoid to public the of feeling the evaluate to need they media social on news in society. and violence in conflict result that might issues movement movement and interest of social media users. They have to take the role of the agenda setter by following up the content, contacting the news sources, and fact checking. Jou to create and select the news for comprehensive presentation. is It critical to verify the
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
n 23 or the
34 presented presented the content content the different different forms,
2
s Wise Words and Bon Bon Bon Bon and Words Wise s ’ reate their reate own in unique identity
defined hashtag as the message or line
Hashtag: Hashtag: Expectations, Exposure, and “ 2015) examined the sayings or wise words of two
The Role of Cutto of Role The “ dia Tool as an Communications Online 2015) Jirad Promdirake (
out the posts created by users. For instance, images of roses might nization’s marketing and public relations and representation of the The The dissertation titled, The dissertation titled, dissertation The by by the symbol #. has to It be written with no betweenspace the letters
) )
Preeyanuch Songsorn ( Television producers Television choose producers to of use types hashtag different two which The wise words in Facebook page are different from the advice advice the from different are page Facebook in words wise The 2 In In terms of the sayings in both pages depends on the background of the 1
Literature on Social Me Literature
2.2.2
use use the hashtag #Rose, #Flowers, and #Love. However, the brand hashtag is the most popular type used in Instagram and Facebook. It is commonly called the phenomenon organizations organizations such as activities. For instance, Amarin TV uses #Amarin TV to used be can hashtag product and content The #TheFaceThailand. uses Thailand Face relate the stories ab are brand hashtag and content and representation of the product or organization, which can be product done in hashtag. The brand hashtag which are the orga is the that is preceded used in order for it to be organized. This would assist in search conversation and regarding a joining particular topic in on social the media such as Facebook, Twitter, and Instagram. benefit. Participation of Users” in traditional media such as newspaper. Advice on the Facebook pages are pages are on to Advice such newspaper. designed media in traditional the Facebook as be disseminated on social media. The content is short and easy share and like can to users The complicated. understand.not and interesting be to It designed is with their friends. The content is available and open to use by the readers for their occupation occupation of the owner.Facebook both page They c order fulfill the need of the readers, who indirectly use the experience driven advice routine. and daily in their entertainment feelings, life, about Facebook Facebook pages, Cutto and Bon Bon. It is found that both pages are very similar i terms of background, font, and symbolism. The only difference is Cutto’s page does does. Bon while Bon and contact images not have on Facebook”
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
24 ious oard , and
by by the Academic
” ing ing a hashtag is like way way instantaneous communication -
Television Television in Digital Era social media, which are Twitter, Facebook are whichmedia, social “ 3 analyzed analyzed the role of social media on the changes
2012) Social Social Media with Changes to the News Reporting “ (Time (Time Shuesatapanasiri, Sakulsri Srisarakham, & Suwit e the gatekeeper’s role in selecting the media and choosing choosing and media the selecting in role gatekeeper’s the e
mment mment section on Instagram and Facebook of famous book titled, organization that opens to participation by civic journalists. This
The The study, In In the
) ) 1 Journalists hav Journalists The The news production process on social media is more complex than in The The study revealed that in each post the number messages with hashtag 3 Literature on Television Literature Media e is continuous reporting during the news production process that enables enables that process production news the during reporting continuous is e
Sakulsri Sakulsri Srisarakham (
2.2.3
Institution of Public Media information exchange between the journalist and the audience. This allows the audience audience the allows This audience. the and journalist the between exchange information news process. in the production to participate work work process of the journalists/editorial with interactivity allows that media social of nature the from results team/news organization with the receiver in real time during the Ther process. news production connection between the news and the receiver based the receiver the news interest. between and on their connection participation increase would This media. social own their on dissemination for news the the in change The journalism. participatory to leading process editorial and news the in between the audience and journalists or editorial board. The journalist or editorial b editorial or journalist The board. editorial or journalists and audience the between to need They own. their on agenda news the determining in authority the have not does consider the feedback from the audience to present information. This enables network of information and informants that would enable them to get news from var from news get to them enable would that informants and information of network aspects. traditional media. This is because it is a quick two Process” Process” on production newsof process the in Blog by journalists and editorial team. It is found that news on social media has the characteristic of being quick in dissemination of information. Journalists forma a creating a reference to help increase trust in the post. Using hashtag of the news station station news the of hashtag Using post. the in trust increase help to reference a creating trustworthy. events into be more dissemination of various the would help “tag “tag my shop” in the co increased exposure. opportunity for the This is create to celebrities. would vary depending on the dissemination of information. Putt
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
25 the advertising industry. screen phenomenon where where phenomenon screen presentation. presentation. For instance, -
the digital has played a critical role role critical a played has digital the f their choice all day. Therefore,
w how resulting in the phenomenon date to the digital realm such as using - to - it provided an explanation about the which are content, platform, and management. management. and platform, content, are which
ing to interact with the media. Television is not not is Television media. the with interact to ing , Sartsanaphich 3 departments, 3
–
while watching television while watching programs. hing the program. They want to participate during the broadcast to voice voice to broadcast the during participate to want They program. the hing The The audience behavior has also changed. They are no longer satisfied Sartsanaphichit Sartsanaphichit further explained that all of the content in this world is In the book Sartsanaphichit explained Sartsanaphichit book the In
with only watc only with their opinions or exchange ideas with others through the use of social networks. In addition, they would perform other activities such as multiple screens collecting information from characteristics characteristics or the audience or the media used in the storytelling on a big screen such as television might differ such smart on the from as on phone. screen smaller a presented the same content users users can use to expose from themselves generated be can that to storytelling on more focus content to started have o producers program the same content. The difference would be in the presentation that suits the that comes along with changes in 2 only consumer run to downsized behavior, media organizations have multi the explained he this on Expanding same. the and one changing changing the perception of speed of life. Today people can no longer wait and this has is quickly. these needs It networks Social satisfy behavior. use media to their extended will are who users, the by accepted well media future the in changes the for adapt to order In media. modern most and fastest the They They need to support the new advertising media that has addition, grown they need exponentially. to keep In advertising up advertising. interactive leading leading to the busy employment market audience. in They need the to search for beginning. information about television, Second, signal transmission, involves the and coverage, program numbering allocation. Third, involves Sartsanaphichit, Sartsanaphichit, 2014) First, industry. the shaped that events major three were There digital. to transformation involves the program producers. They are involved in the preparation of resources including financing, equipment, people, and kno
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
” 26
The The social ect ect quality the use of
The assigned 2) to create new ( 1) ( programs programs on the
explained advancement in
2017) production in order to gain better - Social Social media users gather loosely on the 4) ( for social media communications.
losely losely with the program owner and producers in order Online Marketing Strategy for Television Program The social media has to develop the influencer plan that plan influencer the develop to has media social The “ ould result in conversations and interactions between the between interactions and conversations in result ould 3) sponse than programs been that have aired for time.a long ( article, article, before, during, and after the broadcast. It is found that the influencer influencer the that found is It broadcast. the after and during, before, l communication channel and the hashtag. This would result in The The
of all the comments. )
The The strategic plan through social media communications to attract 1 Literature on the Strategy for Television in UsingLiterature Social Media
50% 2.2.4 Social media users in the community create new content that build upon program to to program upon build that content new create community the in users media Social 5)
( fulfill the needs of those in the online social community. They want content that is program’s program’s officia the After base. audience the expand to other in other each among exchange information broadcast, the Facebook community page would form a stronger bond. Thus, the new would betterprogram get re is both directly and unrelated to the content. Interested audiences can help to post issues issues post to help can audiences Interested content. the to unrelated and directly both is program the about as creates this however after, and before than broadcast program the during less posted much as suitable for social media platform, which have different characteristics, in order to gain gain to order in characteristics, different have which platform, media social for suitable Thisw base. audience wider a audiences. the and program to align the objectives in generating additional revenue and a wider audience. The social social The audience. wider a and revenue additional generating in objectives the align to media team has to be understanding to better plan involved strategy in the pre media team has to create interesting content to develop a distinctive identity that is spaces for advertising in order to generate more income. in for to advertising order generate spaces audiences, who follow television programs, has six steps as follows: social media team has to work c segments segments of the program freely. As a result, program producers have to sel media social use producers Theseprogram the audience. needsof the suits that content to expand their audience base, who join activities of shows Consequently, these shows create their own unique distinctive or identities television stations. second second screen. Community of viewers can be brought together through Hashtag during the broadcast. They can also choose to watch the program since the time of broadcast or at any time of their choice. In addition, they can choose to watch Boonnut Chatchavaphan and Warat Karuchit information ( technology resulted in audiences watching television
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
e ne ne 27 2017) Ruang Ruang Jing on. Online “ ly Stage of Digital of Digital Stage ly The The official social screen screen usage while - 6) ( are are diverse in terms of
way way communication channel - examined the digital television
2015) communication communication management on
Strategic Usana Chantrasakaowong and Sasipun ( Bilmanoch
Marketing Communication in The Ear Marketing Communication in The “ “ r’s programs using the official hashtag to assist social media social assist to hashtag official the using programs r’s Prakaikawin Prakaikawin Srijinda (
The The article, o listen to the feelings of the audience and their expressions on social The article, article, The
) ) 3 All the digital television stations use marketing communications onli Variety Digital Stations (SD) such as Workpoint TV and Thairath TV 2 edia, edia, public relations on mass media and online media, promotions, and marketing
indicated indicated that the Kantana Group (Plc.) the creators of the program, “Runag Jing Pan platform platform innovation to create a new media ecology, which has changed in response to behavior. the audience Pan Jor” Facebook Fan Page” information information about the program. Also, it provides a two for receiving feedback from the audience. This is suitable to the changes in audienc behavior in response to the technological innovation and multi theviewing program. As a result, digital television stations need to adapt based on the demographics demographics and behavior. Thus, it communications tools to is attract the audiences to become loyal follows of the stations. critical to use a In variety addition, of marketing it helps communications to often used attract by television new stations aims audiences to to disseminate continuous follow the stati Instagram, Twitter, Twitter, Line, Youtube. and Instagram, (HD) present a variety of programs. Therefore, their audiences activities. activities. The audience would better know about the programs and choose to watch on stations. programs the most, which is used to communicate primarily with users on website, Facebook, Television Television in Thailand” of variety a used stations these beginning the from that found is It Thailand. in industry marketing communications tools such as online marketing, advertising through mass m media media all the time in order to use the information to adjust the format and content to of the needs serve the audience. better different from the produce the from different the about specifically content post would They content. created about aware be to users program expanding it in order to circulate to a larger audience. media team has t
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
28 e in e from from the
format format and
the fan and to present news that is of of is newsthat present to
2015
hrs. In addition, video clips are divided
22:00
Facebook Facebook page presents information that is – ” days prior to broadcast. The time it is published is is published is it time The to broadcast. prior days
2
– 19:00 1 . There is emphasis on trustworthiness of content that is
ebook page that is sent through the inbox message. The social Runag Runag Jing Pan Jor ip for public relations to promote the program before it goes on air. It is The The social media team has to respond to the questions of “ ed on segments that can easily be viewed by the audience on various platforms. The The platforms. various on audience the by viewed be easily can that segments on ed well well as analyze the Facebook page statistics to be to presented the management and
interact with them in order to create a good feeling towards the program. This is because because is This program. the towards feeling good a create to order in them with interact the audience would like to participate with the program and send information to the future tocontent. create more team production bas third type is thatinfographic provide information about the content that is posted after broadcast. the program is the video cl social media on posted usually during the peak period between sourced sourced from the program, other media, local journalists scattered around the country, or followers of the Fac media team can choose to present content in three forms. The first is the text, which is second The help. request who viewers, to assistance provide that stories relations public producers for future development that better serves the needs of the of the audience. future development the needs serves for better that producers consistent with the program beneficial to the public and does not violate the rights of individuals. The content is charge charge of content that would be aired. The Facebook page coordinate with the producers in administrators order to create content to have be published on Facebook. to development in program use for fans program the from compile information also They as audience audience that is sent to the program. The social responsible media for team three is functions. comprised The of management is and responsible for developing ar producers The media. social on presentation content for plan the strategic and policy Jor” had developed content for all media platforms in order to improve the reach more varied group of audiences. Social media is used to communicate with the in launchedwas page Facebook program The audience. interest to the public. In addition, it is the channel to receive information
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
29
content that is
rogram broadcast to plan in viewing . The second is the ogram. rogram rogram viewing creating nd have to create new explained that
2014) way communication in real time. The result is - Managing Managing Innovation: Second Screen Experience “ umer Behavior in Television andumer Behavior in New Media Television
Nudee Nudee Noopairoj (
The The dissertation,
) The The strategy in using the innovation of the second screen can be done in Television Television program producers in Thaila 1 Literature on Cons Literature n and maintaining the application to suit the needs of the audiences. The
uld include information about the program as well as additional exclusive 2.2.5 at at are going to be shown on the application to promote audiences to watch it. In
addition, this would promote interaction during the program broadcast. Also, when the Also, when broadcast. the program during interaction would promote this addition, This wo programs about content and actors, the of interviews scenes, the behind as such footage programs for in the content interest of third is the creation The fun activities. other and th using using the application in conjunction with participatio the broadcast. This would encourage second is the development of content that would introduce the use of the application later. timeor real it watch to can choose they so audience the for recorded content with encourage participation to attract audience’s following of the pr audience’s following participation to attract encourage three ways. The first is management of usage behavior through increase the step in this following. The first is using the second screen to create added value by adding tidbits of information about the program with broadcast the during during network media social on the opinions their express to broadcast opportunity no intervention from the program producers. The third is to reward the audience to experiences experiences through the use of applications on the second screen during the broadcast to attract the audience interest. They would learn more information about the program on social media. This stimulates interest that would lead to p subsequent loyalty leading to continuous following. There are three methods to create advance. Therefore, the advance. Therefore, audience’s attention span is often shortened. They discuss and express their opinions on social media while watching television programs, of content. sharing includes which live or later. This empowers the audience to choose to watch the program at the time of time the at program the watch to choose to audience the empowers This later. or live their convenience enabling perfect two in change a the audience behavior.viewing They do no longer have for Television Industry” published across different platforms enables viewers to watch the p
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
30 The ”. ”. Akkanut Akkanut
Microsoft
” ( reality 2012” - in as indicators of heir friends about it. friends about heir - threat to become an
screen pathways reveal reveal pathways screen presented presented by McLuhan ollow the program. In - ” dicated dicated that consumer behavior of the time audiences simultaneously use 70% 70% cations cations culture. Smartphone is the first thing that Screen Engagement: Multi Engagement: Screen - The The medium is the message. “ Understanding Understanding Media: The Extensions of Man “ Facebook, Media Culture and Pseudo Cross “ “ screen. screen. About - explained
explained that Google research in
some aspects of culture. Every time there are changes in the form and form the in changes are there time Every culture. of aspects some
2018) The The article, The article, The
) ) s in the book, Social media is a new platform in communications that has an impact on impact anhas that communications in newplatform is a media Social 3 2 The The strategy in using innovation on the second screen to create added lty. 2013) 1960 th the audience. audience. th the
people pick up pick people in order to onlinewith their interact network. This is social particularly results in shifts in shifts in results that society. in cultural affect changes of communications resulting means media ecology resulting in communi Wattanasombut Wattanasombut ( since the as the that media presented in explained equal as the message text. is as original writer Therefore, when technology starts to change the media ecology also changes. This creating creating added value. Audiences would have participation with the television program for with to information t or discuss in order search while watching advantage. The audience today are more interested in using other media while watching while media other using in interested more are today audience The advantage. television. Thus, program producers have to adapt by creating content that is succinct, short, and fun in order to attract audience to continuously addition, f it would provide connection of the television program to other media by Advertising, Advertising, use media across multi the smartphone or personal computer while watching television. Therefore, television stations have used this change in audience behavior from a analysis analysis of the number of downloads and frequency loya program of check new opportunities for marketers to reach and engage consumers in readiness readiness in terms of resources and technology to serve the behavior and needs of the audience. Consideration has to be made based on the number of audiences on social online media as indicators of the program’s success. This is complimented with the program ends, they would also create opportunities to maintain continuous relationship relationship continuous maintain to opportunities create also would they ends, program wi value experience for the program. The organization communications must rely on
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
31
categorized the categorized
of the population
2014) 70% lated to the people, present who million million users, or
Supatra Wongbundit ( Wongbundit Supatra
47 nt made by others rather than creating their The Satisfaction towards the Creation of Customer types based on their expectations and interests. The on interests. and based expectations their types
“ 5 e necessary decision and entertainment. The second are are second The decision entertainment. and necessary e ook Fanpage” ook
te content and disseminate it to other new media in order to order in media new other to it disseminate and content te e individual. The third group are those, who are commenting. commenting. are who those, are group third The individual. e If a certain content does not appear on the news feed on Facebook, Facebook, on feed news the on appear not does content certain a If
ok has the function of push and notification. This results in the
. The dissertation,
) 4 Facebook Facebook also created a new culture in consuming news. It changed the Facebook Facebook is the link between those, who present their content, and the Facebook created changes in communications culture in society. The 2017) Nokkaew, Nokkaew,
express express their identity. They want to gain awareness and acceptance from other users curating the is group last The created. have they that content or information the through important to identity of th of identity to important They issues. various on opinions their express and participate to like would users These can create space and opportunity to crea express users These producing. their opinions. The next group are first are only receiving information. They act as only readers, who receive act readers, only as only who They information. information are receiving first th to make media new the from only sharing. are those, who This only sharesgroup messages, information, or images, video clips in order to modify or share content to other users. The sharing behavior is Faceb KFC Through Relations into page Facebook users KFC’s audience audience behavior through sharing conte disseminated be to media social on content repeated of creation considered is This own. audience. to a wider traditional traditional media. There might still be those who use this media but the numbers have reduced. greatly been own. on their to seek out content out that way not go would of their people platform platform owners communicate of traditional media such as newspaper, television, and Most content. their disseminate to channel new the as Facebook use to come have radio importantly, Facebo change in receiving information. More people have stopped watching or listening to the content or those who they do not know at all. Facebook users can be both the source source the both be can users Facebook all. at know not do they who those or content the content. of the receiver and true true for Facebook in Thailand, which has ( who audience, are interested. might be They closely re
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
32 e creates relationships
e e of their time to be involved in society for instance writing in
The The content presented on the KFC Facebook pag
that attract consumers to engage with the brand. Most of them are watching, which means they only receive information from the new media for making decisions and entertainment. group. group. They spend mor Wikipedia. These users expect success in terms of acceptance by a large audience for they involved. are which with are media they the social
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
ed ed
CHAPTER 3 CHAPTER media storytelling of digital television stations in
- research methodology would include the use of descriptive methodology of descriptive the use would include research
on or substitution. The qualitative study involved the interview RESEARCH METHODOLOGY RESEARCH - tion’s official Facebook page. The second goal is to consider the s add rch Methodology e e engagement on the station’s official Facebook page. The study of this The research unit of analysis could be categorized into three types as follows: as types could be intocategorized unit three research of analysis The The The researcher utilized the mixed method research methodology. It combines The The study titled, “Social TV: Communication from Television to Facebook Resea
ailand on their official Facebook page. The aim is to develop a guideline for content for guideline a develop to is aim The page. officialFacebook their on ailand
and and audienc and presentation methods. details the various would examine the program presentation (image), (image), and video clip. The third goal is to study the digital station’s content on the Facebook page a of those responsible for the control and processing of content on the station’s official posts of the analysis textual and This would with content page. be combined Facebook statistics such as frequencies, percentages, means, and standard deviation. The first goal goal first The deviation. standard and means, percentages, frequencies, as such statistics selected are that programs television of genres the among differences the compare to is for use on the sta presentation of content on the station’s official Facebook page such as text, picture in promoting engagement on the station’s official page. engagement official station’s on the Facebook in promoting the quantitative and qualitative research methodologies quantitative questions. The to examine the research Th selection, programming content, and transforming content to suit the characteristics of social media in particular Facebook. The research would examine the factors involv (Workpoint TV and Thairath TV)”, is designed to study the content presentation selection process and and cross 3.1
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
ne ne 34
HD, HD, ry in ry 3 million million (SD) HD HD and
26.56%)
7 42,170.34 HD, HD, es selected selected es 7 3.67
had had million million followers,
29) followers, followers, ThairathTV
12.81 million million baht or
age number highest age with the Mono This is because it is the period period the is it because is This million
result result in changes in the content
18,045 HD) HD) had 29 ( 7 2019. , these five stations were 12.81 million followers. Channels
HD HD ( 7 2019
2.57 of two terrestrial digital television stations
Page: Thairath TV High Definition TV High Page: Thairath (HD) HD) HD) had 3 and and Standard Definition ( million million followers, Mono
al Facebook page al Facebook Thailand ( 3.74 of the advertising revenues collected by digital television revenues digital of the stations. by collected advertising
The The findings showed that 3 Official Page: Workpoint Definition Standard Facebook Official TV Facebook Official 62.06%) 62.06%) 1) 2) In the the from defined next the researcher chose sampling frame stage, In stations television digital the considered researcher the stage final the In Offici Official Facebook page
2019. orkpoint TV, and Thairath TV. Thairath and orkpoint TV, 88.62% ,
1 , W Sampling of the content on the official Facebook page would be considered 3.1.1 29 was was driven primarily by these two categories. The High Definition (
HD HD created their own website and application that became the hub of the onli
presented presented on the official Facebook page and other social media. In addition, in March of quarter first the during periods certain on based of programming schedule change thus it would also 3 community rather than using social media. The researcher therefore selected only the the page, whichfollowing: are Facebook stations the official that used Workpoint Entertainment (Workpoint TV) had (Thairath TV) had followers, and CH that used social media to disseminate their content as well as to promote the programs official the the station’s activitiesFacebook p and through on page Facebook official station’s the from data collected researcher The followers. of February, as as terrestrial digital television stations, which are the top five High Definition Standard Definition stations. As of January and Mono 2018 million baht or contributed for for the study were High Definition (HD) and Standard Definition (SD) broadcasters. These industries were highly competitive. The research conducted by the Bureau of Policy and Broadcasting and Television explained Thailand’s broadcasting indust selected based on the purposive sampling methodology. The first step was to get the categori business The stations. television digital terrestrial nation’s the of list
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
35
Digital Digital
-
t
How How do the content Sunday). Sunday). The researcher 1)
( – programming period. programming How How do content producers adapt
2) (
y y before, day of the election, and day station’s station’s official Facebook page because it
would be conducted. The researcher would
factors factors involved in the storytelling process on the depth interviews interviews depth - 25, 2019 or the da
– Pattranit Chaisuwankeeree: Pattranit Assistant Chaisuwankeeree: Vice Presiden Noppatjak Attanon: News Editor, WorkpointNoppatjak News. Harusadangkul: Supervisor.Vorapa Media Social Patchara Opassereepadung: Head of Digital Marketing. Head of Digital Opassereepadung: Patchara
- - What are - Marketing. - Person responsible for social media operations TV media social Thairath responsiblePerson for Person responsible for social media operations media social Workpoint responsiblePerson for TV uestion guide topics would include 3) ( 2.2) 2.1) . depth depth interviews would
- 3.1. The q 3.1 Individual : In In 1) Content from regular programming period would draw the sample for sample the draw would period programming regular from Content 1) for sample the draw would period programming special from Content 2)
In addition, the researcher chose to use information collected from the station’s the from collected informationuse to chose researcher the addition, In 3.1.2
ednesday, ednesday, Friday, Sunday, Tuesday, Thursday, and Saturday). Data would be
social social media; and producers select television programming content; the programming for presentation on the station’s official Facebook page and other
choose interviewers from follows: interviewers two stations as choose record the interview of those responsible for managing and producing content on the station’s official Facebook page. The purposive sampling methodology was used to official official Facebook page. However, the data would not be collected from the Facebook Analytics, which includes user data on the is confidential. 3 days between March 23 after. would use systematicwould use sampling. Content be other would every collected (Monday, day W 2019. 2, March 18, 2019 to Saturday February from Monday collected there there would be a special event, the General Elections. As a result, the study regular special and during presented examine content would 7 days or 1 week based on the weekly schedule (Monday
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
36
various activities generated by the
his study would be tested for reliability. In addition, ooks, research, academic articles, dissertations, and ility and validity of information. validity the and ility textb
Data Data collected for t Documents Documents,
3.1.3
the data in this stage would be triangulated with all of the sources including content analysis, interview of the program producers, and document analysis for cross check. the reliab This would ensure programming programming as well as the program/station to details create interaction with the followers on Facebook. The information of the collected would be analyzed for relationships and categorization for convenience in the documents. referencing relevant information: The goal is to examine the presentation concept of and television learning content regarding on social media. It includes the image of the station’s station’s official Facebook page. The interviewer would use the probing technique to depth. and breadth greater in explain to respondents the enable and issue the on expand
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
37 Facebook Page User Conceptual Conceptual
View Share Emoticon Comment
on on Page
Content Facebook
Target Timing Policy
Regular period / Special period - - -
Social Media Teams
Genre Add Add on Content Extension Reduction air & airTimeline & Replacement Presentation - Modification On Social TV: Communication from Television to Facebook
1 . 3 TV from from Conceptual Framework content another Content
Figure Framework 3.2
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
. – 38 2014 2014 is used for for used is 2019 the slogan changedwas to March, March, to
Marketing Triple VMarketing Officer, of Thairath TV, theof Thairath schedule 2016
(Kritthanan Ditthabanjong, 2015) Ditthabanjong, (Kritthanan 2016
c interest issues, which are presented as news as presented are which issues, interest c The station started broadcasting in April April in broadcasting started station The he programming content shifted to combine the 32. CHAPTER 4 CHAPTER
. ws content per day per content ws THAIRATH TV THAIRATH 2015) hours of ne of hours 10
. Thairath Online, Thairath (
Analysis of the Thairath TV schedule from Februaryfrom schedule TV Thairath the of Analysis Based on the Presentation: Based Plan Video Year Thairath Thairath TV is operated by Triple V Broadcast Co., Ltd. Using the High Communication Thairathof TV
RESEARCH FINDINGS SOCIAL TV: COMMUNICATION OF OF COMMUNICATION TV: SOCIAL FINDINGS RESEARCH
and Thairath TV) as presented in the following section. TV) presented as Thairath in the following and 22:00 hrs the study, Social TV: Communication from Television to Facebook (Workpoint TV would comprise of comprise would to the JitsupaAccording Strategy Chief and Vacharaphol, Broadcast Co., Ltd., 50% content would be news and the remaining 50% would be entertainment. News would be the highlight presented during primetime from 18:00 station to focus on news, sports, and publi and sports, news, on focus to station stories that are easy to understand. The goal is to present complicated matters simple way in a content is distinctly differentiated from is distinctly othercontent stations. In to “Thairath TV, TV of the Public”. T audience interest with business policies. The goal is to become a popular television channel. Vachara Vacharaphol, Chief Executive Officer set the positioning for the Channel on spectrum (HD) Definition programming The Understanding”. through Difference TV, “Thairath slogan, the using 4.1
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
39
ThairathTV schedule February 2019 schedule ThairathTV February
1 . "TV schdule of Thairath TV on ofFebuary 2019") Thairath "TV schdule
4 Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
40
hours a day with differing schedules on weekdays
24 ts
ThairathTV schedule March 2019. schedule ThairathTV March
2 . "TV schedule of Thairath TV on March 2019") TV on March of"TV schedule Thairath 4 Thairath Thairath TV broadcas Figure Figure Source: Source: and weekends. and
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, ,
25 41 runs - 2019 minutes minutes , Social
hours
50 minutes and 12
hours. 45
news content was 16
hours, while re
hours Friday) presents news news presents Friday) 4
– 2019 TV. The content is kept
11 , which added 2019 social social media communications
Thairath schedule revealed that the the schedule that evening revealed
minutes. Variety, game show, sports,
e, and Line Official. Thairath has many many has Thairath Official. Line and e, f text, images, and sound. This enables 2019 Thairath 45 minutes in total. Programs such as variety, variety, as such Programs total. in minutes line, line, and
minutes. In March minutes and reruns total minutesreruns and day day to Sunday during February to March
50 On 30
10
is made for dissemination through three channels, hours
hours and
hours hours
15 6 4 (personal (personal communication August 27, 2019) 2 Thairath . The program serves as a digital system that effectively effectively that system digital a as serves program The . hours. ule was modified in March
minutes. Thairath
6 30 Thairath minutes of news content. Programs such as variety, game shows,
Newspaper,
5 ws, News with Eggs, Direct Questions with Jomkwan, Royal runs make up - minutes totaling hrs totaling hrs totaling
alysis of the to March February
hours and hours and
hours 20 6
hours. The sched Thairath
7 5 22:30
Thairath Online is comprised of the Thairath website and social media platforms platforms media social and website Thairath the of comprised is Online Thairath Vorapa Vorapa Harusadangkul The an The The The weekend schedule from Satur The weekday schedule from Monday to Friday during February to March March to February during Friday to Monday from schedule weekday The hours of news content. Variety and home shopping total
– Communication of Thairath TV the on Official Facebook Page , has 15
including Facebook, Twitter, Instagram, Youtub Instagram, Twitter, Facebook, including Facebook Page accounts namely Thairath, Thairath TV, and Facebook Page of the program developed by by developed program and accurately stores information in the form o use of content the various platforms. the dissemination continuous across efficient for Media Media Supervisor, Trend V3G, in charge of explained that content for which are at the central storage, Media Asset Management (M.A.M.), which is the backdoor 4.2 Entertainment Entertainment Ne Household News, and Thairath News Shows. These news programs are aired from 16:30 reruns total reruns (Monday weekdays on ThairathTV on slot time night late the to continuously. These programs are Evening Thairath News, Pitch Side News, Thairath sports, food, travel, movies, foreign series, and home shopping minutes, while re total reduced by food, travel, movies, foreign series, and home shopping total series, and home shopping total total home shopping and series, 2019 has make up is content news the thus news, of
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
42
followed
4 1 2 2 30
4. 3.9 3.1 3.1 1.56 0.39 60.9 22.66
60.94%) 100.000
Percentage to disseminate to content disseminate
known Official Facebook Page Page Facebook Official known
- 2019. ,
2
8 8 4 1 58 11 10 156 256 Number of Posts Number presented in the following section. in thepresented following
ased on Genre on Social Media from Thairath on Social Thairath on Genre from Media TV ased to Saturday March March to Saturday b
Thairath Thairath TV presents its content on the Official Facebook Page 2019
, week. The sample was drawn based on the content from programs from content the on based drawn was sample The week. Facebook Page during Regular during Broadcast. Page Facebook
1 18
Total Genre During During regular broadcasts, Thairath TV chooses to present content on 4.2.1.1 Presentation of Content ClassifiedBasedPresentation on Genre dnesday, dnesday, Friday, Sunday, Tuesday, Thursday, and Saturday starting from
Official days or days
Number ofNumber Posts 7
1
.
The analysis of the presentation of Thairath TV content or posts on social media media social on posts or content TV Thairath of presentation the of analysis The
of
4 4.2.1 Drama Sports Documentaries Relations Station Public Scoops News Show Talk Show/Contest Game
social social media through the Official Facebook Page mostly for news (
Table Table in the schedule (Monday to Sunday). Systematic data collection was used to gather data gather to used was collection data Systematic Sunday). to (Monday schedule the in every other day for a period of two weeks. Thus, the data Monday, We collection was done on February Monday broadcast.regular during Content was from collected Official the forFacebook Page a period is Page Facebook Official the from various various programs on Thairath TV such as Thairath Entertainment, Thairath Thailand, News on the Move, and News with Eggs. The is goal Cheer well The base. audience the broadening by public the to Page/ThairathTV. is Facebook
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
-
56 43
days days 2019). 3 contents) contents) ,
25 48
– posts). 23
2 Debate Debate (
contents contents from the Moo
62 2
hes on the Facebook Page. Page. on the hes Facebook
The The data was collected on Day, Day, Treachery to the Land by Apirat 2019). , contents). There are
24 8 o Thailand, a travel Thailand program ( travel Thailand a program o Thailand, collection collection was made for special broadcasts, which include h - resent interesting content from current issues on Thairath ging for the Million, and Singing Folksong for for Folksong the Million, Singing Million. the and ging Data Data election (March
These contents are from Thairath Election
2019 The The documentary, Strange Phenomena, produced by Kantana Group 4.2.1.2 Scoops Scoops p Game Game show/contests that are broadcasted on Thairath TV include Life There are two sports programs, which are One Championship Blood Station public relations content include question and answer sessions The The content of the news presented on social media through the Official Almost all of the Talk Show content posted are about the election ( 58). posts and Ohposts and
tively. This, Evening Thairath News, Thairath Entertainment News, News with 6
coverage of the (March the day, after theand election election, on the election before Kongsompong”, Kongsompong”, “Popular Song of the “Army Recruitment in and Various Countries”. Kongsompong”, have (Plc.) Newspaper webpage (www.thairath.co.th). Content include “Path from Father to Son Apirat to Gen. SunthornKongsompong Gen. from Line Blood “Army the presents that Thailand presents analysis of broadcast football matc football of broadcast presents analysis Thailand about programs on the channel to win prizes. In addition, daily interesting content and publicized. sports such programs are special broadcasts Sin Price Duels, Game, Match. This program presents boxing matches on Thairath TV. Thairath Cheer contents from and Direct Questions with Jomkwan ( program about beliefs. superstitious ghostsNight and News, Morning Thairath News, News on the Move, Share News, Noon Thairath News, News, Thairath Noon News, Share Move, the on News News, Thairath Morning News, Expand on Thairath News Analysis. Thairath Show, and Eggs, by by talk show, game show, sports, documentaries, station public relations, scoops, and respec series Morning Early are which schedule, program the on based day all done is Page Facebook
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
19 44
, the day day the , on social social on
23
followed followed by 3 7
50 10 70 0 0 0 0 3. 2. 0. 72.0 21.6 72.03%) 72.03%) 100.000 Percentage , the day of the election posts ( posts
24
103 website. On March On website.
Thairath 5 3 1 0 0 0 0 , the day after the election there were were election there the after day , the 31 103 143 25 posts. On March
11 ng for the for ng Million. Number of Posts Number des information about the unofficial election results results election unofficial the about information des
posts and on March on March and posts
73 Finals, the football match between Uruguay and Thai and teams. between match football Uruguay the Finals,
-
Total Genre Game Game show/contest is broadcasted on Thairath TV. These include Life the about sessions answer and question includes content relations Public inclu content Online The The news presentation during the election was made during the regular There are two sports programs which are One Championship Blood During the election, Thairath TV presented presented TV Thairath election, the During ing match ing on Thairath TV. Another program is the live broadcast of the
Official Facebook Page during Election during Page Facebook Official Number of Posts based on Genre on Social Media from Thairath Thairath on Social of Genre on from Number Posts Media TV based
2
he he election there were a total of .
4
Online Documentaries Relations Station Public Scoops Drama News Show Talk Show/Contest Game Sports
application link the Thairath application. to the and through Game, Price Duels, and Singing and Price Folkso Duels, Singing Game, suspension of announcement includes also This prizes. win to channel the on programs broadcasts for sports broadcasts. live of regular is aMatch box China Cup Semi program schedule. This includes news from the from news includes This schedule. program t before of total a were there posts. media media through the Official Facebook Page for news programs. This is online and respectively. content shows, station relations, public sports, game
Table Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
45 the special
hrs to present
24:00
–
08:00 Thailand Thailand had a general election. Thairath 2019. , 2019 2 ,
24 Facebook Page during Regular during Broadcast Page Facebook that follows up on all the movements and atmosphere atmosphere and the movements that follows up on all
News News Public Relations Content about The Election of 62” 62”
day, day, Tuesday, Thursday, and Saturday starting from Monday Thairath Thairath TV presents its content on social media through the
Election
ews (2019ews ) to Saturday March
4.2.2.1 On Sunday March Presentation based on Categorization Content Presentation 2019 , Thairath TV Official TV Official Thairath Twitter Twitter Thairath
Thairath
Number of Posts based on Content Categorization on Social Media on Social from of on ContentNumber Categorization Posts based 18 3
. Thairath N Thairath 3 4 .
24, 2019 4 4.2.2 ding the election from the opening of the ballot box to its close and the subsequent subsequent the and close its to box ballot the of opening the from election the ding
Table Table to gather data every other day Wednesday, Friday, Sun thus the data collection was February done on Monday, Official Facebook Page during regular broadcast. Systematic data collection was used program, “ program, regar count. The program would present the unofficial results as well as the analysis of the implications. political situation and TV suspended the regular broadcasts from Figure Figure March Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
- 46
1 Debate Debate and 5.08 3.9 3.14 2.73 1.56 1.17 1.17 1.17 0.39 58.20 21.48 100.000 62 Percentage Election
8 7 4 3 3 3 1 55 13 10 149 256 Posts Thairath Number of Number
website.
posts). This is followed by social issues, 75 (
Thairath
This is followed by politics, sports, station public relations,
Sports content would be taken from the One Championship Blood Content about singing contests would be taken from Life Game, Price Current Current affairs reporting on the Thairath TV Official Facebook Page Political content would be taken from During regular broadcasts Thairath TV presents content on social media social on content presents TV Thairath broadcasts regular During 58.20%). 58.20%). Total
t Questions with Jomkwan, who invited prominent politicians to discuss the posts or Content Categorization Content Food Society Family Music Ghosts/Superstition Sports Sports Relations Station Public Games Travel Current Affairs Current Politics 149
Match, a boxing match on Thairath TV, and the live broadcast of the China Cup Semi Cup of the China broadcast the live TV, and Thairath on boxing match a Match, Uruguay Thai matchand teams. football the between Finals, for Million. the and Singing Folksong Duels, Direc party. political each of policies included content about crime entertainment, sports, and weather forecasts. The current affairs TV from and Thairath selected content has been through through the station’s Official Facebook Page. The majority of posts are current affairs ( music, respectively. society, food ghosts/superstition, and travel, family, games,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
he 47 current
.
2 8 0
about about 20 80 0 0 0 0 0 0 the day before, day the
4. 2. 1.4 69.2 22.3 – 2019) 100.000 , Percentage 25
days days .
– 69.22%) 3 23
posts (
99
9 6 4 2 0 0 0 0 0 0 9 32 143 o the application. Data was collected on collected was Data Number of Posts of Posts Number 2019). 2019). ,
24
Presentation Presentation of content during special occasions, which is the
Total
Sunday March March Sunday During During the election Thairath TV made Current affairs content posted on the Thairath TV Official Facebook Online content includes information about the unofficial election results results election unofficial the about information includes content Online 4.2.2.2 Station public relations content would be taken from questions about the about questions from taken be would content relations public Station
Thairath TV Official Facebook Page during Election during Page TV Official Facebook Thairath Number of Posts based on Content Categorization on Social Media on Social from of on ContentNumber Categorization Posts based
2019 ( 2019
4
.
Content Categorization Content
4 Travel Ghosts/Superstition Society Food Games Relations Station Public Politics Music Family Current Affairs Current Sports ogramming ogramming content to win prizes as well as the announcement of regular
day and the special programming. This includes content from the Thairath website. The website. Thairath the from content includes This programming. special the and day affairs affairs on the Official Facebook Page. This followed by sports, game, and respectively. politics Page during the Election gathered from the regular programming aired throughout t
the day of the election, and the day after the election (March election (March the election, after and of the the day the day Table through the Thairath application link the Thairath t and through Election pr of live suspension events. the broadcast sports for programming
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
48
This is
i teams.
, GIF and GIF , 1.56 1.56 16.02 65.63 15.23 100.00 Percentage 65.63%). 65.63%). 15.23%)
ee television programs,
on on Social Media Media on on Social
posts posts or
posts or posts
39 168
1
4 4 4 39 168 256 , Live ( , Live
. Number of Posts Number 16.02%)
d based on the Presentation respectively. respectively. posts or posts
programming Thairath TV chooses to post content on the on content post to chooses TV Thairath programming 41 posts) are about the election. This is followed by crime, 56%) 56%)
1. 85 Finals, the football match between Uruguay Uruguay Thaand match football the between Finals, -
Posts on Thairath TV Official Facebook Page categorized based
Total posts or
4 During regular regular During Clips posted on Thairath TV Official Facebook Page are edited to Content about sports would be taken from thr Game show content would be taken from the programs broadcasted on the regarding election. from reports would be taken Political content Content Categorize Content 4.2.3.1 from Thairath TV Official Facebook Page during during Programming. Page Regular TV Facebook Thairath Official from
Number of Posts based on Presentation of on Presentation Number PostsCategorizati based
5 .
4
4.2.3 Presentation Categorization Presentation
Picture Gif Clip Live Text
selected segments or based on the issue presented news. in the selected followed by pictures/images ( pictures/images by followed at text (equally shorten content from broadcasted programming. This edited content might be from station’s Official Facebook Page in the form of a clip ( during Regular Broadcasts on the Presentation Table Thairath TV, which are Life Game, Price Duels, and Singing Folksong for the Million. Million. the for Folksong Singing and Duels, Price Game, Life are which TV, Thairath Formula Formula E Championship, an electric race broadcasted on Thairath Online platform, Cup Semi the China and majority majority of the content ( other and events. entertainment, which are One Championship Blood Match, a boxing competition on Thairath TV,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
49
posts) of all the content during regular
ith each presenting only one mainith only each issue. presenting (personal (personal communication August 27, 2019) 23.83% 23.83% (61 ThairathTV (2019b) ThairathTV
; r of clips that have been edited from programs on the station and the the and station the on programs from edited been have that clips of r
Posting Posting clips can be categorized in three types as presented in the Vorapa Vorapa Harusadangkul
Posting Posting Clips on Thairath TV Official Facebook Page during Regular
4 . Thairath TVThairath (2019) 4 The numbe The
Thairath Thairath Online platform is broadcasts. Broadcasts. Source: Figure Figure section. following time of lot a spend not did they that found and users Facebook of behavior the analyzed following posts. Therefore, clips that have to be concise, complete, and direct. As a w have clips to be made numerous result,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
50
AM.
8:30 PM is taken from from taken is PM
PM about PM the about lottery
4:21 8 at at at at
2019 2019 , , 20 18
he he Thairath TV Official Facebook Page during
ThairathTV (2019bh) ThairathTV
; 37.89%.
ge news story. The post on February February on post The story. news ge Posting Posting clips with text on the Thairath TV Official Facebook Page Posting Posting clips with text regarding the content includes the date and time Posting Posting Clips with Text on t posts making posts making up
5 . ThairathTV (2019o)
97 4
wreath as a stran a as wreath at on the same day province that was Move aired Krabi on the about News totaled of the For instance, the broadcast. post on February Figure Figure Broadcasts. Regular Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
51
sting
The The po 16.02%). posts ( 41
.
AM.
9:18 3.90%. 3.90%. ThairathTV (2019ag)
; link to watch the rerun of the broadcast. Another post on February February on post Another broadcast. the of rerun the watch to link
ing clips with text shared from Thairath online media regarding the from regarding online Thairath media with clips texting shared PM was made with content from Thairath Cheer Thailand from the AM was about the ordination gang that went in to hurt students in a
posts making up posts making
The The posting of pictures/images taken from content on television Post Posting clips with text shared from the Thairath TV Official Facebook 10 4:12 9:26 Page during Regular during Regular Broadcasts Page Posting Clips with Text Shared from the Thairath TV Official Facebook TV Facebook Official Thairath the ClipsPosting from with Text Shared
at at at at 6
. ThairathTV (2019bc)
4 2019 2019 , ,
of pictures/image could be categorized in four types as explained in section. the following totaled Page programming and the station public relations includes 22 with online Thairath 26 website at Thairath on the school Source: content includes the date and time of the broadcast. For instance, the post on February Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
52 Thairath Kaen Kaen on
PM after the news 10:30 Debate at Khon 62 picture posts. PM to 5 ThairathTV (2019bd) ThairathTV 8
; Election
Thairath
ThairathTV (2019bf)
; TV bottles was made using made bottles TV was
PM. Public relations content promoting feedback about viewing 6 Thairath at at The The posting of pictures/images publicize content from the Regular Broadcasts. Regular Posting Posting Pictures/Images on Thairath TV Official Facebook Page during
2019 7 . , ThairathTV (2019av) 4
1
News News Show broadcasted every Monday to Friday at from the Royal Household. The Third March to win problems Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 53
posts with the date 32 Debate as well as link to well as Debate link as to ThairathTV (2019aw)
62 ; Election Election Thairath Thairath TV Official Facebook Page
water bottlewater provided. was
Thairath ThairathTV ThairathTV (2019p)
; Thairath f pictures/images with text totaled
to the broadcast of broadcast to the the The The posting o Posting Pictures/Images with Text on
ThairathTV ThairathTV (2019ax) 8 .
4 relations and link and relations to feedback win the the viewing and time of the broadcast. For instance, publicity for Direct Questions with Jomkwan public addition, In broadcast. the to link and time, date, content, the of details providing Figure Figure Regular Broadcasts. during Source: (2019r) ThairathTV
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
5 54
Online to the
ThairathTV (2019ae) ThairathTV
; detail detail and publicize the program. For regarding the live broadcast of Thairath Thairath of broadcast live the regarding
ThairathTV (2019f)
; Posting Posting pictures/images with text shared from Thairath online total Posting Posting Pictures/Images with Text Shared from Thairath
9 . ThairathTV (2019an)
4
the Thairath Cheer Thailand Official Facebook Page. There are also various contents information and topics different on polls about posts. They present the image together with the instance, there is a content promoting Thairath Cheer Thailand live broadcast through Figure Figure Regular during Broadcasts. Page TV Official Facebook Thairath Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
55 Cheer Cheer News, News,
(Vorapa (Vorapa
nd all of the the of all nd Thairath Thairath News, News on the
Debate, a Debate, News Show as well as
62
.
Thairath Thairath Election Election
Thairath
News, Expand on This, Evening
ThairathTV (2019w) ThairathTV
; Thairath onal communication, August onal 2019) August 27, communication,
The The content posted in the form of Live or Live Streaming, known Posting Posting public relations content and polling activities on the Thairath Posting Posting Live Content on Thairath TV Official Facebook Page during Debate Debate on the Thairath TV Official Facebook Page. In addition, there are
10 Entertainment Entertainment News, News with Eggs, and 62 .
ThairathTV (2019x)
4
orded programs such as Life Game and Price Duels. Game and as orded such programs Life Official Official Facebook Page, allows audiences to engage directly with the activities rec d in many ways including marketing, wherein audience behavior can be studied
-
Figure Figure Broadcasts. Regular Source: Thairath pre commonly commonly as Facebook Live include both live broadcasts such as the Match, Blood Championship One Thailand, news programs including Early Morning News, Morning Move, Share News, Noon depending depending on their age, occupation, gender, education, and interests. The station can also measure the number of pers Harusadangkul, audiences viewing a particular program using using their mobile. In addition, questions can be asked in the program and audiences be can data resulting The phone. smart their through opinionstheir show to choose can use Election Election website. Thairath shared the news from and images TV
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, at at
56 2019) 2019 to reach to reach ,
,
27 24 ick coverage ve are erased are ve
PM PM in full version would be posted
run Programs on Thairath TV Official -
10:30 PM to
8:15 broadcast schedule on Thairath TV. on schedule Thairath broadcast
PM and the game show, Life Game on February on Game February show, Life PM the game and
6:20 at at mples mples of post in the form of Live or Facebook Live found on the
Analysis Analysis of the content on the Thairath TV Official Facebook revealed Vorapa Vorapa Harusadangkul (personal communication August Exa Posting Posting Live Content of Re 2019
, 8 11 1 . ThairathTV (2019y)
4
PM during the program the program PM during
such as in the case of “Thairath News Show”. The program that is broadcasted after the after broadcasted is that program The Show”. News “Thairath of case the in as such Royal Household news from li streamed simultaneously are that programs news of content Live the that Figure Figure Regular during Page Broadcasts. Facebook Source: and express their opinions through their smart their phone. opinions their through express and because because it impacts a large number of people. The second type are the programs Thairath on TV that are broadcast on Facebook as the second screen for the audience. in order screen is the second phone the smart and screen is the first Television the audiences at anytime and anywhere. Audiences can also engage with the content Social Media Supervisor, explained that there are two types of Live content on the Thairath TV Facebook. The first type are significant events that need qu Thairath TV Official Facebook Page includes live broadcasts of “News with onEggs” February 7:13
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
e 57 times times e e and 2019)
2019. 8 , Your In (Vorapa , “ “Thairath “Thairath 2
27 his
AM on March AM on March
5:26 edit edit it to make clips featuring the - is is because the audience usually came back was reposted at
case case of interviews such as the “Direct Questions g g on Facebook, the user can choose to keep or 2019 ,
1 Vorapa Harusadangkul (personal communication August 27, 2019) 2019) 27, August communication (personal Harusadangkul Vorapa
personal communication, August August 27, 2019) personal communication, There was a time when we were working with Chuwit with on working were time a when we was There
After After Live streamin In In addition, content on the Thairath TV Facebook Page did not have a “ In addition, similar posts for “Thairath News Show” were found found were Show” News “Thairath for posts similar addition, In Vorapa Harusadangkul (personal communication August asts. vertising vertising during the commercial breaks. As a result, the creative team had of the Live streams on the Thairath TV Official Facebook Page during
20.513%) 20.513%)
again. again. Thus, it is best to remove this Live and re highlights or goals. However, in the remove the content. the remove explained that the decision depended on the type of content. For example, the case of football broadcast should not be kept. Th to watch only the highlights in themaking scores instead of watching the entire match time limit. The coverage could continue as a Live broadcast on Facebook until the or ended. resolved situation was was was willing to continue talking during the advertising break. during These conversations the commercial breaks available Harusadangkul, on Facebook were scripted.” the Thairath TV team work together. The solution was to have Chuwit keep talking lighter, and different slightly be would content The breaks. commercial the during even sort of like a behind the scenes moment. Usually, it was his conversation female emcee. Since, with Chuwit wanted his program th to gain a social media presence, he was that program streamed Face” on duringFacebook. However, the Live commercial breaks, the Facebook Feed just went blank and the audiences happens the just content just disappears left. from the feed. As When a result, we this had the onlin Page had restrictions based on the platform requirements. For instance, Facebook does Facebook does instance, For requirements. had based on the platform restrictions Page not allow ad to develop content that build upon the television program to provide continuity during on break the channel. the commercial regular broadc regular Facebook Official TV Thairath the on streamed content Live the than further explained again again during the morning of the next As day. indicated in the image that the of program Show” March News (
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 58 22
iewers watching the Facebook Live Facebook Live the watching iewers . The first is the increase in the number
Debate Debate that was broadcasted on Thairath TV on February
62 The posting of GIF or Graphics Interchange Format is a form of moving of form a is Format Interchange Graphics or GIF of posting The Posting Posting GIF Content on Thairath TV Official Facebook Page during
12 Election Election .
ThairathTV (2019ap) 4
It was posted immediately during the live broadcast of the program together with with together program the of broadcast live the during immediately posted was It airath 2019. content. the link to watch a image with extension GIF. These simple short resolution. The four movie GIF posts found images during the period do of study was not taken from need the high Th Figure Figure Broadcasts. Regular Source:
interactivity interactivity through the conversations that happen in real v stimulates media time social on component interactive on the feed. This their comments. part through conversation to in the take to want content with Jomkwan”, the whole content is kept on the Facebook page. This is because the audience would come back to watch the entire program again. The choice content on the to Facebook page has two benefits keep of views from audiences, who come back to watch the program again. The second is
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
59 posts
59
0.00 0.00 48.25 41.26 10.49 100.00 Percentage
0 0 69 59 15 143 , followed by picture/image ( dcast to entice audiences to watch the respectively. Number of Posts Number
48.25%)
10.49%) 10.49%) posts (
69
posts or
Posting Posting Content on the Thairath Television Official Facebook 15
Total ber of Posts based on Presentation of on Presentation Media ber on Social PostsCategorization based During During the election Thairath TV chose to post clips on the Official Posting Posting in form of text utilizes letters to provide information about the 4.2.3.2 Posting Posting Text Content on Thairath TV Official Facebook Page during
from the Thairath TV Official Facebook Page the Election. during Facebook TV Official Thairath the from , and , and ( Live Num 13
.
ThairathTV (2019e) 6
4 .
4
Presentation Categorization Presentation
41.26%) Picture Live Text Gif Clip or Facebook Page. The total was Page Categorized on Presentation Format during the Categorized Election. on Presentation Format Page Table program content, date, and time of the broa on television. program Figure Figure Broadcasts. Regular Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
60
from programs on the station programs on the station from
posts) of all the content during the election. election. the during content the all of posts)
3.497 (5 3.497
The number of clips that have been edited been have that of clips number The Clips posted on the Thairath TV Facebook page can be categorized into categorized be canpage Facebook TV Thairath the on posted Clips Posting Clips on Thairath TV Official Facebook Page during the during Election. Page TV Official ClipsFacebook Posting on Thairath
clip and clip clip and clip text.with - 14 . ThairathTV (2019al)
4
and the Thairath Online platform is platform Online Thairath the and Figure Figure Source: two types
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
61 The The g the g 44.76%) 44.76%)
41.26%). clips (
64 posts (
59
AM. There were a total
picture/image picture/image from the television program,
h Chanocha to with his wife going the polls on 8:20
AM. This clip was taken from the broadcast on Thairath TV,
that was live at
8:51 62 at at
Analysis Analysis of the posting The The clips with text provide information such as the summary of the Posting Clips with Text on Thairath TV Official Facebook Page durin Page Facebook Official TV Thairath on Text with Clips Posting
2019 , 15 . ThairathTV (2019aq)
24 4 types as presented as section. in the following types with text posted. program content, and public relations content picture/image on the Thairath TV Official Facebook Page could be categorized in two revealed content, content, relevant hashtags including the name of the program and station. An example showing Prime is a clip Prayut Minister March Thairath Election Election. Source: Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
62 , there were were there ,
2019 , 24 fficial fficial Facebook Page picture/image picture/image posts promoting 3 AM of March March of AM
that was broadcasted all day. On the 8:27 62
AM, there were Election Election
9:14 ThairathTV (2019i) ThairathTV ThairathTV (2019ah)ThairathTV
; ; at at Thairath PM onwards. 2019 , 6
25 Thairath Thairath TV chooses to post pictures/images to promote television e Official Facebook Page. Since Since Page. Facebook Official e
Posting Posting Picture/Image with Text on Thairath TV O Posting Posting Picture/Image on the Thairath TV Official Facebook Page during
17 16 . . ThairathTV (2019ar) ThairathTV (2019ai)
4 4
during the Election. during Source: Figure Figure the China Cup match between the Thai and Uruguay team that would be broadcasted TV from on Thairath th on programs images posted from the morning of March Figure Figure the Election. Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
63
Districts Districts Election , which provided 350 39.161%)
Online with a link provided to the content. Online content. to the link provided with a
Thairath picture picture posts with text ( ThairathTV (2019d) ThairathTV
; 56 ting content for situations where speed is of essence, the social media media social the essence, of is speed where situations for content ting ocial media team posted the image at 10:41 AM and followed up with with up followed and AM 10:41 at image the posted team media ocial Vorapa Vorapa Harusadangkul (personal communication August 27, 2019) There There were Posting Election News on Thairath TV Official Facebook Page during the during Page Facebook Official TV Thairath on News Election Posting
18 . ThairathTV (2019aj) ludes images of what happens in the program as well as information about the
4 time Results Report through time through Results Report -
Figure Figure Election.
team would choose to upload pictures/images and later add the video clip. For instance, instance, For clip. video the add later and pictures/images upload to choose would team during the Election Day, March 24, 2019, Sudarat Keyuraphan went to the polls at s The AM. 10:40 Page. TV Official Facebook 11:30 Thairath video post at AM on the a Source: Source: pos that explained
Real information regarding the details for promoting the television program and content. This inc time of the broadcast as seen in the case of the China Cup and
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
64
256 143 (100) (100) Total
4 2 and and during election (1.56) (1.40) Online Exclusive
66.80%) 66.80%)
95 air and timeline during regular 171 Air and Timeline andAir - - After (66.80) (66.43) Broadcast posts or
171
29 20 Air and Timeline on Social Media from Air Timeline from and Media on Social - (11.33) (13.99) Broadcast
found found that most of the posts were made after the program 52 26
(18.18) (20.31) Before Before Broadcast This is followed by during broadcast and exclusively online
Analysis Analysis of contents on social media through the Thairath TV Official
66.43%). 66.43%). Presentation of Content BasedPresentation on On Thairath TV Official Facebook Page during the Election. during Page TV Official Facebook Thairath
Number of on On Number Posts based
Type 7 .
4 4.2.4 posts or Election Regular Broadcast Regular 95
( respectively. content Facebook Page was conducted depending on the on broadcast and election. It is was broadcasted during regular broadcast (
Table Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
65
was edited
25 that was posted again at
19 28. ThairathTV (2019c) ThairathTV
;
ThairathTV (2019az)ThairathTV
;
ow that was broadcasted on February 20. st and election are edited clips that are taken from the highlights of the The The “Strange Phenomena” program aired on February It is found that posts on the Thairath TV Official Facebook Page during during Page Facebook TV Official Thairath the posts is found that on It Posting Content After Broadcast on Thairath TV Official Facebook Page fee shop that was posted again on shop that fee again posted February was
19 . on This, Evening Thairath News, Thairath Entertainment News, News with ThairathTV (2019af)
4
inspired cof inspired Thairath Thairath News Sh noon on February nature a is that Café, Pot Flower the as such segments the of each on based clips creating Morning Morning Thairath News, News on the Move, Share Expand News, Noon Thairath News, Eggs, Thairath News Show, and Thairath Analysis, would post clips that feature the on was that his killed who man Greek the of news crime the is example One highlights. broadcaregular program. For instance, the Thairath news programs such as Early Morning News, Figure Figure the Election. during Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
66 ust 27, 2019)
erefore, erefore, video clips fficial Facebook Page fficial
was edited creating highlight clips that were posted posted were that clips highlight creating edited was
2019 , that the audience usually wanted to watch the highlights inhighlights the watch to wanted usually audience the that
25 4.2.3.1
The The China Cup live broadcast of the match between the Thai and Vorapa Vorapa Harusadangkul (personal communication Aug Posting Content Before Broadcast on Thairath TV O Thairath on Broadcast Before Content Posting
20 .
4 run sports content. These highlights would include the goals or exciting game -
Figure Figure the Election. during Thairath TV Official Page. TV Official Facebook Thairath the re plays. They prefer not to watch the entire match all over again. Th are edited to feature only the highlights in accordance to the viewer behavior on the March on teams Uruguay again. As section in explained
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
26 67 62” 2019. , 22 ThairathTV ThairathTV
; “News “News with Eggs”
and and the election Thairath Thairath Election “
20.31%) 20.31%) PM.
ThairathTV (2019ba) ThairathTV
posts ( ;
t) promoting the
52 10:30 at at ” 2019
, 23 2019. , coins, which is part of a program to be broadcasted be to program of a ispart which coins,
24 ThairathTV (2019a ThairathTV
; 500,000 a a post publicizing the One Championship Blood Match was
Strange Phenomena Strange “ 2019 , gular and election programming schedule. and election gular PM there was a clip about a hundred thousand dollar reclining Buddha Buddha reclining dollar thousand hundred a about clip a was there PM The The content includes pictures/images and clips to promote various
20 9 Thairath TV Official Facebook Page also promotes live broadcasts such broadcasts live promotes also Page Facebook Official TV Thairath The The posting of content before broadcast on Thairath TV Official The post “Daily Hot Topics” includes pictures/images with text
PM and
he next onhe March day
6:20 PM. ThairathTV (2019g) ThairathTV )
18.18%). 18.18%). tance, at at tance, 10:30
Another Another example is the post on March t broadcast at at as on February posted two days prior to the match to be held in Singapore on February In addition to the “Daily Hot Topics” on the Thairath TV Official Facebook Page there Page Facebook Official TV Thairath the on Topics” Hot “Daily the to addition In program. the of segments featuring clips using programs promoting relations public are ins For with covered is that image providing interesting information about the program as well as the broadcast date and time. two “Daily Hot Topics” Examples include posts that promote at on air Facebook Facebook Page during regular broadcast totals posts ( in the re programs Source: Source: (2019au
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
68
ludes
ThairathTV ThairathTV
; during broadcast
29 during the election. during 13.99%) 13.99%) ThairathTV ThairathTV (2019t)
; posts (
20
ThairathTV ThairathTV (2019u)
; ) be
2019 during regular period during and regular The The content posted during the broadcast or Live simulcast inc Thairath Thairath TV Official Facebook Page posted Posting Content During Broadcast on the Thairath TV Official Facebook
11.33%) 11.33%) 21 ThairathTV ThairathTV ( .
4
( contents and entertainment, sports programs. news, Figure Figure during the Election. Page Source: (2019v)
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
69 posts posts
2 Thairath
uality questionnaire uality
ThairathTV (2019l) ThairathTV during during regular period and
; 1.56%) 1.56%)
content content made by the social media team. These
posts (
4 adcast, adcast, which is the election revealed that there are ThairathTV (2019ae) ThairathTV
;
Twitter, and new
Posts of content not broadcasted on Thairath TV station on the Thairath Thairath the stationon TV Thairathon broadcasted not content of Posts The analysis of the posts that are not broadcasted on Thairath TV station TV Thairath on broadcasted not are that posts the of analysis The Social Media Strategy of TV Strategy Social Media Thairath Thairath Posting Content that is not Broadcasted on Thairath TV Station on Thairath on Station TV Thairath on Broadcasted not is that Content Posting
22 during the during election. . ThairathTV (2019r) Analysis of content on the Thairath TV Officual Facebook Page during the
4 fficial fficial Facebook Page total 4.2.5 1.40%) 1.40%)
original contents are discussed contents section. are original in the following regular regular broadcast and special bro three sources of content. This includes content from the television programs station and such marketing as activities, from website and application such website and as ( to win a souvenir from the station, news scoop from the Thairath website, and broadcast broadcast and website, Thairath the from scoop news station, the from souvenir a win to Thairath Youtube Channel. Formula in China Electronic through of the TV O q viewing the promotes Page Facebook Official TV Thairath the on Figure Figure Page. Facebook Official TV Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
70
Page
Official Facebook active, active, and provides the fort to present the content before before content the present to fort
ontent would create awareness and
rst is creation a of new forchannel the Text Vote Live Live
- - -
Picture Video Clip Link Hashtag
Presentation Format Presentation - - - - he he detail or summary of the picture/image, video clip, ext content on the Thairath TV Official Facebook Page
Posting Content on Thairath TV Official Facebook Page. Content TV OfficialPosting Facebook on Thairath
23 .
The The presentation of t The The presentation of video clip created by the social team includes both news two serves content Live The fi purposes. Presentation Presentation in the form of picture/image is fast, attr 4 TV Website & Application Produced Social the by MediaTeam
Source of Information Source - - -
program highlight, and broadcast date time. and broadcast and highlight, program helps helps to provide additional information on the picture, video clip, or Live. There are two types of information. The first is addition supplementary news information. The second type of information is t and Live such as information on the program name, news topic, program concept, presenting presenting important events such as replacing the television channel as in the case of sports live broadcasts. and entertainment to focus on only one issue. This is in line with the audience behavior audience the with line in is This issue. one only on focus to entertainment and more views. to in order garner media on social content by being the second screen for audiences. The second is the channel for posted. The second type would be information about the program/station created in the in created program/station the about information be would type second The posted. picture format to publicize it to the user. This c and leadactivities to recall program the station. of of the subsequently basic basic information. The social media team usually presents two types of information. type first The would be to the relevant or issue. The news would picture/image current ef an is It quickly. it see could user the that so posted be the competitors. When the footage has been edited, the resulting video clip would be Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
le, 71 the rath rath ation ation to al al media
runs depending on the on depending runs rath social media team - f these platforms work nt the presentation in the form with the program through voting through program the with
Presentation Presentation of content on Thairath social media is derived from the Thai varying have that clips video create to edited be to has programming Television Thairath Thairath online content is presented through many channels including Content in the form of hashtag supports presentation of information for picture, picture, for information of presentation supports hashtag of form the in Content Content in the form of votes help to suppleme Presentation Presentation of content in the form of links provides additional inform Presentation of Content through Other Thairath TV Social Media Content.
lengths lengths depending on the variety of topics presented. The Thai re and ofform Live the in content present to decision the makes TV station and Thairath website. Consequently, the content is adapted to suit each platform. media social Line Official. Thairath has a dedicated social media team that is separate from Thairath Thairath from separate is that team media social dedicated a has Thairath Official. Line website and Thairath online. Thairath allocates significant importance to soci This audience. large a to content and image organization the disseminate to channel a as the organization. income for the provides new base channel and a audience broadens and Youtube, Instagram, Twitter, Facebook, as such media social and website Thairath for the content. for 4.3 together to support interaction while audiences watch the program. watch program. the interaction audiences while to support together video clip, and Live. Adding the hashtag with the name of the station, program tit search to tool easy an with users provides programs the in individuals of name or topic, program production team. These audiences participate participate audiences These team. production program in announced would be results The voting Page. Facebook TV Official on the Thairath the television program thus connecting all of the platforms including television and Official Facebook Page within the media ecology. Each o production program the with collaborate to needs team media social The picture/image. team. Concept or topic highlight and intended audience needs to be determined by the on up followto choose to users for channela create to clip video and picture/image the ecology media social Thairath the within remain to users attract would This content. the possible. as long as
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
72
(Vorapa
on, August e to be edited be to e ed on Facebook. ed
ese platforms need to be linked everyday” ook, the views on Thairath would be reduced. This is
(Vorapa (Vorapa Harusadangkul, personal communicati
. The page views on Thairath website and the relevant income come from social from come income relevant the and website Thairath on views page The We work on the raw material from the broadcast. Consequently, we have to “ Content on the Thairath website includes pictures/images and text as well as Thairath has the policy to set up social media accounts as a tool to support “ tation on Instagram. deo clips. The Thairath social media team would choose to present content in the form form the in content present to choose would team media social Thairath The clips. deo
Facebook serves to serve content to viewers. The actual income is made in is made income the website The actual to viewers. to serve serves content Facebook not in Facebook, which is why th August 27, 2019) personal communication, Harusadangkul, Thairath online website TV. online website and Thairath Thairath media. Thus, if there is no Faceb because audiences on Facebook would click the link and visit the website. Therefore, of links from the the This would provideof links from Thairath website. to users easy access on content the website. In addition, some presen beautifully shot images would be selected for process process the information.” 27, 2019) vi can experience the content in the best possible way. The content might hav might content The way. possible best the in content the experience can so selected be would content the of Parts elements. various the of modification through that it would be shorter and easier to understand since audiences have less time to characteristics characteristics of each platform. For instance, the full program or should clips on Youtube while edited be post shorter presented clips should be audiences that so media social on use to graphics computer and format, size, the modify
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
73
Website
There There are two sections on Thairath website that is related to Thairath Thairath Thairath website is the main online platform that combines all of the ery, series, news clips, promotion, Mirror, and Live. series, and promotion,Live. clips, ery, Mirror, news Thairath Thairath Website.Thairath
24 . Thairath Thairath (2019c)
4 4.3.1
on sections such as news, newspaper, Thairath TV, lifestyle, sports, entertainment, lott horoscope, Thairath are which and TV, TV Live. Source: Source: Thairath content. The presentation of information to the audience is categorized based Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
74
daily daily and runs, and - 3) reruns reruns such as news, r there is a box showing showing box a is there r 2)
out the emcees of the programs. the of emcees the out
website website is a collection of all the
information ab information th TV Section. 4) Live Live simulcast broadcast; 1) Thaira
-
Thairath Thairath TV section in the Thairath Presentation of content on the Thairath website in the Thairath TV Thairath WebsiteThairath
25 . Thairath Thairath (2019e)
4
the Live broadcast of programs that are currently being aired on Thairath TV. When users scroll down the page various clips with recommended emcees shown respectively. of the would be information content, re current month program schedule; and and schedule; program month current that corner left top the on banner a is There information. programming presents section corne right top the On station. the on program various publicizes programming content including sports, and variety content as well as name of the television programs; Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
75 aims
video clips. It It video clips. Thairath
cess to programs
runs. - Thairath website website provides ac
Thairath
Live Section. Live
-
sers can searchsers and can follow up re on program The The Live Section on the Youtube Thairath WebsiteThairath
26 . Thairath Thairath (2019d)
4 4.3.2 Youtube is an online platform featuring a collection of all of all collection a featuring platform online an is Youtube
to position the Youtube channel in presenting news and sports from Thairath TV’s, sports. to and the of news is congruent station’s positioning which whereis the archive u being that are broadcast time. that Therefore,at the on feed would beLive same the as TV section. in Thairath the Live Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
76 ght ght
provided
ts, and variety 2019) , 27
Thairath YoutubeThairath Channel.
27 . Thairath Thairath (2019f) Searching for Searching content on Thairath Youtube channel two functions. yielded The Vorapa Harusadangkul (personal communication August 4
ramming content. ramming
prog done done simultaneously on all channels. This is due to many factors including copyri issues and content of interest of audiences in each platform. For instance, those who watch Live on Youtube tend to view longer content such as the government policy announcement speech. This is because Youtube users are willing to watch long form the Live content, which is which content, broadcasting. simulcast the Live information about Live broadcast on the Youtube platform, which is part of the three Live channels including Facebook and website. However, the Live broadcast is not first first function is archiving programming content from the station in the form of video on demand, which can be categorized as is function news,of type second The interests. their on both search can entertainment, audiences that content spor Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
77 Vorapa Vorapa (
contribution contribution
ot edited in a Twitter Twitter has a 2% till not high.” not till s
2019) , characters characters with pictures/images or
27 280
among among the Twitter users, who are young people, who are not
Twitter Twitter
Thairath Thairath social media team would edit content that is broadcasted on Youtube Thairath Twitter has less return than Facebook. It has only about about only has It Facebook. than return less has Twitter Thairath 4.3.3 “ Twitter Twitter is a platform that has a limit of
Harusadangkul, personal communication, August August personal communication, Harusadangkul, to the return. In general, social media has less return and in particular Thairath’s of target the not are who youths, are them of most and base audience smaller in depth analysis. Twitter caters to the lifestyle of young people. Therefore, Thairath is number the However, group. this serve to content adapt to has short video clip. Thairath uses Twitter to create the Thairath brand. This helps to make This helps brand. to make Thairath the to create uses Twitter Thairath short video clip. the brand better known to the Thairath congruent content.
in two formats. The first is the full program clip and the second is the shortened clip based on specific topics. The clips from the programming content are n manner. or interesting creative more
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
78
social media media social ecology.
Thairath
Thairath Thairath TV Twitter account presents pictures/images and short clips includes includes Youtube, Facebook, website, and other Twitter accounts owned
ThairathTV ThairathTV Twitter.
28 . Thairath Thairath (2019g)
4
by Thairath in order to keep audiences with the audiences in Thairath order to keep by taken from television programs. These include posts with accompanying texts as well that the hashtag platforms and to other present including provision of links lead that as content. This Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
79
PM to promote audience
8:15 and Facebook. and
, the Thairath social media team presented the
2019 , ThairathTV (2019k) ThairathTV
; 24 Posting Highlights on Thairath TV Twitter Highlights onPosting Thairath
29 . ThairathTV (2019k) Analysis Analysis of content posted on Twitter in the Thairath TV account during the 4 stance, on February
viewership on Facebook Twitter. viewership and period of study revealed that most of the content is the same as Thairath TV Facebook. Facebook. TV Thairath as same the is content the of mostthat revealed study of period station. and the programs for relations public show, and game show, talk This includes For in highlight from the Thairath News Show broadcasted on Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
80
social social media team posted content on
Thairath art of the Thairath TV programming. the Thairath of art
uses uses Instagram to post pictures/images and video clips to present and
Instagram Instagram Posting Content Using Retweet from News Content from Retweet Account. Posting Thairath Using
30 . ThairathTV (2019j) In In addition during the election, 4 Thairath 4.3.4 Instagram is a social media platform that presents pictures/images and short video short and pictures/images presents that platform media social a is Instagram
promote programs. clips. the Thairath TV Twitter using retweeted content such as election statistics from the News which is not p account, Thairath Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
81 are are more
posts from
14
sports posts.
5 posts from entertainment entertainment entertainment news posts,
3 12 roadcast roadcast totaled posts that could be categorized as
81
posts the election. during
17
udy, the Thairath social media team posted content from from contentposted team mediasocial Thairath the udy,
entertainment entertainment program posts,
11 posts from entertainment programs,
44 ebrities ebrities and soft news. They avoid news and images that are not news news posts,
posts from content promoting programs and the station. During the election election the During station. the and programs promoting content from posts ThairathTV ThairathTV Instagram.
5 6 31 . ThairathTV (2019bb) Thairath Instagram presents content more entertainment content than news. This This news. than content entertainment more content presents Instagram Thairath During the period of st of period the During Content posted on Instagram during regular b 4
posts during regular broadcast broadcast regular and posts during
post from content promoting programs and the station, promoting and the programs content post and from
interested interested in cel media social Thairath the Therefore, dead. the of images or accidents as such appealing there there were 1 is because the target group, who are the new generation, on Instagram 64 news programs, and news, television programs on Thairath TV. There were Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
82
(Vorapa
posts per month.posts per
25 .
LINE Official Account LINE Official Account ThairathTV. Official Account LINE
activities to the audience. The messages The text include audience. to the and pictures/images. activities 32 . ThairathTV (2019as) Thairath Thairath TV Line Official Account presents content from Thairath online and 4 : 4.3.5
The The Line Official Account is a social media platform used to communicate with ce r
Thairath TV. It presents the content has quota of team a media Thairath social explanation. The in the form of picture/image without text Figure Sou
the target. It allows sending of messages about programs and the station along with marketing has has to emphasize entertainment content based on 2019) August 27, personal communication, Harusadangkul, the audience behavior
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
s 16 83
post), post), em em to
1 posts were made
sports post during during post sports
5 1 posts), sports (
8 (Vorapa Harusadangkul, personal
news posts and and posts news
4
times a month. There is one post each
25
. posts). There were were There posts). Thairath (2019b) Thairath
; 2 e posts on the Thairath TV Line Official Account revealed Account Official Line TV Thairath the on posts e
posts were made during regular broadcasts and
11 Content in the Thairath TV LINE Official Account Connected to the
33 . We only post once a day because if we post too often on Line, it would irritate irritate would it Line, on often too post we if because day a once post only We ThairathTV (2019m) lic relations content ( content relations lic 4 Posts made during the regular broadcasts were news ( “ The analysis of th of analysis The
Figure Figure Website during Broadcast. Thairath Regular Source: a a live broadcast there might be more onfrequency that particular week. Subsequently, the content would be reduced in the later weeks.” August 27, 2019) communication, the users. As a result, users would consider the unfollow content or block as the account. Therefore, spam we only leading provide news th content to let them know that we have done our reporting duty noneor maybe at day monthly Wehave contentall. a For plan. when instance, there i and pub and the election. posts. Of these the election. during
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
84 online online
Thairath ath website website that could choose , the
Thair 2019 , h TV LINE Official Thairath 26
news topics. Audiences
4
Thairath (2019a)Thairath
; the editorial and marketing team. This part of the content is Content in the Thairath TV LINE Official Account Connected to the
34 . ThairathTV (2019bg) 4 Pictures/images Pictures/images were posted on the Thairath TV Line Official Account. Links The The example shows the picture/image posted on the Thairat news. It and programs of promotion the in assists on Line content of Presentation
Figure Figure Website during Thairath the Election.
page page of the newspaper. The marketing team would choose the content they would like reports real time election time real election results. reports is a collaboration between first the on presented be would that news the select They team. editorial the by selected Source: Source: Account during the election. The link leads to the poll on counting the application that
presents the news that audiences can choose to follow can the newschoose audiences in detail. that presents social social media team posted pictures/images rom to click on the bottom left corner and see news about actress Rasameekae, who was going to get married. Line Official Account connects to the were included so that the audience could directly connect to the other on up follow could audiences The content. original the of source the is which platform, the content of their interest. For instance, on Tuesday February
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85
runs. These two -
up on re
-
a platforms during regular and nated through all of the platforms platforms the of all through nated
strengthen the loyalty of the original audience.
w programs, sports live broadcasts, and election broadcasts. Line Line broadcasts. election and broadcasts, live sports programs, w
er user questions. Daily updates of information drawn from the Thairath Strategy TV Social Media
ion, it provides a channel to provide information to the target through the 4.3.6 In In conclusion, content on the Line Official Account is the strong point in The The social media team therefore would post original content on the Official The The social media team uses social media based on the distinctive characteristics In addition, to the Thairath TV Line Official has the chat bot feature or automatic automatic or feature bot chat the has Official Line TV Thairath the to addition, In Analysis of the all the Thairath TV social medi ers. ers. This is because these two platforms are youths who are more interested in
In In addit target for the future. the for future. target promoting the organization’s image in terms of news and information. Some of this of such oil. gold and prices needs of audiences as help to fulfill the daily could content lifestyle content, which is not congruent with the Thairath content. is with content. which the content, notThairath lifestyle congruent Facebook Page and Youtube to However, they need to create new content for the younger audience, who is the new platforms can reach a wider audience, who are the same as the viewers of the television television the of viewers the as same the are who audience, wider a reach can platforms program. While Twitter and Instagram are two platforms that Thairath still had few us of each platform. The focus is on the Official Facebook Page to invite audiences into the Thairath Media Ecology. Youtube serves as the collection for the program content where audiences can search for more information or follow organization is news that is built upon content dissemi content upon built is that news is organization to expand the audience base. The target platforms in the group media ecology of Thairath website and Thairath TV would station, which is be connected through the of income the organization. from sponsorship for the source special event broadcasts revealed that the social media focused on the presentation of news and current affairs from a central source of information. The strength of the database includes database prices of gold, oil, and foreign currency as well as weather forecasts results. lottery and to promote such as ne as such promote to on the television broadcasts live to follow station. the users to attract used would be program to answ
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
86
platform within the Thairath Media Ecology. Therefore, it serves as an interesting case interesting an as serves it Therefore, Ecology. Media Thairath the within platform in a digital of media the use station. television social regarding study
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
87 z show z uch as Raberd as uch com com that present -
(Workpoint Entertainment, Entertainment, (Workpoint
. The sixth type is movies that
udes Workpoint News, Dedicated News,
CHAPTER 5 CHAPTER WORKPOINT TV WORKPOINT (Rattiya Ungkulanont, 2017, March 26) Ungkulanont, 2017, March (Rattiya NDINGS SOCIAL TV: COMMUNICATION OF OF COMMUNICATION TV: SOCIAL NDINGS
ple in humorous situations to make audiences laugh s laugh audiences make to situations humorous in ple (Workpoint Entertainment, 2019g)
nces nces get knowledge and entertainment through the presentation of a ril 2014.
Cholakorn Cholakorn Panyachom, CEO fo Digital TV Businesses, Workpoint qui is first The types. program 6 broadcasts and produces TV Workpoint Workpoint TV is one of the businesses of Workpoint Entertainment Plc., which which Plc., Entertainment Workpoint of businesses the of one is TV Workpoint Communication Workpointof TV . The fourth type is news programs present information about current events
RESEARCH FI RESEARCH
Market News, Entertainment News. The fifth type is sports programming that presents that type presents fifth Entertainment is sports News, The programming News. Market sporting events present films produced by the company and those that have been purchased rights to broadcast. Therd Therng, Don’t Touch My Soi, and Six Scenes Humor Scenes Six and Soi, My Touch Don’t Therng, Therd 2015) including crime, economics, politics, social, entertainment, and sports within news the from country and abroad. This incl variety variety of entertaining content such as Ghost Challenge and Ching Cha Sawan. The third type is drama, which includes fiction for entertainment and sit peo of life daily the and and reality show, wherein contestants play games to collect the winners prizes such to find as the Gold Stage Your Stage, Golden Thunder Quiz, The Microphone Mask Singer, Diamond and I Can Morlum, See Your Voice. The second is variety, wherein audie Entertainment Plc., positioned Workpoint TV as the station that excels in game show programs. variety and started as a in television station the broadcasting Standard Definition (SD) on Channel Ap 23 since 5.1
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88
TV for February to March March to February for TV
Programming Schedule Workpoint TV on February 2019 Programming Workpoint on February TV Schedule
1 . Workpoint Entertainment (2019bk) Workpoint Entertainment Analysis of the programming schedule of Workpoint of schedule programming the of Analysis 5 is used for conducting the study Social TV: Communication from Television to
Figure Figure Source:
2019 Facebook (Workpoint TV and Thairath TV). The findings would be discussed in the section. following
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
89
ntertainment (2019bl) ntertainment Figure 5.2 Programming Schedule Workpoint TV on March 2019 Schedule Workpoint 5.2 Programming on March TV Figure
2 . Workpoint E 5
Figure Figure Source:
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90
day from 9:00 AM to 5:00 5:00 to AM 9:00 from day , quiz show, reality show, - turdays and Sundays. In the months of months the In Sundays. and turdays runs mixed in the scheduling such as - runs during the day time and late night - e night during weekends. night during weekends. e runs of game shows shows. and reality There is also one - runs of game shows, quiz shows, reality shows, variety shows, variety shows, reality shows, quiz shows, game of runs - 3 and half hours. The fourth daypart is late night from 9:30 PM to
ity show, which are the highlight of the station such as Microphone Erase Erase Microphone as such station the of highlight the are which show, ity programs. The emphasis is on news programs that run continuously for 4 hours. 4 for continuously run that programs news on is emphasis The programs. Workpoint TV chooses to broadcast re Workpoint TV produces news programs that are presented in the schedule on The The analysis of the Workpoint TV programming schedule in the months fo The weekend programming runs from Sa from runs programming weekend The The The weekday programming runs from Monday to Friday. In the months of Workpoint TV broadcasts daily from 5:00 AM. The program would be aired dramas. dramas. The third daypart is evening, which starts at 5:00 PM to 9:30 PM. The gramming. gramming.
weekdays for 5 hours 15 minues (27.632%) and on weekends for 2 hours 15 minutes show, and real and show, The Singer. Voice, and Mask Can Quiz, Your Thunder See Debt, I lat and the weekdays timeslots during new talk show program produced by an external company. an produced by company. show program external talk new February and March 2019 found that the evening timeslot on weekdays and weekends quiz show, game include timeslot this during aired Programs primetime. station’s the is broadcasting broadcasting all new programs, which include game show variety show, drama, and news. The second daypart is late night from midnight, which broadcast 9:30 re PM to game show, reality show, variety show, drama, series, and cinema. cinema. show, show, drama, series, and variety show, reality game February and March, 2019, the Workpoint TV programs could be categorized in two dayparts. The first daypart is morning to evening, starting from 5:00 AM to 9:30 PM content content in this time slot are newly produced shows. The evening news starts at 5:00 PM. The station emphasizes game shows, quiz shows, and continuously reality for shows that run midnight, which include new programs and re created created mid is daypart second The show. variety food 1 also is There re for time a is This PM. and February and March, 2019, the Workpoint TV programs could be categorized in four newly are These AM. 9:30 to AM 5:00 from starts which morning, is first The dayparts. based on the schedule until midnight. The total broadcasting time is 16 hours. programming The schedule is categorized pro in weekday programming and weekend
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
e 91 ernoon,
indicated that Workpoint TV TV Workpoint that indicated
ia, Workpoint TV Official
runs. The clips that are presented are edited from th -
Workpoint Entertainment (2019g) Entertainment Workpoint 3 . channels, which are which channels, streaming of programs. The name of the channel is “Workpoint - Workpoint TV Audience Statistics on Workpoint Audience Media Social TV
3 . Workpoint Entertainment (2019g) Workpoint Entertainment From figure 5 figure From 1) The Youtube Channel is the video platform used to upload video clips and In In addition, Workpoint TV has television shopping programs during the 5 Presentation of Content on Social Med Facebook Page. major online online major
3
programs programs that have already broadcasted or live streaming of simulcast on Workpoint TV. has has broadcast live Official”, which presents re Figure Sourec: weekend 55 minutes. for weekend 5.2 (11.842%). (11.842%). The news programs are broadcasted in the early morning and aft time. is not prime the which morning, afternoon, and late night time slots on weekdays for 1 hour 5 minutes and
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
92 me
million. , which is more more is which ,
2 25.9 ion likes and followers followers and likes ion ntertainment ntertainment Plc. This
million subscribers. The
, the application has more . mill
21 g) 12 2018 2019
on Youtube has e following section.e 23. ” during during the research data collection, the number
2019
the audiences of each program can access the Facebook page page Facebook the access can program each of audiences the Workpoint Entertainment ( Workpoint Entertainment
ave their own pages. This is especially critical during the Workpoint Official “ in Thailand. in Thailand.
2 f Digital Marketing, Workpoint Entertainment Plc, who is in charge of , the n downloads Facebook Facebook is a social network. The Official Facebook Page uses the na Other channels such as website/application of the organization is operated 2018 million views.
Head Head o The The examination of the content on WorkpointTV in the social media, station’s
Facebook Facebook Page also creates income for Workpoint E has Entertainment Workpoint for Page Facebook 3) In In the month of October 2) In In millio
2 68.5 han han
for each of the programs as well as the official WorkpointTV Facebook page. programs the official WorkpointTV Facebook as of the well each as for is in th Facebook page, presented official all all of the programs h of dissemination for page Facebook use timeslot that in programs the of All primetime. content on the Workpoint Entertainment page, which is the official Facebook page of Therefore, TV. Workpoint the company’s social media, explained that Workpoint has more than 70 because is pages Facebook Facebook many so are there reason The active. are 40 which of pages, simultaneously in addition to Youtube and Facebook in order to increase audience access to the programs and public relations content. In than dealt with Thisdealt Facebook. depend would on the type of the video as the determined by company. number ranked company. company. In addition, it includes live on Workpoint Channel TV broadcasting streaming or live simulcast of programs comes in the form of selling space in the newsfeed to clients and income sharing as of subscribers on the Youtube Channel of Workpoint Official was was on the Youtube of Workpoint Official of subscribers Channel “Workpoint Entertainment” presents video clips, public relations content from the Season Singer Mask The from clip video the for is viewership highest t
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
93 38 This This TV TV
, Super
10
4.59 3.06 3.06 2.55 2.04 2.04 1.02 0.51 41.84%. 41.84 16.84 12.25 10.20 100.00 Percentage
week, week, is collected
1
days days or
posts), which is 7
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20 ,
Total The game show/singing contest presented on the Workpoint TV official official TV Workpoint the on presented contest show/singing game The
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.
5 5.2.1 Lives Movies Documentaries Relations Station Public Games Online Show Talk Variety Show Variety Advertising Online Drama Game Show/Contest Game News
the day based on the programming schedule. This can be categorized as game show ( show game as categorized be can This schedule. programming the on based day the posts) from programs such as Gold Stage Your Stage, Thunder Quiz, Super is followed by variety, product advertising, online, series, documentaries, and station respectively. relations public during broadcasts the from selected be would boradcasts, regular during page Facebook presented on social media, which is WorkpointTV official Contest show/Singing Facebook page. Game
and program from the entire programming schedule (Monday to Sunday). schedule from (Monday programming entire the program and Table page of WorkpointTV during the regular broadcasts for from February
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
94
2019 2019
series
2 WorkpointTV WorkpointTV
posts). The second is
30 days, days, which are before,
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2019).
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, 24 100 5.2.1.2 Series Series and Station public relations content have Variety Variety show ( Product and service advertising total There are News programs that are posted can be categorize in two groups. The first first The groups. two in categorize be can posted are that programs News
Ranking Ranking Show. There are
oint News, Entertainment News, and News ( Dedicated More than More 123
posts). ,
Sunday Sunday March 12
during, and after the election (from March and election after the March during, (from station schedule and identity. programming daily promoting ( broadcasted on WorkpointTV, which are Hoh Family and Bangkok Forgot to Thailand. Restaurants from programs,food came Best documentaries Mom. The Tell ( would which not be page, Facebook on the Workpoint official TV presented are These on television. used such such as Chingroi Chinglan, TengNong Wittaya, Super MUM, Humor. Six Gang, and Scenes Nacha the Therd Therng, and Raberd Khun Phra Chuay, are from Workpoint ( Workp news from Workpoint website that is presented based on the issue such as weather results football and ( forecasts Singers, The Mask Singer, and The Rapper. Singer, The Mask The Singers, and is news programs broadcasted in the programming schedule such as Market News, 100 and family of programs Microphone Diamon
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 4 9 nt 95 10
7 7 51 00 00 . . . 6 0 0 9.30 3.8 3.8 2.33 2.33 2.33 1.55 1.55 4 26.36 100.00 Percentage
, is thewhich election day,
24
0 0 5 5 3 3 3 2 2 60 34 12 129
, the day after the election, there were 25 Number of Posts Number This is followed by game show/singing contest, , which is one day before the election. There are 23 46.51%. 46.51%. Genius, I Can See this Chief, See Who Can Your is my Book Genius, Voice, I
100
e
Total posts. On Monday March Game show/singing contests presented during the election period, were During During the election, WorkpointTV chooses to present on social media, Workpoi website the from taken is election the during presented News
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Official Facebook Page during Election. during Page Facebook Official 46 posts), which is , More than , More Number of Posts Based on Genre on Social Media from the Workpoint on Social on Genre from Media of TV Number Posts Based
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.
60 100 5 posts from game shows such as Gold Stage Your Stage, Thunder Quiz, Super
Advertising Drama Show Talk Films Online Lives Games Online Relations Station Public News Show/Contest Game Show Variety Documentaries ere ere were 16 Super th posts. are There schedule. programming the on based broadcasted programs the from selected News, content broadcasted on television based on regular scheduling, and election broadcasts on Saturday March posts in the format of news reporting. On Sunday March news news ( variety, documentaries, online, station public relations, online games, live broadcasts, product advertising and respectively. series, which is the station’s official Facebook page. The most number of posts come from Table Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
s n 96 posts. posts.
5
live live broadcasts, and
posts) from programs broadcasted on WorkpointTV
12
posts for series and advertising. The series are from
rophone, rophone, Golden Microphone for Kids, and Golden 2 lan, TengNong Wittaya, Super MUM, Khun Phra Chuay, Ranking Ranking Show. Singing contests include Microphone family of
There There are There There are three posts for station public relations, Variety Variety show ( In terms of documentaries and online content there are Golden Golden Mic 123
–
includes Arts of Siam and water ads. of Siam and Arts includes water Championships). Online games include Confetti Thailand that is the business partners. gaming Workpoint between online and project collaboratio WorkpointTV broadcasts, which is Bangkok Forgot to Tell Mom. The advertising which is not reported on is notTV. reported which online games. Station public relations are content schedule. promoting The daily live programming broadcasts include election updates and WP Boxing (Asian Documentaries are One Word Daily Khon, Travel Thailand, and results election time real and humor, quotes, inspiration include posts Best Online Thailand. Restaurant reporting through the application Workpoint News that are presented only online, such as Chingroi Ching Humor. SixScenes Nacha the Gang, and Therd Therng, and Raberd Table, Table, and programs Microphone Diamond Morlum. All of these Rapper. Singer, The Mask The Singers, and programs include Two Microphone
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
97
PM and AM. There There AM.
type is the
10:30 10:30 5:00 PM to ized in two types based on based types two in ized 9:30 in three timeslots. The first 2019” could be categor be could
, Workpoint TV did not change the 2019 2019” , PM. The second was at 24 6:20 PM to PM. PM. This is during the polling period wherein WorkpointTV 5:35 Sunday Sunday March 5:00 Workpoint TV Programming Schedule, Sunday March 24, 2019 March Schedule, Sunday Workpoint Programming TV
4 . Workpoint Entertainment (2019bv) Workpoint Entertainment
5 PM to midnight to present the movement about the election. This includes reports reports includes This election. the about movement the present to midnight to PM AM to ure oadcast oadcast was at of the unofficial voting results, situation analysis, and upcoming political trends. political upcoming and voting results, unofficial situation analysis, of the after after the polling stations have been WorkpointTV closed presented and the the “Election voting Battle counts have br started. 11:30 the timeslot. The first is the short reports during the regular programming schedule from from schedule programming regular the during reports short the is first The timeslot. the 8:00 continuously presented the content about programming the that is alternately election. presented within The the regular programming second schedule programming schedule like Thairath TV. Regular broadcasts started at at started broadcasts Regular TV. Thairath like schedule programming are some modifications to the programming schedule. The programs produced and Battle “Election the during presented Fig Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
98 ainment ainment
polling polling stations have closed
PM, after the
hours. Each of the Workpoint platforms could Workpoint of the platforms hours. Each followed the election results on Sunday March 7 5:00 2019” 2019” The The presentation of social media posts on the WorkpointTV Election Election Battle 5.2.2.1 “ Presentation based on Categorization Content Presentation
Workpoint Workpoint assigned Workpoint News to be the main production unit Live Live Broadcast of the Election Results Report on Sunday March 24, 2019
5 . Workpoint Entertainment (2019ao) Workpoint Entertainment
5 5.2.2
2019. ,
section. Official Facebook Page during regular broadcasts are discussed in the following use use content that was presented WorkpointTV official on Facebook page, which other is linked channels to Workpoint Entert such page. as WorkpointTV and 24 the under Youtube and Facebook are which platforms, major two on content producing account name Workpoint News from was programming The until midnight. on Youtube. Source: Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
99
2.04 2.04 1.53 1.53 1.02 1.02 1.02 9.70 4.59 4.08 3.58 2.55
27.04 16.84 11.22 10.20
100.00
Percentage
4 4 3 3 2 2 2 9 8 7 5 53 33 22 20 19 196 Number of Posts Number d on Workpoint Entertainment page. It presents
This is followed by current affairs, humor, advertising, game,
Total Music Music content is foun During During regular broadcast, WorkpointTV presents content on social
27.04%. 27.04%. the Workpoint TV Official Facebook Page during during Broadcast. Page Regular Facebook Official the WorkpointTV
Number of Posts Based on Conntent Categorization on Social Media from on Conntent Categorization of from Media Number on Social Posts Based
3
.
Conntent Categorization 5 posts) or
Business Movie Politics Ghosts/Superstition Culture Children Station Public Relations Quotes Elderly Games Food Family Music Affairs Current Humor Advertising 53 Microphones. Microphones. movie, ghosts/beliefs, culture, business, and sports events respectively. culture, and sports respectively. business, events ghosts/beliefs, movie, songs from the game shows Microphone Clear or Debt, The Rapper, singing I Can See Your contests Voice, and Two Singers such Two as Golden Microphone, music from come posts most The page. Facebook official station’s the on as such media ( food, family, children, station public relations, inspirational quotes, politics, elderly,
Table Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
100
, Workpoint medy medy on Screen, and int Entertainment page
posts, which are selected from game
posts. These include content about the
22
33 ic relations.
for publ for
5
posts about games that present programming content such posts for advertising and station public relations. There are There relations. public station and advertising for posts Ranking Show as well as from online platforms such as
19 25
123
Humor Humor content is found in Advertising Advertising content presents products and services that have bought There are There are are There
Current Current affairs content presented on Workpo g schedule. g Advertising Advertising and Public Relations Post on WorkpointTV Official Facebook
Workpoint Entertainment (2019bh) Workpoint Entertainment 6 . ,
5 up Comedy. This includes content from online that are humorous created for - posts about advertising and and advertising posts about
as as Thunder Quiz and Thailand. Confetti media media space. Public relations content is about WorkpointTV such as introducing the programmin Figure Figure Channel 23 during Broadcast. Regular Page Source: 20 TengNong TengNong Wittaya, Super MUM, Raberd Therd Therng, Co Stand only. page Workpoint Entertainment News, Entertainment News, News. Dedicated Entertainment and News, shows and variety programs such as Chingroi Chinglan, Gold Stage Your Stage, during regular programming resulted in election, economics, society, crime, entertainment, and the weather. The contents are in the news program broadcasted on WorkpointTV such as Market News
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
10 101
before before
2019 as as well as More than
100 during February February during
2019” 2019” and and Super
tion that provide success tips. These and abilities of children and the elderly elderly the and children of abilities and
10 Workpoint Entertainment (2019v) Workpoint Entertainment
; politics, which are taken from the online posts about Million Baht Youth. Million Baht
posts for content about family. These are content selected types types of contents for children and the elderly that total posts about food, which present food and signature dishes posts about business and careers, which are taken from the
3 post about sports from Football Guru program that is about 8 2 9
2 100 1 There There are There are There is There There are There are There There are
Posting Political Content from “Election Debate 2019” February 22 and 28, 28, 22 and February 2019” Debate Content “Election from Political Posting
7 . Workpoint Entertainment (2019w) Workpoint Entertainment television programs, which are Super
5
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Source: Source: Figure Figure 2019 contents are taken from are contents online. only is available This program football. platform Workpoint News such as “Election Debate Debate “Election as such News Workpoint platform the election. variety shows presented on WorkpointTV sta from variety and series broadcasted on television. They showcase the relationship Mom. in Tell to Forgot Bangkok and Family, Hoh Gang, the and Natcha as such family the posts. The first type of content showcases skills showcases content of type first The posts. from 100 from the restaurant, which come from television programs such as Who is my Chief, Thailand. and this Restaurants Best Table, Book
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
– 33 33 102 23
2019 where where
hour
2 2019” 1.55 1.55 1.55 7.75 5.43 3.88 3.10 3.10 2.32 2.32 2.32 1.55 38.76 14.73 10.08 100.00
Percentage from March 2019
2 2 2 7 5 4 4 3 3 3 2 50 19 13 10 129 Number of Posts Number Workpoint Entertainment page is taken from from taken is page Entertainment Workpoint
at at Angsila, Chonburi. There was a
cuss cuss about their policies during February at Haad Phum Rieng, Surat Thani. The second was second The Thani. Surat Rieng, Phum Haad at
2019 , 22
minutes broadcast respectively. minutes broadcast at at the fish market Presentation Presentation of Content on the WorkpointTV official Facebook
52 2019 Total
, 5.2.2.2 Political content posted on posted content Political hour
28 1 the Workpoint TV Official Facebook Page during during Page Election. Facebook the Workpoint Official TV
Number of Posts Based on Conntent Categorization on Social Media from on Conntent Categorization of from Media Number on Social Posts Based
4
.
Conntent Categorization 5 2019. , Quotes Family Sports Advertising Business Children Elderly Station Public Relations Humor Games Culture Food Politics Music Affairs Current Table Table minutes and minutes and page during special situations, such as the General Election of 25 before before the election. During the period of this study there were two debates organized. on February was first The on February Workpoint Debate the online platform This includes the “Election News. representatives and Politicians country. the in regions various the from taken is content of political parties are invited to dis
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 103 2019) 2019”. 2019”. , 12
posts) are about
50 Election Battle “ and and during during the election is different 2019” 2019”
ected ected based on content type presented on the contents, contents, of which most (
platform Workpoint News. This is content about
129
. These include politics, music, current affairs, humor, and game. and humor, affairs, current music, politics, include These This is followed by music, current affairs, humor, game, culture, Political content presented on the Workpoint Entertainment page during page Entertainment Workpoint the on presented content Political Noppatjak Attanon (personal communication September Analysis Analysis of the data coll During During the election, the WorkpointTV official Facebook page or 76.74%). 76.74%). Posts about Broadcast Channels for Political Content on Workpoint
8 . 38.76%). 38.76%). Workpoint Entertainment (2019bg) Workpoint Entertainment
5 posts ( posts
editor editor at Workpoint News, explained that content 90 from from regular broadcasts. This is because people all over the country are interested in news. the to best present to do their thus the team needs the election, the election is taken from the online program the the from “Follow Election the election news Figure Figure 24, on2019 March Platforms Source: WorkpointTV official Facebook page revealed the top five most posted content, which which content, posted most five top the revealed page Facebook official WorkpointTV total food, food, children, station public relations, family, elderly, advertising, sports, business, and respectively. movies tourism, quotes, ghosts/beliefs, inspirational Workpoint Entertainment posted politics (
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
104 news. news. ng the
10 (Noppatjak (Noppatjak vement and
s, Dedicated e e voting results
posts a day, but we have more duri programs such as game shows and variety.
60 such as Golden Microphone, Microphone Clear
Ranking Ranking Show, and from online platform such as Confetti ntents are takenntents are programs broadcasted on televisionfrom such
123 political political parties. If we follow all of them there are already
We normally have only 10 Game Game co Music Music content on the Workpoint Entertainment page presents songs Current affairs content is taken from programs in the regular broadcast During the election, the Workpoint Entertainment page chooses to post “ , so we need to prepare in advance. However, we should not prepare too early early too prepare not should we However, advance. in prepare to need we so ,
24
as as Thunder Quiz, Thailand. Your Stage, and Comedy on Screen as well as online jokes that are created exclusively created exclusively are that jokes online as well as Screen on Comedy and Stage, Your page. Workpoint Entertainment for News. The on politics. focused are The contents News. contents that are humorous from television Stage Gold Therng, Therd Raberd Chinglan, Chingroi Humor, Scenes Six include This Debt, The Rapper, I Can See Your Voice, and Two Singers Two Microphones. Two Two Voice, and Singers Can Your Rapper, The See Debt, I schedules such as WorkpointTV such as Market News, Workpoint New Workpoint website the from content includes also This News. Entertainment and News, of each district and the number of seats won by communication, 12, September 2019) Attanon, personal the political parties.” from game shows or singing contests content are focused on the election that has a clear date and timeline. The election is on is election The timeline. and date clear a has that election the on focused are content March so we started two weeks before the election. We decided to present th movements many are There period. regular the during that news more is There election. since there are of importance the postsThe on the interests. Every mo audiences’ depends
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
105
0.00 0.00 34.18 27.04 38..78 100.00 , respectively. , Page Page based on Percentage This is followed by 27.04%
38.78%. 38.78%.
0 0 96 76 67 53 1 posts), which is which posts),
53 Number of Posts Number posts), which is 76
, and picture ( picture and ,
34.18%) Posts Posts on the WorkpointTV Official Facebook Total
During During regular broadcast, WorkpointTV chooses to use Live posts on 5.2.3.1 Content Categorized basedCategorized onContent the Presentation from the Workpoint TV Official Facebook Page during Regular during Page WorkpointFacebook the Official TV from Programming Facebook Facebook page the most (
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posts), which is which posts), .
Presentation Categorization Presentation
5
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67 Text Gif Live Clip Picture
the official ( clip
Table Table Regular during Broadcast. Format Presentation
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 106
Workpoint Entertainment (2019aj)
;
WorkpointTV Official Facebook Page Channel Channel Page Facebook Official WorkpointTV Workpoint Entertainment (2019v) Workpoint Entertainment
;
Live Live or Facebook Live on the Workpoint Entertainment page is Posting Live Content on the on Content Live Posting
Workpoint Entertainment (2019bu) 9 .
5
conducted conducted in three ways. The first is live simulcast from WorkpointTV, linking the broadcast to Workpoint News website, and broadcast from business partners such as Thailand. Confetti Source: Source: (2019r) Workpoint Entertainment Figure Figure Regular Broadcast. 23 during
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
107
PM, PM, the Workpoint
8:10 at at
2019 , 26 Workpoint (2019ag) Entertainment
;
live simulcast of Super MUM that was being aired on Live Live broadcast on WorkpointTV include game shows, variety shows,
Live Live Broadcast Format Super MUM on WorkpointTV Official Facebook Live Broadcast Format News and News Related Content on WorkpointTV on WorkpointTV Content Related News and News Format Broadcast Live
10 11 . . Workpoint Entertainment (2019ae) Workpoint Entertainment Workpoint Entertainment (2019ai) Workpoint Entertainment
5 5
Figure Figure Regular Broadcast. 23 during Page Channel Facebook Official Source:
and singing contests. For instance, on February Entertainment page presented a WorkpointTV. Figure Figure Channel 23 during Broadcast. Regular Page Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
108 2019 , 26
2 thousand views but we but we views thousand 2
– website. website.
nt News website. This includes Workpoint (Noppatjak (Noppatjak Attanon, personal communication,
and and Workpoi
23 ointTV and Workpoint Entertainment pages would share and
2019) In In addition, there are live broadcasts from the content created by the “After “After the live simulcast, we still leave the content on the page. We do Noppatjak Noppatjak Attanon (personal communication September 12, 2019) The The live broadcast links the signal from the page or Workpoint News, 22, 2019 at 6:20 PM. This is aired simultaneously with Workpoint News
PM, Workpoint Entertainment presented live simulcast of Dedicated News that News Dedicated of simulcast live presented Entertainment Workpoint PM,
erase erase it. This will allow the number of views to increase. However, the number of
5:01
website. news news editorial team that is 2019 Debate Election the of exclusive simulcast live a have would to page Entertainment Workpoint Workpoint News website. For instance, on February views depend on the day. Most of the time we have about 1 about have we the time Most of on the day. depend views once peaked at 180,000 views.” 12, September present present the live simulcast accordingly. The content from Workpoint News would be pages as on the indicated. presented not explained that news broadcasted on WorkpointTV and Workpoint News website are presented daily as indicated in the programming schedule. The social media team in charge of the Workp News, News, Entertainment News, and Dedicated News. For instance, on February at Workpoint aried on Workpoint and being News TV was for content created by the news editorial WorkpointTV team. Channel This content would be aired on
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
109
M. P runs. - 7:00
Broadcast.
t Entertainment (2019r) t Entertainment Live Live broadcasts from business partners are contents shared from the Live Live Broadcast Format from Business Partners on WorkpointTV Official Live Broadcast Format with and Re Format Broadcast Information Live Links
12 13 . . Workpoint Entertainment (2019ah) Workpoint Entertainment Workpoin
5 5
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Confetti as such time real in game the join can audiences that so partners the of website at broadcastedMonday to Sunday is regularly which Thailand, Figure Figure Regular Channel 23 during Page Facebook Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
110 run usual. as files - such such as kids showing their
g, g, personal communication, 10 in a football match. In the content the Super
kpoint Entertainment page, had to cut all runs. However, later due to the deal with Facebook with deal the to due later However, runs. - ertising ertising presented during the commercial breaks. The clips clips posted on the Workpoint Entertainment Facebook (Patchara (Patchara Opassereepadun
67
can watch re watch can . Viewers could still come back to view the re still the view to back could . Viewers come
runs. - There There are Workpoint Entertainment Facebook page has restrictions regarding Live Live regarding restrictions has page Facebook Entertainment Workpoint Patchara Patchara Opassereepadung (personal communication September 27, In In addition to live broadcasts presenting game shows, reality shows, , which can be categorized in two types namely clip and clip with text to to text with clip and clip namely types two in categorized be can which , In In the past Live programs on Wor
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explained that posting content in the form of Live of Facebook Live on 34.18%)
page ( page information. provide income income from sponsors.” 2019) 27, September confused audiences. Thus, the team decided to think of a new program content like the content the like program new a of to think Thus, decided audiences. the team confused way commentators would chat during the break emcees would discuss about the competition between the masked singers and read the additional to gain used be could content this Also, watching. people the from comment Singer Singer program thought of a gimmick to keep the views during the commercial break, while waiting for content. Then content from football skills, were edited to fit the breaks. However, the content was irrelevant and Entertainmnent Entertainmnent page created continuous content during the commercial break instead. Thus, would advertising. audiences only see a still of image the logo. Mask The Later, policy The ThairathTV. with case same the is which policies, Facebook from Streaming does not allow inclusion of adv Digital Marketing Team from Workpoint Entertainment (Plc.) in ofcharge Workpoint the post so that viewers that so post the file the Live delete would team the engagement, more for clips promoting to regards in after the broadcast. The video file from the television the file Live replacing broadcast would be posted 2019) leave would team the Live, the After process. continuous a is Entertainment Workpoint variety shows, and singing contests on the Workpoint Entertainment Facebook page, there are live simulcast from WorkpointTV that provides links to more content re to view Youtube on
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
;
111
Workpoint Entertainment (2019c)
;
Workpoint Entertainment (2019y) Workpoint Entertainment
;
Clips posted on the Workpoint Entertainment Facebook page is in the rkpoint Entertainment (2019z) Posts in the Clip Format on the WorkpointTV Official Facebook Page Posts in the Clip with Text Format on the WorkpointTV Official Facebook Facebook Official WorkpointTV the on Format Text with Clip the in Posts
Wo 14 15 Workpoint Entertainment (2019as) Workpoint Entertainment . .
5 5 of clips that show the station identity that presents the image of WorkpointTV. the image presents that station identity show the that of clips
Source: (2019at) Workpoint Entertainment Figure Figure during Regular Broadcast. Page form Figure Figure Regular Broadcast. during Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, , 24 22 112 AM presented the clip e e post on February ontent, which might be be might which ontent,
of all posts on Workpoint Workpoint on posts all of 11:00
PM. The post on February at at
sources. sources. The first is a video file
3 33.67%) 33.67%) 9:00 2019 , in the format of pictures related to 24 27.04%) posts (
clips with text posted ( posted text with clips
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There There are were There Clip with text format presents details about the c the about details presents format text Clip with PM is about the Friday Movie, which is Urban Legend, which was PM, the clip presented information about Mask Line Thai to promote
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2019 ,
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
;
113 Workpoint Workpoint
;
Workpoint Entertainment (2019h)
;
Workpoint Entertainment (2019az)
pictures about the television station provide public ;
There There are four types of content posted in the form of pictures. The first Posts in the form of Posts in the Picture Format on the WorkpointTV Official Facebook Page
Workpoint Entertainment (2019bi) 16 .
5
relations relations information about the station WorkpointTV. such as the programming schedule of is about the television station. The second is about the television program. The third is fourth advertising. The is about and service onlineproduct content. during Regular Broadcast. during Source: Workpoint Entertainment (2019e) (2019ax) Entertainment Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, at at
27 PM PM 114
19 mages mages 20 , 1:00 22 AM on the ptember ptember
’ interest trend. ’ interest re re is no fixed way 11:00 at at
2019 (Pattranit (Pattranit Chaisuwankeeree, , 2
Workpoint Entertainment (Plc.) in in (Plc.) Entertainment Workpoint PM.
. ut the series titled, Bangkok Forgot to Tell toTell Forgot titled, Bangkok the series ut 1:30
ners. This also includes public relations content igital Marketing, Marketing, igital D
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2:32 Inspirational Inspirational quotes are made in relaxing tones with texts that provide at at 5.2.3.2 Pattranit Pattranit Chaisuwankeeree (personal communication Se “ Posting Posting images about online content can be categorized in two groups. Posts from product and service advertising usually stillincludes usually i advertising and service Posts product from Posts in the form of pictures about the television station still television the about images are of pictures Posts form in the
with text providing information about the product on February on February product about the information with text providing
2019 10 ,
2 Assistant Vice President President Vice Assistant
, PM.
personal communication, September 27, 2019) communication, 27, September personal Election on Presentation during Format based about footage be might there lottery, the of day the on say let’s instance, For inspiration. it. We would take that content and add text to suit the situation. The of presentation because it depends on the content.” 2019) charge of the company’s social media, explained the selection of still images that are the audiences capture to the production with the goal by team produced from from Monday to Friday. In addition, pictures are taken from online media such as on March posted. were Star Rap 8:00 The first are images created to present the desired content such as inspirational quotes from Monday to Friday at of the product from the manufacturers and distributors, who paid for the advertising. Samsung of set photo the posted page Facebook official WorkpointTV the instance, For S Galaxy WorkpointTV official Facebook page is abo is page Facebook official WorkpointTV Mom. This is a photo set including the poster and the portrait of the actors with text watch at to the program audiences inviting from the program, posters, and ban about the program such as costume fitting of actors to provinde information about the television program. For instance, the post on March
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 115
posts, posts,
2
39
Workpoint Workpoint and and
; 1.55 0.00 acebook acebook Page 41.09 30.23 27.13 100.000 Percentage 27.13%
This is followed by This is followed by
2 0 29 53 39 35 1 41.09%. Workpoint Entertainment (2019bb)
; live posts, which are are which posts, live
Number of Posts Number
bj) 35 Workpoint Workpoint Entertainment (2019a) 2019
;
There are are There posts), which are
53
respectively. respectively.
30.23%). Total 1.55%) 1.55%) During During regular broadcast, most of the posts on the Official Posts in the Picture Format on the WorkpointTV Official F from the Workpoint TV Official Facebook Page during the Election. during Page WorkpointFacebook the Official TV from
Number of Posts based on Presentation of Presentation on Media Number Social on PostsCategorization based
Workpoint Entertainment ( 17 . 6
.
5
Presentation Categorization Presentation 5
Gif Picture Clip Live Text Entertainment (2019ay) Entertainment Figure Figure Election. 23 during Channel Source: Workpoint Entertainment (2019am)
picturesWorkpointTV are ( ( clips video are which texts are which (
Table Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
;
116
74.55%. posts or
55 cial cial Facebook Page during posts from posts from
Workpoint Entertainment (2019i) 41
; bf) tion from the Workpoint News on Facebook 2019 (
sources, sources, which are edited from the television
3
nt (2019d)
s in the form of pictures during the election are the same as during Video clips posted during the election are the same as during the regular the during as same the are election the during posted clips Video election the during platform online the from edited is that file video The Post ictures are taken from the online platform, Workpoint News. These Posts in the Form of Clips on Workpoint Offi
Workpoint Entertainment 18
.
5
included the video of news about the elec the and website. page broadcasts. broadcasts. There are files from program, online platform, and advertising spot from the clients, who bought media space. Election. Source: Workpoint Entertainme Figure images are mostly about the election, which are mostly which about are are the election, images regular period. Images are drawn from content related to the program, station public relations, product and service advertising, and online content. It is found that during election the p
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 117
Workpoint Workpoint Third is the the is Third
; 2019”. 2019”. Workpoint Entertainment (2019af)
; Workpoint Entertainment (2019am)
; Posts in form of Live on Workpoint Official Facebook Page Page Facebook Official Workpoint on Live of form in Posts ing. ing. This includes Workpoint News, Entertainment News,
5.18 There are three formats of broadcast. The first is the live broadcast
Figure Figure Posts in the form of Live on the Workpoint Official Facebook Page during during Page Facebook WorkpointOfficial the on of Live formthe in Posts
Workpoint Entertainment (2019an) 19
.
5
second second is the broadcast from the Facebook page or Workpoint present News regular programm website that Battle “Election as such news election special and News, Dedicated from partners Thailand. Confetti the website of business such as broadcast live during during Election https://www.facebook.com/workpoint/?epa=SEARCH_BOX Live on regular the is pagesame during the as election Facebook the Workpoint Entertainment broadcast period. WorkpointTV variety show, show, contest, such from game and as singing sports. The Source: Workpoint Entertainment (2019al) (2019s) Entertainment Figure Election.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 23 118
he Democrat
Facebook Facebook page. ent ent content from WorkpointTV on the Workpoint (2019t) Entertainment
;
text posts on the Workpoint Entertainment posts in the form of texts during the election, which are about about are which election, the during texts of form the in posts
2 2
There There are There are are There Live Live posts present entertainm Posts in the Form of Text on the WorkpointTV Official Facebook Page
20
Workpoint Entertainment (2019av) Workpoint Entertainment .
5 This is one day before the election. The second is the post about t runs. -
Party being affected by new political parties after midnight of the Election after of the Election newDay. parties by midnight political being affected Party Royal the of Secretariate the ordering X Rama King Majesty His about news the is One March on posted IX, Rama King Majesty His from quotes the present to Household 2019. Figure Figure Election. during Source: politics. Workpoint Entertainment page with links to the program on Youtube for watching the re
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
119
AM. AM. AM.
8:55 9:55 at at ge before the before ge edia team uses uses team edia video content. For AM. The Workpoint Workpoint The AM.
9:55
AM. The reporter and photographer sent
Workpoint Entertainment (2019m) Workpoint Entertainment
AM and shared the video clip clip the video shared AM and
; 8:20 9:18 at at
2019 , 24 The The social media team of Workpoint and ThairathTV focuses on the Analysis Analysis of the content based on the presentation format on Workpoint Election News Posts on the WorkpointTV Official Facebook Page during
21
. Workpoint Entertainment (2019bc) Workpoint Entertainment
5 ent in the same way as ThairathTV Facebook Facebook page. ThairathTV as way in the same ent
video clip. The picture was posted on the Workpoint News Facebook page at page Facebook News Workpoint the on posted was picture The clip. video at posted was sound and footage the edited that video the and at image still posted the Entertainment production production of still images is easier and less time consuming than example, Workpoint News presented news about Prime Minister Prayuth Chanocha going to the polls on March ima still the choose would media social The unit. central the to content the m social the Thus, the election. aboutin speed reporting and importance the strategy to present the content about the election in the form of still images of the situation on Facebook before posting the video clip of the same situation later. The Figure Figure Election. Source:
TV during the election revealed that the social media team of the company presents cont
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
120
posts), posts),
35.71%. 35.71%. 196 129 (100) (100) Total 56
he Election.he
49 20 Online (25.00) (15.50)
Official Official Facebook page or
broadcast, and content before before content and broadcast,
Air Broadcast and Timeline Broadcast Air - 39 56 After After (19.90) (43.41) Broadcast inment inment Facebook page during the live
air air broadcast and timeline during regular -
70 36 air air Media Broadcast on Social and Timeline (35.71) (27.91) - Broadcast
posts) are made during the program, which is which program, the during made are posts)
70
38 17 Before Before (13.18) (19.39)
Broadcast This is followed by during the broadcast, not aired, and before
Posts on the Workpoint Enterta Posting Posting on social media, WorkpointTV
Presentation of Content BasedPresentation on On
from the Workpoint TV Official Facebook Page during t during Page WorkpointFacebook the Official TV from
Number of On Number Posts based 43.41%. 43.41%.
7 Type .
5 5.2.4 Election Period Election Regular Period Regular
broadcasts. There are two types based on the program content, which are news and entertainment. This is followed by content that is not aired, content after after content aired, not is that content by followed is This broadcast respectively. During election it is found that most of the posts ( which is accordingly. broadcast, Workpoint Entertainment based on the on posts( the of Most broadcast.
Table Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, , 27 27 121 Official Official night of - runs noon during and -
of Live on the Facebook page is page Facebook the on Live of
Entertainment from WorkpointTV in the form form the in WorkpointTV from Entertainment
Sunday) Sunday) would not be posted live on the Workpoint
wo Facebook pages. wo Facebook entertainment content in the form the in content entertainment
Patchara Patchara Opassereepadung (personal communication September Posting Posting news content during broadcasts on WorkpointTV by sharing Pattranit Chaisuwankeeree (personal communication September Posts of News Content During Broadcast on the WorkpointTV
ng ng schedule. The entertainment content is created by the social media team
22 . Workpoint Entertainment (2019ak) Workpoint Entertainment
5 explained that posts on Workpoint on posts that explained explained that explained
PM.
night night from Monday to Friday. The content from the morning and late -
Entertainment Facebook Facebook page. Entertainment 2019) from of all chosen the for programs broadcast. of the terms reIn late weekends (Saturday and programmi at schedule the primetime, in the programming during programs on live with emphasis 6:22 WorkpointTV and the t WorkpointTV and 2019) of live from the morning, noon, and evening. This is based on the television Source: live signal from the Workpoint News platform. This is a live simulcast on Figure Figure Page. Facebook
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 122
programs, programs, which are
2 PM and Bangkok Forgot to Tell
7:16 Workpoint Entertainment (2019bm) at ;
ah) PM. This is at the same time as the broadcast the broadcast as time same is at the PM. This
2019 chedule, which are Thunder Quiz broadcasting , 2019 PM.
18 Workpoint Entertainment (2019bn) Workpoint Entertainment 1:34
; at at PM and Bangkok Forgot to Tell Mom broadcasting
2:40 2019 7:20 , 2
PM until
d broadcast live entertainment from 1:30 Entertainment Entertainment content from game show, quiz show, variety show, and Posts of Entertainment Content During Broadcast on the WorkpointTV
23 Workpoint Entertainment ( .
5
every every Monday to Friday at Saturday at every Thunder Thunder Quiz on Monday February March Mom on Saturday on WorkpointTV in the s programming form the in are contents These WorkpointTV. on broadcast the during posted are series of Live simulcast with the television station. For instance, Workpoint Entertainment Facebook page woul Figure Figure Page. Facebook Official Source: (2019ad) Workpoint Entertainment
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 123 News News posts, posts, posts, posts,
36 63 r broadcast Workpoint Entertainment (2019l)
; on the WorkpointTV Official Facebook
43.41%. 19.90%)
posts ( posts or
39 56 Entertainment Entertainment page after the broadcast on television station.
of all posts during regular period. During the regular period, the int Entertainment (2019k)
of all the posts the during election. This is froman increase
the during page Entertainment Workpoint the on content the of Analysis Entertainment Entertainment content and news post on the Workpoint Entertainment There There are Posts After Broadcast on Facebookthe WorkpointTV Posts Page. Official Broadcast After
18.37% Workpo 48.84% 24 .
5
which which is analysis revealed that the news posts in the form of live on the Workpoint entertainment presents inelection regularly content the same manner as regular during broadcast period. On the other hand, the news posts increased. There are which is after the television broadcast during the election increased from period. regula Figure Figure Source: (2019au) Workpoint Entertainment page or the Workpoint are there election During
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, ; 124
ograms 13.18%
posts or posts
17 inment (2019l) inment Workpoint Entertainment (2019bn)
; During the election there are are there election the During Workpoint Enterta
; roadcast on WorkpointTV Facebookroadcast Page. Official 19.39%. 19.39%. posts on Workpoint Entertainment before the broadcast on broadcast the before Entertainment Workpoint on posts
38 There are are There Posts Before Poststhe B Before
t the movement in the election based on the topics of interest. Thus, there are are there Thus, interest. of topics the on based election the in movement the t Workpoint Entertainment (2019h) 25
.
5 is which program, television which include the public relations content for audiences to know and follow pr Youtube. and television station, Facebook, Workpointon all including platforms Figure Figure Source: (2019bo) Workpoint Entertainment
more more posts after the broadcast resulting in a significant increase in contents. the number of Facebook Facebook page such as Workpoint News, Entertainment News, and Dedicated News. During the election, the Workpoint Entertainment posts news broadcast by from sharingWorkpoint News as the usual. There live are additional posts about political abou news
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 20 125 Confetti Confetti Workpoint nt (2019r)
; There are
25%. Workpoint Entertainme
;
Workpoint Entertainment (2019bn)
;
posts that are not related to the timing of the television
49
during the election. during Posts on the Workpoint Entertainment page that is not dependent on the on dependent not is that page Entertainment Workpoint the on Posts There There are Posts not Related to the Timing of Television Broadcast on the
Workpoint Entertainment (2019as) 26 50%) 50%) .
5
15. time of broadcast on television reveal four contents. The first is online game, WorkpointTV Official Facebook Page. Facebook WorkpointTV Official Source: Workpoint Entertainment (2019b) (2019ba) Entertainment Figure Figure program broadcast on the Workpoint Entertainment page, which is posts (
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
126
uling.
Page Official Facebook
ird is content created by the
ndings show that the social media media social the that show ndings Text Share Live
- - -
Picture Video Clip Link Hashtag
- - - - Format Presentation
sources. sources. The first is from the television station such as 4
Workpoint TV Content Strategy on Social Media Workpoint Strategy Content TV
Presentation of Content on the WorkpointTV Official FacebookPresentation WorkpointTV on the Page. of Content Official
27
. The The presentation of content in the form of pictures is attractive and provides 5 team, team, and sponsors content in order to provide information to the user. This Produced by the Social Media Team The researcher analyzed the content on the WorkpointTV official Facebook page page Facebook official WorkpointTV the on content the analyzed researcher The TV & Application Website Sponsor
5.2.5 - - - -
Source Source of Information
advertised advertised product. The second type would be information from current events from The The first is information from entertainment programs, content created by the social media would reiterate information leading to recall of the program, station activities, and Figure Figure ways. two in information present to chooses team media social The information. initial social social media team that is original. The fourth purchased is the media space content online. These contents from can be presented in the many ways as sponsors, who section. following in the discussed during regular broadcast and special broadcast. The fi The broadcast. special and broadcast regular during tean choose content from such application and website from is second The activities. marketing and programming as Workpoint News website and Facebook page. The th
Thailand, Thailand, which is a collaboration between Workpoint purchased. been has and space media which for advertising, service and product are second business parners. The The third is station public relations featuring station identity and program sched quotes. inspirational is new humor fourth content and such as The
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
- 127 website website or has created created has
nger nger period ram content content ram on the pre m functions. The first is is first The functions. ideo about clips news
2
oadcast. oadcast. he second function is providing the providing is function second he types. types. The first is important information about
2
sources. The first source is entertainment television prog television entertainment is source first The sources.
3
ges ges and content from the Workpoint News website and Facebook page,
k page utilizes text to provide more detailed information to the picture and Presentation Presentation of content through sharing is very important to the social media Live Live presents information in and picture the to detail additional provide that links of form the in Presentation The presentation of content in the form of live performs performs live of form the in content of presentation The The presentation of content in the form text on the WorkpointTV official The The social media team would take content for the presentation in the form of They page. Facebook official WorkpointTV on the news to present who chooses team, Facebook page. This could also be the destination that the social media tea media social the that destination the be also could This page. Facebook such as Youtube, which is considered attractive to the user, who would be enticed to access the social media ecology of Workpoint broader information and lo of time. program, concept, highlight, and date and time of time and date of and highlight, br concept, program, social the that source the to content the follow to users the entice would This clip. video media team shared. For instance, information from the Workpoint news the situation, which is summarization for the supplementary picture, video information clip, or to live. This includes news. the name The of the second is broadcast of sporting conducted. events or activities broadcast Faceboo video clip. primetime The program. the with involved get to audiences for screen second the being T simulcast. live for selected are news and programs choice to present important content in place of the television station such as the or current events that have been shared from the Workpoint website and Facebook. The The Facebook. and website Workpoint the from shared been have that events current or third source is content from the sponsors, who purchased media space. These contents would be posted on the WorkpointTV official Facebook schedule. determined page based that is edited for issue. the is desired It a reduction or modification of the content from related sources to present a single clip for the user to watch later. This also helps to promote the next of the episode program. The second is source v sharing sharing ima new. anything without producing from clips video
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
e 128 This is
(Pattranit (Pattranit
This connects to
sed on the character
kpoint TV. The second is
media such as Facebook, Twitter, Instagram, Youtube, Youtube, Instagram, Twitter, Facebook, as such media reaming or live simulcast on social media from content broadcasted kpoint social media team has the objective in using social media as the the as media social using in objective the has team media social kpoint are highlights of program content that have been edited for dissemination (Pattranit Chaisuwankeeree, personal communication, September 27, 2019) communication, personal 27, September Chaisuwankeeree, (Pattranit
WorkpointTV uses the same online media as ThairathTV. The online platforms platforms online The ThairathTV. as media online same the uses WorkpointTV
The presentation The presentation of content on Workpoint media social can be categorized in 3 The Wor The “When “When we disseminate content, we do not use the same content in every “When we post content, we do not use the same thing on all channels. Presentation of content in the form of hashtag by primarily adding the # station the # station adding by of hashtag primarily form in the of content Presentation Presentation of Other Online Content on WorkpointTV.
content content from the Workpoint News or https://workpointnews.com/. The third is social Also, some broadcast viewers to watch. for the after parts. The first is content from television programs on Wor in daily life outdoors and on social media, which anyplace. Live st could reach users anytime and on the television station. In addition, social media is used for station public relations. This usually is in the form of teaser ads that promote the program prior to broadcast. Chaisuwankeeree, personal communication, September 27, 2019) personal 27, September communication, Chaisuwankeeree, channel to better reach a broader audience. This is because audiences spent their time platform.” because each social media platform is different based on the audience behavior. It is critical to create content that suits the needs of the users and the platform.” and Line Official. Each of the platforms have different content. content. Each of have Official. different platforms the and Line channel. This is because audiences in each social media differ ba of the users. We need to create content that answers the need of the users in each of WorkpointTV include WorkpointTV website or https://www.workpointtv.com/. In social other includes it addition, content. 5.3 choose choose to share all formats such as picture, video clip, live, and text. which on the business unit. ecology, based is a divisionthe media of task name and program name. This would help in the effective search and access to th
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
129 (Pattranit (Pattranit
follow the link to the to link the follow
r on the television broadcasts. Consequently, sponsors Consequently, televisionr on the broadcasts. Workpoint News, and WorkpointTV. and Workpoint News, communication, September 27, 2019) 27, September communication,
websites that present different content, which are Workpoint 3 station starts broadcasting at 5:00 AM. Our Facebook page would post Workpoint Entertainment Website Workpoint Entertainment
The The content on the Workpoint News website includes news in the form of “The “The Workpoint has a policy to use social media as the channel for creating another Content from the television programs in the form of video clips are originally 5.3.1 Workpoint has
website, (Plc.) Entertainment social media that does not appea that does media social media. for purchase social advertising specifically can content through sharing the posts. This would enable audiences to audiences enable would This posts. the sharing through content websiteWorkpoint directly. News on social of income. for content Thus, on the Workpointsource advertising media, has content, content, we focus on the primetime during the evening from personal Chaisuwankeeree, 6:00 PM.” pictures/images, text, and video clips. The Workpoint social media team presents content that is different based characteristics of the social media platform. the media of characteristics social based that is different content programming For evening. and noon, morning, the in schedule programming news Live media media content that is produced and created in cooperation with business partners for and on media platforms. social various suitable presentation new create to content the edit would team media social The broadcasts. television from
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
130
2019bs) Entertainment (2019u) Entertainment
Workpoint Entertainment (Plc.) (Workpoint Entertainment Public
Workpoint News Website
28 . 29 . 5 Workpoint Workpoint Entertainment ( Workpoint Entertainment
5 Workpoint Entertainment Public Company (Plc.) (Workpoint Entertainment ccess as well as financial information and public and as well financial information relations. as ccess Figure Figure Source: Public Company Limited) is the organization website information such that as the history, provides vision, mission, organization organization structure, awards, and su Company Limited). Company Source: Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
131
health, health, infographics,
about about Workpoint programs and
ors/actress, ors/actress, and singers in Workpoint for
Workpoint Website TV
30 . Workpoint Entertainment (2019bt) Workpoint Entertainment
Workpoint News website is operated by Workpoint News or the editorial team 5 type type includes daily and monthly programming scdule. The fourth category are
Records. Records. The sixth would be public relations content related related to celebrities such as emcee, act instance Sam Cha Gang, Jui Worathaya, and Bai Fern Golden Microphone. The fifth Khao Yung and Dot, a Do Musics ARWP, in singers of videos music be would category Figure Figure Source:
that presents all types of news including politics, economics, education, foreign news, environment, business, technology, beauty, physical and mental scoop. news and
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
000 000 132 ,
38 2019. , 1
million followers with followers million 26.1 l has two roles. The first is the video
name name of the program to watch the content
times. This is data retrieved on November on November times. retrieved This is data
21.96 Youtube WorkpointOfficial Youtube
31 . Workpoint Entertainment (2019bw) Workpoint Entertainment
5 5.3.2 The The WorkpointOfficial Youtube channe The The Youtube channel, Workpointofficial, is the online platform that archives all after broadcast. The second role is to broadcast Live television programs in the form of form the in programs television Live broadcast to is role second The broadcast. after Workpoint from simulcast live TV. on of that been broadcasted station form in the of programs the television have storage video on demand. It can be categorized as ghost, culture, humor, and music content. People are interested to search the topic or Figure Figure Source: clips that were viewed were that clips of the Workpoint TV video clips. It serves as the storage for search and retrieval of are There time. any at watched be could that content activities activities such as concerts and fairs. The seventh would be Workpoint News that is website. News Workpoint to the linked
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
133 posts, 2019) 2019)
ollages , 27 ber ber ed parts would be
presents presents content that are images and short
23
ent (2019bd) ent
Twitter Twitter e, e, humor, and music programs. There is the creation of playlists. For Playlist of Programs that have Innovative Formats on WorkpointOfficial
32 . Workpoint Entertainm
5 5.3.3 Twitter Twitter account Workpoint Press The Workpoint social media tea used live videos of television programs that have have that programs television of videos live used tea media social Workpoint The Pattranit Pattranit Chaisuwankeeree (personal communication Septem The The WorkpointOfficial Youtube channel is organized by category, which are which which are created by the producers and retweeted from audiences, who are watching the program. Each post would include texts that provide information and thathashtags clips that have been edited from television programs. There are two types of been broadcasted on television. c would be there For instance, collages. and clip highlights This such as presentation content would be Clips edited Month, Six the Golden Stage, of the Humor. Best from Behind of clips Scenes for innovative Figure Figure Channel. Youtube Source: ends, ends, the clip of the program in the form of full content and edit to watch. for audiences uploaded aired program news the only live to choice a is platform Youtube on live that explained broadcast live the After primetime. during content entertainment the and day the during ghost, cultur audience for Challenge Ghost and Lan Ching Roi Ching for list play a is there instance, the in viewing content. convenience
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
34 1 site. Patchara
The The target audience
.
years. years. However, online media users are aged
. 35
rtainment (2019bp) rtainment
In In particular the Twitter users are teenagers. Thus, the Workpoint ams that are broadcasted on primetime. For instance, during the breaks breaks the during instance, For primetime. on broadcasted are that ams (Pattranit (Pattranit Chaisuwankeeree, personal communication, September 27,
35.
– Twitter WorkpointTwitter 23 Press
it is posted on Twitter right away. In the case of The Mask Singer, the 18 33 . Workpoint Ente
ed on Twitter.ed 5 There There are less users on Twitter than on Facebook or Youtube. We would post
WorkpointTV Twitter account is the platform that has youth users, which is “ f WorkpointTV are those aged over social social media team would choose the appropriate program content for this group to be present different different from the core Opassereepadung (personal communication September 27, 2019) audience of WorkpointTV as o explained by between Figure Figure Source:
television namethe revealing Twitteron post away right would we is removed, mast the moment of the singer.” 2019) is on main progr main on is realand speed emphasize Twitter users on because is This is posted. content edited the time. Therefore, we would focus on content in real time. Once the content is aired on linke to other platforms to other linke that present the information as such Workpoint News web Workpoint in the to remain ecology. audiences media This would enable teaser content on Twitter to promote programs and real time highlights. The emphasis
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
; 135 Analysis Analysis pper, pper, I Can
2019.
posts).
posts. This includes content content includes This posts.
10 40 Workpoint Entertainment (2019ar)
;
posts and retweets. This can be categorized as
16 posts) from programs such as The Ra
of of study revealed revealed study of of
38 od posts) and The Rapper program ( Rapper program The posts) and
6 Posts from Program I Can See Your Voice on Workpoint TV Twitter and
t all of the content is appropriate for teenagers, who are Twitter users.
Workpoint Entertainment (2019j) 34 account, during the peri the during account, .
5 23 During During the election there were Analysis Analysis of content that is posted and retweeted on Twitter on the Workpoint
Figure Figure Facebook. Source: (2019ab) Workpoint Entertainment content ( news election The The content is Happy News about Golf Influencer, Parenting & Kids Category Fucking from Thailand Zocial Awards Hero’s daughter winning Best shows tha Press that are aired during primetime ( See Your Voice, The Mask Singer, and Hoh Family. There are two posts from news.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
136
l media team posted content from I Can See Your Your See Can I from content posted team media l PM on Twitter. Twitter account during the period of study are taken taken are study of period the during account Twitter
23 8:15 ming ming similar to Workpoint Entertainment Facebook page. This includes data and statistics about the election from Workpoint Workpoint from election the about statistics and data includes This 23. , the Workpoint socia Workpoint the ,
Twitter Posts on Workpoint Press 23 from Content on Workpoint Press 23. Press Workpoint on Content from 23 Press Workpoint on Posts Twitter
2019 , 35 . Workpoint Entertainment (2019ac) Workpoint Entertainment
24 5 minutes long. The emphasis is on entertainment programs on primetime. On
During During the election, the social media team posted content on Twitter on the Posts on Workpoint Press Press Workpoint on Posts 4
–
Workpoint Press Press Workpoint website. News Figure Figure Source: March March broadcasted at that was Voice from television program short clipsedited are that be in the form many of posts would on Twitter the However, 1
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 27 137 7,182 September September
followers followers and posted
nt content more than news. This news. than more content nt 836,000
, the account had 2019 ainment (2019aa) ainment ,
25 stagram Patchara Patchara Opassereepadung, personal communication, ( In
Workpoint Account. Instagram
36 . Workpoint Entert
5
5.3.4 . During During the period of study, the researcher analyzed the Workpoint Instagram entertainme present to Instagram used Workpoint Instagram Instagram is another platform used by the social media team to post program and and lifestyle 2019) account. account. On Februayr video clips. and images is based on the interest of Instagram users, who are more into teenage entertainment Figure Figure Source: highlights, programs, to promote advertising. post program and teasers
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
138 posts) and during election during and posts)
12
.
ount is used to communicate with the target
LINE Official Account LINE Official Account Workpoint Official TV Account LINE
posts that can be categorized as regular period ( period regular as categorized be can that posts
37 . 22 5 5.3.5 WorkpointTV LINE Official Account presents images and content from WorkpointTV LINE Official acc posts)
10 total of total ( Figure Figure WorkpointTV and Workpoint News website. During the period of study, there are a content and station marketing texts activities. and program about the audience. Images
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
9 139
, there there , 2019 , 24
post).
1 news posts and entertainment
3
posts about news and the election and station
8 post), and activities public relationspost), public ( activities and
1 Content on the LINE Official Account WorkpointTV during Regular
nt during the regular period there are 38 . Workpoint Entertainment (2019bq) Workpoint Entertainment 5 news news contents with links to the source. The news is about people of Lampang
Text content posted on the WorkpointTV LINE Official account would include Conte 4
on earthquake alert late in the night. The LINE Official account includes a link to the website. on Workpoint story News news The content.original the access can soaudiences website News Workpoint the to links February Friday interest. On their of content the on up follow can users were Figure Figure Website. on Workpoint News Broadcasts Source: posts. During the election there are ( relations public
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
140 h is from
The The content is linked to the application that is reported in fficial account during the election. The content is about the 2019. 2019. Content on the WorkpointTV LINE Official Account during the Election
39 . Workpoint Entertainment (2019br) Workpoint Entertainment 5 The The picture/image and text contents are examples of the presentation on the Presentation of content in LINE promotes programs and news, whic
Workpoint News website accessed through the link provided. The users can follow up WorkpointTV LINE O results of the Election time website. on Workpoint News real Figure Figure to Workpoint News website Link Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
is is the the 141 ion, ion, d. It is
be done done be viewers with pectives. On the distinctive
Workpoint TV Social Media Strategy Media Workpoint Social TV
5.3.6 The The social media team chooses to use social media based on The The researcher analyzed social media content on all platforms owned by
other channels. It is one in ecology. main channels channels. the Workpoint media of the other It programming schedules and the organization. Instagram is the tool to present pictues to to pictues present to tool the is Instagram organization. the and schedules programming on content the to similar is objective The productions. sponsors’ advertise and promote LINE Official platform that also presents picture and text to promote programs, station, and activities to the audiences. It is also a platform that connects audiences to a tool to present pictures and video clips about television programs that have to have that programs television about clips video and pictures present to tool a in a timely manner during the broadcast. It can also provide information from other organizations through retweets on Twitter immediately. Thus, it is provides a short channel that content that are interesting. In addition, it is a tool to promote on television. Twitter and Instagram are two platforms that have less users. This because the main users of these platforms are teenagers. Workpoint has not yet been successful in producing content for this group. The social media team uses Twittter as useful in expanding the reach to the audience and gaining income for the income the to the for organization. and in expanding reach audience gaining useful The content would be categorized Workpoint Entertainment Facebook as page and Workpoint News entertainment Faceboo page, all of and news res the content would be posted. The audiences are the same as those watching programs and and the station. In addition, it becomes a new source of income by attracting direct sponsors. is It page. Facebook official the to given importance with platfor, each of characteristic found found that the social media team presents entertainment as the main content based on during affairs current and news of presentation The organization. the of positioning the the election is based on the interest of the audiences in order to reach contentrelevant on all platforms. becomes It a channel of choice to promote programs WorkpointTV during regular broadcast and election, which is a special perio on the detail on the website. In terms of the public relations Workpoint of TV, the content programs would be aired posted on the on day of the broadcast. In addit public Workpoint would be relations about activities. content there
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
142
on team to create more content targeted towards teenages. In addition, these
Therefore, Therefore, social media team should recommend the WorkpointTV station’s
producti contents should be created for presentation on Workpoint social media to expand the in the future. potential main target a base to teenagers as audience
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
143
would be used to explain the success of
on the official Facebook page. The indicators CHAPTER 6 CHAPTER ews, use and shares. ews, of emoticons, comment, CE ENGAGEMENT ON THE OFFICIAL OFFICIAL THE ON ENGAGEMENT CE provides opportunity for additional income for the station. for for income additional opportunity provides
ce for facilitating communications between the station and its viewers and y y creating a social media unit to disseminate program content to the general The The digital television station social media team has to plan and disseminate Facebook page is one of the channels of online communications used by digital by used communications online of channels the of one is page Facebook FACEBOOK PAGE (THAIRATHTV AND WORKPOINT TV) WORKPOINT AND (THAIRATHTV PAGE FACEBOOK FINDINGS: AUDIEN FINDINGS: content content formats for presentation on the official Facebook page audiences. to the targeted communications for more effective selected to use in statistical analysis of the movement on the Facebook page include the include page Facebook the on movement the of analysis statistical in use to selected numbers of emoticons, comments, shares, and views examination of post access and to type of posts each post. Furthermore, particular content. The results would be used to set the strategy for creating posts and creates engagement through vi through engagement creates (Workpoint Facebook to Television from Communication TV: “Social titled, study The TV and Thairath TV)”, is designed to examine all of the activities designed to attract audiences in order to create engagement addition, itaddition, also content on Facebook and other social media to generate audience interest. This also the station and its programs. Digital television stations should give importance to social social to importance give should stations television Digital programs. its and station the media b public. This would make the program better known to a wider audience base. This would create continuous engagement and relations with the television programs. In television stations. post They and content share about and their stations.programs is It also the spa among viewers themselves. It provides news and closeness to foster engagement with
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
144 351.73
4 )
SD (
893.95 , 351.73 389.03 1 155,632.8 with standard deviation
389.03. with standard deviation with of standard deviation Standard Deviation of
view, emoticon, comment,
with standard deviation of
official official Facebook page in order to
1,125.95 104,738.59
3 Mean 133.03 125.95
, 133.0 128.73 1 104,738.59 t and special period, during the election.t and special during period, time frames as explained in the methodology in - with standard deviation of with standard
128.73 ment e Engag
The The use of emoticon has a mean of during Broadcast Regular Audience Audience Engagement on the ThairathTV Official Facebook Page
Facebook Page during Regular during Page Broadcast. Facebook
Making comments has a mean of Engagement Statistics on Online Social Media, ThairathTV Official ThairathTV StatisticsEngagement Media, Social on Online , which are regular are broadcas , which
3 Type of 1 sts. The section. in engagement be discussed would the following . The The study of audience engagement on the digital television station’s official The researcher collected data from the posts on the official Facebook page
6 6.1.1 Audience Audience Engagement on ThairathTV Official Facebook Page Reading Reading and viewing content has a mean of During During regular broadcasts, ThairathTV official Facebook page creates ThairathTV ThairathTV Official Facebook Page had a total of 256 posts during regular
155,632.84. View Emoticon Comment Share
of 1,893.95. of has mean sharing a and engagement, which are ranked from most to least namely share. and
Table Table broadca the post is made by the social media team on the the of posts. engagement witheach audience allow Chapter Chapter through the observation count monitor. The content would be analyzed two days after 6.1 Facebook page, is divided into two
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
145
View View
View View of gif 127,100.33.
) 7,505.55. SD
0.00 ( 31.19 7,505.55 3,195.94 3,195.94. 127,100.33 168,943.18 There There is no view of text
Standard Deviation of with standard deviation of
31.19.
with standard deviation of deviation standard with
141,953.82 with standard deviation of deviation standard with
rough Social on Online Presentation rough 0.00 Mean 753.66 334.75 the engagement in terms of read and was read of view in terms the engagement 4,333.33
74,861.54 141,953.82
with standard deviation of 74,861.54 in comparison with posts from the social media
4,333.33 The ThairathTV official Facebook page during regular 753.66 er examined audience engagement on the ThairathTV
with standard deviation of 4.
Audience Audience of engagement through reading and viewing content
mean of 334.75 Presentation Format Presentation ) The The researcher analyzed the audience engagement statistics on Users Users of the ThairathTV official Facebook page during regular View of clip has mean of The The research 1 6.1.1.1 View of live has mean of mean has live of View Media, ThairathTV Official Facebook Page during Broadcast. Page Regular Official ThairathTV Media, Facebook Reading and and StatisticsReading Viewing th
2
.
6 Presentation Format Presentation
Gif Text Clip Live Share Picture
live the most. Thus, it is also found that also is the most.live Thus, it well. as content live most in and the clip observed ThairathTV official Facebook page team presented in Chapter broadcast used content from television programs, which were in the form of clip and View of shared content has mean of mean has content shared of View of picture/image has format has mean of content. which are clip, live, share, picture, gif, text.and picture, share, live, gif, clip, are which 168,943.18. broadcast has engagement through reading and viewing of content from most to least, Table Table content. broadcast regular page during Facebook official on the ThairathTV official Facebook page during the regular broadcast through reading and viewing
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, an
24 146 2019) , 27 ebruary ebruary
views.
views. views. This is followed by
900,000
and and engagement statistics through
950,000 PM with
1:45 ThairathTV (2019bi)
he most. The choice to present content on the ThairathTV ThairathTV the on content present to choice The most. he ;
itable itable for social media for ease of viewing. It should also suit e Most View. e and Read Vorapa Vorapa Harusadangkul (personal communication August Presentation Presentation of content in the form of clips on the ThairathTV official AM, which was edited from the entertainment news about the wedding of wedding the about news entertainment the from edited was which AM, Presentation Format on ThairathTV Official Facebook Page during Regular Regular during Page Official Facebook Presentation on ThairathTV Format
1 . ThairathTV (2019ao)
11:35
6 at at
of content to make it su the limited time that viewers have. Thus, for audiences. experience it would lead to the best engagement explained there is a relationship between the post t content clip on view and read media social the by made is format image moving or video the in page Facebook official team, who need to edit the size, form, and graphics. This includes reduction or editing crime crime news from the same program on the same day. The clip about the man, who r on posted store, furniture into the his car Facebook page during regular broadcast is analyzed in terms of the most read and view. and read most the of terms in analyzed is broadcast regular during page Facebook The most popular content is the clip from Weekend Morning News on F 2019 Pop Pongkul, who is highly popular. There were Figure Figure that has th Broadcast Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
147
83,542.05
)
0 with standard
SD 0.0 ( 5,692.26
70,362.20 44,980.04 12,020.82 . 171,815.00 139,142.12 sts made by the social Standard Deviation 133,683.79 am content exhibiting high exhibiting content am Read Read and view of series has 12,020.82 he sixth rank for posts but is
Read and view of station public public of station view and Read
Read and view of sports content has has content sports of view and Read Read and view of game show has mean mean has show game of view and Read Mean 70,362.20. 5,780.00 4,250.00 0. 83,542.05 68,625.00 41,000.00 39,197.27 5,692.26. 133,683.79 Read Read and view of documentaries content has 44,980.04. It is found that the results are congruent. The news news The congruent. are results the is found that It 4.
deviation of deviation
with standard deviation of with standard rd deviation of
139,142.12. Read Read and view of talk show content has mean of
4,250.00
and view of news content has mean of
with standa with standard deviation of deviation standard with
with standard Program Genre Program
) Analysis Analysis of the audience engagement statistics on the ThairathTV Users Users of the ThairathTV official Facebook page during regular Read 2 with standard deviation of deviation standard with 171,815.00.
Media, ThairathTV Official Facebook Page during Broadcast. Page Regular Official ThairathTV Media, Facebook Program Genre Program
Reading and on Online on Statistics Genre and Social Reading Viewing based Program
68,625.00 5,780.00 41,000.00 3
.
6 39,197.27 Documentaries Drama Show/Contest Game Sports Station Public Relations News Talkshow
five in engagement. Documentaries in engagement. on thefive other hand in fifth is ranked posts but ranks third in engagement. Station public relations is the in t media team presented in Chapter in Chapter presented team media in team media social the by made posts popular most two the are content show talk and progr Other respectively. engagement view and read of terms engagement statistics is game show/contest, which is ranked third in posts but ranks relations has mean of mean has relations official Facebook page, was compared with statistics of the po mean mean of of mean of of mean public relations. relations. public deviation of with standard deviation of broadcast through read and view of various type of contents from most to least, which are news, talk show, documentaries, series, game show/content, sports, and station
Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
148 with with
tent has has tent minutes) minutes)
5
) The The emphasis is 139,117.93 SD hours 0.00 (
7 9718.76 96,076.36 60,335.17 34,031.50 47,258.16 24,607.32 31,143.91 24,845.14 173,886.92 142,413.66 2019. Standard Deviation of
d weekends ( Read and of view Read music content
Read and view of society con society of view and Read Mean hours) an
7,061.54
84,986.16 99,000.00 63,666.67 38,857.14 36,666.67 23,000.00 18,600.00 18,021.25 10,410.00 ost statistics based categorized on program 139,117.93 96,076.36.
15 142,413.66. Read Read and view of political content has mean of
173,886.92. relations, sports. and
Program Content Program
with standard deviation of
Read Read and view of current affairs content has mean of The The users of ThairathTV official Facebook page during regular 3) In addition, In it is p that found
Content TypeContent ThairathTV Official Facebook Page during Regular Official Broadcast. Facebook Page ThairathTV with standard deviation of deviation standard with Reading and on and Statistics Reading Viewing Media, based Content on Online Social
99,000
4
.
6
Sport Family Food Ghost/Beliefs Games Station Public Relations Current Affairs Current Politics Social Music Travel
84,986.16 of mean least. least. This include current affairs, politics, society, music, travel, family, food, ghost, station public game, standard deviation of broadcast engage through read and view with various types of content from most to Table Table per day. per type type and engagement on the ThairathTV official Facebook page is in line with programming schedule the in the months of February and March, on news and talk show weekdays during ( seventh rank in engagement. The scoop content is in the seventh rank in posts but is the is but posts in rank seventh the in is content scoop The engagement. in rank seventh last in terms of engagement. Series is ranked eighth in posts but is ranked fourth in engagement.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
149
AM. ew of ew Read Read and Read Read and 11:35 31,143.91.
at at
with standard
Read and view Read and vi and Read 0. 2019
rated content in the , 47,258.16. - 24,607.32.
24 7061.54 with standard deviation Read Read and view of travel
34,031.50.
10,410.00 60,335.17. 60,335.17.
with standard deviation of
with standard deviation of
with standard deviation of with standard deviation of
18,021.25 23,000
with standard deviation of deviation standard with
posts about crimeposts about news stories. 18,600
4 36,666.67
ety read and viewed most is about the wedding of Pop Pongkul Pongkul Pop of wedding the about is most viewed and read ety with standard deviation of
. 38,857.14 Analysis of content of ThairathTV based on the read and view statistics view and based the read on of content of ThairathTV Analysis Read Read and view of sports content has mean of 63,666.67 9718.76 of
24,845.14. interest of people in soci in people of interest from the Weekend News. The clip was presented on February interest of content are Other of deviation revealed the top three content during regular broadcast. The top of ghost content has mean of view of game content has mean of Read and view of station public relations has mean has has mean of of mean has content family content has mean of view of food content has mean of
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
150 2019 , 18 PM. There ThairathTV ThairathTV
; 1:45 AM. There were at at
read and views. The The views.and read
5 11:31 2019 , at at 24
2019
ThairathTV ThairathTV (2019h) ,
; 28 times. The third clip is the news about the
840,000 that raped a young girl and threatened her. This was
ThairathTV ThairathTV (2019z)
; second second popular clip is the news about the monk stabbing
four crime contents that rank in the top in the rank that contents crime four
There are There views. views. The
Presentation of Content on ThairathTV Official Facebook Page during
2 .
views. The next news is about a motorcycle driver, who did not make next a motorcycle is it The about news home views. driver, ThairathTV ThairathTV (2019bi) AM. The clip was viewed
6
900,000 10:49
690,000 people people to death in the Phra That Phanom Temple. It was posted on February at driver of the MP canvasing truck shared from Thairath News Show on February news with the most number of read and views is the apology of the man who ran his intocar a store.furniture This clip was posted on February were Figure Figure View. and Most that has the Read Broadcast Regular Source: (2019aa)
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
151
Vorapa Vorapa
types types of
5 6 ) 6 4 ortance ortance to the SD ( 85.60 60.1 19.0 208.57 119.4 1,629.02 e e ThairathTV official
Standard of Deviation of Standard
explained that the Thairath the that explained
4
6 3 9.5 55.85 33.5 27.42 22.32 Mean 975.8 s shared from Weekend News on February February on News Weekend from shared s views.
610,000
The The findings revealed that social affairs news about politics 4.
Audience Audience Engagement through the Use of Emoticons on the media media users on the ThairathTV official Facebook page during
PM. There were were PM. There Social Social 6.1.1.2 The researcher examined audience engagement on the ThairathTV The The audience engagement statistics to the content on the ThairathTV From statistics on the posts and engagement of th cial cial occurrences are popular. The top three ranks selected from social Emotiocon Facebook Page. Facebook 12:20 Statistics of using Emoticons on Online Social Media, ThairathTV Official Emoticons Official on Online ThairathTV Statistics Media, Social using of
at at
5
.
6
2019 , Sad Wow Like Angry HaHa Love are are presented from used most to least, which are Like, Angry, HaHa, Love, Sad, and Wow. of broadcasts, the use posts. through The emoticons engage emoticons on page regular Table Table official Facebook page during regular broadcasts through Wow. and Sad, HaHa, Love, Angry, are which emoticons, Like, the use of social social media is platform to create image for the brand. to of interest the public. reports of news that are and affairs current presentation It gives imp during Regular Official Broadcast. Facebook Page ThairathTV most popular post but had the least engagements. engagements. least postmost but had the popular Facebook page, the contents are congruent to the Thairath content strategy. 2019) 27, August communication (personal Harusadangkul as as presented in Chapter and strange so media posts with the most read and view engagements. Sports content was the third because he got in an accident. This news wa news This accident. an in got he because 24 was page comparised to theofficial Facebook content the posted by social teammedia
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
es es . r 152
55.85
ession ession 19.04 Standard
1.00 2.00 0.25 0.50 48.63 18.67 70.82 Emotional Emotional 131.61 362.96 178.31 Angry
0 0 Sad 0.75 0.96 1,390.93 208.57 Love Mean Equals Equals Mean Love 31.39 84.70 23.24 56.17 13.31 50.90
Standard Standard Deviation
Emotional Expr
3.56 117.05 3 1.00 1.41 35.85 39.53 87.44 10.23 21.22 21.00 18.17 Standard Standard Deviation Equals 117.05 HaHa
60.16
131.61 9.66 4.90 7.96 2.25 2.50 0.75 1.50 Standard Deviation Equals Deviation Standard 16.52 10.95 21.52
Wow
9.53 Emotional Expression (emoticon) in the
of importance from highest to lowest, which which lowest, to highest from importance of 2.00 2.31 3.50 4.04
35.58 21.58 49.28 Love 155.46 116.20 101.91 Standard Standard Deviation Equals emoticon) emoticon) Like Mean Equals
(
n (emoticon) in the form of Like Mean Equals 1,629.02 Emotional Expression (emoticon) in the form of
Standard Deviation Equals Equals Deviation Standard
55.85 Like 75.25 22.26 563.36 590.03 181.00 143.36 2,511.42 1,010.65 1,531.00 1,390.93 Angry Angry Mean Equals 208.57
35.85 Standard Standard Deviation Equals
the Social Media Channel ThairathTV Official Facebook Page Page ThairathTV Channel Facebook Official Media the Social All 28.38 22.32 659.92 720.29 188.00 145.02 100.75 2,931.55 1,157.08 1,771.79 1,633.22 2,511.42 Presentation Format Presentation )
Emotional expression (emoticon) used in the presentation of pictu Emotional expression ThairathTV ThairathTV Official Facebook Page users during regular broadcasts, 1 Emotional Expressio
Emotional Expression (emoticon) in the form of Love Mean Equals Mean Love of form the in (emoticon) Expression Emotional
Content on Regular Period. during SD Mean SD Mean SD Mean SD Mean SD Mean Statistics of Emotional Expression (emoticon) through the Presentation of through Statistics Emotional Expression of (emoticon)
6 Standard Standard Deviation Equals .
HaHa Mean Equals Mean HaHa 85.60
6
Format Presentation Live Text Gif Picture Clip
362.96 Sad, Wow. and HaHa, Love, Angry, Like, are most which tofrom least, Deviation Equals level present to emoticons through interact text, live, clip, picture/image, and Gif. are Table Table (emoticon) in the form of Wow Mean Equals of Equals form in the Wow Mean (emoticon) Equals Equals Standard Deviation Equals Sad Mean Equals 975.84 form of Angry Mean Equals Expression (emoticon) in the form of HaHa Mean Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
153 2.50 1.00 Love Love 10.95 13.31
HaHa HaHa
101.91 Standard Standard Standard Standard Standard Standard Standard Standard Standard
0.50 18.17 0.75
uals uals 75.25 181.00 563.36 Sad Sad Mean Equals 1,010.65
Standard Deviation
16.52
87.44 Sad Sad Mean Equals Sad Sad Mean Equals
Wow Mean Equals
31.39
Standard Deviation Equals Equals Deviation Standard Standard Standard Deviation Equals
s Standard Standard Deviation Equals 7.96
0.96
2.31 70.82 1.00 Standard Standard Deviation Equals 10.23 116.20
ke ke Mean Equals Standard Standard Deviation Equals 48.63 Angry Angry Mean Equals
2.25 Standard Standard Deviation Eq Standard Deviation Equals Equals Deviation Standard
4.04 49.28
. 0 0.25 Sad Sad Mean Equal 21.00
moticon) moticon) Like Mean Equals
emoticon) emoticon) Li emoticon) emoticon) Like Mean Equals emoticon) emoticon) Like Mean Equals Standard Deviation Equals Equals Deviation Standard ( e ( (
( aHa Mean Equals Mean aHa Standard Standard Deviation Equals 155.46
56.17 H 9.66 Wow Mean Equals
Standard Deviation Equals Deviation Equals Standard
Standard Deviation Deviation Equals Standard
Angry Angry Mean Equals pression pression 39.53 1.41
Standard Standard Deviation Equals 21.52 50.90 Standard Standard Deviation Equals
Angry Angry Mean Equals 4.90 Standard Standard Deviation Equals
Love Love Mean Equals
0.75
Sad Mean Equals Mean Sad
Wow Mean Equals 58
2.00 18.67 21. 1,531.00 Standard Standard Deviation Equals 143.36
590.03 1.50 22.26 Standard Deviation Equals Equals Standard Deviation Emotional expression (emoticon) used in the presentation of Gif from Emotional expression Emotional expression (emoticon) used in the presentation of text from Emotional ex Emotional expression (emoticon) used in the presentation of Live Emotional expression Emotional expression used (emoticon) in the presentation of clips from Emotional expression
3.50 0 Wow Mean Equals Wow Mean Equals
HaHa HaHa Mean Equals
84.70
Standard Standard Deviation Equals Wow Mean EqualsWow Mean Standard Deviation Equals Deviation Equals Standard
HaHa Mean Equals Mean Equals HaHa
Mean Equals Equals Mean Equals Deviation Mean Equals Deviation Equals Standard Standard Deviation Equals 2.00 Sad, Angry, HaHa. Wow,Love, and Like, are which most to least, Deviation Equals Love Mean Equals Standard Deviation Equals Deviation Standard 21.22 Sad, Angry, HaHa. Wow, and Love, Like, are which most to least, broadcasts from most to least, which are Like, Love, Angry, Sad, HaHa, HaHa, Sad, and Angry, from Wow. are which Love, mostLike, to least, broadcasts Deviation Equals Angry Mean Equals 23.24 Love Mean Equals Equals Deviation Standard Deviation Equals 178.31 35.58 Equals Wow. Sad, Angry,and HaHa, Love, Like, are which most to least,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
154 00 00 00 00 . . . . 0.20 0.42 0 0 0.27 0.47 6.21 0 0
97.75 86.12 13.38 37.43 23.77
Angry 178.97 260.94 . Standard Standard Standard Standard
.50
1 00 00 00 00 Angry Angry Mean . . . .
Sad 0.10 0.32 0 0 1.75 1.50 1.75 4.17 0.50 0.98 0 0 30.21 65.41 86.36 41.25 127.46
1,095.64 2,657.25
HaHa HaHa Mean Equals
315.01 00 00 00 during during regular period . . . ions. 0 0 0.13 0.35 3.36 4.72 2.13 3.72 3.00 0 28.00 71.46 54.66 95.96 HaHa 245.75 315.01 65.41
Standard Standard Deviation Equals Standard Standard Deviation Equals
00 . 0.70 0.95 0.50 0.76 2.73 1.62 8.25 6.80 5.16 9.33 1.00 0 Wow 41.25 25.70 11.97 22.29 ThairathTV Official ThairathTVFacebook Official scoop, news, game show/contest, game news, scoop,
–
86.12
331.67 Wow Mean Equals
00 . 1.40 1.96 0.75 0.71 4.50 4.00 3.00 0 Love Standard Deviation Equals Deviation Standard 19.28 45.91 63.47 41.83 331.67 550.32 112.38 110.76
178.97
1.75
00 . 0 Like emoticon) emoticon) Like Mean Equals emoticon) emoticon) Like Mean Equals 90.50 37.79 ( 106.90 106.85 ( 415.13 302.13 881.86 254.00 Standard Standard Deviation Equals Mean Equals 2,657.25 3,327.89 1,095.64 1,719.61 1,068.09 1,363.59 1,537.68
Standard Standard Deviation Equals
.00 .00 245.75 Love Love Mean Equals Angry All 0 0 91.88 38.41
445.25 347.37 261.00 261.00 109.30 109.03 1,520.30 3,292.50 3,684.12 1,273.96 2,028.65 1,208.36 30.21 Sad Mean Equals Mean Sad
1,719.61 3,327.89 SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean 25.70 Program Genre Program ) Emotional expression (emoticon) used in the presentation of current Emotional expression Emotional expression (emoticon) used in the presentation of scoop from from scoop of presentation the in used (emoticon) expression Emotional Emotional expression Users Users of the ThairathTV official Facebook page 2 Standard Standard Deviation Equals
Program Content on Online Social Media, Media, Content Online Social on Program during Regular Broadcast. Page
Statistics of Emotional Expression (emoticon) through the Presentation of through Statistics Emotional Expression of (emoticon)
7 HaHa HaHa Mean Equals 97.75 Sad Sad Mean Equals .
6
Program Program Genre Relations Drama Sports PublicStation News Gameshow/ Contest Documentaries Talk show Scoop
Deviation Deviation Equals 260.94 Deviation Equals Equals Deviation Wow. and Love, Angry, HaHa, Sad, are most which tofrom least, Like, affairs Deviation Equals 550.32 Equals documentaries, talk show, sports, and station series, relat public documentaries, Angry, Sad. Wow, HaHa, and Love, Like, are which most to least, engage with the posts by reading and viewing the content categorized based least to on most from the discussed are They type. program Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
0 155 6.21 4.50 3.36 95.96 37.43 127.46
Standard Standard Standard Standard Standard Standard
HaHa HaHa Mean .
0
881.86 254.00 415.13 22.29 1,068.09 Standard Deviation Standard Deviation
Angry Angry Mean Equals .
1.00 HaHa HaHa Mean Equals Angry Angry Mean Equals Love Love Mean Equals
0 19.28
. . Standard Standard Deviation Equals Standard Deviation Equals n Equals n Equals Standard Standard Deviation Equals
0.47 6.80 4.17 0.98 63.47 2.73 5.16 2.13 110.76 Standard Deviation Equals Deviation Standard Standard Standard Deviation Equals
Standard Standard Deviation Equals
54.66 13.38 86.36 Standard Standard Deviation Equals
Wow Mean Equals iation Equals
Standard Standard Deviatio Love Love Mean Equals
0
3.00 emoticon) emoticon) Like Mean Equals emoticon) Like Mean Equals emoticon) emoticon) Like Mean Equals (emoticon) (emoticon) used in the presentation of sports emoticon) emoticon) Like Mean Equals ( ( ( ( d Deviation Equalsd Deviation uals uals 11.97 71.46 Wow Mean Equals Wow Mean Equals
HaHa HaHa Mean Equals
Standard Standard Deviation Equals
Standard Deviation Equals Deviation Equals Standard
0
. 4.72 Standard Dev Standard Standar 4.00 23.77
Sad Sad Mean Equals 0 HaHa Mean Equals Equals Mean HaHa Standard Standard Deviation Equals
Standard Standard Deviation Equals
Standard Standard Deviation Equals
0.27 Angry Angry Mean Equals
0.50 1.75 7.68 8.25 45.91 Love Love Mean Eq 41.83
302.13 0 1,363.59 1,53 Emotional expression Emotional expression Emotional expression Emotional in the expression (emoticon) used presenation series of from Emotional expression (emoticon) used in the Emotional expression presentation of Emotional expression (emoticon) used in the presentation of talk show Emotional expression (emoticon) used in the presentation of game show game of presentation the in used (emoticon) expression Emotional Emotional expression Wow Mean Equals Wow Mean Equals
Standard Deviation Equals
Equals Equals Sad Sad Mean Equals
0
3.00 112.38 Standard Standard Deviation Equals
Sad Mean Equals Equals Mean Sad Sad Mean Equals Equals Mean Sad Angry Mean Equals Mean Angry
Sad, HaHa. and Wow, are most which Angry, Love, from to least, Like, events Deviation Deviation Equals Equals Equals Equals Deviation Standard 9.33 Wow, HaHa, Angry. Love, and Sad, Like, are which most to least, Deviation Equals Equals Deviation Love Mean Equals Standard Deviation Equals 3.72 Sad. Wow, and Angry, HaHa, Like, Love, are most which tofrom least, Deviation Wow Mean Equals Standard Deviation Equals Standard Standard Deviation Equals 1.62 Sad. and HaHa, Love, Wow, Angry, Like, are which least, to most from documentaries Deviation Equals Love Mean Equals 28.00 Equals Angry. Wow, Sad, HaHa, and Love, Like, are most which tofrom least,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
156 Wow Wow Wow Wow HaHa HaHa
0.00 0.00 0.15 0.38 0.33 0.58 0.14 0.38 0.00 0.00 0.25 0.46 0.50 0.85
90.29 27.75 52.22 Angry 266.31
Standard Standard Standard Standard Standard Standard
1.96 0.71 0.32 Angry Angry Mean Sad
0.00 0.00 0.08 0.28 4.00 5.48 0.14 0.38 0.00 0.00 4.00 9.46 1.60 4.38 0.13 0.20 67.00 90.54 31.55 66.63 0 90.50 quals
106.90
3.50 2.12 0.00 0.00 1.00 0.00 1.00 1.41 1.00 0.00 4.00 5.53 1.60 2.63 30.12 73.05 38.75 69.68 HaHa
1.00 0.00 0.77 0.93 2.33 1.15 4.29 4.61 0.00 1.38 1.69 1.20 2.10 Wow 12.78 22.94 22.25 15.82 10.00 in the presentation of station
HaHa HaHa Mean Equals Angry Angry Mean Equals
0.00 0.00 1.23 1.79 5.00 4.69 4.14 3.98 8.00 0.00 8.88 9.55 1.50 1.35 Love 41.00 49.24 26.87 138.64 Standard Deviation E Deviation Standard Standard Deviation Equals Deviation Standard
Standard Standard Deviation Equals 0.95 0.76
. 1.40 Standard Deviation Equals
0.75
0 0.10 0.00 Like 0 540.67 822.99 146.44 745.13 44.55 94.91 , , , , 116.50 101.15 919.00 531.67 316.00 254.33 245.00 242.38 183.38 160.00 100.87 1 1 1 1
emoticon) emoticon) Like Mean Equals emoticon) emoticon) Like Mean Equals
( ( .
0
All 0.00 658.33 960.13 340.88 059.02 016.75 46.67 96.95 , , , , , 263.17 265.00 260.88 195.26 166.40 106.77 121.00 103.38 619.73 325.71 1 1 1 2 1
Love Mean Equals Equals Mean Love
Love Mean Equals Mean Love
Sad Mean Equals Sad Sad Mean Equals
SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean
Standard Deviation Equals Standard Standard Deviation Equals
0.42 0.35 37.79 Program Content Program 106.85 ) Standard Deviation Equals Equals Standard Deviation 3 Emotional expression (emoticon) used Emotional expression Emotional expression
0.70 0.50 0
Program Content on Online Social Media, ThairathTV Official ThairathTV Content Media, Facebook Official on Online Social Program during Regular Broadcast. Page Statistics of Emotional Expression (emoticon) through the Presentation of through Statistics Emotional Expression of (emoticon)
Standard Deviation Equals Deviation Equals Standard
8
.
0
6 Program ContentProgram
an an Equals Games Station Public Relations Ghost/Beliefs Politics Social Family Food Music Current Affairs
Table Table Equals Equals Equals Deviation Me Deviation Equals Mean Equals Equals Mean Sad, Angry. mostand Wow, from HaHa, Love, relations topublic least, Like, Equals Deviation Mean Equals Deviation Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
157
andard andard
Standard Standard
.
.
.
. music, current affairs, society, family,
– emoticon) emoticon) Like Mean Equals 919.00 emoticon) Like Mean Equals 316.00 St emoticon) emoticon) Like Mean Equals 1,146.44 Standard emoticon) emoticon) Like Mean Equals 1,540.67 Standard ( ( ( ( n Equals 12.78 Standard Deviation Equals 22.94 Equals 12.78 Standard n Equals Deviation s 0.33 Standard Deviation Equals 0.58 Deviations 0.33 Standard Equals Emotional expression (emoticon) used in the presentation of family Emotional expression Emotional expression (emoticon) used in the presentation of society Emotional expression Emotional expression (emoticon) used in the presentation of current Emotional expression Emotional expression (emoticon) used in the presentation of music from music of presentation the in used (emoticon) expression Emotional Emotional expression Users Users of the ThairathTV official Facebook page during regular period tation public relations, ghost, and politics. and tation public relations, ghost, ean Equals 4.00 Equals Equals 5.48 Deviation Standard ean ls 0.14 Standard Deviation Equals 0.38 Equals ls 0.14 Standard Deviation
Deviation Deviation Equals 1.41 Sad Mean Equals 0.14 Standard Deviation Equals 0.38 Angry Equa Mean content from most to least, which are Like, Wow, Love, Angry. and Sad, HaHa, most Wow, from to least,Like, Love, content which are Love 4.61 Equals Deviation Standard 4.29 Equals Mean Wow 254.33 Equals Deviation Mean Equals 4.14 Standard Deviation Equals 3.98 HaHa Mean Equals 1.00 Standard Angry Angry Mean Equals 27.75 Standard Deviation Equals 52.22 Wow Mean Equals 22.25 Standard Deviation Equals 15.82 Love Mean Equals 5.00 Standard Deviation Equals M 4.69 Sad content from most to least, which are Like, HaHa, Angry, Wow, Love, and and most HaHa, Wow, Sad. from to least,Like, Angry, content which are Love, Deviation Equals 531.67 HaHa Mean Equals 38.75 Standard Deviation Equals 69.68 266.31 Sad Mean Equals 31.55 Standard Deviation Equals 66.63 HaHa Mean Equals 30.12 Standard Deviation Equals 73.05 Love Mean Equals 26.87 Standard Deviation 138.64 WowEquals Mea Wow. and Love, Angry, HaHa, Sad, are most which tofrom Like, least, affairs Deviation Equals 1,745.13 Angry Mean Equals 90.29 Standard Deviation Equals Deviation Deviation Equals 1,822.99 Sad Mean Equals 67.00 Standard Deviation Equals 90.54 Love Mean Equals 41.00 Standard Deviation Equals 49.24 Wow Mean Equals 2.33 Standard Deviation Equals 1.15 HaHa Mean Equals 1.00 Standard Deviation Equals Equal Mean 0.00 Angry Angry. Sad, Wow,and HaHa, Love, Like, are which most to least, content on based categorized content the viewing and reading by posts the with engage type. They are discussed from most to least s games, food,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
158
. ndard Deviation Equals Deviation ndard 1.79 Wow
. . 00 Standard Deviation Equals 00 Deviation Standard 0.00 Wow ls 1.60 Standard Deviation Equals 4.38 Like emoticon) emoticon) HaHa Mean Equals 1.60 Standard emoticon) emoticon) Like Mean Equals 101.15 Standard emoticon) emoticon) Like Mean Equals 116.50 Standard emoticon) emoticon) Like Mean Equals 245.00 Standard emoticon) Like Mean Equals 242.38 Standard ( ( ( ( ( Equals 8.88 Standard Deviation Equals 9.55 HaHa HaHa 9.55 Equals Deviation Standard 8.88 Equals
. al al expression (emoticon) used in the presentation of political Equals 0 Emotion Emotional expression Emotional expression (emoticon) used in the presentation of ghost Emotional expression Emotional expression Emotional expression (emoticon) used in the presentation of station Emotional expression Emotional expression Emotional expression (emoticon) used in the presentation of game Emotional expression (emoticon) used in the presentation of food
ation Equals 0 Wow Mean Equals 10.00 Standard Deviation Equals 0 Love Mean 0 Equals Love Deviation 10.00 Standard Equals 0 Wow Equals ation Mean
Equals 94.91 1.23 Equals Mean Deviation Love Sta Deviation Deviation Equals 2.12 Sad Mean Equals 0.00 Standard Deviation Equals 0.00 Angry 0.00 Equals 0.00 Standard Equals Deviation Mean Sad, HaHa. and most from to least,Wow,Like, content which are Angry, Love, content from most to least, which are Like, Love, Wow, HaHa, Sad, and Angry. and Sad, most from to least,Wow,Like, content which are HaHa, Love, Equals 44.55 0. Equals Mean Deviation Love Mean Equals 1.00 Standard Deviation Equals 0.00 HaHa Mean Equals 3.50 Standard Standard Standard Deviation Equals 1.35 Wow Mean Equals 1.20 Standard Deviation Equals Equals 0.85 Deviation 0.50 Equals Standard Mean 2.10 Angry public relations from most to least, which are HaHa, Sad, Like, Love, Wow, and Angry. and Wow, Love, Like, Sad, HaHa, are which least, to most from relations public Deviation Equals 2.63 Sad Mean Equa Mean Equals 160.00 Standard Deviation Equals 100.87 Love Mean Equals 1.50 Mean Mean Equals 4.00 Standard Deviation Equals 5.53 Sad Mean Equals 4.00 Standard Deviation Equals 9.46 Wow Mean Equals 1.38Standard Deviation Equals 1.69 Angry 0.46 Equals 0.25 Standard Equals Deviation Mean Angry. Wow, Sad, and mostHaHa, from to least,Like, content are which Love, Mean Love 183.38 Equals Deviation Equals Equals 8.00 Standard Deviation Equals 0 HaHa Mean Equals 1.00 Standard Deviation 0.00 Equals Mean Angry 0 Equals Deviation Standard 0.00 Equals Mean Sad 0 Equals Deviation Standard Angry. and Sad, HaHa, Wow, most to least, from Like, Love, content which are Devi
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
e
are are
159
019ak)
ThairathTV (2 ThairathTV
;
. emoticons, which expressed feelings of
3,882 ThairathTV (2019ad)
; PM. It has 2:00 at at
Examination of the posts during regular programming period has two From From the statistics of emoticon use engagement with content type, it is 2019 , Figure Figure 6.3 Presentation of Content on ThairathTV Official Facebook Page 2
3 . ThairathTV (2019ay)
6
posts with the highest number of emoticons. The first is the clip, where Pol. Gen. found found on the clip from Sing to Get Million, Folk Music for Life. The clip was posted on March th includes program the from content the because is This contestants. the for sympathy sympathy. feel making audiences of the background contestants, tragic the from information investigating After music. is content engaged most the that found emoticons of number largest the that found is it page, Facebook official ThairathTV Figure Figure Regular Broadcast Most has the Emoticons. that during Source: Mean Mean Equals 0.77 Standard Deviation Equals 0.93 Angry Mean Equals 0.15 Standard Deviation Equals 0.38 Sad Mean Equals 0.08 Standard Deviation Equals 0.28 HaHa 0.00 Equals 0.00 Standard Equals Deviation Mean
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 22 160 means ath ath website on r
PM, the ThairathTV official It was posted on February February on posted was It 12:53 2019. at at
emoticons.
2019 , 2 8,108
emoticons. The second clip is news about the rape rape the about news is clip second The emoticons.
h is crime news shared from Thai uam uam Thai Party leader, explained about the plot for
10,940
There There were people, who read the news and commented using PM. had clip The comments comments by using emoticons of users on the ThairathTV Official
6:17
at at For For instance, on March The use of emoticons to express feelings on Facebook by showing Like, Like, showing by Facebook on feelings express to emoticons of use The
PM. The clip had had clip The PM. old grandmother, whic Posting -
2019 4 . , ThairathTV (2019n) 8:50
6 2 year - at at
pisut Thamiyavet, Seree R i 94
Facebook Facebook page posted news about the headman of a village headman, who choked on his false teeth and died. the emoticon, HaHa to express that it funny?”. really “Is commented, the humorous content. One of the users even Facebook Page. Facebook Source: Figure Figure to measure engagement. It serves as a means to gauge the feeling of audiences towardsaudiences of feeling the to gauge means a as serves It engagement. measure to the content. In addition, the use of emoticons conversation. is a means to generate a ongoing March March Love, Wow, HaHa, Sad, and Angry by users of the official Facebook page is a Ser Election Rath Thai the from power of continuation 2019 of
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
161
2019) 600.42 133.03 , Standard Standard 27
viation
e
announcers announcers to ) 00 . 122.22 SD 0 ( 52.68 15.61 Text Mean Equals 311.22 600.42 169.59 Standard Deviation
ments made by the
18.50 169.59 Standard D of discussed discussed from most to least Standard Standard Deviation Equals
Clip Mean Equals
comments. There is is comments. of average There an
230.18 00 eviation eviation Equals . Gif Mean Equals 0 28.00 18.50
Mean 122.22 230.18 106.32
Official Facebook Page during Regular Page during Facebook Official
34,055 52.68 351.73. Standard Standard D Format
ThairathTV
Live Live Mean Equals Audience Audience Engagement through Posting Comments on the 106.32
Facebook Page during Regular Broadcast. Facebook Page 311.22 Presentation Presentation
) Vorapa Vorapa Harusadangkul (personal communication August Users Users of the ThairathTV official Facebook page during regular period comment on presentation of In In examining the audience use of ThairathTV official Facebook page 1 6.1.1.3
. Social Media, Media, Social Broadcast. Statistics of Comments Posted through the Presentation Format on the Presentation Statistics Online Comments Posted of through
9
.
15.61
Standard Standard Deviation Equals 6
Presentation Format Presentation clip, live, picture, text, gif, and share. and text, picture, gif, live, clip,
Text Gift Share Clip Live Picture
are are given importance. The program producers would inform the news give importance to the audiences following on the Live broadcast by reading the explained that the engagement strategy allocates page the of is admin The page. Facebook the on broadcast Live the based on audiences on the com to importance the opinions of the This viewers. people feel is because good when they Deviation Deviation Equals Picture Mean Equals 28.00 Equals post their comments about presentation format. They are –
Table Table posts with standard deviation posts of with standard Official ThairathTV were broadcasts, regular during there
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
162
”
”
AM ThairathTV broadcasted AM ThairathTV am am locations. The audiences are 8:32 at at
2019
, t is best to go to the waterfall to the to relax.t is to best go
20 y I I watch the show everyday. I would like you to go to Pha Tam, Ubol Ratchanthani, is a good choice. is a good Tam,Pha Ubol Ratchanthani,
In this heat i this heat In Better Better go to Phra Bhat Nam Phu Temple to help those “ “
1:02:38 “ 21:58 1:17:42 “ 31:46
emcees emcees would then take these comments and read them during the
User A: A: User User B: User C: D: User For instance, on Februar instance, For 3 Posting Posting Live with Questions from the Program on Screen where Audiences
5 . ThairathTV (2019s)
6
Thung Udon District, Province.” Fhon Thani Thung HIV and patients.” in need asked to provide information and the reason, the program should be filmed in a certain should program be filmed the in a certain information the reason, to provide and asked location. The follows: as broadcast the program, “News on the Go”, which was posted Live on the Facebook page. The emcees asked questions and invited audiences to engage with the content by posting comments on the Facebook page about possible progr Figure Figure Page. Facebook Official Comments on through ThairathTV Engage the can Source: comments comments on the show. Thus, the audiences on the Facebook Live would feel more fan. loyal to a back again come becoming the program and view engaged
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
163
) 00 00 . . SD 0 7.01 0 ( 60.84 72.80 10.00 175.94 512.56 318.92 Standard Standard Deviation Standard Deviation of Mean Mean Equals 136.90 Standard
Mean Mean Equals 182.98 Standard
00 . 4.38 3.30 0 67.55 34.38 11.00 Mean 247.00 182.98 136.90 Mean Mean Equals 247.00
ement. ement. The audience should not just read or watch
Program Genre Program )
Comment in genre of Scoop Users Users of the ThairathTV official Facebook page during regular period 2 Social Social media gives importance to engagement in every post. Each of Social Media, ThairathTV Official Facebook Page during Regular Page during Facebook Official ThairathTV Media, Social Broadcast.
Statistics of Comments Posted through the Program Genre on Online Genre Statistics Comments Postedthe Program of through
Program Genre Program Deviation Deviation Equals 60.84 Comment in genre of Documentaries Mean Equals
10
.
scoop, talk show, news, game show/contest, documentaries, series, station public public station series, documentaries, show/contest, game news, show, talk scoop, 6 – Sport Online Talk ShowTalk News Show/Contest Game Documentaries Drama Station Public Relations Scoop
Standard 34.38 Standard Deviation Equals 72.80 Comment in genre of Drama Mean Equals Equals 175.94 Comment in genre of Deviation Equals Talk 512.56 Comment in show genre of News 67.55 Equals Mean Show/Contest Game of genre in Comment 318.92 Equals Deviation post their comments on the various program genre. They are discussed from most to least online. sports, and relations,
Table a a certain content. The followers should spend time with the content possiblefor longest time. the the television ecology of media platforms station or on the online them should be able to create a conversation. The social media team would choose to post content that would elicit engag
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
–
164 6.00 76.00 25.25 92.25 Mean Mean
127.67 145.66 Standard
) 00 most to least . SD 0 5.07 6.21 0.71 0.71 ( 83.88 17.74 30.75 200.53 103.29 526.06 324.70 Mean Equals Mean Mean Equals Mean Mean Equals Mean Equals
Mean Equals Mean
Mean Mean Equals
s Standard Deviation of
Mean Equals
6.00 3.20 2.62 2.50 2.50 92.25 76.00 25.25 Mean 200.53 145.66 127.67
rd Deviation Equals 10.00Comment in genre of
Comment in content of Food Comment in content of Music Comment in content of Family of content in Comment Comment in content of Social Comment in content of Games
Comment in content of Station Public Relations
17.74 0 30.75 83.88 103.29 324.70 Comment in content of Current Affair
526.06 Program Content Program
) ial Media, ThairathTV Official Facebook Page during Regular Page during Facebook Official ThairathTV ial Media, Users Users of the ThairathTV official Facebook page during regular period Comment in content of Political 3
Soc Broadcast. Statistics of Comments Posted through on Online Statistics Comments Posted Presentation the Content of through
11
.
6
Mean Equals 11.00 Standard Deviation Equals 11.00 0 Equals Deviation Standard Mean
Program Content Program Food Station Public Relations Sports Travel Ghost/Beliefs Political Affairs Current Family Social Music Games Standard Standard Deviation Equals Standard Standard Deviation Equals Standard Deviation Equals Standard Deviation Equals Standard Deviation Equals sports, travel, and ghost. sports, travel, Deviation Equals Equals Deviation Standard post their comments on the various contents. They are discussed from politics, current affairs, family, society, music, game, food, station public relations, Table 136.90 Standard Deviation Equals 318.92 Comment in Relations content Mean Equals of 4.38 Station Standa Public Sport
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
ง ั ้ ร ค 165 Mean Mean 34
จ ำนวน จ
ul, personal
PM PM the ThairathTV official (Vorapa (Vorapa Harusadangk
12:58
Comment in content of Travel of content in Comment
at at
Comment Comment in content of Ghost/Beliefs
0.71 6.21 Comment in content of Sports of content in Comment
2019
0.71 , 2 5.07
. a a pickup truck being hit by a train in Phetburi province. comments comments from different perspectives. Some said that it
d Deviation Equals Equals d Deviation Standar Standard Deviation Equals Equals Deviation Standard
dard Deviation Equals Equals Deviation dard For For instance, on March Users Users of the ThairathTV official Facebook page would post comments 2.50 2.62 Standard Standard Deviation Equals Stan
Posting Posting Comments on News Content on the ThairathTV Official Facebook
6 . ThairathTV (2019b) 2.50
3.20 6
was the carelessness of the driver. Others said it was the fault of the train operators that operators train the of fault the was it said Others driver. the of carelessness the was about it was destiny. while some said barrier, did not up the set Facebook Facebook page posted about There were two dead. The accident took place because there was no train barrier and there was a big tree so the driver could not see the approaching train. Audiences, who saw the news made diverse Figure Figure Page. Source: communication, August August 27, 2019) communication, Mean Equals Equals Mean they because beliefs, and crime is content presented most The content. affairs current on are easy to understand and in the interest of viewers Equals Equals Equals Mean Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
166 2019. e of text.
PM the ThairathTV official 9:00 at at
t of viewers and consequently, a lot of lot a consequently, and viewers of t on on the ThairathTV Official Facebook 2019 ,
22
Examination of the comments posted on the ThairathTV official For For instance, on February For political news, there were a lo a were there news, political For replies.
Posting Posting Comments about Politics 96
7 . ThairathTV (2019ak) 6
as many as many as and in addition toemoticons use of images the page, revealed use Facebook Facebook page posted a clip Pisuttamiyavej, Head of the Seree Ruam Thai Party that from the Thai Rath Debat presented the was there issue post one On opposers. and supporters sides, both from comments were There about Pol. Gen. Seree Figure Figure Page. Source: comments. Most of them commented on the while news some the were tirade between hold opposing views. those who political
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
167
that was edited from the Thairath Noon News Program.
icon Comments on the ThairathTV Official Page.icon CommentsFacebook on Official the ThairathTV For For instance, on February 26, 2019 at 3:20PM the ThairathTV official Emot Picture Comments on the ThairathTV Official Page. Comments Picture Facebook Official on the ThairathTV
9 8 . . ThairathTV (2019ab) ThairathTV (2019ac)
6 6 Figure Figure Source:
Facebook page posted a clip fans showed It Red”. the of “Battle the after fans of reaction the about was content The other. each players alike football hugging and Figure Figure Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
-
168
times times
128.73 ) SD 5.92 1.91 0.00 ( 305.34 242.27 440.48
rage rage of
Standard Deviation of
PM the ThairathTV official Regular Broadcast. 3:30 (Vorapa (Vorapa Harusadangkul, personal at at
2019
, shares, which is an ave
26 of viewers, this is because the clip was self 5.50 3.50 0.00
88.44 Mean 125.07 144.89
10% 32,955
. storey storey Prachinburi house, province. Viewers expressed
2 389.03.
Audience Audience Engagement through Share of ThairathTV Official headed headed family with no caption. The post only had three angry st 27, 2019) -
Presentation Format Presentation ) The The emoticon is important to posting made by the social media team. Examination of the shares of the ThairathTV official Facebook page 1 6.1.1.4 Posting Posting comments in the form of words, phrases, emoticon, or pictures “ For For instance, on February ThairathTV Official Facebook Page during Official Facebook Page ThairathTV Statistics of Shares based on Presentation Format on Online Social on Online based Media, on PresentationStatistics Format Shares of
about about the hot 12
.
6
Presentation Format Presentation Gift Share Clip Picture Live Text
Table Table with standard deviation of deviation with standard Regular during Page Broadcast. Facebook during regular broadcasts revealed the clip emoticons. There were more than evident. Viewers already know what to expect.” Augu communication, general comments, but choose only the ones that mention the team specifically. ones the that but choose specifically. comments, only team mention the general If the post has emoticons that are related to the caption, it would result in a positive posted page the when instance, for feelings, of expression the in assist would It feeling. their feelings using crying emoticon to show their to show their emoticon sadness. using crying feelings their is not different to the social media team. This is because the team would not count content The Program. News Noon Thairath the from edited clip a posted page Facebook about fire wiping outwas a a
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
169 Live Live Share
scoop,
0
–
Standard Standard .
) 305.34 0 0 1.91 5.50 SD 0.0 8.49 7.83 0.0 ( 42.01 341.79 298.48 397.00 424.15 Standard Deviation Deviation Standard Standard Deviation Standard Standard Deviation
Standard Deviation of Standard Deviation Equals Equals Deviation Standard Standard Deviation Equals Equals Deviation Standard Standard Deviation Equals Equals Deviation Standard 192.82 145.97
144.89
Text Mean Equals Equals Mean Text 38.38 239.50 134.59
Standard Deviation EqualsStandard
0
ndard ndard Deviation Equals 5.70 4.13 0.0 242.27 38.38 17.00 Mean Equals Equals Mean Mean Sta 239.50 192.82 145.97 134.59 Standard Deviation EqualsStandard Deviation Mean Equals 17.00
3.50 Mean Equals Mean
Mean Equals Mean Mean Equals Mean
125.07
Mean Equals
ame Show/Contest ame program type. They are discussed from most to least least to most from discussed are They type. program
Gif Mean Equals Equals Gif Mean
Standard Deviation Equals Equals Deviation Standard
5.92 Program Genre Program
Picture Picture Mean Equals Share in genre of Talk Show Share in genre of Scoop of genre in Share Users Users of the ThairathTV official Facebook page during regular period share share on presentation of Clip Mean Equals 2) Users Users of the ThairathTV official Facebook page during regular period Share in genre of News of genre in Share
88.44 ThairathTV Official Facebook Page during Regular Official Broadcast. Facebook Page ThairathTV
Statistics of Shares based on Program Type on Media,Online Social based on Program StatisticsType Shares of Program Genre Program
13
440.48 . 298.48
Share in genre of G of genre in Share 397.00 Documentaries of genre in Share
6 Share in Share of genre Drama
clip, picture, live broadcast, text, gif, and share. text, and broadcast, live gif, picture, clip,
Station Public Relations Online Game Show/Contest Game ShowTalk News Documentaries Drama Sport Scoop
42.01 341.79 Equals Equals 424.15 share content based on the on based content share and relations, public station series, documentaries, news, show, talk show/contest, game online.
Table Equals Equals Equals Mean Equals Deviation share content based on the presentation format. They are discussed from most to least –
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
.
170 4.09 16.32 2.12 music, music,
Share Share in Standard Standard Standard Standard Standard –
.
) 0 7.54 7.83 57.75 29.00 SD 7.54 4.09 2.12 0.0 ( 145.66 14.78 16.32 54.74 14.78 Share Share in genre of 497.55 413.96 432.98
Standard Deviation Standard Deviation Standard Standard Deviation Standard Standard Deviation
8.49 Deviation Deviation Equals 22.00 Standard Deviation of Standard Deviation Equals Equals Deviation Standard
166.18 326.33 00 Mean Mean Equals Mean Mean Equals
Mean Mean Equals Standard Standard
22.
Standard Deviation EqualsStandard
Standard Deviation Equals Deviation Standard
4.40
3.50 19.88 Mean Equals ndard Deviation Equals Equals ndard Deviation
Standard Standard Deviation Equals Mean Mean Equals
5.00 4.40 3.50 Mean Mean Equals 22.00 19.88 Sta 57.75 29.00 22.00 Mean 326.33 166.18 141.57
5.00 Mean Equals Mean
ntent of Social 4.13 Standard Standard Deviation Equals
Mean Equals Mean Equals Mean Equals
5.70 Share Share in co
Share Share in content of Food
Mean Equals Equals Mean
Share of in content Family 54.74
432.98 re re in content of Music 0 Program Content Program Mean Equals
Share Share in content of Current Affairs Share Share in content of Political Users Users of the ThairathTV official Facebook page during regular period Sha 3)
Share in content of Travel of content in Share
ThairathTV Official Facebook Page during Regular Official Broadcast. Facebook Page ThairathTV Statistics of Shares based on Program based on Program Media, StatisticsContenton Online Social Shares of
14
413.96 Program Content Program 497.55
.
14.78
6 Share in ofShare content Games
Station Public Relations Ghost/Beliefs Social Food Family Travel Games Sport Music Political Affairs Current content content of Station Public Relations Mean Equals of Ghost/Beliefs in content Share Deviation Equals Equals Deviation Equals 14.78 Share in content of Sport Mean Equals Equals Equals Equals Deviation Equals Deviation Equals share share different program contents. They are discussed from most politics, to news, society, food, family, travel, least game, sports, station public relations, and ghost.
Table Table in genre of Sport Station Public Relations
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
6 171 357.4
Facebook Facebook
) 595,629.72 629.72 SD , ( 983.96 850.94 167.56 , , , d of Deviation d of Comment: Mean Mean Comment: 5 1 1
595 Standar emoticon, emoticon, comment, and 5,983.96 view, view,
and and Share: Mean Equals –
820.08 , 736.76 Mean , Standard Standard Deviation Equals 503.15 357.46
1,850.94 posts on the ThairathTV official 2
195 143
Standard Deviation Equals Equals Deviation Standard
195,820.08 1,167.56. Facebook Facebook page during election would be discussed in the 2,736.76
Audience Audience Engagement through Reading and Viewing on the
Standard Standard Deviation Equals 6.1.2.1 Information from the examination of audience engagement of users on during Election.
Audience Audience Engagement on the ThairathTV Official Facebook Page Facebook Page during Election. during Page Facebook Engagement Statistics on Online Social Media, ThairathTV Official Official ThairathTV Media, Engagement Statistics Social on Online
Engagement 15
503.15 .
View: View: Mean Equals Users Users of the ThairathTV official Facebook page during election have During During the election there were
6
6.1.2
Comment Share View Emoticon
ThairathTV Official Facebook Page during Election. Official Facebook Page ThairathTV the ThairathTV official section. following Equals Equals Equals Deviation Standard engagement, engagement, which are discussed from most to least share. Equals Mean Emoticon:
page, the audience engagement is discussed in the following section. following in the is discussed the audience engagement page, Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
172
)
0 0 ) 455.56 SD , 0.0 0.0 909.53 ( SD , 229.43 0.00 0.00 0.00 ( ,
62693.70 53259.74 691928.56 493 47 , 199 1 Standard Deviation of Standard Diviation of
0.00 0.00 Mean 0.00 0.00 0.00 Mean 64000.00 35000.00 258225.94 8,376.90 145,638.19 1,163,933.33
ThairathTV Official Facebook Page during Election. ThairathTV Facebook Page Official
news, game show/contest, news, sports. and game
–
ThairathTV official Facebook page during election read and and read election during page Facebook official ThairathTV
least least
Program Genre Program Presentation Format Presentation Users Users of the ThairathTV official Facebook page during election have 2) Users of the of Users Deviation Standard 1,163,933.33 Equals Mean Live of form the in View 1) Social Media, ThairathTV Official Facebook Page during PageElection. during Facebook Official ThairathTV Media, Social Presentation Format, Format, Presentation Audience Read and View Statistics based on the Program Type Type on Online on the Program Statistics based View Read Audience and Audience Read and View Statistics on Online Social Media based on Media Statistics Social on Online View ReadAudience and
27,100.33 View in the form of Clip Mean Equals 1,163,933.33 Standard Program Genre Program 17 16
. .
6 6 Presentation Format Presentation
live, clip, and picture. and clip, live,
Sport Station Public Relations Online News Show/Contest Game Picture Share Gif Text Live Clip
engagement engagement through read and view of content from most to from discussed various programs, which are
Table Equals Equals 1 Equals 8,376.90 Mean Picture of in the form View 1,493,455.56 and Equals Deviation Equals 47,229.43. Deviation Standard least to most from discussed are which format, presentation various the in content view –
Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
173 million million
3.5 ean Equals
PM. There were were There PM.
8:33 at at
2019 tent viewed most is the election results
, 24
the two types ofthe two types programs. on March March on
2019 Examination of the posts and contents posted during the election Station public relations and online content are posted on the ThairathTV ThairathTV the on posted are content online and relations public Station View in the Genre of News Mean Equals 258,225.94 Standard Deviation Deviation Standard 258,225.94 Equals Mean News of Genre the in View Presentation of Content based on Genre on the ThairathTV Official
10 . ThairathTV (2019q) 6
revealed revealed presentation based on genre. The con Election Rath Thai the from views. Figure Figure Viewed Election during that was Page Most. Facebook Source:
official Facebook page during the election. There are 3 posts and 1 post accordingly. with engagement no was there However, Equal 69,1928.56 View in the Genre of Game Show/Contest Mean Equals 64,000.00 Standard Deviation Equal 53,259.74 View in 5,692.26. Deviation Equal 35,000.00 Standard the Genre of Sport M
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
174
)
. 350.43 118.92 g g election have SD , , 863.29 716.75 000.00 ( , , , relations. 61 52 27 752 126 Standard Deviation of ocial Media, ThairathTV Official ThairathTV Media, Official ocial
Mean 53,333.33 33,969.84 13,500.00 288,712.06 114,133.33
uals 61,863.29 View in Content of Sport Mean Equals Equals Mean Sport of Content in View 61,863.29 uals ch ch drives the most increase in engagement through read and
s the Thai Rath Election 2019, Debate, Direct Questions with Program Content Program
Relations Users Users of the ThairathTV official Facebook page durin Examination of the statistics of the audience engagement on the Users Users of the ThairathTV official Facebook page during election have View in Content of Political Mean Equals 288,712.06 Standard 3) Facebook Page during Election. during Page Facebook Read and View Statistics on the Online S ViewRead and Statistics Online on the
TV TV official Facebook page compared to the posts from the digital television 18
.
politics, current affairs, game, sports match, and station public relations. match, affairs, station relations. sports public and game, politics, current politics, current affairs, game, sports match, match, affairs, station public sports and game, politics, current 6 Program Content Program
– – Games Sport Station Public Political Affairs Current
view. programs programs such a Jomkwan, and election reports are presented in news breaks all day. This content is presented the most in every news break. There are also more people interested in the election and politics, whi Thairath station social media team presented in Chapter 4 revealed that during election, content the is focused on issues about the election. Content about the election from Relations Mean Equals 13,500.00 Equals 27,000.00 Deviation Equals Standard Relations Mean engagement through reading and viewing content, which are discussed from most to least 114,133.33 Standard Deviation Equals View in Content Eq Deviation Standard 53,333.33 of Games Mean Equals 33,969.84 Standard Deviation Equals 52,716.75 View in Content of Station Public engagement engagement through reading and viewing content, which are discussed from most to least Deviation Equals 752,350.43 View in Content of Current Affairs Mean Equals
Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
–
ath ath 175 r (Vorapa (Vorapa Thai
–
) SD ath ath ( 942.17 018.83 22.83 , , ir 911.39 230.28 222.98 4 1 Standard Deviation of
.
ath TV content. In addition, there are are there addition, content. In TV ath
r 7.83
196.46 66.87 37.04 Mean ,
252.92 182.11 2
tion between three units in Tha rm of Love Mean Equals 182.11 Standard Deviation social social media team that is not dependent of television
collabora
Audience Audience Engagement through the use of Emoticons on the
ath ath TV, and Thairath Online. The social media team would set the r Users Users of the ThairathTV official Facebook page during election have Emotional Expression (emoticon) in the form of Like Mean Equals 6.1.2.2 Examination of the engagement on the ThairathTV official Facebook From the post statistics audience engagement of the ThairathTV official ThairathTV the of engagement audience statistics post the From Facebook Page during Election. during Page Facebook Emotiocon Emoticon Use Statistics on the Online Social Media, ThairathTV Official Emoticon ThairathTV Official Use Media, Statistics Online Social the on
19
.
6
Wow Like Angry Love HaHa Sad
Expression (emoticon) in the fo Equals 911.39 Emotional Expression (emoticon) in the form of HaHa Mean Equals Like, Angry, Love, Wow.Angry, and Sad, HaHa, Love, Like, 2,196.46 Standard Deviation Equals 4,942.17 Emotional Expression (emoticon) in the form of Angry Mean Equals 252.92 Standard Deviation Equals 1,018.83 Emotional engagement through the use of emoticons, which are discussed from most to least Table Table page during the election revealed the use of emoticons as discussed in the following section. Harusadangkul, personal communication, August August 27, 2019) personal communication, Harusadangkul, during Election. Official Facebook Page ThairathTV presentation strategy to base content off the Thai theoff tobasecontent strategy presentation some content created by the programming such as infographics from the unofficial voting results content that found is It team. media social the of report the with line in is page Facebook during the election is a Newspaper, Thai
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
176 00 00 00 00 . . . . 0 0 0 0 89.07 502.85 808.40 297.76 Angry 1,217.95 1,604.71
00 00 00 00
. . . . 0 0 0 0 Sad 42.77 18.33 30.28 35.07 152.72 288.52 Online Social
00 00 00 00 . . . . 0 0 0 0 18.04 38.33 33.47 58.55 346.08 132.46 HaHa
s 808.40 Standard Deviation
00 00 00 00 . . . . discussed discussed from most to least in 3.81 5.04 0 0 0 0 4.23 5.90 34.50 13.51 Wow
Equals 222.98 Emotional Expression
00 00 00 00 . . . . 0 0 0 0 46.59 Love 375.61 147.16 119.17 1,039.87 2,595.07 moticon) moticon) in the form of Like Mean Equals
00 00 00 00 . . . . 0 0 0 0 064.67 Like , 958.86 6,637.68 2 2,859.40 5,439.93 3,475.29
live, picture, and clip. and picture, live,
– 00 00 00 00 . . . . All 0 0 0 0 156.00 586.64 , , 4,763.13 8,365.97 4,070.27 7,555.49 1 2
Presentation Format Presentation
Emotional expression (emoticon) used in the presentation of live content content live of presentation the in used (emoticon) expression Emotional Emotional Expression (e Users Users of the ThairathTV official Facebook page during election have 1)
SD Mean SD Mean SD Mean SD Mean SD Mean Media, ThairathTV Official Facebook Page. Official ThairathTV Media, Facebook Emoticon Use Statistics based on Presentation Format on Format Emoticon Use on Presentation Statistics based
20
.
Format 6
Presentation Presentation Text Gif Picture Clip Live
Equals Equals 1,604.71 Emotional Expression (emoticon) in the form of HaHa Mean Equals 33.47 Standard Deviation Equals 58.55 Sad Mean Equals 18.33 Standard Deviation 2,859.40 Standard Deviation Equals 5,439.93 Emotional Expression (emoticon) in the form of Love Mean Equals 1,039.87 Standard Deviation Equals 2,595.07 Emotional Expression (emoticon) in the form of Angry Mean Equal three presentation formats presentation three Sad, Wow.and Angry, HaHa, Love, Like, are most which tofrom least, engagement through the use of emoticons, which are Table 66.87 Standard Deviation Equals 230.28 Emotional Expression (emoticon) in the form form in the Expression (emoticon) 230.28 Emotional Equals Deviation 66.87 Standard of Sad Mean Equals 37.04 Standard Deviation Equals 7.83 of 22.83. Equals form Deviation in the WowStandard Mean (emoticon)
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
177 . Equals 4.23 4.23 Equals
1 Standard Deviation Equals1 5.04 Deviation Standard Equals 13.51 Standard Deviation Equals 13.51 34.50.Equals Deviation Standard
ession (emoticon) in the form of Sad Mean Equals 42.77 Equals Mean Sad of form the in (emoticon) ession nal Expression (emoticon) in the form of Love Mean Equals Emotional expression (emoticon) used in the presentation of clips from Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of pictures Emotional Expression (emoticon) in the form of Like Mean Equals Standard Standard Deviation Equals 2,064.67 Emotional Expression (emoticon) in the
.29 Standard Deviation Equals 6,637.68 Emotional Expression (emoticon) in the
Standard Standard Deviation Equals 288.52 Emotional Expression (emoticon) in the form of HaHa Mean Equals 18.04 Standard Deviation Equals 38.33 Emotional Expression 3.8 of Equals form in the Wow Mean (emoticon) 958.86 form of Angry Mean Equals 89.07 Standard Deviation Expression (emoticon) Equals in the 502.85 form of Emotional Love Mean Equals 46.59 Standard Deviation Expr Emotional 147.16 Equals (emoticon) in the form of form in the Wow Mean (emoticon) Sad, Wow.and Angry, HaHa, Love, Like, are which most to least, Expression (emoticon) in the form of HaHa Mean Equals 132.46 Standard Deviation Equals 346.08 Emotio form the in (emoticon) Expression Emotional 375.61 Equals Deviation Standard 119.17 of Sad Mean Equals 35.07 Standard Deviation Equals 152.72 Emotional Expression 3,475 form of Angry Mean Equals 297.76 Standard Deviation Equals 1,217.95 Emotional Equals 30.28 Emotional Expression (emoticon) in the form of Wow Mean Mean Wow of form the in Expression (emoticon) 30.28 Emotional Equals Equals 5.90. Deviation Standard Sad, Wow. and HaHa, Love, Angry, Like, are most which tofrom least,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
178 quals
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.25 0.50 0.23 0.50 1.00 1.73 0.00 Angry 349.51 1,185.23 Emotional Emotional
Sad 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1.32 3.60 3.33 4.93 0.00 49.82 25.40 35.21 262.20
Standard Standard Deviation
1,185.23
0.00 0.00 0.00 0.00 0.00 0.00 0.00 5.80 8.44 3.33 3.51 0.00 89.23 10.42 21.12 HaHa 268.10 248.71
0.00 0.00 0.00 0.00 0.00 0.00 0.00 9.51 2.40 3.78 3.28 2.90 6.00 6.56 0.00 Wow 26.54
Emotional Emotional Expression (emoticon) in the
0.00 0.00 0.00 0.00 0.00 0.00 0.00 7.47 9.02 1.00 1.00 0.00 Love 15.20 13.18 248.71 1,065.43 Emotional Expression (emoticon) in the form form in the Expression (emoticon) Emotional
Standard Deviation Equals
5,691.99 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Like 640.60 605.69 520.29 405.29 286.00 211.54 show/contest, sports,show/contest, station relations. public and 268.10 2,849.32 5,691.99
349.51
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 All 420.55 300.67 226.09 689.60 639.21 542.81 3,589.63 6,866.75 news, game
– Program Genre Program SD SD SD SD SD SD SD SD Emotional Emotional Expression (emoticon) in the form of HaHa Mean Equals
Mean Mean Mean Mean Mean Mean Mean Mean Emotional Expression (emoticon) in the form of Like Mean E Users Users of the ThairathTV official Facebook page during election have Emotional expression (emoticon) used in the presentation of news 2)
ThairathTV Official Official Facebook Page. ThairathTV Emoticon Use Statistics based on Program Genre on Media, Online Social Genre Emoticon Use on Program Statistics based
Standard Standard Deviation Equals 065.43
21 1, .
6
Standard Deviation Equals Equals Deviation Standard
Program Program Genre Talk Show Drama Relations Scoop Documentaries Game Game Show/Contest Sport PublicStation News
89.23 2,849.32 form of Angry Mean Equals Expression (emoticon) in the form of Love Mean Equals Equals and Sad, HaHa, Wow. most Angry, from to least,Like, content which are Love, engagement through the use of emoticons, which are discussed from most to least in types program four Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
179 9.02 3.51 13.18 26.54. Standard Standard Standard Standard Standard Standard
3.28 5.80 3.33
. Equals Equals Emotional Expression Equals Equals Emotional Emotional Expression Emotional Emotional Expression Emotional Expression
1.73 0.50 0.50. 6.56 21.12 35.21 262.20 Standard Standard Deviation Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
Standard Deviation Equals Deviation Standard
3.33 7.47 15.20 Emotional Emotional Expression (emoticon) in the Emotional Emotional Expression (emoticon) in the Emotional Emotional Expression (emoticon) in the 9.51 otional Expression (emoticon) in the form form the in (emoticon) Expression otional
Em form the in (emoticon) Expression Emotional Emotional Expression (emoticon) in the form form the in (emoticon) Expression Emotional
1.00 3.60 3.78 ndard Deviation Equals Deviation Equals ndard 405.29 211.54 605.69 Standard Deviation Equals Deviation Equals Standard Standard Deviation Equals Deviation Equals Standard Sta
Standard Standard Deviation Equals Standard Standard Deviation Equals
1.00 0.23 0.25 Standard Standard Deviation Equals
Standard Standard Deviation Equals
expression expression (emoticon) used in the presentation of station 6.00 Emotional Expression (emoticon) in the form of Sad Mean Emotional Expression (emoticon) in the form of Love Mean Emotional Expression (emoticon) in the form of Wow Mean 10.42 of Wow Mean Equals of Equals Wow Mean
25.40 49.82 2.90 4.93 8.44 sion (emoticon) in the form of HaHa Mean Equals Emotional Expression (emoticon) in the form of Like Mean Equals Emotional Emotional expression (emoticon) used in the presentation of sports, Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of game Emotional Expression (emoticon) in the form of Like Mean Equals Standard Standard Deviation Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
1.00 1.32 2.40
Standard Deviation Equals Equals Deviation Standard Standard Deviation Equals Equals Deviation Standard Standard Deviation Equals Equals Deviation Standard
.60 Equals Equals Mean Equals of Angry form of Wow Mean Equals (emoticon) in the form of HaHa Mean Equals Emotional Expression (emoticon) in the form of Sad Mean Deviation Equals Angry. Wow, Sad,and HaHa, are which Like, relations, public Love, 286.00 Deviation Deviation Equals Equals Mean Equals of Angry form 520.29 of HaHa Mean Equals (emoticon) in the form of Love Mean Equals Emotional Expression (emoticon) in the form of Wow Mean form of Angry Mean Equals of Angry form Angry. HaHa, Wow, Sad, and are Love, which Like, (emoticon) (emoticon) in the form of Love Mean Equals Emotional Expres Deviation Equals Equals 640 of Sad Mean Equals of Sad Mean Equals form in the (emoticon) Sad, HaHa, are Angry. Love, Wow, which show/contest, Like, and
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
180
PM. There There PM. 2:13
at at
emoticons, of which which of emoticons,
angry. 2019
, 25 24,131 4,047
likes and and likes
count on March March on count PM. There were were There PM.
3,832 2:38 95% at at
irathTV irathTV (2019a) Tha
2019 ; , are are angry. This is followed by the breaking news from the 25
9am) emoticons of which 9,017
ssion announcing the announcing ssion Examination of posted content and posts during the election period made period election the during posts and content posted of Examination 8,453 ew Zealand on time but no staff came to pick it up. This was shared from from shared was This up. it pick to came staff no but time on Zealand ew Presentation of News Content on ThairathTV Official Facebook Page
11 . ThairathTV (201 are are likes and 6
14,127 Commi Election of total a were post with the most engagement is the political news about Thai Airways bringing the N from ballots March on website Thairath during Election based on the number of emoticons such as like and angry the post. emoticons like and on Election as of such based the number during Source: The angry. and like as such emoticons had stories news that showed genre the on based Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
181 0.20 0.45 0.23 0.50 9.25 75.13 16.56 Angry 401.05 142.84 1,284.01
Mean Mean Equals Sad 1.31 3.54 9.25 56.52 13.79 16.29 21.17 33.16 12.50 285.23
on (emoticon) in the 4.83 7.91 3.75 2.50 20.20 34.91 10.13 20.84 HaHa 103.38 291.24
Expression Expression (emoticon) in the
5.47 5.29 2.00 3.52 3.47 3.04 5.25 5.56 Wow 10.35 28.97
7.97 9.30 2.50 2.38 Love 12.67 13.32 277.68 116.13 207.88 1,162.90
on Program Content on Online Social Content on Online Social on Program
Like 542.67 592.48 560.28 458.41 466.25 348.24 3,181.16 6,160.41 1,164.27 1,209.83 politics, current affairs, game, sports matches, and
–
All 628.02 583.16 472.50 496.25 379.57 583.50 4,026.73 7,421.79 1,394.07 1,385.05
SD Mean SD Mean SD Mean SD Mean SD Mean
ions. Program Content Program ) Emotional expression (emoticon) used in the presentation of current Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of political Emotional Expression (emoticon) in the form of Like Mean Equals Users Users of the ThairathTV official Facebook page during election have 3
Media, ThairathTV Official Facebook Page. Official ThairathTV Media, Facebook
Emoticon Use Statistics based
22
.
6
Program Content Program
Station PublicStation Relations Games Sport Political Current Affairs
1,164.27 Standard Deviation Equals 1,209.83 Emotional Expressi of Sad Mean Equals 56.52 Standard Deviation Equals 285.23 Emotional Expression Equals 10.35 of 28.97. Equals form in the Deviation Wow Standard Mean (emoticon) Sad, HaHa, Wow. and Angry, are Love, which Like, affairs, form form of Angry Mean Equals 401.05 Standard Deviation Equals 1,284.01 Emotional Expression (emoticon) in the form of Love Mean Equals 277.68 Standard Deviation Equals 1,162.90 Emotional Expression (emoticon) in the form of HaHa form the in (emoticon) Expression Emotional 291.24 Equals Deviation Standard 103.38 content, which are Like, Angry, Love, HaHa, Sad, HaHa, Wow. and are Angry, which Love, Like, content, 3,181.16 Standard Deviation Equals 6,160.41 Emotional engagement engagement through the use of emoticons, which are discussed from most types through of program content to least station public relat
Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
182
e, Wow, Sad, and Angry. Angry. Wow,e, Sad, and ion (emoticon) used in the presentation of games, con) con) in the form of Angry Mean Equals 0.23 Standard w Mean Equals 2.00 Standard Deviation Equals 3.52
Emotional expression (emoticon) station public relations, which are Emotional Expression (emoticon) in the form of Like Mean Equals Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of sports Emotional express Emotional Expression (emoticon) in the form of Like Mean Equals
5 Standard Deviation Equals 348.24 Emotional Expression (emoticon) in the form form the in (emoticon) Expression Emotional 348.24 Equals Deviation Standard 5 d Mean Equals 21.17 Standard Deviation Equals 33.16 Emotional Expression .20 Standard Deviation Equals 34.91 Emotional Expression (emoticon) in the form emoticon) emoticon) in the form of Love Mean Equals 7.97 Standard Deviation Equals 9.30 of Sad Mean Equals 9.25 Standard Deviation Equals 12.50 (emoticon) Emotional in the form Expression of Angry Mean Equals 9.25 Standard Deviation Equals 16.56 Sad, Wow,and HaHa, Love. Angry, Like, 466.2 Emotional Expression (emoticon) in the form of Wow Mean Equals 3.47 Standard Deviation Equals 3.04 Sad Mean Emotional Equals Expression (emoti 1.31 Standard Deviation Equals 0.50. Equals Deviation 3.54 560.28 Standard Deviation Equals 458.41 Emotional Expression (emoticon) in the form form the in (emoticon) Expression Emotional 458.41 Equals Deviation Standard 560.28 of HaHa Mean Equals 10.13 Standard Deviation Equals 20.84 Emotional Expression ( Deviation Equals 0.45. Equals Deviation are Lov HaHa, which Like, content, (emoticon) (emoticon) in the form of Love Mean Equals 12.67 Standard Deviation Equals 13.32 Emotional Expression (emoticon) in the form of HaHa Mean Equals 4.83 Standard Deviation Equals 7.91 Wo Emotional Expression (emoticon) in the form of Angry Mean Equals 0.20 Standard which are Like, Sad, Love, HaHa, Wow, and Angry. Angry. Wow, Sad, HaHa, and are Love, which Like, form the in (emoticon) Expression Emotional 592.48 Equals Deviation Standard 542.67 of Sa of Sad Mean Equals 13.79 Standard Deviation Equals 16.29 Emotional Expression Equals 5.47 of 5.29. Equals form Deviation in the WowStandard Mean (emoticon) form form of Love Mean Equals 116.13 Standard Deviation Expression (emoticon) in Equals the form 207.88 of Angry Mean Emotional Equals 75.13 Standard Deviation Equals 142.84 Emotional Expression (emoticon) in the form of HaHa Mean Equals 20
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
183 398.06 503.15 viation
e
) SD 0.00 0.00 0.00 879.15 ( , 398.06 361.32 4 average average of
ThairathTV ThairathTV official 361.32.
Deviation Deviation Equals
Standard D of Standard Standard Deviation Equals
Page. Standard Standard
3,007.07 0.00 0.00 0.00 Mean 252.08 100.21 252.08 3,007.07
comments, which has an
d Deviation Equals 2.38.d Deviation Equals Standard Deviation Equals Equals Standard Deviation live, picture, and clip. and picture, live,
– 71,951 1,850.94.
100.21
Engagement Engagement through posting comments on
n (emoticon) in the form of Wow Mean Equals 5.25 Standard Presentation Format Presentation during Election.during
Comment in Live Mean Equals Users Users of the ThairathTV official Facebook page during election have 1) 6.1.2.3 Examination of the ThairathTV official Facebook page during the through through the use of comments, which are discussed from most to least
Social Media, ThairathTV Official Facebook Official ThairathTV Media, Social Use of Format on OnlineUse Statistics Comments on Presentation based
Comment in Picture Mean Equals
23
.
Presentation Format Presentation
6
Clip Text Gift Share Live Picture
4,879.15 Equals Mean Comment in Clip engagement of types presentationthrough format Table Table election election revealed that there were of deviation times with standard page Facebook Emotional Expressio Deviation Equals 5.56 Emotional Expression (emoticon) in the form of HaHa Mean Equals 3.75 Standard Deviation Equals 2.50 Emotional Expression (emoticon) in the Mean Equals 2.50 of Standar form Love
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
184
”
Facebook Facebook would vote for Uncle ”
there would salt left.” any there be
PM, one minute before the closing of the
4:59 from from
Not many people on Sore losers. Why do you always losers. do to win? Sore Why have you From what I have been reading no one voted for Uncle for voted one no reading been have I what From
Be prepared to eat salt. to eat prepared Be If Uncle If Tu wins, will joinI the mob. am of not afraid I 2019
, 24 1:14:49 “ 21:13 “ 1:16:59 “ 43:27 “ 3:00:00 “ 3:00:00 comments about the election results. These discussions were very were discussions These results. election the about comments i won.”
User D: D: User User E: G: User User A: A: User would be salt Not sure any “User there left.” A: User B: “You right. A: are thinkUser I don’t C: User Examination of the posts during the Live Broadcast of Thai Rath on March 19,000
Live Live Broadcast of Thai Rath Election 2019 on the ThairathTV Official
12 2019 . ThairathTV (2019v)
6 Forward or Phue Tha Phue or Forward Tu, but those who do are media.” not on social who do are Tu, but those Future if credible more be would It from. coming votes the all are where but party, Tu’s the bombs. I afraid to death.” more of starving am the bombs. I polls revealed revealed polls the all sides of divide. political from intense Election Election Figure Figure Election. during Page Facebook Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
” 185 y is y it viation
e
Social Social ) SD 0.00 0.00 0.00 0.00 0.00 ( 154.96 21.62 24.79 14.01 , 2
”
d people a chance. a d people Standard D of
0.00 0.00 0.00 0.00 show/contest, sports, online, and station station and online, sports, show/contest, 34.40 22.77 12.00 11.33 Mean 689.58 t believe Uncle Tu got that many votes. I will ’ million? How did they get it? million?T T get did they How news, game game news,
Uncle Tu win please. Give Give goo please. Uncle Tu win Admit it kids, when you are unhappy with the results What is the point of following the count? It is obvious obvious is It count? the following of point the is What I I can – ThairathTV Uncle Tu is going to win for sure. What a What a tosure. win for is going Tu Uncle ThairathTV Future Future Party Forward won in many districts. Wh
5:46:31 “ 3:12:29 “ 4:22:30 “5 6:39:37 “ 6:39:37 5:13:45 “ 3:50:49 “ 4:10:14 “
Program Genre Genre Program
Users Users of the ThairathTV official Facebook page during election have Comment in genre of News Mean Equals 689.58 Standard Deviation User M: User N: User 2) User User I: User J: K: User User L: User User H: Media, ThairathTV Official Facebook Page. Official ThairathTV Media, Facebook
Use of on Online Genre Use Statistics Comments on Program based
Program Genre Program 24
.
6
Talk Show Talk Scoop Documentaries Drama News Show/Contest Game Sport Online Station Public Relations
Equals 2,154.96 Comment in genre of Game Show/Contest Mean Equals 34.40 engagement through the use of comments, which are discussed from most genre program of types through to least relations. public
Table Table they are cheating.” are they bore.” that there scores have not improved at all? Is it my imagination?” all? at have scores not improved that there Is you say they say cheat.” you him everyday.” curse
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
186
) SD 0.00 0.00 0.00 0.00 0.00 0.00 ( 340.07 48.23 23.90 25.12 , 625.31 2 Mean Equals 22.77 Standard Deviation
0.00 0.00 0.00 0.00 0.00 0.00 35.50 28.67 23.84 Mean 366.93 760.12 politics, current affairs, station public relations, and and relations, public station affairs, current politics,
– quals quals 48.23 Comment in content of Games Mean Equals
ent in content of Politics Mean Equals 760.12 Standard Deviation Deviation Standard 760.12 Equals Mean Politics of content in ent Program Content Program
Comm Users Users of the ThairathTV official Facebook page during election have 3)
Media, ThairathTV Official Facebook Page. Official ThairathTV Media, Facebook Use of Content Use on Online Social Statistics Comments on Program based
25
.
Program Content Program
6
Music Food Travel Ghost/Beliefs Games Sport Family Social Politics Affairs Current Station Public Relations
Deviation Equals 625.31 Comment in content of Station Public Relations Mean Equals Equals Mean Relations Public Station of content in Comment 625.31 Equals Deviation 35.50 Standard Deviation E through types of program content content program of types through sports. Equals 366.93 Standard Mean Affairs Current of in content 2,340.07 Comment Equals engagement through the use of comments, which are discussed from most to least Table Standard Standard Deviation Equals 21.62 Comment in genre of Sport Standard Deviation Equals 24.79 Comment in genre of Online Mean Equals 12.00 Standard Deviation Equals 0.00 Comment in genre of Station Public Relations Mean 14.01 Deviation Equals 11.33 Standard Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
187
) 0 0 0 SD 0.0 0.0 0.0 294.39 291.60 ( , , 361.32 2 1 Standard Deviation
0 0 0
0.0 0.0 0.0 Mean 471.32 100.21 1,075.80 Comment Comment in content of Sport Mean Equals
และ
.
live, picture, and and clip. picture, live,
– age during Election during age Presentation Format Presentation Sharing Sharing of the live broadcast has an average of 1,075.80 with standard Users Users of the ThairathTV official Facebook page during election have 6.1.2.4 Audience Engagement through Shares on the ThairathTV Examination of the ThairathTV official Facebook page during the 1)
ThairathTV Official Official Facebook Page. ThairathTV Share Statistics based on Presentation Format on Online Social Social on Online Media, on Presentation Statistics Format based Share
26
.
Presentation Format Presentation
6
Gift Share Live Picture Clip Text
deviation of 1,291.60. Sharing of clips has an average of 100.21 with standard deviation deviation standard with 100.21 of average an has clips of Sharing 1,291.60. of deviation of 361.32. engagement engagement through the sharing which are discussed from most to least through types format of presentation deviation of 2,294.39. Sharing of pictures has an average of 471.32 with standard
Table Official P Facebook Official deviation standard and posts 357.46 of average an with shares 50,759 revealed election of 1,167.56. 28.67 Standard Deviation Equals 23.90 25.12 Deviation Equals 23.84 Standard
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
188
) SD 0.00 0.00 0.00 0.00 2.65 0.00 ( 358.19 61.25 27.13 , 1 Standard Deviation
0.00 0.00 0.00 6.00 0.00 53.00 51.00 32.03 Mean 484.63
lic Relations Mean Equals 6.00 Standard Deviation Equals 2.65 Equals Deviation Standard 6.00 Equals Mean Relations lic
Program Genre Program
n genre of Game Show/Contest Mean Equals 53.00 Standard Deviation Deviation Standard 53.00 Equals Mean Show/Contest Game of genre n Users Users of the ThairathTV official Facebook page during election have Equals Deviation Standard 484.63 Equals Mean News of genre in Share 2) ThairathTV Official Official Facebook Page. ThairathTV
Share Statistics based on Program Type Statistics Media, Social on Online based Share
Program Genre Program 27
Show/Contest .
6 Drama Talk ShowTalk Scoop Documentaries Game Game Online Sport Station Public Relations News
Equals Equals 61.25 Share in genre of Online Mean Equals 51.00 Standard Deviation Equals Share 27.13 Equals Deviation Standard 32.03 Equals Mean Sport of genre in Share 0.00 Pub Station of genre in program program types, which are game show/contest, relations. online, sports, and station public i Share 1,358.19 engagement through the sharing which are discussed from most to least through Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
189
6.75 Standard Standard Standard Standard Standard
) 45.33 33.13 SD 0.00 0.00 0.00 0.00 0.00 6.24 0.00 115.40 ( 476.11 57.91 27.40 , 147.39 1 als als Standard Standard Deviation
Standard Deviation contest, contest, sports, and station 560.81 Election.
0.00 0.00 0.00 0.00 0.00 6.75 0.00 45.33 33.13 Mean 560.81 115.40
. 6.24 Share Share in content of Games Mean Equ Share Share in content of Sport Mean Equals
Share in content of Station Public Relations Mean Equals Equals Relations Mean Public of Station content in Share
57.91 147.39 27.40 Program Content Program Share Share in content of Current Affairs Mean Equals
Users Users of the ThairathTV official Facebook page during election have Share in content of Politics Mean Equals 3)
ThairathTV Official Facebook Page during Official Facebook Page ThairathTV Share Statistics based on Program Content on Online Social Media, on Program Media, Content Statistics Social on Online based Share
28
1,476.11
.
Program Content Program
6
Travel Food Ghost/Beliefs Music Social Family Current Affairs Current Games Sport Station Public Relations Politics
Deviation Deviation Equals Equals Deviation Equals Deviation Standard Equals Deviation Equals engagement through the sharing which are discussed from program content, which are politics, most current affairs, game, to least through relations. public
Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
190 Official Official
4,187.82 Official
Emotional Emotional
23
23 ) 372.06 SD , ( 187.82 258.45 710.83 , , , 4 2 2 189 189,372.06 Comment Mean Equals Mean Comment
Standard Deviation
view, view, emoticon, share, and
– regular regular broadcast and election Official Facebook Page during Facebook Page Official
days by the social media team to team media social the by days 2,258.45 –
2
Standard Standard Deviation Equals
795.47 ,
Mean 580.49 443.37 2,424.14 egular Broadcast egular 121 2,424.14
Standard Deviation Equals Equals Deviation Standard
2,710.83.
. d from the posts on the official Facebook page. The Standard Deviation Equals Deviation Standard
121,795.47
580.49 ment e Facebook Page during Page R Facebook Audience Audience Engagement on the ThairathTV Channel emoticon) emoticon) Mean Equals Regular Broadcast Regular Engagement Engagement Statistics WorkpointTV the on
Engag
29 . Standard Deviation Equals Deviation Equals Standard Examination of audience engagement on the WorkpointTV official Facebook
6 6.2.1 Facebook Page Audience Audience Engagement on the ThairathTV Channel Users Users of the ThairathTV official Facebook page during regular broadcast have Equals Mean View WorkpointTV Official Facebook Page has a total of 196 posts. The engagement
Comment View Emoticon Share
Share Mean Equals Equals Mean Share 443.37 engagement, engagement, which are discussed from most to least comment. Expression (
Table Table following section.in the discussed posts would be with these evaluate the engagement. continuous evaluate page page during the study can be divided into two parts period. Data was collecte for data the check would monitor count observation 6.2
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
191
) nts, which did 333.97 SD , 634.54 194.81 0.00 0.00 0.00 ( , , 91 49
244 Standard Standard Deviation
Standard Deviation
0.00 0.00 0.00 Mean 70,266.30 11,681.82 268,920.51
clip, live, and picture. picture. and live, clip,
–
Audience Audience Engagement through Read and View on the
Presentation Format Presentation In In addition, the social media team posted 9 shared conte Users Users of the WorkpointTV official Facebook page during regular View in format Clip Mean Equals 268,920.51 Creation Creation of audience engagement on the WorkpointTV official 1) 6.2.1.1 Format on the WorkpointTV Official Facebook Page during Page Regular WorkpointTV on the Facebook Official Format Broadcast. Engagement Statistics through Read and View based on the Presentation and based Engagement View Read Statistics through
30
.
6 Presentation Format Presentation
Text Live Picture Share Gif Clip
Equals Equals 91,634.54 View in format Picture Mean Equals 11,681.82 Standard Deviation 49,194.81. Equals or view. of read engagement form any in the not have are discussed most discussed tofrom least are Equals 244,333.97 View in format Live Mean Equals 70,266.30 Standard Deviation which format, presentation on based view and read through engagement have broadcast Table Table the following section. the following Page Regular Broadcast. during Facebook WorkpointTV Official Facebook page during regular broadcast through read and view would be discussed in
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 27 192 posts from
ngage through through ngage
the quarrel that erupted that quarrel the PM. There was a total of Views.
11:37 at at
2019 ,
24
The The researcher used audience engagement analysis on Patchara Opassereepadung (personal communication September Examination of clips posted on the official Facebook page during Presentation Format in the Form of Clip of the WorkpointTV Official
It is found that during regular broadcast content posted would be in the form the in be would posted content broadcast regular during that found is It views. views.
13 . 4. Workpoint Entertainment (2019o) Workpoint Entertainment
6
explained the phenomenon of read and view of live broadcast is less than clips. 2019) Chapter Chapter e audiences found is it However, clips. by followed most broadcast live of view more and clips than live broadcasts. read shared shared from Workpoint News on March 1,064,437 WorkpointTV official Facebook page, posted by the social media team presented in about news the is views most the received that broadcast regular from the noise made at an ordination ceremony at Wat Singha High School. It was Figure Figure that has Regular during the Most Page Broadcast Facebook Source:
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
193
) 174,518.87 842.92 315.27 531.33 446.54 502.32 803.62 SD , , , , 852.81 , 991.97 , 0.00 ( , , 472.14 , 4 99,459.89 84 26 150 102 145 195 110 225 Standard Deviation
View in content of Talk Show Mean Mean Show Talk of content in View
79.00 Mean 2,000.00 66,823.33 63,507.62 60,000.00 53,620.00 51,166.67 155,250.00 147,029.50 117,833.33 174,518.87 w/contest, variety show, talk show, series, View View in content of Variety Mean Equals close close of remove the full live broadcast based
150,842.92 game game sho
– 225,803.62
Program Genre Program
View in content of Game Show/Contest Mean Equals Users Users of the WorkpointTV official Facebook page during regular 2)
Official Facebook Page during Regular during Broadcast. Page Facebook Official
Standard Deviation Equals Equals Deviation Standard Read and View Statistics based on the Program Type on the WorkpointTV Type View the Program Read on and Statistics based
Program Genre Program
31
.
6 Advertising Documentaries Station Public Relations Movie Drama News Online Broadcasts Live Game Show/Contest Game Variety ShowTalk
Standard Standard Deviation Equals 155,250.00 are discussedare from most to least news, online, live broadcast, advertising, documentaries, station public relations, and movies. which format, presentation on based view and read through engagement have broadcast Table This is because social media team would has This Facebook. and Plc. Entertainment Workpoint between made agreement the on or closed been have that posts the with engagement the in reduction the in resulted also deleted.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
194
View View in
Standard Standard
View in content
51,166.67 Standard Standard Deviation View View in content of 99,459.89
31.33 View View in content of Drama
195,446.54 Standard Standard Deviation Equals
53,620.00 145,5 View View in content of Movie Mean และ 102,315.27
60,000.00
. Game show/Contest on the WorkpointTV WorkpointTV the on show/Contest Game
Workpoint Entertainment (2019p) Workpoint Entertainment
– ; 0.00 4,472.14 Standard Standard Deviation Equals
Standard Standard Deviation Equals
View View in content of Station Public Relations Mean Equals
Standard Standard Deviation Equals 63,507.62
66,823.33 Standard Deviation Equals View in content of Documentaries Mean Equals Equals Mean Documentaries of content in View
26,991.97 117,833.33 Standard Deviation Equals Deviation Equals Standard
Presentation of Genre Content Genre Presentation of
View View in content of Advertising Mean Equals
Standard Standard Deviation Equals 14
Facebook Page during Regular Broadcast Regular during Broadcast the Most Page Views. that has Facebook . Workpoint Entertainment (2019n) Workpoint Entertainment
147,029.50 79.00 110,502.32 6 Official Official Source: Figure Figure Deviation Deviation Equals 2,000.00 Equals content content of Live Broadcasts Mean 84,852.81 Equals Equals Equals Equals Mean Equals News Mean Equals of Online Mean Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
195 views views
PM. 810,000 digital television television digital 6:01 the WorkpointTV and and
Game Game show/contest and 850,000 2019. run again the during day and late views views for the first clop posted at -
782,163 PM. There were were There PM. , the results are in the same direction. The two two The direction. same the in are results the , views for the second clip at at clip forviews the second
4 , two clips were posted edited from broadcasted broadcasted from edited posted were clips two , 10 10:00 re were at at
The 780,000 ia team presented two consecutive clips from I Can See 2019 , and
2019. 20 ,
2019 23 , 2 From From audience engagement statistics to genre content on the The social med Analysis Analysis of the posts based on the game show/contest on the Official
. 10
AM on March AM on March
variety shows variety presentedare primetime during and re night. social media team presented in Chapter Chapter in presented team media social most popular programs based on the two statistics would be game show/contest and variety show, which is congruent to the presentation of content of program broadcasting schedule in February and March, content content on February 7:44 the of statistics the to compared page Facebook official WorkpointTV February on Voice Your Super from content For respectively. Facebook revealed that the posts with the most views are from I Can See Your Voice Super and
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
196
Equals Equals View View in Standard Standard
197,989.90 287,333.33
) 502.32 480.99 452.62 249.78 989.90 989.90 239.85 559.80 446.54 SD 337.84 058.50 , 259.24 , , , , , , , , 0.00 ( , , , 414.21 472.14 , , View View in content of 1 4 89 82 69
197,989.90 110 316,078.14 234 228 144 197 197 110 131 195 384,880.43 Standard Deviation Standard Standard Deviation
144,249.78 s View View in content of Ghost/Beliefs
Standard Standard Deviation Equals
122,706.00 View View in content of Music Mean Equals
View View in content of Sports Mean Equals
0.00 Mean 228,452.62 2,000.00 56978.89 66,333.33 53,620.00 40,026.33 18,000.00 92,625.00 66,823.33 384,880.43 287,333.33 220,000.00 191,309.13 158,000.00 140,000.00 140,000.00 122,706.00 Standard Standard Deviation Equals children, children, elderly, sports, music, ghost, business,
– 140,000.00
View View in content of Elderly Mean Equals
234,480.99 rrent rrent affairs, food, game, advertising, movies, culture, and Standard Standard Deviation Equal
140,000.00
316,078.14
Users Users of the WorkpointTV official Facebook page during regular View in content of Children Mean Equals Program Content Program
158,000.00
Standard Standard Deviation Equals Standard Standard Deviation Equals WorkpointTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook WorkpointTV Official Read and View Statistics based on the Program Content on the View on the Program Read and Statistics based
32
.
6
Program Content Program Movie Culture Station Public Relations Family Affairs Current Food Games Advertising Sports Music Ghost/Beliefs Business Humor Politics Children Elderly
content content of Humor Mean Equals View in content of Politics Mean Equals 220,000.00 191,309.13 Mean Equals Business Mean Equals Deviation Equals Standard Deviation Equals broadcast broadcast have engagement through read and view based on program content, which are discussed from most to least humor, politics, family, cu station public relations.
Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
5 197
วัฒนธรรม
Standard Standard 56978.89
66,333.33
)
SD ( 532.21 81.03 68.84 , 211.31 123.58 671.23 3 ial Facebook page. page. Facebookial 66,823.33 Standard Standard Deviation contents, contents, which are 4,472.14.
5 Standard Deviation Standard pectively. Mean Equals he he WorkpointTV official View in content of Station of content in View
View View in content of ร
h the of use emoticons. 92,625.00 View View in content of Movies Mean 1,414.21
69,259.24 7.91 80.08 31.01 14.13 Mean 183.67 2,104.96 View View in content of Advertising Mean Equals 110,502.32 Standard Deviation Equals Deviation Equals Standard
View in content of Games Mean Equals Equals Mean Games of content in View
iation Equals View View in content of Food
2,000.00 82,058.50
89,337.84 Standard Deviation Equals Deviation Standard
Audience Audience Engagement through use of Emoticons on the , it appears that only music content, which is one of the top
4 195,446.54 Standard Standard Dev View in content of Current Affairs Mean Equals Equals Mean Affairs Current of content in View
6.2.1.2 The researcher examined audience engagement on the WorkpointTV Based Based on audience engagement statistics on t iation Equals Equals iation 18,000.00 View View in content of Family Mean Equals Facebook Page. Facebook Emotiocon Emoticon Use Statistics on Online Social Media, ThairathTV Official Official ThairathTV Media, Emoticon Use Statistics Social on Online
Standard Standard Deviation Equals
33
40,026.33 .
131,559.80
6
Angry Like Love HaHa Wow Sad
Table Table WorkpointTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook WorkpointTV Official broadcasts regular during throug Facebook page official children, elderly, sports, music, and ghost to read res sports, view ghost and elderly, music, and children, presented presented in Chapter WorkpointTVoffic the on team mediasocial the by posted contents In addition, the social media team has selected to post the top about content selected Audiences game. and advertising, humor, affairs, current music, Mean Equals Equals Mean Equals Mean relations public Facebook page, the comparison to the posting from the digital television station Standard Dev Standard Standard Deviation Equals 53,620.00 Equals 110,239.85 Equals Deviation Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
.
198
0.39 1.32 5.84 8.67 0.00 0.00 0.00 0.00 15.20 23.83 26.00 68.84 Angry 115.35
Emotional Emotional
Sad 9.41 5.57 0.67 1.66 0.00 0.00 0.00 0.00 29.22 29.58 17.44 136.01 671.23
Standard Standard Deviation
Emotional Expression 0.00 0.00 0.00 0.00 65.98 35.26 98.09 45.00 HaHa 144.90 281.00 226.86 115.80 80.08
Format on Online Social Format
81.03 Expression Expression (emoticon) in the
3.22 3.93 0.00 0.00 0.00 0.00 Wow 68.94 11.77 33.48 11.58 31.83 201.93
Standard Deviation Equals Deviation Standard
clip, picture, live, and share.clip, and live, picture, 7.91 - Emotional Emotional Emotional Emotional Expression (emoticon) in the
3.44 5.39 0.00 0.00 0.00 0.00 Love 17.43 33.68 271.19 688.83 224.09 851.24 Angry. Emotional Expression (emoticon) in the form form in the Expression (emoticon) Emotional
Standard Standard Deviation Equals Deviation Deviation Equals
5,089.72 3,532.21 0.00 0.00 0.00 0.00 Like 864.75 362.22 250.35 123.58 4,290.03 5,089.72 1,276.36 1,676.39 1,197.21 183.67
Standard Standard
All 0.00 0.00 0.00 0.00 823.64 , 423.22 395.13 4 5,957.25 1,385.43 1,862.44 1,147.09 2,110.32 14.13 ) in the form of HaHa Mean Equals
Presentation Format Presentation
) Emotional Expression (emoticon) in the form of Wow Mean Equals Users Users of the WorkpointTV official Facebook page during regular Emotional expression (emoticon) used in the presentation of clip from Emotional Expression (emoticon) in the form of Like Mean Equals 1 Emotional Expression (emoticon) in the form of Like Mean Equals Users Users of the WorkpointTV official Facebook page during regular Like, Love, HaHa, Sad, Sad, and HaHa, Love, Like,
Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD – Media, WorkpointTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook WorkpointTV Official Media, Emoticon Useon Presentation Statistics based
Standard Standard Deviation Equals Standard Standard Deviation Equals
34
211.31 .
6 Standard Deviation Equals Equals Deviation Standard
Presentation Format Gif Gif Picture Live Share Text Clip
4,290.03 broadcast broadcast have engagement through the use of emoticons based on the presentation discussed most are to which from least format, Wow, HaHa, Angry. Love, and Sad, Like, are which most to least,
Table Equals Equals 31.01 of Sad Mean Equals Equals of Mean form in the Angry (emoticon) 2,104.96 form of Love Mean Equals Expression (emoticon broadcast have engagement through the use of emoticons, which are discussed from most to least
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
. ls
199 uals . 26.00 11.58 11.77 115.35 n Equals 17.44 Emotional Emotional Emotional Emotional Emotional
.
851.24 688.83 226.86 5.84 Standard Deviation Standard Standard Deviation Standard Deviation
Emotional Expression Emotional Emotional Expression Emotional Expression
35.26 17.43 144.90 Expression Expression (emoticon) in the 23.83 115.80 136.01 Standard Standard Deviation Equals Emotional Expression (emoticon)
Standard Deviation Equals Deviation Standard
Standard Deviation Equals
8.67 29.58 Emotional Emotional 15.20
Emotional Expression (emoticon) in the
5.57 Emotional Expression (emoticon) in the form form the in (emoticon) Expression Emotional
Emotional Expression (emoticon) in the form form in the Expression (emoticon) Emotional
Standard Deviation Equals Equals Standard Deviation
uals uals Standard Standard Deviation Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
1,676.39 1,197.21 Emotional Expression (emoticon) in the form of 1.32
250.35 Emotional Expression in (emoticon) the form of Sad 201.93
65.98 224.09 271.19 Standard Standard Deviation Equals 31.83
Standard Standard Deviation Equals Standard Standard Deviation Equals 33.48
ean Equals ean Equals 45.00 5.84 29.22 tional tional expression (emoticon) used in the presentation of pictures onal Expression (emoticon) in the form of Wow Mean Equals Mean Wow of form the in (emoticon) Expression onal Standard Standard Deviation Equals
Emotional Expression (emoticon) in the form of Wow Mean Eq Emotional expression (emoticon) used in the presentation of contents Emotional Expression (emoticon) in the form of Like Mea Emotional Expression (emoticon) in the form of Like Mean Equa Emotional expression (emoticon) used in the presentation of live content content live of presentation the in used (emoticon) expression Emotional Emo Emotional Expression (emoticon) in the form of Like Mean Equals
9.41 Emoti Emotional Expression (emoticon) in the form of Wow Mean Equals Mean Wow of form the in (emoticon) Expression Emotional
Standard Standard Deviation Equals
Standard Standard Deviation Equals 281.00
Standard Deviation Equals Equals Deviation Standard 98.09 33.68
Standard Deviation Equals Equals Deviation Standard
of HaHa Mean Equals (emoticon) in the form of Angry Mean Equals Sad. Wow, Angry,and mostHaHa, Love, from Like, shared are which to least that are 362.22 Equals Equals Standard Deviation Equals Angry Mean Equals of Eq form in the Mean Sad (emoticon) 864.75 form of Love Mean Equals Expression (emoticon) in the form of HaHa Mean Equals in the form of Angry M of Angry form in the Sad. HaHa, and Wow,Love, Like, Angry, are most which tofrom least, Expression (emoticon) in the form of Love Mean Equals Equals Standard Deviation Equals Mean Equals from most to least, which are Like, HaHa, Love, Angry. Wow,HaHa, Like, Sad, and Love, are most which tofrom least, 1,276.36 form of HaHa Mean Equals of Sad Mean Equals Equals Mean Angry of form the in (emoticon) form form of Love Mean Equals Expression (emoticon) in the form of HaHa Mean Equals Equals 68.94
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
200
0 0.97 3.50 4.95 1.50 2.26 0.10 0.45 0.60 1.34 0.00 1.50 1.05 3.59 9.76 1.75 2.45 0.46 52.50 29.18 102.34 163.16 Angry Standard Standard
3.44 1 2.50 3.70 8.00 1.20 2.17 2.85 7.17 0.40 0.89 0.00 2.17 1.72 2.48 4.86 Sad 23.01 11.31 10.52 35.95 25.00 14.08 121.65
. 3 3.48 7.87 0.00 0.00 0.00 5.50 4.28 10.00 14.14 55.67 44.69 33.50 79.21 392.07 117.50 194.86 123.64 206.57 203.96 301.57 204.69 HaHa 1.66
0 3.07 5.75 7.63 2.17 1.72 4.60 0.25 0.50 0.00 6.33 4.27 3.62 18.50 23.33 10.92 10.85 39.43 62.24 13.88 20.48 Wow 184.58
Emotional Emotional Expression (emoticon) in the 1
9.95 1.40 2.19 0.00 18.26 88.75 56.17 94.78 15.47 15.67 74.39 27.33 10.31 74.00 84.38 17.00 Love 155.05 250.50 350.02 389.28 1,000.79 game game show, variety show, online, talk show, 3.93 -
146 0.00 Like 51.33 997.64 925.50 791.98 682.15 903.70 623.61 234.80 665.00 125.44
2,012.56 1,046.75 1,095.31 1,009.50 1,216.88 3,234.68 4,775.54 2,827.75 2,862.00 2,141.23 Standard Deviation Equals Deviation Equals Standard
ertising, ertising, news, station public relations, movies, and food
0.67 All 151 0.00 Emotional Expression (emoticon) in the form of Wow Mean 53.14 742.15 693.30 237.40 707.83 117.36 854.85
1,010.83 1,394.36 3,798.27 5,718.94 3,123.71 3,125.98 2,381.08 2,359.71 1,313.75 1,255.74 1,216.00 1,499.07 1,126.00 uals 5.39
Program Genre Program
Emotional expression (emoticon) used in genre of game shows from Users Users of the WorkpointTV official Facebook page during regular 2) Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Standard Standard Deviation Equals WorkpointTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook WorkpointTV Official
Emoticon Use Statistics based on Program Genre on Media, Online Social Genre Emoticon Useon Program Statistics based
35 3.22 .
6
otional otional Expression (emoticon) in the form of Love Mean Equals Program Program Genre Station Station PR Movie Document Live Live Broadcasts Dramma Advertising News Variety Online Talk Show Game/ Contest
most to least, which are Like, Love, HaHa, Wow, HaHa, Angry. Love, and Sad, Like, are which most to least, live live broadcast, series, adv documentaries. broadcast have engagement through the use of emoticons based on the program type, which are discussed from most to least Table Em Deviation Equals Equals Mean Eq of Sad form
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
. . 201 204.69 2.45 9.76 Emotional Emotional Emotional Emotional Emotional
. 18.26 84.38 0.97 Like Like Mean Equals Standard Standard Deviation Standard Deviation Standard Standard Deviation
1,000.79
Emotional Emotional Expression Emotional Emotional Expression
3.62 6
79.21 13.88 4.8 121.65 Emotional Expression (emoticon) (emoticon) Expression Emotional
Standard Deviation Equals Deviation Standard Standard Deviation Equals Deviation Standard
01 23. 1.75 3.59 Emotional Expression (emoticon) in the in (emoticon) Expression Emotional Emotional Emotional Expression (emoticon) in the Emotional Expression (emoticon) in the
Emotional Expression (emoticon) in the
Emotional Expression (emoticon) in the form form the in (emoticon) Expression Emotional
Emotional Expression (emoticon) in the form form in the Expression (emoticon) Emotional
Standard Deviation Equals Equals Standard Deviation Wow Mean Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
f Wow Mean Equals 997.64 Standard Deviation Equals
2,012.56 4,775.54 2,862.00
0.46 Emotional Expression (emoticon) in the form of Sad Sad of form the in (emoticon) Expression Emotional ion (emoticon) in the form of Like Mean Equals 301.57
184.58 17.00 74.00 389.28 Standard Standard Deviation Equals Standard Standard Deviation Equals
392.07 2.48 25.00 Standard Deviation Equals Equals Deviation Standard
form of Angry Mean Equals of Mean form Angry
Emotional Expression (emoticon) in the form of Wow Mean Equals Emotional expression (emoticon) used in genre of talk shows from most most from shows talk of genre in used (emoticon) expression Emotional Emotional Express Emotional expression (emoticon) used in genre of online content from Emotional Expression (emoticon) in the form of Like Mean Equals Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in genre of variety shows from Emotional Expression (emoticon) in the form of
Emotional Expression (emoticon) in the form of HaHa Mean Equals 14.08
Emotional Expression (emoticon) in the form of HaHa Mean Equals Mean HaHa of form the in (emoticon) Expression Emotional
Standard Deviation Equals Equals Deviation Standard Standard Standard Deviation Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
20.48 206.57
Standard Deviation Equals Equals Deviation Standard 3.07
Standard Deviation Equals Equals Deviation Standard
1,046.75 Mean Equals Equals Mean Mean of Angry Equals form in the Wow, Angry, Sad. Love, are and which HaHa, to least, Like, form form of Love Mean Equals Expression (emoticon) in the form o Equals Equals Deviation Standard most to least, which are Like, Wow, Angry. HaHa,Love, and Sad, Like, are which most to least, 2,141.23 203.96 of Sad Mean Equals Equals of Mean form in the Angry (emoticon) 2,827.75 form of Love Mean Equals Expression (emoticon) in the form of Equals (emoticon) in the (emoticon) Wow, Angry. HaHa,Love, and Sad, Like, are which most to least, Equals Equals 62.24 of Sad Mean Equals 3,234.68 form of Love Mean Equals Expression (emoticon) in the form of HaHa Mean Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
202 2.17
. 15.47 10.00 ression ression 3.70 Emotional Emotional Emotional Emotional Emotional (emoticon) (emoticon)
.
. 94.78 194.86 350.02 4.95 Like Like Mean Equals Standard Standard Deviation Standard Deviation Standard Deviation
2.17 Emotional Expression Emotional Exp
55.67 18.50 88.75
7.63
123.64 Standard Standard Deviation Equals Emotional Expression Emotional Expression (emoticon)
in the form of Like Mean Equals
Standard Deviation Equals
9.95 2.26 11.31 Emotional Expression (emoticon) in the Emotional Expression (emoticon) in the
2.50 Emotional Expression (emoticon) in the form form the in (emoticon) Expression Emotional
Emotional Expression (emoticon) in the form form in the Expression (emoticon) Emotional
Standard Deviation Equals Equals Standard Deviation
Standard Standard Deviation Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
791.98
Standard Deviation Equals Deviation Equals Standard
1,095.31 3.50 903.70 Emotional Expression in (emoticon) the form of Sad 102.34
1.20 Emotional Expression (emoticon) in the form of Angry of form the in (emoticon) Expression Emotional 56.17
117.50 250.50 Standard Standard Deviation Equals Standard Standard Deviation Equals
14.14 1.72 5.75 33.50 Standard Deviation Equals Standard Standard Deviation Equals
ad Mean Mean Equals ad Emotional Emotional Expression (emoticon) in the form of Angry Mean Equals Emotional expression (emoticon) used in genre of advertising from most most from advertising of genre in used (emoticon) expression Emotional Emotional Expression (emoticon) in the form of Like Mean Equals Emotional Expression (emoticon) in the form of Emotional expression (emoticon) used in genre of drama from most to Emotional expression (emoticon) used in genre of live broadcast from Emotional Expression (emoticon)
1.50 8.00 Emotional Expression (emoticon) in the form of Wow Mean Equals Equals Mean Wow of the form in Expression (emoticon) Emotional Emotional Expression (emoticon) in the form of HaHa Mean Equals Mean HaHa of form the in (emoticon) Expression Emotional
Standard Standard Deviation Equals
Standard Standard Deviation Equals 155.05
44.69 Standard Deviation Equals Equals Deviation Standard 23.33
Standard Deviation Equals Equals Deviation Standard s 5
of HaHa Mean Equals (emoticon) in the form of Love Mean Equals Angry. Wow, Sad, and Love, are which HaHa, to least, Like, 682.1 Equal Equals Deviation Standard Mean Equals of S form in the 1,009.50 form of Love Mean Equals Expression (emoticon) in the form of HaHa Mean Equals in the form of Angry Mean of Angry Equals form in the Wow, Sad. HaHa, Angry, and are which Love, Like, least, Expression (emoticon) in the form of Wow Mean Equals Equals Standard Deviation Equals Mean Equals most to least, which are Like, Wow, Angry. HaHa,Love, and Sad, Like, are which most to least, 925.50 form of Love Mean Equals of Wow Mean Equals Equals of form Mean in the Sad (emoticon) form form of HaHa Mean Equals Expression (emoticon) in the form of Love Mean Equals Equals 52.50
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
als 203 0.00 1.34
10.85 Standard Standard Standard Standard Standard Standard
Emotional Emotional
4.60 1.00 0.40
. 163.16 7.87 Standard Deviation
. Emotional Expression Emotional Expression
0.45 0.00. 15.67 0.00
2.19
d Mean Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
Emotional Expression (emoticon) (emoticon) Expression Emotional
0.60 1.00 35.95 Emotional Emotional Expression (emoticon) in the Emotional Emotional Expression (emoticon) in the Emotional Expression (emoticon) in the
Emotional Expression (emoticon) in the form form in the Expression (emoticon) Emotional 0.50 7.17 Emotional Expression (emoticon) in the form
Standard Deviation Equals Equals Standard Deviation 16.88
Standard Standard Deviation Equals dard Deviation Equals Deviation Equals dard
1,2 0.00 51.33 tandard Deviation Equals Deviation Equals tandard 3.48 Stan Emotional Expression in (emoticon) the form of Sad s S
29.18 Standard Standard Deviation Equals Standard Standard Deviation Equals 0.10
0.00 39.43 Emotional Expression (emoticon) in the form of Sad Mean 3.00
1.40 Emotional Expression (emoticon) in the form of Wow Mean Emotional Expression (emoticon) in the form of Wow Mean ean Equals
Standard Deviation Equals Equals Deviation Standard ion (emoticon) in the form of Wow Mean Equals
10.92 0.00 0.89 Emotional expressionused ofin (emoticon) genre movies from most to Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in genre of station public Emotional Expression (emoticon) in the form of Like Mean Equ Emotional expression (emoticon) used in genre of news from most to Emotional Expression (emoticon) in the form of Like Mean Equals pression pression (emoticon) in the form of Sad Mean Equals 10.52 Emotional Expression (emoticon) in the form of Wow Mean Equals Mean Wow of form the in (emoticon) Expression Emotional
Standard Standard Deviation Equals Standard Standard Deviation Equals
Standard Standard Deviation Equals Standard Standard Deviation Equal 0.25 2.85
Standard Deviation Equals Equals Deviation Standard
74.39
Emotional Expression (emoticon) in the form of Sa Deviation Equals 146.00 of HaHa Mean Equals (emoticon) in the form of Love Mean Equals Equals Equals Mean Equals of HaHa form Wow, Sad, HaHa, and are Angry. which Like, least, Love, (emoticon) (emoticon) in the form of Angry Mean Equals Emotional Ex Deviation Equals relations from most to least, which are Like, Love, Angry, Sad, Wow, and Wow, Sad, and Angry, HaHa. are mostLove, which toLike, from least, relations 234.80 of Love Mean Equals Standard Standard Deviation Equals Equals Mean M of HaHa form in the 623.61 form of Angry Mean Equals Expression (emoticon) in the form of Love Mean Equals Equals Wow, HaHa, Sad. Love, Angry, and are which Like, least, Emotional Express Deviation Equals Equals Mean Equals of Angry form
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
204 4.27 Standard Standard
5.50
(emoticon) in the form form the in (emoticon) Emotional Expression
0.00. 1.05. 10.31 Standard Standard Deviation Equals 6.33 Emotional Emotional Expression (emoticon) in the Emotional Expression (emoticon) in the
Emotional Expression Emotional
0.00 1.72 125.44 Standard Deviation Equals Deviation Equals Standard Deviation Equals Standard
Standard Standard Deviation Equals 1.50 0.00
Emotional Expression (emoticon) in the form of Sad Mean
27.33 tional tional expression (emoticon) used in genre of documentaries from 4.28 Emo Emotional Expression (emoticon) in the form of Like Mean Equals Standard Standard Deviation Equals Standard Standard Deviation Equals
2.17 0.00
Standard Deviation Equals Equals Deviation Standard
form of Angry Mean Equals of Angry form (emoticon) (emoticon) in the form of Wow Mean Equals Emotional Expression (emoticon) in the form of HaHa Mean Equals Deviation Equals Equals 665.00 of Love Mean Equals Equals Equals Mean Equals of Angry form Wow, Angry. HaHa,Love, and Sad, Like, are which most to least,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
205 gry 1.38 2.00 2.33 4.04 4.22 9.35 0.10 0.45 5.42 1.50 0.71 0.60 1.34 2.00 2.65 3.14 3.29 0.50 0.71 2.54 4.69 1.55 2.60 0.50 1.00 1.00 0.00 2.50 3.54 69.67 29.18 17.70 118.08 163.16 An
0.86 1.86 5.67 8.96 3.00 4.36 2.89 4.14 2.85 7.17 1.00 1.53 0.50 0.71 0.40 0.89 2.33 3.21 3.00 0.00 5.57 1.00 0.00 Sad 10.52 35.95 58.14 30.30 15.39 22.75 22.77 11.50 16.26 146.81 141.97
7.67 3.48 7.87 5.50 3.54 0.00 0.00 6.67 6.51 2.75 3.50 0.00 42.88 44.59 10.79 21.00 32.92 22.44 53.97 33.50 34.00 79.95 78.00 21.50 16.26 89.21 59.00 70.71 123.64 151.66 244.34 352.27 367.43 407.00 HaHa
2.50 2.07 6.67 9.07 8.33 8.89 4.60 3.26 3.65 3.50 2.12 0.25 0.50 6.14 7.25 6.50 1.91 3.00 0.00 12.33 19.66 10.92 10.85 39.43 96.57 64.00 16.97 73.13 39.00 29.70 150.67 161.04 126.85 219.74 Wow children, children, business, music, humor,
9.95 2.83 1.40 2.19 0.00 47.13 81.83 49.44 81.35 15.47 15.67 74.39 17.74 26.95 22.00 89.80 57.09 74.33 39.00 14.17 19.00 Love 167.33 286.37 112.00 181.15 470.00 562.53 501.71 847.58 123.50 495.89 176.50 115.26 1,185.30 elderly, elderly, -
0.00 16.97 51.33 Like 847.25 733.68 665.67 895.76 629.00 667.71 666.00 373.82 682.15 903.70 623.61 475.58 319.10 423.00 234.80 565.69 1,216.88 6,778.00 6,183.37 5,261.00 3,999.91 5,250.00 1,202.08 3,678.66 5,310.20 3,268.59 2,812.89 2,750.00 1,266.23 2,300.00 1,400.00
All 0.00 21.21 53.14 514.38 742.15 693.30 537.00 407.89 456.00 237.40 761.55 941.88 798.88 861.00 841.33 753.33 1,010.83 1,394.36 3,690.95 3,139.61 2,821.50 1,303.92 2,731.00 1,688.50 1,225.43 1,013.05 7,409.67 6,880.11 6,048.00 5,105.69 5,462.50 1,259.36 4,369.81 6,389.95
SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean Mean SD Mean SD Mean SD Mean SD Program Content Program
Emotional expression (emoticon) used in the presentation of content for for content of presentation the in used (emoticon) expression Emotional Emotional Expression (emoticon) in the form of Like Mean Equals Users Users of the WorkpointTV official Facebook page during regular 3)
Media, WorkpointTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook Official WorkpointTV Media, Emoticon Use Statistics based on Program Content on Online Social Content on Online Social Emoticon Use on Program Statistics based
36
.
6 Program ContentProgram elderly from most to least, which are Like, Love, Wow, HaHa, Sad, Sad, and Wow, are Angry. most which HaHa, Love, to from Like, least, elderly Games Culture PRStation Politics Food Advertising Current Affairs Sport Ghost/Beliefs Family Movie Business Music Humor Quote Elderly Children
6,778.00 Standard Deviation Equals 6,183.37 Love Mean Equals 470.00 Standard inspirational inspirational quotes, sports, ghost, family, movies, politics, food, advertising, current and culture, game, station relations. public affairs, the content, program the on based emoticons of use the through engagement have broadcast which are discussed from most to least Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
206
on Equals Equals on s 123.50 Standard
presentation presentation of children
n Equals 495.89 Standard Angry Angry Mean Equals 2.00 Standard Deviation Equals 150.67 Standard Deviation Equals 161.04 Equals Deviation Standard 150.67 Equals
และ on on (emoticon) used in the presentation of business
Equals Equals 2,812.89 HaHa Mean Equals 352.27 Standard
Emotional expression (emoticon) used in the presentation of humor Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of music from music of presentation the in used (emoticon) expression Emotional Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expressi Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the Emotional Expression (emoticon) in the form of Like Mean Equals
. Equals Equals 847.58 Wow Mean Equals 96.57 Standard Deviation Equals 126.85
. . .
3,268.59 Standard Deviation Standard Deviation Equals 141.97 Angry Mean Equals 2.54 Standard Deviati Standard 2.54 Equals Mean Angry 141.97 Equals Deviation Standard 4.69 Wow, Sad, Angry. most HaHa, and from to least,Like, Love, content which are 3,678.66 Standard Deviation Equals 5,310.20 Love 244.34 Equals Mea Deviation Standard 89.21 Equals Mean HaHa 1,185.30 Equals Deviation Wow Mean Equals 73.13 Standard Deviation Equals 219.74 Sad Mean Equals 30.30 Standard Standard Deviation Equals 0.00 Angry Mean Equals 0.50 Standard Deviation Equals 0.71 Wow, HaHa, Angry. Love, and Sad, Like, are which most to least, 5,250.00 Standard Deviation Equals 1,202.08 Love Mean Equal Deviation Equals 89.80 Wow Mean Equals 64.00Standard Deviation Equals 16.97 HaHa Mean Equals 21.50 Standard Deviation Equals 16.26 Sad Mean Equals 3.00 3.29 Angry. and Sad, mostWow, from to least,Like, content are HaHa, which Love, 5,261.00 Standard Deviation Equals 3,999.91 Love Mean Equals 501.71 Deviation Standard HaHa Mean Equals 78.00 Standard Deviation Equals 151.66 Sad Mean Equals 58.14 Equals Deviation Standard 3.14 Equals Mean Angry 146.81 Equals Deviation Standard Equals 2.65 Equals Angry. and Sad, most to least,Wow, from Like, content HaHa, which are Love, Deviation Equals 562.53 Wow Mean Mean Wow 562.53 Equals Deviation HaHa Mean Equals 6.67 Standard Deviation Equals 6.51 Standard Sad Deviation Mean Equals Equals 3.21 2.33
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
als 207
e e Mean Equals
Standard Standard Deviation Equals
in the form of Like Mean Equals
Angry Mean 0.00. Equals Deviation Equals 1.00Angry Standard Angry Mean 1.00. Equals Deviation Equals 0.50Angry Standard
Emotional expression (emoticon) used in the presentation of family Emotional Expression (emoticon) Emotional expression (emoticon) used in the presentation of ghost Emotional Expression (emoticon) in the form of Lik Emotional expression (emoticon) used in the presentation of sports from sports of presentation the in used (emoticon) expression Emotional Emotional Expression (emoticon) in the form of Like Mean Equ Emotional expression (emoticon) used in the presentation of Emotional Expression (emoticon) in the form of Like Mean Equals iation Equals 16.26 Angry Mean Equals 2.50 Standard Deviation Equals
. 750.00 Standard Deviation Equals 1,266.23 Love Mean Equals 39.00 Standard
847.25 Standard Deviation Equals 733.68 Love Mean Equals 47.13 Standard Deviation Deviation Standard 47.13 Equals Mean Love 733.68 Equals Deviation Standard 847.25 Equals 81.83 HaHa Mean Equals 42.88 Standard Deviation Equals 44.59 Wow Mean 3.54. Wow, Angry, and most Sad. from to least,HaHa, Like, content which are Love, 1,400.00 Standard Deviation Equals 565.69 Love Mean Deviation Equals 115.26 HaHa Equals Mean Equals 59.00 Standard Deviation 176.50 Equals 70.71 Standard Wow Mean Equals 39.00 Standard Deviation Equals 29.70 Sad Mean Equals 11.50 Standard Dev Angry. Wow, Sad, and most from to least,HaHa, Like, content which are Love, 2,300.00 Standard Deviation Equals 0.00 Equals 0.00 Equals 19.00 Equals Mean Deviation Deviation Love Standard 0.00 Wow HaHa Mean Equals 407.00 Standard Mean Equals 3.00 Standard Deviation Equals 0.00 Sad Mean Equals 1.00 Standard 0.00 Equals Deviation Deviation Equals 3.50 Equals Deviation Wow, HaHa, Angry. and Sad, Like, are Love, which most to least, 2, Wow 22.77 Equals Deviation Standard 22.75 Equals Mean Sad 14.17 Equals Deviation Mean Equals 6.50 Standard Deviation Equals 1.91 HaHa Mean Equals 2.75 Standard inspirational quotes from most to least, which are Like, Love, Sad, Wow, HaHa, and Angry. Deviation Deviation Equals 367.43 Love Mean Equals 57.09 Standard Deviation Equals 74.33 Wow Mean Equals 6.14 Standard Deviation Equals 7.25 Standard Deviation Equals 15.39 Angry Mean Equals 1.55 Sad Mean Equals 5.57 2.60
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
. 208 5.67
. . 8 Standard
gry. 2.92 Wow Mean Equals 6.67 n) in the form of Like Mean Equals iation Equals 10.92 Sad Mean Equals 2.85 quals quals 8.89 Angry Mean Equals 4.22 Standard pression pression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of advertising advertising of presentation the in used (emoticon) expression Emotional Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of food Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of political Emotional Ex Emotional expression (emoticon) used in the presentation of movies Emotional Expression (emotico
.
Standard Standard Deviation Equals 7.17 Angry Mean Equals 0.10 Standard Deviation Equals 0.45 682.15 Standard Deviation Equals 903.70 Deviation Equals HaHa 123.64 Love Mean Mean Equals 9.95 Equals Standard Deviation Equals 33.50 15.47 Wow Standard Mean Equals 4.60 Standard Dev Equals Equals 8.33 Standard Deviation E Equals 2.89 9.35 Standard Sad 4.14 Equals Equals Deviation Deviation Mean An HaHa, Wow,Like, Sad, and are Love, most which tofrom least, Deviation Standard 49.44 Equals Mean Love 373.82 Equals Deviation Standard 666.00 Equals 81.35 HaHa Mean Equals 22.44 Standard Deviation Equals 53.97 Wow Mean HaHa HaHa Mean Equals 21.00 Standard Deviation Equals 3 4.36 Equals Deviation Standard 3.00 Equals Mean Sad 9.07 Equals Deviation Standard Wow, Angry, and most Sad. HaHa, from to least,Like, content are which Love, content from most to least, which are Like, Love, Wow, HaHa, and most Sad. Angry, from to least,Like, content are which Love, 629.00 Standard Deviation Equals 667.71 118.08 Equals Deviation Standard 69.67 Equals Mean 181.15 Angry Equals Deviation Love Mean Equals 112.00 Standard HaHa HaHa Mean Equals 7.67 Standard Deviation Equals 10.79 Sad Mean Standard Deviation Equals Equals 8.96 Angry Mean Equals 2.33 Standard Deviation Equals 4.04. 665.67 Standard Deviation Equals 895.76 Deviation Equals Love 286.37 Wow Mean Equals Mean 12.33 Standard Deviation Equals 19.66 Equals 167.33 Standard Equals Equals 2.50 Standard Deviation Equals 2.07 Angry Equals 0.86 Standard 2.00 Sad 1.86 Equals Equals Deviation Deviation Mean Mean Equals 1.3 and Wow, Sad, Angry. HaHa, Love, Like, are most which tofrom least,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
209
. . 3.54 Wow Mean w, Sad, HaHa. and Equals 1.34 Sad Mean Equals Equals Mean Sad 1.34 Equals
HaHa, Love, Wow, and HaHa, Angry, Sad. Love,
ich are Like, Love, HaHa, Wow, Sad, and Angry. Wow, and Sad, HaHa, Like, ich are Love, east, which are Like, Love, HaHa. Wow, Sad, and Angry, Like, east, which are Love, 10.85 Standard Deviation Equals 39.43 Sad Mean Equals 10.52 Emotional Expression (emoticon) in the form of Like Mean Equals Patchara Opassereepadung (personal communication September 27, Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of station Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of culture Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of game Emotional expression (emoticon) used in the presentation of current
explained the importance of using emoticons to express their feelings, differ since differ feelings, their express to emoticons using of importance the explained
y y Mean Equals 5.42 Standard Deviation Equals 17.70 Wow Mean Equals 3.26
.
2019) the person posting and user have different views. The social media team that posts the Equals 2.19 Angry Mean Equals 0.60 Standard Deviation Standard 0.60 Equals Mean Angry 2.19 Equals 0.40 Standard Deviation Equals 0.89 Wow Mean Equals 0.25 Mean 0.00 Deviation Equals 0.00 Standard 0.50Equals HaHa Equals Standard Deviation most from to l content 234.80 Standard Deviation Equals 51.33 Love Mean Equals 1.40 Standard Deviation Equals Equals 2.83 HaHa Mean Equals 5.50 Standard Deviation Equals Deviation Standard 0.50 Equals Mean Sad 2.12 Equals Deviation Standard 3.50 Equals 0.71 Deviation Equals 1.50 Standard Mean Equals 0.71 Angry Equals most from to least,content wh 423.00 Standard Deviation Equals 16.97 Mean Equals Love 22.00 Standard Deviation 475.58 Standard Deviation Equals 319.10 Deviation Equals HaHa 79.95 Love Mean Mean Equals 17.74 Equals Standard Deviation Equals 34.00 26.95 Angr Standard 1.53. Equals Deviation Standard 1.00 Equals Mean Sad 3.65 Equals Deviation Standard 7.87 most from to least,Like, content are which Deviation Deviation Equals 163.16 Love Mean Equals 15.67 Standard Deviation Equals 74.39 Wow Mean Equals Standard Deviation Equals 35.95 HaHa Mean Equals 3.48 Standard Deviation Equals Wo Angry, Love, are most which tofrom least, Like, affairs 623.61 Standard Deviation Equals 1,216.88 Angry Mean Equals 29.18 Standard
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
210 ession ession often in
(Patchara (Patchara
) SD ( 0.00 0.00 296.13
85.42 42.88 , 175.23 4
)
Standard Deviation y y emoticon on posts about on of 2,710.83. The highest 2,710.83. on of highest The
0.00 0.00 78.51 33.56 25.86 Mean 1,055.28
intTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook intTV Official Presentation Format Presentation 1) 6.2.1.3 Audience Engagement through Comment on the WorkpointTV WorkpointTV PageFacebook Official during regular period had a total “For “For instance, if an individual uses an angr Workpo Comment Statistics based on Presentation Format on Online Social on Online Comment Statistics Media, on Presentation Format based
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6
Share Picture Text Gift Live Clip
Table Table of 86,901 comments, mean with standard comments, of 443.37 of 86,901 deviati if 0, or lowest the on a post is 31,640 and no comments. comment during Regular Broadcast. 23 Official Facebook Page Channel result, a As content. that like not do you assume will Facebook rape, as such news crime the algorithm would present less of that content on 2019 personal 27, September communication, Opassereepadung, the person’s feed.” response response to Facebook’s algorithm to increase post reach. Emoticons would be used as part of algorithm calculation, thus posts with to the individual. less, presented sad or angry emoticons would be content do not consider the feelings of the users because it is an idiosyncratic expr idiosyncratic an is it because users the of feelings the consider not do content expressionthrough The Facebook. by presentation on based measure to difficult is that the use of emoticons on a post has an influence on its presentation on Facebook. This is the reason the format of the posts that are successful would be repeated
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
211
timer. timer. Don’t - on the WorkpointTV Official
” 2019 , 24 official Facebook page during regular
磊 ☺️ really want to join this show. Program creatives please ☺️ User XX: Tell mom that User YY is a two I in Format of Clip Mean Equals 78.51 Standard Deviation
0:49 “ 9:54 “ 🙏🏼🙏🏼🙏🏼🙏🏼☺️
The The image posted on February User A: User B: Comment in Format of Live Mean Equals 1,055.28 Standard Deviation Users Users of the WorkpointTV AM is about Two Microphone Singers. Audiences comment on the post
Live Broadcasts of Two Microphone Singers on the WorkpointTV Official Official WorkpointTV the on Singers Microphone Two of Broadcasts Live
live, clip, share, and picture. and share, clip, live,
15 . Workpoint Entertainment (2019aq) Workpoint Entertainment 10:00 –
6
Sammy. consider in the form of a discussion and communicate directly to the program producers. program discussion directly to the of a communicate form and in the miss news.” the Page at Figure Figure Page Facebook Source: Equals 42.88. Equals Equals Equals 4,296.13 Comment Equals 175.23 Comment in Format of Share Mean Equals 33.56 Standard Deviation Equals 85.42 Comment in Format of Picture Mean Equals 25.86 Standard Deviation most from discussed format, are which on presentation based have comment broadcast to least
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
212 omote omote dience dience
mselves, mselves, e e different
broadcast broadcast show emotions
run clips, they mak - (Pattranit Chaisuwankeeree, personal
(personal (personal communication September 27,
(Pattranit (Pattranit Chaisuwankeeree, personal communication,
. In In addition, it is found that comments on live The social media social teamThe usedthe to decisions makecomments content to “It has an impact on our work. The highlight for the programs comes Pattranit Pattranit Chaisuwankeeree “When people watch live and re User User C: 1:01:36 “For those who don’t understand. I have googled the Comments using Emoticons on the WorkpointTV Channel 23 Official
16
. Workpoint Entertainment (2019ah) Workpoint Entertainment 6
indicated that live broadcast allows audiences to comment in real time. It creates creates time. It real in comment to audiences allows broadcast live that indicated
runs they only talk about the program content such as the scenery, funny emcees, -
Figure Figure Page Facebook Source:
communication, September 27, 2019) 27, September communication, more emoticons of text or messages. through than use from from the comments and discussions during the live broadcast. We choose the content that is discussed and popular or funny. In addition, we monitor all of this and pr the content accordingly. For instance, when people talk about a particular person, we would edit that clip and promote it more.” make edited program clips that would be presented on Facebook interest. to suit au re and funny guests. In the live broadcast, they sometimes discuss among the which is like casual chatting.” 2019) 27, September a conversation and phenomenon of watch together and discuss with each other. together with discuss each watch phenomenonand and of conversation a during However, time. the all content about talk they broadcast, live the On comments. in detail.” toto explaininformation it you 2019)
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
213 560.25 Standard Standard
)
SD 0.00 1.64 ( 800.50 130.66 026.89 311.54 505.62 14.08 51.56 14.67 , , , , 457.73 113.26 1 1 2 5 re of Variety Show Variety of re Standard Standard Deviation
Standard Deviation PM, WorkpointTV posted 971.94
Comment in genre of Drama Comment in genre of Online
7:16 at at
during Regular Regular Broadcast. during Comment in gen in Comment
457.73 e, which are discussed from most to
113.26
nr 2019 , 5.00 3.20 53.67 37.33 36.85 10.70 e e Mean Broadcasts Equals Mean 800.50 560.25 548.51 197.79 971.94 20 2,311.54 Comment in genre of Game Show/Contest Mean
Comment in genre of Talk Show Mean Equals 1,026.89
Standard Standard Deviation Equals
Standard Deviation Equals
1,130.66 Program Genre Genre Program
Comment Comment of in genre Liv
Comment in genre of News Mean Equals Users Users of the WorkpointTV official Facebook page during regular 2) For For example, on February Standard Deviation Equals Equals Deviation Standard 53.67 197.79 ugh ugh emoticons instead of using texts or messages about the program
WorkpointTV Official Facebook Page Facebook WorkpointTV Official
Comment Statistics based on Program Genre on Media, Online Social Genre Comment Statistics on Program based
news, news, live broadcast, talk show, game show, variety show, drama, 38 Program Genre Program
.
5,505.62 548.51
– 6 Movie Station Public Relations Talk ShowTalk Drams Documentaries Online Advertising News Broadcasts Live ShowTalk Show/Contest Game
Mean Mean Equals Mean Equals Deviation Deviation Equals Standard Deviation Equals Equals least least station online, and movies, advertising, public relations. documentaries, Equals broadcast have comment based on program ge Table Table content. the live broadcast of Thunder Quiz. Audiences came in to watch and expressed their feelings thro
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
” ing 214 n t know.
’ 1.64. Comment in genre genre in Comment Comment in genre genre in Comment
Comment in genre of
14.08 14.67 Comment in genre of
0.00 years ago. But I don ago. But I years
51.56 globally globally shared from Workpoint
25
#1
Standard Deviation Equals Equals Standard Deviation
PM, there were comments regarding the news 3.20 Standard Deviation Equals Equals Deviation Standard 4:34 Standard Deviation Equals Equals Deviation Standard
at at
Standard Standard Deviation Equals
37.33 10.70 Official Page. Facebook Official 2019 , 5.00 Standard Deviation Equals ce in winter. would then tellI them try in the coming begin 28
36.85 Air Quality Air in Quality Chiang Mai Ranked User A: “I say it every time people say they envy me for being a Chiang a being for me envy they say people time every it say “I A: User to used “User A: there live User B: I There There are some examples of posts in the form of comments on news
es Mean Equals Mean es Post about Poor Air Quality in Chiang Mai Ranked #1 Globally on the
17 . Workpoint Entertainment (2019aw) Workpoint Entertainment
6
Mai Mai resident. I would ask if they have ever been to Chiang Mai. They would say they visited thehave provin Songkran.” before of the year content. content. On February about the Poor News. WorkpointTV Channel 23 WorkpointTV Channel Source: Figure Figure Station Public Relations Mean Equals Equals Mean Station Public Relations Mean Mean Equals Documentari Equals Mean Advertising of of Movie Mean Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
215
) SD 0.00 1.64 371.08 505.62 852.19 192.28 ( 45.25 69.64 77.72 96.95 36.06 15.56 14.67 , , , , 922.03 139.54 169.08 170.73 1 5 2 1 ar ar Broadcast. years since years I was born.
Standard Deviation 35
3.20 70.00 50.56 49.89 45.38 44.50 26.00 10.70 Mean 971.94 799.51 723.67 535.33 134.86 134.00 114.00 108.27 1,230.50
” aid today.” User today.” ZZ” aid
years ago. years
5
, family, culture, inspirational quotes, advertising, and station public public station and advertising, quotes, inspirational culture, family, , Program Content Program
Users Users of the WorkpointTV official Facebook page during regular User C: “User XX: Part of it is forest fires but fire started by people.” by but fire started fires Part C: “User XX: of it isUser forest is whole illfamily “I now.” My in Chiang live D: Mai. User Take “User YY: E: care.” User s F: “What User you “I thought is G: Bangkok worse.” User 3) User User A: “User B: I must have lived there for
WorkpointTV Official Facebook Page Regul during Facebook WorkpointTV Official
Comment Statistics based on Program Content on Online Social Media, Content Media, on Online Social Comment Statistics on Program based
39
.
ghost, current affairs, music, politics, movies, children, elderly, business, humor, business, elderly, children, movies, politics, music, affairs, current ghost,
Program Content Program
6
–
Culture Quote Advertising Relations Station Public Business Humor Sport Food Games Family Current Affairs Current Music Politics Movie Children Elderly Ghost/Beliefs
relations. relations. have broadcast comment based on program content, which are discussed from most to least game food, sports,
Table
just came to Bangkok I
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
of of
216 Standard Standard
Comment Comment
Comment in
ent ent in content 14.67 1,230.50 15.56 Comment in content content in Comment Comm
Comment in content of Comment in content Comment in content of Comment in content of Comment in content of
Comment in content of 45.25
Standard Standard Deviation Equals 170.73
0.00 36.06 96.95 77.72 Comment in content of Elderly Elderly of content in Comment 69.64
3.20 169.08 Comment in content of Children
Comment in content of Movie Mean Movie of content in Comment
139.54 Comment Comment in content of Politics Mean 22.03
9 Comment in content of Music Mean Equals Mean Music of content in Comment Standard Deviation Equals Equals Deviation Standard
1,192.28 Standard Standard Deviation Equals Mean Mean Equals
10.70 2,852.19 5,505.62 26.00 Standard Standard Deviation Equals Equals Deviation Standard
Standard Standard Deviation Equals Comment in content of Current Affairs Mean Equals Standard Standard Deviation Equals
Standard Standard Deviation Equals Standard Standard Deviation Equals
Standard Standard Deviation Equals Equals Equals
108.27 114.00 70.00 Standard Deviation Equals 44.50 45.38 49.89 Standard Deviation Equals Equals Deviation Standard 50.56
Mean Equals
1,371.08 ง ั ้ ร ค Standard Standard Deviation Equals 134.00 Comment in content of Ghost/Beliefs Mean Equals
Standard Deviation Equals Equals Deviation Standard 134.86 104
535.33
723.67 Standard Deviation Standard Standard Deviation Equals จำนวน
.
1.64 Quote Quote Equals Mean Advertising of content in content of Station Public Relations Food Food Mean Equals Games Mean Equals Family Mean Equals Culture Mean Equals Mean Mean Equals Business Mean Equals Equals Mean Humor of of Sport Mean Equals Equals Equals Equals Equals Mean Deviation Equals 971.94 799.51
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
217
t be Manorah. ’
comments. comments.
15,000 PM had
8:05
at at
yle. they yle. If change style, they won 2019
I I am not bored of TukTuk. Manorah is more boring.
, I I see TukTuk come in many tapes. is It same old, same It is It st I wasted my money voting for The Crow before, so why so before, Crow The for voting money my wasted I ”
28
❤️
35:24 “ 33:44 “ 35:23 “ 38:45 “ 38:45
User D: User the style? change 57:16 way” “How This is E: can you the Thai User User F: 1:26:44 “Manorah is the champ in my mind. TukTuk won the The post from The Mask Line Thai on the WorkpointTV Official User A: User B: User C: Post from The Mask Line Thai on WorkpointTV Channel 23 Official
18 . Workpoint Entertainment (2019aj) Workpoint Entertainment 6
te for TukTuk again TukTuk te for
votes. I both.” them applaud votes. I not vo They be TukTuk.”won’t They dialect.” sing in southern always They Facebook Page on Page February Facebook sometimes.” am annoyed old. I Facebook Page. Facebook Source: Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
f n
218
) SD 0.00 0.00 0.00 ( 411.58 556.41 , , 463.74 3 1 Standard Deviation Standard Deviation Standard Standard Deviatio
Standard Deviation Standard 226.98 338.80 1,162.70
0.00 0.00 0.00 Mean 338.80 226.98 1,162.70
Share in format of Live Mean Equals Presentation Format Presentation Share Share in format of Picture Mean Equals
Users Users of the WorkpointTV official Facebook page during regular Share in format of Clip Mean Equals Audiences Audiences on WorkpointTV Official Facebook Page during regular 1) 6.2.1.4 Audience Engagement through Shares on the WorkpointTV
WorkpointTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook WorkpointTV Official Share Statistics based on Presentation Format on Online Social Social on Online Media, on Presentation Statistics Format based Share
40
Presentation Format Presentation
3,411.58 1,556.41 .
463.74. video clip, live, and picture. and live, video clip, picture.
6
–
Picture Text Gift Share Clip Live
Equals Equals Equals Equals have broadcast shares based on presentation format, which are discussed from most to least
Table broadcast broadcast shared 32,955 posts, average of 128.73 times, and standard deviation 389.03. o Regular during Broadcast Page Facebook Official
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
219
70.85 59.17 400.50 307.50 190.83 107.17 106.48 Standard Standard Standard Standard
) 8.00 SD 0.00 2.49 ( 576.23 395.87 16.92 , 699.51 543.77 317.13 255.58 179.59 379.25 122.86 1,142.84 3
Standard Deviation game game show, online, live
–
8.00 4.80 59.17 70.85 Mean 576.23 400.50 307.50 190.83 107.17 106.48 1,142.84
Share Share in genre of News Mean Equals Share Share in genre of Drama Mean Equals Share Share in genre of Variety Mean Equals
Share in genre of Advertising Mean Equals Share Share in genre of Talk Show Mean Equals
Share in genre of Documentaries Mean Equals Mean Documentaries of genre in Share
Share Share in ofgenre Movie Mean Equals
179.59 255.58 317.13 Share Share in genre of Online Mean Equals
379.25 543.77
16.92
122.86 Share Share in genre of Live Broadcasts Mean Equals
699.51 3,395.87 Genre
Share Share in genre of Game Show/Contest Mean Equals Users Users of the WorkpointTV official Facebook page during regular 2) Genre
Official Facebook Page during Regular during Broadcast. Page Facebook Official
Share Statistics based on Genre on on Genre StatisticsOnline WorkpointTV based Share Media, Social
41
.
6 station public relations.
ndard ndard Deviation Equals Drama News Advertising Documentaries Movie Station Public Relations Game Show/Contest Game Online Broadcasts Live ShowTalk Variety Standard Standard Deviation Equals Standard Standard Deviation Equals Standard Deviation Equals Standard Deviation Equals Equals Deviation Standard Deviation Deviation Equals Sta Standard Deviation Equals broadcast, broadcast, talk show, variety show, series, news, advertising, documentaries, movies, and Deviation Equals have shares broadcast based on genre, which are discussed from most to least Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
220 4.80
) SD ( 6.36 2.49 0.00 858.17 119.11 465.37
20.25 , , , 511.24 642.05 472.96 446.31 288.49 379.25 123.04 158.86 122.86 663.63 1 4 1 Standard Deviation
4.80 85.22 81.88 70.85 22.84 15.50 Mean 523.50 513.00 306.91 269.67 201.33 106.48 985.57 834.25 626.00 1,933.67 1,510.06
.
2.49
Share in genre of in StationShare genre Public Mean Relations Equals
และ
0.00 Program Content Program
Share in content of Elderly Mean Equals 1,933.67 Standard Deviation Users Users of the WorkpointTV official Facebook page during regular 3) 7 Share in content of Children Mean Equals 985.57 Deviation Standard nt affairs, food, family, advertising, game, culture, and station public
WorkpointTV Official Facebook Page during Regular Page Regular Broadcast. during Facebook WorkpointTV Official Share Statistics based on Content Statistics Media, Program Social on Online based Share
42
Program Content Program .
6 Advertising Games Culture Station Public Relations Movie Politics Affairs Current Food Family Children Quote Sport Ghost/Beliefs Business Humor Elderly Music elderly, music, children, inspirational quotes, contest, ghost, business, humor, movies, movies, humor, business, ghost, contest, quotes, inspirational children, music, elderly,
Equals Equals 1,465.37 Share in content of Quote Mean Equals 834.25 Standard Deviation Equals 663.63 Share in content of Sport Mean Equals 626 Standard Deviation Equals relations. relations. Equals 1,858.17 Share in content of Music Mean Equals 1,510.06 Standard Deviation Equals 1,465.3 least to most from discussed are which content, program on based shares have broadcast – politics, curre
Table Deviation Equals Equals Deviation Equals Deviation Standard
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
221
ion Equals 20.25 Equals ion 22 Standard Deviation Equals Equals Deviation Standard 22
Equals 269.67 Standard Deviation Equals
Ghost/Beliefs Mean Equals 523.50 Standard Deviation Equals Equals Deviation Standard 523.50 Equals Mean Ghost/Beliefs
s from Super 100 on WorkpointTV Official Facebook Page during Post
19 . Workpoint Entertainment (2019l) Workpoint Entertainment 6
Figure Figure Broadcast. Regular Source: in content of Station Public Relations Mean Equals 4.80 Standard Deviation Equals 2.49. 123.04 Share in content of Family Mean Equals 81.88 Standard 158.86 Share in content of Mean Advertising Equals Deviation70.85 Standard Deviation Equals Equals Deviat Standard 22.84 Equals Mean Games of content in Share 122.86 Share in content of Culture Mean Equals 15.50 Standard Deviation Equals 6.36 Share 446.31 Share in content of Politics Mean Equals 201.33 Standard Deviation Equals 288.49 Share in content of Current Affairs Mean Equals 106.48 Standard Deviation 85. Equals Mean Food of content in Share 379.25 Equals 0.00 Share in content of content in Share 0.00 511.24 Share in content of Business Mean Equals 513.00 Standard Deviation Equals 642.05 Share in content of Humor Mean Equals 306.91 Standard Deviation Equals 472.96 Share in content of Movie Mean
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
222
7,064.94
Emotional Emotional
at at 6:00PM posts. The
) 129 SD ( 739.59
7,064.94 1,120.95 Share Mean Equals Mean Share 143,349.41
143,349.41 Standard Deviation content. read read and view, emoticon,
1,120.95 –
Standard Standard Deviation Equals 7
Mean 285.01 272.31 3,634.71
72,230.6 3,634.71 Standard Standard Deviation Equals
739.59. Standard Deviation Equals Equals Deviation Standard
72,230.67
285.01 . tion Equals
Audience Engagement through Read and View on WorkpointTV WorkpointTV on View and Read through Engagement Audience
content of the posts is discussed in the following section. content the posts is in the following of discussed
6.2.2.1 Examination of the audience engagement on the WorkpointTV official Election Examination of post content in programs about the elderly found that the that found elderly the about programs in content post of Examination Audience Engagement WorkpointTV Official Facebook Page during Page Facebook WorkpointTV Official Engagement Audience during Election. during
Engagement Statistics based on WorkpointTV Official Facebook Page Facebook Engagement on WorkpointTV Page Statistics Official based
Engagament 43
. Standard Devia Standard
6 6.2.2 Users Users of the WorkpointTV official Facebook page during election have View Mean Equals During During election the WorkpointTV Official Facebook Page had View Emoticon Comment Share
Official Facebook Page during Election. during Page Facebook Official and of on read election view page during is based Facebook Expression (emoticon) Mean Equals Equals Mean Comment 272.31 engagement, which are discussed from most to least and share. comment,
with the engagement Table
post from Super 100 on the Official Facebook Page on February 24, 2019 is 3,726 times. which number ofhad shares, the largest 530,000 views. had It
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
223
) 452.90 557.45 SD , , 0.00 ( 132.55 Standard Deviation Deviation Standard Standard Standard Deviation Standard Standard Deviation
136 204 Standard Deviation 22.21
124,520.09 127,137.85
Workpoint Entertainment (2019i) Workpoint Entertainment , 0.00 22.21 Mean
127,137.85 124,520.09
clip, live, picture, and text. and picture, live, clip,
View View in format of Picture Mean Equals View in format of Live Mean Equals Mean Live of format in View
–
Presentation Format Presentation Users of the WorkpointTV official Facebook page during election have election the WorkpointTV page have of Facebook Users during official View in format of Clip Mean Equals 1) View in format of TextView not found.
News and Entertainment Posts that have the Most Views on WorkpointTV WorkpointTV on Views Most the have that Posts Entertainment and News Official Facebook Page during Election. during Page Facebook Official
Read and View Statistics based on Presentation Format on WorkpointTV on Format View on Presentation Read and Statistics based
20 . Workpoint Entertainment (2019q) Workpoint Entertainment 44
204,557.45 .
132.55 136,452.90 6 6
most to least most to least
Presentation Format Presentation Picture Text Clip Live
Figure Page. Facebook Official Source: Equals Equals Equals from from Equals engagement through read and view based on presentation format, which are discussed Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
at jor
224 View View ma
4 2019
View View in
,
iews, iews, it is
135,467.65
) 25 Deviation 580.09 848.53 842.69 SD 688.55 , , 282.03 506.10 318.70 , 0.00 , , , , 434.67 ( 20,506.10 , 6 52 69 20 16 102 170 135 69,282.03
View in content of Live Live of content in View Standard
View View in content of News views.
Standard Standard Deviation Equals
170,848.53 481,865 View in content of Online Mean
102,580.09 31,400.00 views. news The about clip the
ws, live broadcast, drama, documentaries, documentaries, drama, broadcast, live ws, 0.00
Mean Standard Deviation Equals 4,550.00 PM had 74,583.33 73,652.38 48,653.17 40,000.00 35,500.00 31,400.00
View View in content of Variety Mean Equals 135,467.65
52,688.55 540,000 3:24 Standard Standard Deviation Equals
at at
35,500.00 2019 000.00 135,842.69 , 40, 23 Standard Deviation Equals Deviation Standard
ho is my Chief and Book This Table. On March
w
Standard Standard Deviation Equals
Genre
Users of theUsers WorkpointTV Facebook official page election during have View in content of Game Show/Contest Mean Equals 2) Examination of the posts from programs that have the most v
48,653.17 Genre Facebook Page during Election. during Page Facebook
Read on WorkpointTV Official View Genre Read on and Statistics based Standard Deviation Equals
45
73,652.38 .
game show/contest, variety, online, ne online, variety, show/contest, game
6 – PM the the post of had video clip Live Broadcasts Live Drama Documentaries Advertising Relations Station Public Game Show/Contest Game Variety Online News
in content of Documentaries Mean Equals Equals Equals Equals Mean Broadcasts Mean Equals content of Drama Mean Equals advertising, station relations. public and advertising, Standard Deviation Equals 74,583.33 engagement through read and view based on genre, which are discussed from most to least
Table Table political parties on March on March parties political found that entertainment has the highest views. In particular, edited video clips from the cooking show, 4:00
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
225
Standard Standard Standard
141,368.42
) 036.09 125.86 632.12 SD , 774.19 527.77 648.10 852.81 130.01 012.19 672.95 695.41 , , 0.00 0.00 , , , , , , , , 434.67 ( , andard Deviation andard 6 85 37 55 84 78 41 17 20 4,550.00 St 125 234 178
150,475.00 Standard Deviation View View in content of Humor
2212,250.00 content, which are discussed from from discussed are which content, View View in content of Elderly Mean posts on the WorkpointTV official
3
37,527.77
0.00 0.00 View View in content of Games Mean Equals Mean 4,550.00
85,774.19 88,333.33 79,600.00 60,000.00 55,917.23 52,000.00 29,666.67 27,600.00 141,368.42 111,174.14 212,250.00 150,475.00
View View in content of Music Mean Equals
125,036.09
View in content of Children Mean Equals
178,632.12 Standard Standard Deviation Equals 6,434.67
Program Content Program
View View in content of Advertising Mean Equals ) food, food, children, music, game, elderly, humor, politics, news, business,
View View in content of Food Mean Equals Users of theUsers WorkpointTV Facebook official page election during have Station public relations genre has 3 – iewing. Standard Standard Deviation Equals Facebook Page during Election. during Page Facebook
and and Read on WorkpointTV Official View Genre Read on and Statistics based
46
234,125.86 88,333.33
.
Program Content Program 6
Advertising Quote Relations Station Public Humor Politics Affairs Current Business Family Culture Food Children Music Games Elderly
111,174.14 Equals Equals Equals Deviation Equals Standard Deviation Equals engagement through read and view based on program on based view and read through engagement most to least quotes, inspirational station relations. public culture,and advertising, family,
Table Table reading and v and reading 16,318.70 16,318.70 Equals Deviation Facebook page. However, there are no audiences engaging with this content through
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
1 226
View View
Standard Standard
41,012.19
posts and posts and
) 3 View in content SD 78,130.01
656.41 ( 90.43 97.37 , 357.03 251.11 190.74 6 4,550.00 Standard Deviation View View in content of
Standard Deviation 84,852.81 Standard Standard Deviation Equals
27,600.00
55,648.10 6.67
Standard Standard Deviation Equals
29,66 Emotional Emotional Expression (emoticon) in the
Standard Deviation Equals Equals Standard Deviation
37.89 31.66 19.51 Mean 116.84 101.65 3,328.00 52,000.00 6,656.41 andard Deviation Equals Deviation Equals andard St 55,917.23
ence ence Engagement through use of Emoticons on
. Standard Standard Deviation Equals
Audi
60,000.00
View View in content of Advertising Mean Equals 6,434.67 Like, Love, HaHa, Angry, Wow, and Angry, Sad. HaHa, Love, Like, Users of theUsers WorkpointTV Facebook official page election during have Emotional Expression (emoticon) in the form of Like Mean Equals 6.2.2.2 Audience engagement through the use of emoticons on the Station public relations and inspirational quotes genre has has genre quotes inspirational and Station public relations 79,600.00
– Election. Emoticon Use Statistics on WorkpointTV Official Facebook Page during Page Facebook Official Emoticon Use Statistics WorkpointTV on View View in content of Culture Mean Equals
Emotiocon
Standard Standard Deviation Equals
47
20,695.41
.
6
Like Love HaHa Angry Wow Sad
3,328.00 through engagement emoticon use with content on the page, which are discussed from most to least WorkpointTV official Facebook page during election is examined in the following section. Table viewing. Page Election.during Facebook WorkpointTV Official Deviation Equals Equals Deviation post respectively on the WorkpointTV However, official there are no Facebook audiences engaging with page these contents through during reading and election. View View in content of Family Mean 17,672.95 Equals Equals Mean Mean Equals Equals Politics Mean Mean Affairs Equals of Current in content of Business Mean Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
227 55.49 4.50 0.71 1.23 3.50 369.28 54.47 55.49 Angry 199.73 273.31 97.37 Standard Standard
Emotional Emotional
Sad 1.26 3.19 8.40 70.00 97.58 26.70 38.38 147.95 138.23 357.03 Standard Standard Deviation
WorkpointTV
Emotional Expression Expression Emotional และ 46.67 95.00 53.66 HaHa 285.83 102.00 292.24 111.41 138.23 Angry Mean Equals Mean Angry
Standard Standard Deviation Equals 101.65
90.43 38.38 0.00 133.24 Wow 14.00 14.92 28.23 13.31 36.58 57.23
Standard Deviation Equals Deviation Standard w, and Angry. w, and 133.24
Standard Deviation Equals Deviation Standard
Equals Equals HaHa HaHa Mean Equals
types types presentation format, which are
123.30 19.51 3 Love 32.50 23.33 53.08 369.28 125.79 182.94 493.94 123.30 Emotional Expression (emoticon) in the form form in the Expression (emoticon) Emotional
iation Equals iation Standard Standard Deviation Equals
9,546.79
Sad Sad Mean Equals
Like 000.46 941.38 , , 190.74 777.82 m of HaHa Mean Equals 9,546.79 3,450.00 2 2 1,076.71 1,030.10 5,786.96 116.84 picture, text, picture, clip, and live.
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
228
1.26 Love Love 14.00 13.31
273.31 125.79 Standard Standard Standard Standard Standard
97.58 95.00 182.94 102.00
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28.23 4.50 1.23 8.40 111.41 Standard Deviation Equals Deviation Standard 23.33 Standard Deviation Equals
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53.66 ls 292.24 493.94 46.67 32.50 Emotional expression (emoticon) used in the presentation of live Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression used (emoticon) in the presentation of clips from Emotional Expression (emoticon) in the form of Like Mean Equals Emotional Expression (emoticon) in the form of Like Mean Equals Standard Standard Deviation Equals
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
229 0.45 0.00 0.00 3.62 5.93 2.64 3.26 0.38 0.74 0.00 0.00 2.33 4.04 1.50 2.12 0.00 0.00 0.20 79.39 276.38 Angry Standard Standard
0.00 0.00 0.00 2.85 4.24 2.17 3.61 0.13 0.35 0.00 0.00 1.00 9.02 1.50 2.12 0.33 0.58 0.00 Sad 41.14 142.87
during electionduring have 0.84 0.00 0.00 0.00 8.67 1.73 1.00 1.00 0.80 78.38 26.50 31.82 117.88 266.95 118.88 318.03 108.75 117.98 215.22 216.00 HaHa
1.95 0.00 0.00 8.42 7.62 3.63 3.42 4.00 0.00 9.00 7.81 3.50 0.71 3.00 2.00 2.60 51.57 25.62 44.83 127.17 Wow
8.09 3.00 1.41 6.00 0.00 0.67 1.15 52.92 66.78 11.38 16.55 40.33 69.00 39.50 54.45 10.00 Love 130.19 363.38 192.12 498.66
0.00 85.54 49.50 Like 206.00 798.33 435.78 488.50 328.80 526.00 344.83 325.20 5,329.49 9,139.89 2,365.59 3,037.57 1,348.92 1,165.27 1,270.88 2,032.53 1,100.00 037.57 Love Mean Equals 192.12 Standard
All 0.00 91.07 50.91 209.00 859.67 513.65 561.00 420.02 531.00 348.53 338.80 5,743.83 9,630.53 2,707.62 3,545.00 1,523.58 1,275.13 1,364.75 2,255.51 1,326.00
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onal onal expression (emoticon) used in news presentation from most
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Genre Facebook Page during Election. during Page Facebook Emoticon Use Statistics based on Program Type WorkpointTV Official WorkpointTV Official Type Emoticon Use on Program Statistics based
news, game show/contest, variety show, online, scoop, live broadcast, series, series, show, broadcast, live scoop, variety online, show/contest, game news,
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6 7 Station PublicStation Relations Documentaries Advertising Online Scoop Broadcasts Live Drama News Show/Contest Game Variety
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
. . . 230
.
Equals
e e Mean Equals
rd Deviation Equals 4.24 Equals Deviation rd als 2.17 Standard Deviation Equals 3.61 Equals Deviation Standard 2.17 als 0.74 Sad Mean Equals 0.13 Standard Deviation Equals 0.35 Equals Deviation Standard 0.13 Equals Mean Sad 0.74 0 Angry Mean 0.00 Equals Deviation 0.00 Equals 0 Angry Standard Deviation Deviation Equals 1,165.27 HaHa Mean Equals 108.75 Standard Emotional Expression (emoticon) in the form of Lik from drama of presentation the in used (emoticon) expression Emotional Emotional Expression (emoticon) in the form of Like Mean Emotional expression (emoticon) used in the presentation of live Emotional expression (emoticon) used in the presentation of online Emotional Expression (emoticon) in the form of Like Mean Equals Emotional expression (emoticon) used in the presentation of scoops Emotional expression (emoticon) used in the presentation of variety Emotional Expression (emoticon) in the form of Like Mean Equals Equals 4.04 Sad Mean Equals 1.00 Standard Deviation Equals 1.00 4.04 Standard Sad Equals 9.02.Equals Deviation Mean
Wow, HaHa, Angry. Love, and Sad, Like, are which most to least, 798.33 Standard Deviation Equals 435.78 Love Mean Equals 40.33 Standard Deviation Deviation Standard 40.33 Equals Mean Love 435.78 Equals Deviation Standard 798.33 Equals 69.00 Wow Mean Equals 9.00 Standard Deviation Equals 7.81 HaHa Mean Equals 8.67 Standard Deviation Equals 1.73 Angry Deviation Mean Equals 2.33 Standard Deviation Equals 0.0 Equals Deviation Angry, and Sad. from Wow, are HaHa, which Love, most to least, Like, broadcast 1,100.00Standard 1,100.00Standard Deviation Equals 0.00 Deviation HaHa Equals 0.00 Love Mean Equals 6.00 Standard Deviation Equals Mean 0.00 Wow Equals 216.00 Mean Standard Equals 4.00 Standard Deviation Equals 0.00 Sad Mean Equals 0.00 Standard Standard Deviation Equals Deviation Standard Angry. Wow,HaHa, Like, Sad, and Love, are most which tofrom least, 1,270.88 Standard Deviation Equals 2,032.53 HaHa Mean Equals Deviation 78.38 Equals 215.22 Standard Love Mean Equals 11.38 Standard Deviation Equals 16.55 Wow Mean Equals 3.63 Standard Deviation Equals 3.42 Angry Mean Equals 0.38 Wow Mean Equals 8.42 Standard Deviation Equals 7.62 Angry Mean Equ Mean Equals Sad 3.26 Equals 2.64 Deviation Standard Wow, Angry, and HaHa, mostSad. from to least,Like, Love, content are which 1,348.92 Standard Deviation Equals 117.98 Love Mean Equals 52.92 Standard Deviation Equals 66.78 Wow Mean Equals 25.62 Standard Deviation Equals 44.83 Angry Mean Equals 3.62 Standa 2.85 Equals Mean Sad 5.93 Equals Deviation Standard Wow, Angry, and HaHa, Sad. are Love, which most to least, shows from Like,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
231
. 20 Standard Mean Mean Equals ard Deviation Deviation ard
0 Standard Deviation Standard 0 in the form of Like Mean Equals
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
;
232 AM AM AM 9:02 00:03 at at
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
233 1.53 3.50 4.95 1.00 1.41 3.29 5.96 0.00 0.00 0.00 0.00 1.33 1.53 4.00 4.32 7.75 2.32 3.51 2.32 3.51 3.56 3.24 1.67 11.31 16.28 90.76 14.20 299.17 Angry
0.58 1.50 2.12 1.00 1.41 1.57 3.05 0.50 1.00 0.33 0.58 1.33 1.53 6.75 6.65 0.25 0.50 2.84 4.23 2.84 4.23 2.30 3.97 0.67 Sad 19.46 38.44 42.66 153.07
rd Deviation Equals Equals Deviation rd 3.79 9.00 0.50 0.71 1.00 1.00 5.33 12.73 17.86 24.92 46.80 94.82 26.50 31.82 12.25 12.04 111.85 259.43 107.96 260.10 191.50 253.97 161.58 406.50 161.58 406.50 191.90 182.65 HaHa
page election during have
0.58 9.90 8.00 1.41 3.86 3.80 3.00 2.00 3.00 2.00 4.00 1.00 6.75 9.30 8.04
11.00 74.92 41.59 66.75 56.62 12.20 24.84 50.90 24.84 50.90 25.67 170.91 108.77 Wow .
8.38 0.67 1.15 25.36 60.00 84.85 17.50 12.02 68.86 11.60 30.67 41.43 77.92 86.50 65.70 68.93 44.00 Love 136.84 127.08 134.33 391.44 210.50 165.80 114.87 245.95 659.37 245.95 659.37
4.56 HaHa Mean Equals 111.85 Standard 49.50 Like 461.88 767.50 611.65 570.00 484.00 393.84 497.00 351.83 526.00 344.83 425.67 256.71 5,827.38 4,835.74 8,478.79 4,550.00 3,378.86 2,858.25 3,877.23 2,261.00 3,268.43 2,261.00 3,268.43 2,134.20 1,808.34 1,533.33 10,764.56
All 32.53 531.00 348.53 480.67 327.98 433.59 852.50 726.20 598.00 579.43 547.23 558.80 443.68 4,158.78 2,696.63 4,012.69 2,696.63 4,012.69 2,406.60 1,959.86 1,610.67 6,122.77 5,249.48 8,970.11 4,850.25 3,529.06 3,151.00 11,257.99
Mean SD Mean SD SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD Mean Program Content Program ) Emotional expression (emoticon) used in the presentation of current Emotional Expression (emoticon) in content of Like Mean Equals Users of theUsers WorkpointTV Facebook official 3 news, politics, children, food, advertising, music, humor, elderly, sports, elderly, humor, music, advertising, food, children, politics, news,
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50 Public
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Program ContentProgram
6
Games Culture Station Relations Family Humor Elderly Sport Travel Politics Children Food Advertising Music Current Affairs
Standard Deviation Equals 38.44 Angry Mean Equals 11.31 Standa 11.31 Equals Mean Angry 38.44 Equals Deviation Standard 16.28. 5,827.38 Standard Deviation Equals 10,76 Deviation Equals 259.43 Love Mean Equals 77.92 Standard Deviation Equals 127.08 Wow Mean Equals 74.92 Standard Deviation Equals 170.9 Sad Mean Equals 19.46 travel, game, culture, station and culture, publicfamilytravel, relations, game, Wow, Sad, Angry. HaHa, and are Love, most which tofrom least, Like, affairs engagement through emoticon use with program content, which are discussed from least to most Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
234
als als 6.75 Like Like Mean Equals in content of Like Mean Equals
n Equals 50.90 Sad Mean Equals 2.84 7 Wow Mean Equals 41.59 Standard Deviation Equals Equals Deviation Standard 41.59 Equals Mean Wow 7 ional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the presentation of advertising advertising of presentation the in used (emoticon) expression Emotional Emot Emotional expression (emoticon) used in the presentation of food Emotional Expression (emoticon) Emotional expression (emoticon) used in the presentation of children Emotional Expression (emoticon) in content of Emotional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the presentation of political ndard ndard Deviation Equals 8,478.79 Love Mean Equals 134.33 Standard Deviation Deviation Equals 6.65 Angry Mean Equals 4.00 Standard Deviation Equals
Wow Mean Equals 24.84 Standard Deviatio content from most to least, which are Like, Love, HaHa, Wow, Sad, and Angry. Angry. Wow, Sad, and most from to least,HaHa, Like, content which are Love, 2,261.00 Standard Deviation Equals 3,268.43 Love Mean 406.50 Equals Equals Deviation Standard 161.58 Equals Mean 245.95 HaHa 659.37 Equals Deviation Standard Angry Angry Mean Equals 7.75 Standard Deviation Equals 14.20 Wow Mean Equ Standard Deviation Equals 12.20 Sad Mean Equals 0.25 Standard Deviation Equals 0.50. 2,858.25 Standard Deviation Equals 3,877.23 Love 253.97 Equals Deviation Standard 191.50 Mean Equals Mean HaHa 114.87 Equals Deviation Equals 86.50 Standard Standard Standard 4.32. Angry, Wow, and most Sad. HaHa, from to least,Like, content are which Love, 4,550.00Standard Deviation Equals 3,378.86 Love Mean Equals Deviation 210.50 Equals 165.80 Wow Standard Mean Equals 66.75 Standard Deviation Equals 56.62 HaHa Mean Equals 12.25 Standard Deviation Equals 12.04 Sad Mean Equals 6.75 Standard Deviation Equals 153.0 Equals Deviation Standard 108.77. Angry. and Sad, mostWow, from to least,Like, content are HaHa, which Love, 4,835.74 Sta 260.10 Equals Deviation Standard 107.96 Equals Mean HaHa 391.44 Equals Deviation Angry Mean Equals 90.76 Standard Deviation Equals 299.17 Sad Mean Equals 42.66 Angry, and Sad, Wow. most to least,HaHa, from Like, content which are Love,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
235
ls 0.58
ry. ion Equals 9.90 HaHa Mean , Wow, Angry, and Sad. rd Deviation Equals 50.90 Sad Mean Equals 2.84 hich are Like, Love, Wow, HaHa, Angry, and Sad. Wow, hich are HaHa, Love, Like, o least, which are Like, Love, Wow, HaHa, Angry, Angry, and Sad. Wow, are which HaHa, Love, o least, Like, uals uals 9.30 Standard Deviation Equals 8.04 Angry Mean Equals 3.56 Emotional expression (emoticon) used in the presentation of sports Emotional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the presentation of content for for content of presentation the in used (emoticon) expression Emotional Emotional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the presentation of humor Emotional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the presentation of music from music of presentation the in used (emoticon) expression Emotional Emotional Expression (emoticon) in content of Like Mean Equals
Deviation Equals 4.95 Sad Mean Equals 1.50 Standard Deviation Equals 1.50 4.95 Standard Sad 2.12. Equals Equals Deviation Deviation Mean Deviation Standard 60.00 Equals Mean Love 611.65 Equals Deviation Standard 767.50 Equals 84.85 Wow Mean Equals 11.00 Standard Deviat Equals 9.00 Standard Deviation Equals 12.73 Angry Mean Equals 3.50 Standard HaHa HaHa Mean Equals 5.33 Standard Deviation Equals 3.79 Angry 0.58. Equals Mean Deviation Standard 0.67 Equals Equals Mean 1.67 Sad 1.53 Equals Deviation Standard most from t events 1,533.33 Standard Deviation Equals 461.88 Love Deviation Equals Mean 25.36 Wow Equals Mean Equals 44.00 25.67 Standard Standard Deviation Equa Wow Mean Eq 3.97. Equals Deviation Standard 2.30 Equals Mean Sad 3.24 Equals Deviation Standard most w to from least, the elderly content from most to least, which are HaHa, most from to least,Like, Love content are which 2,134.20 Standard Deviation Equals 1,808.34 HaHa Mean Equals 191.90 Standard Deviation Equals 182.65 Love Mean Equals 65.70 Standard Deviation Equals 68.93 Wow Mean Equals 24.84 Standa Standard Deviation Equals 4.23 Angry Mean Equals 2.32 Standard Deviation Equals 3.51. 2,261.00 Standard Deviation Equals 3,268.43 Love Mean 406.50 Equals Equals Deviation Standard 161.58 Equals 245.95Mean HaHa 659.37 Equals Deviation Standard Standard Standard Deviation Equals 4.23 Angry Mean Equals 2.32 Standard Deviation Equals 3.51. Wow, HaHa, AngLove, and Sad, Like, are which most to least,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
236
culture
ation ation of station
used used in the presentation of family d Deviation Equals 1.41 Sad Mean Equals Equals Mean Sad 1.41 Equals Deviation d 6 Standard Deviation Equals 24.92 Wow Mean Mean 24.92 Wow Equals Deviation Standard 6 Equals 11.60 Standard Deviation Equals 8.38 Wow Wow 8.38 Equals Deviation Standard 11.60 Equals Emotional expression (emoticon) Emotional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the present Emotional Expression (emoticon) in content of Like Mean Equals Emotional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the presentation of Emotional Expression (emoticon) in content of Like Mean Equals Emotional Expression (emoticon) in content of Like Mean Equals Emotional expression (emoticon) used in the presentation of game Emotional expression (emoticon) used in the presentation of travel rom most to least, which are Like, Love, Wow, Sad, Angry, HaHa. and rom mostWow, to least,Like, Sad, Angry, which are Love,
ls 2.00 HaHa Mean Equals 1.00 Standard Deviation Equals 1.00 Love Mean ent from most to least, which are Like, Love, HaHa, Wow, Angry, Wow, Angry, and most to Sad. from HaHa, Like, least,ent which are Love,
Deviation Standard 30.67 Equals Mean Love 256.71 Equals Deviation Standard 425.67 Equals 0.67 Standard Deviation Equals 1.15 Sad Mean Equals 0.33 Standard Deviation Standard 0.33 Equals Mean Sad 1.15 Equals Deviation Standard 0.67 Equals 0.00. Deviation Equals 0.00 Standard Mean Equals 0.58 Angry Equals Angry. Wow, Sad, and most from to least,HaHa, Like, content which are Love, public relations from most to least, which are Like, Wow, HaHa, Love, Sad, and Angry. Angry. and Sad, Love, HaHa, Wow, Like, are which least, to most from relations public 3.00 Standard Equals Deviation Mean 344.83 Wow Equals Deviation 526.00 Standard Equa Mean Mean Equals 3.00Standard Deviation Equals 2.00 Sad Mean Equals 0.50 Standard Mean 0.00. Equals 1.00 DeviationEquals 0.00 Angry Equals Standard Deviation content from most to least, which are Like, HaHa, Love, Wow, Sad, Angry. HaHa, mostand from to least,Like, Love, content are which 497.00 Standard Deviation Equals Mean 351.83 Love 94.82 Equals Deviation HaHa Mean Equals 46.80 Standard Equals 136.84 HaHa Mean Equals 17.8 Equals Mean HaHa 136.84 Equals Equals 3.86 Standard Deviation Equals 3.80 Angry Equals 1.57 Standard 5.96 Sad 3.05. Equals Equals Deviation Deviation Mean Mean Equals 3.29 Standard cont Deviation Standard 68.86 Equals Mean Love 393.84 Equals Deviation Standard 484.00 Equals 12.02 Wow Mean Equals 8.00 Standar 8.00 Equals Mean Wow 12.02 Equals 1.00 Standard Deviation Equals 1.41 Angry Mean Equals 1.00 Standard Deviation Mean 0.71. Equals Deviation 0.50 Standard 1.41Equals HaHa Equals f content 570.00 Standard Deviation Equals 49.50 Mean Equals Love 17.50 Standard Deviation
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
237
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
, 2 238 2019.
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
239
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97.75 25.63 . 204.67
6 Documentaries Station Public Relations Advertising News Show/Contest Game Broadcasts Live Variety Drama Online
Relations Mean Equals Mean Equals Advertising Equals Equals Equals Equals Equals Mean Equals Equals Standard Deviation Equals Equals express express their opinions through comment with program type, which are discussed from most to least station advertising. public and relations, documentaries,
Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
240 91.86 156.25 135.60 104.25 Standard Standard
) SD 0.00 2.65 0.50 ( 023.76 19.09 26.11 73.65 51.22 224.54 , 414.36 607.69 426.55 154.45 154.29 176.85 153.32 2 Standard Deviation Deviation Standard Deviation Standard Standard Standard Deviation
Standard Deviation 267.92 294.00 555.42 in content of Elderly Mean Equals
5.00 2.00 0.71 19.50 18.20 91.86 54.00 33.00 Mean 555.42 294.00 267.92 224.54 156.25 135.60 104.25 Comment Comment in content of Family Mean Equals
Comment in content of Food Mean Equals Comment in content of Games Mean Equals
Comment in content of Humor Mean Equals Mean Humor of content in Comment
51.22
153.32 5
ั บ ก ่ ำ ท เ 154.29 176.85 Comment Comment in content of Children Mean Equals 154.4
music, sports, politics, current affairs, children, humor, food, game, game, food, humor, children, affairs, current politics, sports, music, siness, culture, inspirational quote, station public relations, and
426.55 – Program Content Program Comment in content of Sport Mean Equals Equals Mean Sport of content in Comment
Comment Comment in content of Current Affairs Mean Equals Users Users of the WorkpointTV official Facebook page during election Comment in content of Music Mean Equals 3) Comment in content of Politics Mean Equals Equals Mean Politics of content in Comment
WorkpointTV Official Facebook Page Election. during Facebook WorkpointTV Official Comment Statistics based on Program Content on Online Social Media, Media, Content Online Social on Comment Statistics on Program based
53
. 607.69
2,023.76 414.36
Program Content Program
Standard Standard Deviation Equals 6
Station Public Relations Advertising Elderly Family Business Culture Quote Politics Affairs Current Children Humor Food Games Music Sport
Standard Standard Deviation Equals 33.00 Deviation Deviation Equals Equals Deviation Standard Standard Deviation Equals Standard Deviation Equals Equals Equals Equals from most to least least to most from elderly, family, bu advertising. express their opinions through comment with program content, which are discussed Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
– 241
657.06
shares shares and
) Culture Culture Mean
9.19. SD 9.19 ( 719.64 876.90 657.06 272.31
Standard Standard Deviation
Comment in content of
Standard Deviation Standard Deviation Equals Equals Deviation Standard
336.11 0.50. 2.65 275.69 Standard Deviation Equals Deviation Standard
Comment in content of Quote Mean Comment in content of
Comment in content of Station Public
Comment Comment in content of Business Mean 191.95 shares with average of Standard Deviation EqualsStandard Deviation
26.11 19.09 0.00 89.50 Mean 336.11 275.69 191.95
89.50 414.36 35,128 had had
Standard Deviation Equals Deviation Equals Standard
Standard Standard Deviation Equals
Official Facebook Page Election. during Facebook Official 0.71
2.00 Audience Engagement through Shares on WorkpointTV Official Official WorkpointTV on Shares through Engagement Audience
739.59. Presentation Format Presentation based on presentation format, which are discussed from most to least Share Share in format of Picture Mean Equals Users Users of the WorkpointTV official Facebook page during election 1) 6.2.2.4 Examination of the audience engagement on the WorkpointTV official Share in format of Live Mean Equals Mean Live of format in Share
Standard Standard Deviation Equals Standard Standard Deviation Equals
Standard Standard Deviation Equals
WorkpointTV Share Statistics based on Presentation Format on Online Social Social on Online Media, on Presentation Statistics Format based Share
54
Standard Standard Deviation Equals 5.00 18.20 19.50 .
Share in format of Clip Mean Equals Equals Mean Clipof format in Share 719.64
6
rtising Mean Equalsrtising
Presentation Format Presentation Live Clip Text Picture
Equals Equals 876.90 Text of in format Equals Mean Share shared shared content text. and clip, live, picture,
Table Facebook Page during Election. during Page Facebook Facebook page during election of deviation standard Relations Mean Equals Adve 294.00 Equals Equals Equals
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
242 5.67 game game 85.92
137.00 –
Standard Standard Standard Standard Standard Standard Standard Standard
) SD 7.50 9.19 0.58 ( 51.00 082.10 19.40 92.67 63.64 11.67 , 701.57 325.16 213.04 396.24 306.29 233.13 1 Mean Equals
Standard Deviation
7.50 5.67 85.92 51.00 19.40 Mean 396.24 306.29 233.13 137.00 ocumentaries Mean Equals Equals Mean ocumentaries Share Share in genre of Variety Mean Equals Program Type Media, on Online Social
Share in genre of Drama Mean Equals Equals Mean Drama of genre in Share
213.04 Share Share in genre of News Mean Equals
0.58. 92.67 Share Share in genre of Live Broadcasts Mean Equals Share Share in genre of Online Mean Equals
Share in genre of in Share Stationgenre Public Relations Share Share in genre of Advertising Mean Equals
Share in genre of D in Share genre
และ
ations.
325.16 701.57 1,082.10 11.67 9.19 63.64 Genre
Share Share in genre of Game Show/Contest Mean Equals Users Users of the WorkpointTV official Facebook page during election 2) Genre
WorkpointTV Official Facebook Page Election. during Facebook WorkpointTV Official Share Statistics based on Statistics based Share
55
.
6 Station Public Relations Online Broadcasts Live Variety Drama Documentaries Advertising Game Show/Contest Game News
Standard Deviation Equals Deviation Standard Standard Deviation Equals Deviation Standard Equals Deviation Deviation Equals Equals Deviation Deviation Deviation Equals Deviation Equals Standard Deviation Equals show/contest, show/contest, news, online, live broadcast, variety show, documentaries, advertising, station rel public and Deviation Equals shared content based on program type, which are discussed from most to least Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
–
243 Standard Standard Standard Standard Standard Standard Standard Standard Standard Standard Standard Standard Standard Standard
) .00 SD 41.50 88.00 28.00 9.19 0.58 37.00 69.00 ( 430.26 51.12 12.88 18.52 13.44 , 267.92 181.10 198.00 119.00 340.26 933.55 607.69 261.63 254.25 116.85 126.70 427 1
Standard Deviation Standard Deviation
Standard Deviation 462.50
1,430.26
7.50 5.67 37.00 28.00 88.00 69.00 41.50 Mean 547.84 462.50 427.00 267.92 198.00 181.10 119.00
in content of Business Mean Equals
ntent Share Share in content of Food Mean Equals Share Share in content of Elderly Mean Equals Share Share in content of Sports Mean Equals Share in content of Humor Mean Equals Share Share in content of Politics Mean Equals Share
Share Share in content of Games Mean Equals Share Share in content of Family Mean Equals
Share Share in content of Culture Mean Equals
ertising, and station and relations. public ertising, 18.52 13.44 51.12 254.25 116.85 607.69 261.63 933.55 126.70 Program Co Program
Share Share in content of Current Affairs Mean Equals Users Users of the WorkpointTV official Facebook page during election Share in content of Music Mean Equals 3)
Share Share in content of Children Mean Equals
WorkpointTV Official Facebook Page Election. during Facebook WorkpointTV Official Share Statistics based on Program Content on Online Social Media, on Program Media, Content Statistics Social on Online based Share
56
340.26 18.52 .
Program Content Program 6
tion Equals Station Public Relations Games Business Family Culture Advertising Current Affairs Current Politics Sports Humor Food Elderly Music Children
Deviation Deviation Equals Deviation Equals Devia Deviation Equals Deviation Equals Deviation Equals Equals Equals Deviation Equals Deviation Equals Deviation Equals music, children, current affairs, politics, sports, humor, food, elderly, game, business, culture, adv family, Equals shared content based on program content, which are discussed from most to least Table
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
244 5.67 Standard Standard
7.50
sing sing Mean Equals
0.58. Share Share in content of Adverti
Share Share in content of Station Public Relations Mean Equals
12.88 9.19 Deviation Deviation Equals Deviation Equals Equals Deviation Standard
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
s, se se ’ o 245 name, are are Thai
There There are
1)
ast, ast, and clips hours of news
PM.
15
10
– 6
Youtube under the PM. oportion of 2)
Workpoint Workpoint TV) and Social 10
–
6 ws. The strength of the broadcast is
. CHAPTER 7 CHAPTER Other Other channels including website/application such as 3)
. Conclusions and Recommendations and Conclusions ch ch respective program. All of the content is disseminated to a large Online is comprised of the Thai Rath website and the various social
Media Digital Television (Thairath TV and
edits edits of programs that have been aired, live streaming, simulc - Summary of Research Findings 7.1.1 Workpoint TV platform is disseminated online by the presentation of rerun clips, clips, of rerun presentation the by online is disseminated platform TV Workpoint Thai Thai Rath Workpoint TV emphasizes on gameshow and variety. The program scheduling Thairath Thairath has three channels to produce and disseminate content which The The two digital television stations, which are Thairath TV and Workpoint TV, Facebook Facebook pages that have been created by each program including the station
Official Official Facebook Page, “Workpoint Entertainment”; “WorkpointOfficial”; and that are re publicizing the programs and the station. There are three major channels: 70 includes gameshows, quiz shows, and reality sho that run from programs primetime the continuous media media platforms including Facebook, Youtube, Twitter, Instagram, and Line Official. TV, Thairath Thairath, including accounts Facebook different many has Rath Thai The and the pages of ea page. the is Facebook base ThairathTV and most successful audience Rath Rath Newspaper, Thairath TV, and Thai Rath Online. The data is stored in a common storage called thedigital Management Asset Media All teams (M.A.M.). could cho platform at anytime. use respective for in their content the suitable that is aired throughout its daily programming schedule. The focus is one news and prime during time from that are aired programs affairs current were created at the same during the digital television era. Each has its own distinctive positioning. Thairath TV is a news station that has a pr 7.1
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
o 246
Facebook Facebook 23 up on the content. - while while providing an additional source of
ears and above. Twitter and Instagram present y and and Instagram, and Line Official. Facebook and
35
years. years. The Line Official provides information to promote
35 .
– evision presents information on the Official Facebook Page from two 18 Pages esents image, text, and video. This would be shared through through of the form text, image, This would be shared and video. esents Selection Selection of Content for Thairath TV and Workpoint run or part of the edited program. These audiences are the same as the -
7.1.2 Digital Digital Tel Thairath TV and Workpoint TV select content from the television broadcast to air air to broadcast television the from content select TV Workpoint and TV Thairath These These two television stations have their own social media unit in charge of
links from the website to invite audiences to read and follow to invite audiences website the links from content. and length for edited been have that program television the is first The sources. It could be broadcasted as live simulcast or on demand. The second that pr website is the content video clips of program highlights and teasers promoting the program targeted to those aged between and station activities. programs on Facebook and Youtube, Twitter full the present to channel a becomes It simulcast. live for channel main the is Youtube program re television audience and are aged
increasing increasing audience reach. The social media becomes the second screen to promote news about programs, station, and activities, the organization. for income Twitter, Twitter, Instagram, and Line Official. These platforms provided more communication channels to disseminate the content to the audience and publicize content as well as t for organization. income additional the gain
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
247
website
News Entertainment Social media teamSocial media TV Station’s Other Other TV page Station’s Sponsors and Business partners
sources TV station
Content from he he sponsors could purchase advertising specifically for a certain social Source of Information for Presentation on Social Media Particularly
Content from another another Content from 1 . . ces ces of that would be used in different social media platforms. Information 7 The The social media team selects content to produce and post based on the genre as Social Social media such as Facebook would select content from the television station d be shared by users. They could access the content on the website and Facebook
television. T channel. media section. in the following presented coul directly. This would include content created by the social sponsors and media business partners. team The as content might well not have as appeared previously on form form of live broadcasts and video clips that have been edited from programs to create new pie provide station the from pages Facebook other and website organization as such sources that clips video and text, images, of forms the in affairs current and news about content Facebook and other information sources. These contents include news and entertainment in the Figure Figure
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
248 .511%) .511%)
46 posts (
60 and and
e 72.028%) 72.028%) 41.84%). 41.84%). posts posts (
posts or
103 82 most (
During During the election, program content would be selected based on the These These two digital television stations have selected content based on the 7.1.2.1 Selection of Content Based on Genr Content Based of 7.1.2.1 Selection
while the Workpoint Entertainment Facebook presented mostly Selection of Content Based on Genre on the Thairath TV and Workpoint similar fashion. The content would be based selected on the genre to reflect
2 .
7 60.94%) 60.94%)
respectively. respectively. gameshows/singing contest the gameshows/singing pages Both Facebook. Entertainment Workpoint and TV Thairath the on affairs current presented news content the most with genre genre in a the station positioning. The ThairathTV Facebook selected news programs the most ( Figure Figure Facebook Pages. Entertainment
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
249
ection that ection politics politics the most (85
Facebook Pages. Facebook Selection of Program Content based on Content Type. Contentbased Program of Selection
sts the most (53 posts or 27.041%). During During the election, the content is based on society’s interests. The Selection Selection of program content based on the content on type Thairath TV 7.1.2.2 Selection Selection of Program Content based on Content Type on Thairath TV and
3 .
7 most (149 posts or 58.20%). The emphasis would be on soft news, crime news,
followed by music. The content about current affairs and reports about the el the about reports and affairs current about content The music. by followed news the is which News, Workpoint Page Facebook and website the from selected were content Workpoint. affairs for current and creator (99 posts or 69.231%). The majority of these content would be posts). This is followed by Entertainment Facebook Page crime, selected politics news the entertainment, most (50 posts and or 38.76%) others. The Workpoint Workpoint Entertainment page, content would be selected primarily based on songs conte singing from Thairath TV Facebook Page during the election would select current affairs the most and and Workpoint Entertainment are similar since they positioning. The Thairath TV Facebook page selected content based on current affairs are based on the channel’s the community, and entertainment news from Thairath TV and Thai Rath website. On the Figure Figure Workpoint Entertainment
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
250
ly one topic. For instance,For topic. ly one on broadcast time frames. These clips . Workpoint TV chooses to present g
etime. etime. The news content is usually shared from the live Live Live broadcasts on the Official Facebook Page usually present content The The Workpoint Entertainment Facebook Page during regular broadcast The The Thairath TV Facebook Page selected content in the form of video 7.1.2.3 Selection of Program Content based on Presentation Format. Content based Program of 7.1.2.3 Selection Selection Selection of Content based on Presentation format on Thairath TV and
4 .
stations. The picture/images provide the fastest means to present the the provide to news. present fastest means picture/images stations. The 7
cess the content anywhere and anytime with the capability to interact and post their hooses to use Live or Live Streaming, which is live simulcast the most. The two types two The most. the simulcast live is which Streaming, Live or Live use to hooses
that represent the channel’s entertainment during the prim positionin comments comments from the smartphone. During the election the social media choose to team pose pictures/images about would the election as the news team visits each of the polling c of content presented include 1) live situations such as breaking news impact that on a large have audience and 2) an serving as the second screen so that audiences can ac the clip might focus only on one issue in the news. This is in line with the behavior of video clips. spend short time watching a users, who only Facebook clips clips the most both during regular and electi would be created from programming and edited to make them shorter. These contents would be more concise programs that have been on usually present clips short point. These tothe straight and broadcasted during regular Figure Figure Pages. Facebook Workpoint Entertainment
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
251 point point show, show,
selected selected
primarily primarily
s, who are 23 se se to present line line with the
rath erest. erest. Workpoint
.
characters, characters, images, and short
280 via Other Social Media Platforms Social Media Other via m of the television channels select different content to serve 23
asizes on all type of entertainment content, which is in Channel Selection Selection of Content to Present on Thairath TV and Work ath ath and Workpoint have the policity to set up social media platforms to
r 7.1.3 els. els. It serves as a video collection that enables audiences to search and follow Instagram is Instagram a social network platform that the social media teams u Twitter Twitter is a platform that allows no more than Youtube Youtube is a on online platform that collects video clips from the television Thai The social media tea o Twitter accounts utilize text including hashtags and links to take the audiences to ontent including images and short clips that are taken from television broadcasts audience audience prefer content about celebrities and soft news that are more entertaining in teenage information and lifestyle basedint have on the target’s nature the various platforms owned by the stations to maintain audiences in the station’s media media station’s the in audiences maintain to stations the by owned platforms various the ecology. more entertainment content based on the interest of the target. On this platform the c during the primetime. There are two type of contents created by the team. It The is broadcasted. being is that also program the from content retweeted followers that found tw video clips. Both stations agree that most of the Twitter users are teen ager not the target of the content presented. The ThairathTV Twitter account, thus, selects only images and short video clips that gameshow, have and been public edited relations content. from While news, content talk on Workpoint Workpoint emph positioning. channel’s chann rerun content in the form of video on demand and live simulcasts. Thai chooses news and sports content with some entertainment content. Meanwhile, maximum penetration and serves as an additional income means for the as for additional organization.an means serves income maximum and penetration behavior of the needs and target the on the platforms group explainedvarious in theas section. following project the desired image and channel content to a wider audience. This allows broadcast broadcast from Workpoint News. Thairath TV on the other hand chooses to post live events. from and sporting the programs of all news broadcasts
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
ia, 10 252 e e database that ed information sion channel including
Production Production Process and Presentation of Content on Thairath TV and TV Social Media. Workpoint
7.1.4 The The production process and presentation of content of the two digital television Line Line Official is a platform emphasizing on communications with the target contents contents per month so as not to bother the audiences too often. In addition, the
25
production, news, and marketing teams. and news, production, stations, which are Thairath TV and Workpoint TV, are created by the social med forecast, and government lottery. There is also a chat feature in the form of chatbots or or of chatbots form the in feature is also a chat There and government lottery. forecast, to that the users. information responses provide automatic regarding regarding the content of their interest. The social media teams would post between – Line Official Account of Thairath TV would select information from th weather exchange, currency prices, oil and gold as such updated being continuously are marketing marketing activities. The content would be in the including links so that audiences could access the form website and social media that is the of messages and images source of that particular content. Audiences could gain more detail selects selects product advertising content to present on the Instagram channel of income. source as another providing through information about the program and the televi
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on. 253
ial media ial
content
PR Advertising y y personnel in charge,
s a lot of importance to news. news. to importance of lot a s The The production of content that is arketing arketing teams M
ath social media team give team media social ath roduction r ews ews team N TV program TV program News content News TV p ocial teammedia
S
Production and Presentation of Content on Digital Television Station Social Social Station Television Digital on Content of Presentation andProduction
5 . 7
On the contrary, the Thai the contrary, the On Content presented in the official television social media is developed by the social social the by developed is media social television official the in presented Content There There are two types of program content, which are presented in the program and Content presented in the program social media were developed by the social Online Online content entation. entation. interesting online has to be created from content that is more than just the ones available available ones the just than more is that content from created be to has online interesting in order team Online Thairath and the team with the station’s news meetings are There to be briefed on the news issues. use They input from these meetings to create content in order to present the news in the same direction. levels of intensity based on the channel’s positioning. The Workpoint TV soc TV Workpoint The positioning. channel’s the based on intensity of levels team emphasize on entertainment with no official meeting with the news team. They regular during both application News Workpoint the from sharing through news present broadcasts. election and understanding understanding of the content. The social media pres team is in charge of the overall media team. The production by the social media team of each station have different media media team that assigned the production team to select the content for disseminati This includes the production,planning, and dissemination of content on program’s the social media because the production team is the most knowledgeable and has a good station social media. These contents are managed and created b section. different explained following work in the as have processes which Figure Figure Media.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
254
creativity, creativity,
nd marketing team to examine the ath social media. Workpoint, on the Workpoint, media. on the social ath such such as new programs, sports live r
. news news editor plans the public relations in order t together the debate the report the and t together debate poll results. Content Dissemination based on Presentation Format on Thairath TV and
6 . 7 Advertising content is Thai on the not found Advertising Production of online content by the social media team is based on Page Facebook Official the on content selected the presents team media social The Creating Creating public relations content is developed by the social media with the
Figure Figure Pages Facebook Workpoint Entertainment station schedule. following on the respective of each based client’s client’s needs to develop creative and extended content. The media. content social for of the would to create content be done editing design, filming, and dissemination. for editing and format, design, filming, program social social media. The news team led by the to publicize. that to the social sent team media the news would be to choose other hand, had meetings with the social media a content content to publicize the programs and activities broadcasts, election results, station activities, concerts, and travelling activities to visit station’s on disseminated are that content creates team media socialThe audiences. the on the television station. In addition, during the election, there is a meeting to divide to pu content of in order the production cooperation of the marketing and news teams. The marketing team would plan the
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
255 ur types, types, ur
rograms, rograms, and
station promotion such air and timeline. Analysis timeline. and air are are content from after the -
ath posts content on the official the on posts content ath r st on the television station usually is usually station television the on st
ial breaks in order to keep audiences
.
er to promote the program based on the schedule bothschedule the onbased the program promote to er stations revealed that Thai revealed stations Facebook Pages Facebook
adcasted at all respectively. at adcasted
Official 23 Audience Audience Engagement on the Thairath TV and Workpoint Channel
7.1.5 Audience engagement on Facebook or social media can be classified in fo in classified be can media social or Facebook on engagement Audience The presentation of content after the broadca the after content of presentation The Content that are not related or have never been broadcasted are posts from The presentation of content before airing on the station would be done in the form form the in done be would station the on airing before content of presentation The positioning the on based chosen is that presentation of method a is simulcast Live The presentation of live simulcast on Facebook page, would require the social Workpoint TV Channel 23 post content that are live simulcast the most. This is Content could be posted in two categories, which are on are which categories, two in posted be could Content which which are view, showing emotion through the use of emoticon, sharing comment, and sharing content. The social media team have used these actions as means to measure
in the form of edited video clips that feature the highlights. program video feature of edited that clips form in the business partners, advertising, social media selling space, and new schedule, online and exclusive content. programming channel as ID, following following the live broadcast. In addition, after the live broadcast, the video clip that is their at convenience. to watch be uploaded for audiences might full or partial live broadcasts of sports election. or broadcasts live media team to create content that builds upon the television programming. critical This is to have content during the commerc of still image or video clip in ord in clip video or image still of regular specialand periods. election during of each station. This is particularly true during primetime, daily news p broadcast broadcast respectively. During the election period, the posts broadcast the most. This is followed simulcast,by never been broadcasted, and before respectively. airing, that have not been bro not been that have followed by content that have never been aired, after the broadcast, and before the televisiondigital two the of and regular both during most the broadcasted been has content the after page, Facebook election periods. This is followed by before and during broadcast along with content
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
on 256
e e form of clips on social media that d election periods. Audiences choose to
and Workpoint Entertainment Facebook Pages Facebook Entertainment Workpoint and
age age users of the two digital television stations, engage with pectively.
Users of the Thairath TV Thairath the of Users 7.1.5.1 Engagement through reading and view. and reading through 7.1.5.1 Engagement Pages Facebook Entertainment Workpoint and TV Thairath the of Users
Audience Audience Engagement on Thairath TV and Workpoint Entertainment
7 . 7
Official Official Facebook P
reading through engage and of the periods content, views regular entertainment during have been edited from the broadcasted program. These shorter clips focus on topics that that topics on focus clips shorter These program. broadcasted the from edited been have suitable are for dissemination on social media, which are to easier understand within a limited time. ranked ranked the two highest during the regular an read and view content that are live broadcasts of the programs during the prime time. These include news and sports events as well as audiences election choose to results. read and view In content in addition, th the comment, and sharing res and sharing comment, choose to read and view content in the form of live broadcasts and clips. These are the content by viewing the most. This is because most of the content is video content that is suitable for reading and viewing. This is followed by the use of emoticons, Figure Figure Pages. Facebook the effectiveness of the posts to determine the content strategy to Facebook. be The goal presented is to enhance effectiveness of the communications to the target group.
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257
dcasts. d be read and viewed, which includes
Users of the Thairath TV and Workpoint Entertainment Facebook Pages Facebook Entertainment Workpoint and TV Thairath the of Users express to choose who users, Facebook TV Thairath by followed is This 7.1.5.2 Engagement with Emoticon of 7.1.5.2 Engagement the use Facebook users of the Workpoint Entertainment page during the regular the during page Entertainment Workpoint the of users Facebook Engagement Engagement with the use of Emoticon of the Thairath TV and Workpoint
8 .
7 ng the theng election, most. as as the Golden Microphone, Super 10, and Super 100. Most of the Thairath TV
gry”. gry”. These are expressions towards individuals and situations in political and
“An Love and Like use to choose pages Entertainment Workpointthe on Users news. crime during the regular and election periods engage through the use of emoticons by using most. button the the Like Figure Figure Facebook Pages. Entertainment regardi elderly, and presented music are elderly, in the form of variety gameshows/contests and shows such Facebook users during the regular period read and view content about food, children, affairs current viewing and reading through engage users election the During music. and and variety shows in the same way as during as broa regular shows in the way same variety and and election periods engage through reading and viewing. The content about children, which which include gameshows/contests and variety shows. During the election, Thairath TV presents current affairs content that coul election news the most. On Workpoint Entertainment Facebook Page, the engagement is made through reading and viewing the content in the form on gameshows/contests
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258
ve ve content about the
. s that present content about crime, beliefs, content s that present
ws.
Workpoint Entertainment Facebook page users during regular and Thairath Thairath TV Facebook page users during regular and election periods Thairath TV Facebook page users express their feelings using emoticons emoticons using feelings their express users page Facebook TV Thairath Workpoint Entertainment Facebook page users choose to present their Comment Opinions as 7.1.5.3 Expressing y. y. Audience Audience Engagement through Comments based on Genre in Thairath TV
9 .
7 y shows. y
broadcast, broadcast, and politics as well as game show regarding content about music, children, the elderl and between people, hold vie who between opposing periods the express election about comments show news talk politics, and about sports new talk show and opinions their on express and politics that are easy to understand and are of interest to the audience. In addition, there are expression of comments by users about politics. There are also exchanges Figure Figure Pages Facebook Workpointand Entertainment and news content the most during election period. content most the news during and feelings towards the type of gameshows and variety shows that ha news by followed is This period. regular during most the comedy and children, elderly, to express their feelings towards the programs and guests in the gameshow/contests and and gameshow/contests the in guests and programs the towards feelings their express to variet content news news and most.for the
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
259
news news reporters and anchors present their views
adcasts, adcasts, and texts. Audiences share live broadcasts the most
ips. Thairath Thairath TV Facebook users during regular and election periods share Workpoint Entertainment Facebook page users during regular periods Thairath Thairath TV Facebook page users during regular period share clips, Workpoint Entertainment Facebook page users during regular period Thairath Thairath TV uses engagement strategy through audience comments on 7.1.5.4 Share Audiences Audiences express comments through the use of text, image, and Audiences engage through sharing content based on presentation format on format presentation on based content sharing through engage Audiences
10 .
7 share share gameshow/contest content about music, children, and live sports broadcast. poll results. and news during the period. election during share clips the most. During the election cl and broadcast, they would share pictures/images, live Thairath TV and Workpoint Facebook TV and Pages. Entertainment Thairath pictures/images, live bro Figure Figure
on Facebook on the television screen in real time. This allows audiences to express their their express to audiences allows This time. real in screen television the on Facebook on program. fans thusthe of becoming loyal on screen regular feelings of the social analysis shows no difference. The media media. on social emoticon the Live broadcasts on Facebook. The
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
ng 260
It is It found that digital . , expand their limits in 31 way way communication through - the two digital television stations,
Comparative analysis between the original . Prakaikawin Prakaikawin Srijinda (2015)
and and Thairath TV Channel
ing, ing, “Marketing Communication in the Early Stage of
23 xchanges of opinions on various issues effectively. of opinionsxchanges effectively. issues on various , which posits the expansion of the human experience (extension of edia edia platforms such as the Facebook page select content from the s. Other sources include station websites, other station Facebook pages, pages, Facebook station other station websites, include sources s. Other Nopporn Prachakul (2009)
s partners, which are content that have not appeared on the television. Social Social m The The two digital television stations establish social media teams to be in charge The The study titled, “Social TV: Communication from Television to Facebook Discussion of Findings g g the election audiences share gameshow/contest that have content about music,
in line with content and the one that appears in the destination include reduction of content and and and news content. These are in the form of pictures/images, text, and video clips that have been created by the social media team. This also includes content from sponsors and busines are which forms, two in media new the on presented are media traditional from Content television stations and other sources of information. Program content both in the form to edited or form original in clips the video as presented are entertainment and of news clip new create tools that are different. There is dissemination of content that could be viewed on the second screen to reach audiences. It becomes the public new audiences. to follow and television get audiences stations regularly relations space to attract is congruent to the research find Digital Television in Thailand” by television stations have to adapt to the innovation in new media to create the media ecology for the digital television stations. Audience behaviors use online marketi interaction interaction space, where people discussion, e and conversation, engage in two which content, this access better could Audiences channels. media social various the of terms of time and distance. This is based on the concept of media ecology explained by explained ecology media of concept the on based is This distance. and time of terms McLuhan (1968) media creates transcendinga limitsNew social the space. new of time and experience) (Workpoint TV and Thairath TV” revealed that which are Workpoint Channel Durin news and about the polls. children, 7.2
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
and and 261 re re is no in the UK in
4 h online social social online h (Sakulsri (Sakulsri Srisarakham, ssification proposed by
media media Content Strategy - ude ude product advertising, public Importance Importance is given to the positioning on. This is in line with research findings findings research with line in is This on. .
ch ch include news and current affairs as well as There are fourare There types of Thegenre. first include news .
ection. tertainment programs in the form of gameshow and contests contests and gameshow of form the in programs tertainment t and subsequent construction of content that would suit each fiction, whi - (Sakulsri (Sakulsri Srisarakham, 2018)
Selection Selection and presentation of content on Thairath TV and Workpoint The The social media team would choose to present the content from the television Some part of the analysis involves the presentation of news throug news of presentation the involves analysis the of part Some . crime, crime, social news, and entertainment news. This is in line with the research titled, 2012) media of reporters or the editorial team. They need to consider feedback in order to periods. Thairath presents news content the most followed by soft news that are related related are that news soft by followed most the content news presents Thairath periods. to “Social Media with Changes to the News Reporting Process” most, which are in line with society’s interests. The target’s interest might el to the attention particular include Entertainment Facebook pages are similar in terms of genre during regular broadcast respective platform, which vary based on the needs of the users. Thairath TV Facebook Facebook TV Thairath users. the of needs the on based vary which platform, respective Page presents news in different formats and documentaries. Workpoint Entertainment en presents Page Facebook the most. Most of the content during election would be news and documentaries the for for Television” that is expressed through policy, slogan, strategies, and target groups. This results in the to changes the conten on similar genres. During the regular broadcasts content are selected based on genre in in based on selected genre content are broadcasts During the regular on similar genres. stati television each of positioning the with line of content connecting television programs and social media of Channel the article, “Development of Content Innovation with Cross documentaries, documentaries, talk shows, contests. and movies, and comedies, series, include which program, program/entertainment live. The second The include third include commercial imaginative/fiction program, which incl based content select stations television two The campaigns. social and announcements, to create to create and post on social media based on genre under the cla Ubonrat Siriyuvasak (2004) reality program/non modification modification thus changes the content from its content original original the form. when destination, However,the at content the of increase or extension of evidence is not clear.
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
to 62 2 create create mmunicate mmunicate led, “Convergence “Convergence led, The The storytelling has (Preeyanuch (Preeyanuch Songsorn, .
experience experience that audiences can
It if found that content on Facebook . (Jenkins, 2008)
le of communications using these quotes was analyzed in the study, is of Types, Patterns, Content, of Usage and Social Media in Thailand”, done in many formats including text, graphics, image/picture, video, mixed Facebook Facebook pages present the content in the form of Live broadcast of Live Thairath Thairath TV select and present content in the form of clips the most. Content Selection Selection of content based on the presentation format on Thairath TV and Thairath TV and Workpoint Entertainment select content to create smart quotes, quotes, smart create to content select Entertainment Workpoint and TV Thairath These quotes need to be adapted for posting to make for it quotes need to be adapted interesting, on Facebook These
. o different versions, creating seriality. Each episode is complete in and of itself. Streaming, which is a live simulcast with the television broadcast. The social media Thus, it could be disseminated in the channel audiences can choose to in consume the content with no the need to be concerned about the corresponding form so that order. be be modified and segmented, which should suit the different variety characteristics, of to channels serve that the have daily life use continuity vs. multiplicity means of a modified storytelling. Stories have audiences. to be modified The concept of int shorter, concise, and precise. Shorter clips would be focused on a particular issue, which which issue, particular a on focused be would clips Shorter precise. and concise, shorter, on the lot of time a do not spend Audiences behavior. user Facebook the is in with line tit book the in transmedia of concept the to congruent is which posts, Culture: Where Old and New Media Collide” media, and hyperlink. hyperlink. and media, cut and to be edited broadcasted would been television programs that have from Workpoint Entertainment Facebook pages are in line with the findings in the study titled, “Analys (Jiraporn Srinak & Kwuanfah Sriprapun, 2014) could be 2015) easy to read, and simple to understand. It is an indirect be and life, entertained. about feelings, to learn use in a thesis. The ro “Cutto Quotes and Complaints on Facebook Social Media keep keep the content relevant and connected to the audiences. In the production of news content, the news team would select information from social media to co online platforms morethrough take engagement. partto create Users in the production journalism. which participatory is known content, as of news
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
at 263 Online “ content content on
in the dissertation dissertation the in
and and the article,
(Boonnut (Boonnut Chatchavaphan & War mphasizes on entertainment content.
Nudee Noopairoj (2014) Noopairoj Nudee
n of news on social media of the two digital digital two the of media social on news of n he he “Ruang Jing Pan Jor” in the study titled, audience comments as feedback on their interest during interest their on feedback as comments audience
TV Facebook page continues to show Chuwit continue talking continue Chuwit show to continues page Facebook TV
the scenes, interview of those on camera, and information about
to attract audiences to keep watching the program. This is in line ence ence on the second screen creates added value by providing trivia These These two studies agree that the social media team collaborated with . Program production and presentatio and production Program After the live broadcast, the Workpoint Entertainment social media team would would team media social Entertainment Workpoint the broadcast, live the After There are no designated formal meetings with the news team. Thus, content was shared shared was content Thus, team. news the with meetings formal designated no are There from the Workpoint News, where there is a team to create news content. The Thairath television stations. The social media and news teams differences collaborate in operations that are anchored strongly in the common standpoint despite of each station. The social media team of the Workpoint TV e they they listen to the comments of the audiences to adapt their presentation of conduct as well as feedback audience the to listen continuously to have They Facebook. to content their improve and develop to analytics Facebook the from analysis statistical needs. the target’s serve better Marketing Marketing Strategy for Television Program” Karuchit, 2017) addition, In page. Facebook the on present to content the adapt to producers program the evaluate evaluate the popularity, which is in line with the workings of the social media team from the Kantana Group (Plc.) on t Page” Fan Facebook Jor” Pan Jing “Ruang on Management Communication “Strategic (Usana Chantrasakaowong & Sasipun Bilmanoch, 2017) behind the scenes during the commercial break in the program, “Chuwit Tee Seak Na”. Seak Tee “Chuwit program, the in break commercial the during scenes the behind the on based clips short the edit the program segments. These comments frombecome the became audience the tool to this includes behind participation opportunities. In the live broadcasts of The Mask Entertainment Workpoint the on maskstheir open would singers the break, advertising Singer, during the Thairath page. Facebook creation creation of experi related to the content during the broadcast. This should be relevant creation of content special content that or cannot be viewed the on any other channel. For instance, team team has to build on this commercial breaks content to maintain continuity by presented strategy especially screen second the with during the The Industry”. Television for Experience Screen Second Innovation: “Managing titled,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
264 during
Sakulsri Sakulsri 23
The The marketing explained explained about
. media media concept has - ontent. There are official d from the television programs manij Malave (2018) n online, breaking news, online exclusive Kem television programming content. Creativity, Creativity, content. programming television
n the other hand, Workpoint Channel Workpoint hand, other the n
ed to suit the needs of each respective platform. platform. respective each of needs the suit to ed n older programs that have been airing for many many for airing havebeen that programs oldern edia edia is designed to entice audiences to watch the dy, dy, “Online Marketing Strategy for Television here four are types of online presentation. news The T is not consistent with the study, “Development of Content media media Content Strategy for Television Program” -
The study posited that the social media personnel needed to create create to needed personnel media social the that posited study The . media media team from the Thairath TV station chooses to present select
social (Boonnut (Boonnut Chatchavaphan & Warat Karuchit, 2017)
The The It It is found that advertising on Workpoint social media is based on a
which have better acceptance rates tha rates better acceptance have which years. communications communications strategy on social m program. The social media team needs to plan the presentation during, and after of the program’s broadcast. This content is particularly true for before, new programs, regular periods choose to broadcast live and present clips from programs that are being being are that programs from clips present and live broadcast to choose periods regular broadcasted the most. During the election the content is posted after the broadcast the most, which is contrary to the stu Program” used online. The content has to be creat be to has content The online. used content on the Official Facebook Page after the program broadcast on television most O periods. election and regular the during content that is connected and supportive of supportive and connected is that content search of information, program presentation format based on cross be could so that the content production and process filming the into to be implemented collaboration collaboration between the social media and marketing teams to creatively extended develop content. This Innovation with Cross (2018) Srisarakham Reporting in Social Media Reporting Era”. first is using the core content for presentatio from content and media. content, social for for presentation on social media. Thairath TV social media presents news consistent that with are Thai Rath’s other media. online news presentation in the study titled, “The Direction and Adaptation of News TV TV social media emphasizes the same the in importance presented is content the that ensure to order in of team news the with meetings news c direction. Content would be produced based on the issues that are of interest to the audiences online. In addition, content would be selecte
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
- 265 The study of study The . , which posits which , (Jiraporn Srinak &
(Suwit Sartsanaphichit, Sakulsri
ching programs express their views views their express programs ching by by the Academic Institution of Public runs. Facebook live broadcasts serve as as serve broadcasts live Facebook runs.
- Proulx and Shepatin (2012) Shepatin and Proulx
Microsoft Advertising (2013) Advertising Microsoft
h multiple devices to access information,
refute those who political refute This hold opposing views. ’t only watch programs but also actively engage with ew, ew, news and entertainment content that are live, and Audiences Audiences would watch live broadcasts on Facebook,
The The research indicated that add on content from the main . huesatapanasiri, huesatapanasiri, 2014)
ng emoticons ng and comments both during and regular election periods. This re in line engagement with the ofconcept social based spider onwebbing the Users Users of the Thairath TV Facebook Page express their views towards the talk In addition, audiences comment on the Official Facebook page of the television the of page Facebook Official the on comment audiences addition, In Users of the Official Facebook Page of the digital television stations show their their show stations television digital the of Page Facebook Official the of Users In In the examination of audience engagement on the Official Facebook page of screen engagement idea explained by explained idea engagement screen -
comments. Audiences sometimes Audiences comments. by presented idea TV social the with line in is in comments on the socialin comments on the media. show and news programs that present crime, beliefs, and politics through their audience audience engagement behaviors throug communicate, and engage with others. Users choose to select content through multi screen that are connected to support engagement wat audiences instance, providing For screen. first the through exchange experiences discussions on the social network. network. discussions social on the stations a multi quickly quickly and allows for engagement. Audiences accessing information. They don have changed their behavior in the content during the broadcast by expressing their comments and conducting feelings feelings usi is in line with the book, “Television in Digital Era” Srisarakham, & Time S Media, which expands on the social network concept. It serves the needs of audiences substitution to the main media. without watching the main media directly but use social media to serve their needs at anyplace. and anytime Patterns, Patterns, Content, and Usage of Social Kwuanfah Sriprapun, 2014) Media in Thailand” re as viewed be might television as such media with engagement user of types four are there that revealed stations television digital the social media, which are read, vi clips. The two most types important are consistent with the study, “Analysis of Types,
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
266 (Akkanut (Akkanut
Jenkins (2008) Jenkins
reality” - is is replication on social Pseudo generated generated content that is as ews ews through comments and - ion station on the audiences’
d made the highest level of income. sion and other online platforms in isolation. They television program on social media. on social television program
Facebook is a new platform that changes the media ecology that that ecology media the changes that platform new a is Facebook ofessionals and have the necessary expertise. It is necessary to .
bout the channel. These people have knowledge about the various researcher has seen the importance of adapting all of the components in the in components the of all adapting of importance the seen has researcher The The Information Information technology development is the main driver of change in media. In In addition, users of the Official Facebook page of digital television stations anytime. They could create a sense of community through the comment and share. The share. and comment the through community of sense a create could They anytime. personnel should be pr communications communications process. This starts with the sender, wherein the digital television stations have set up social media teams that have been selected from people who have knowledge a platforms, which have distinctive characteristics, that could be accessed anyplace and New New media have continuously stolen audiences from traditional media. Online media are moving towards convergence, thus continuously affecting the to adapt survival. to innovation for that needs media management of share the content, but they do not have the authority to post new content on the Official Official the on content new post to authority the have not do they but content, the share Page. Facebook televisionTraditionally used to be very popular an social media, in the era of new media has changed the way users interact. They become They interact. users way the changed has media new of era the in media, social empowered to be equal as the source, thus creating user intense as the program producers. They express their vi media media that is disseminated to a wide audience. The engagement is conducted through by posited analysis the with line in is This content. television of sharing Sharing Collide”. Media New and Old Where Culture: “Convergence titled, book the in content from the Official Facebook Page of the televis line line with the study, “Facebook, 2018) Wattanasombut, Media Culture, and creates a new culture in accessing information. Users are used to sharing content that have been created by others instead of creating their own. Th of content/program issue the about of content/program share the content in various forms during the regular and election periods. This is in that audiences’ behavior have changed through the through Audiences of social changed TV. use behavior no are that audiences’ have longer watching programs on televi access social media to connect with other people, who are watching the program from all over the world. They could engage with people in their group and interact in terms
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
. 267 edia edia runs. on or - - air air and -
related relationship between on - production process, which is the creative - proposed proposed the question what makes old media
media popularmedia again. ecial interviews of the producers, celebrities, emcees, emcees, celebrities, producers, the of interviews ecial ith the pre ontent and activities between the program, and re and program, the between activities and ontent they they should have creativity and storytelling skills in new media to
hnology to answer the second main question proposed by McLuhan and and McLuhan by proposed question main second the answer to hnology online online to suit their behavior. This connection between television and social
The The social media team has to analyze receiver engagement on social m The social media team needs to collaborate with the production team to plan the plan to team production the with collaborate to needs team media social The McLuhan McLuhan and McLuhan (1992)
ng ng process combines academic and operational knowledge in the professional
changed. changed. This explains the way producers and audiences adapt tec information to the changes in is son. would old an what make and obsolete media media promote diversity in the presentation forms. This resulting The audiences. would new attracting increase as well as access fans loyal and become to audiences attract learni realm that is critical in this highly competitive era. The nature of the receivers has content. content. When the program content serves the needs of the audiences, it shared would and be disseminated to a wider audience. Receivers create the station’s ecology media based based on its distinctive characteristics to increase audience communities. The selection of reach information and program production on to television and build strong the audiences serve better comments to on the feedback to be based have media social production program subsequent and the decision in to assist used be Comments should the program broadcast, present c present broadcast, program the that content create and publicize to needs the with line in made be would Consideration the audiences. serves continuously extension of television program content within the broadcast schedule. For instance, sp scenes, the behind includes this guests, and special program content scoops. These would be used on social media in conjunction with the television broadcast schedule. The content could be used before production. This would start w development of exclusive content on social media. The message has to be add use use a significant budget. The social media team needs characteristics to of the platform integrate to create the inter distinctive online. In addition, television media. two target the from social who flow and groups, connect
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
268 depth -
t.
elevision Stationselevision sion station social media. In addition, the
2) Interested researchers could examine receivers through in 1) Those working in the media organization should have access to the 1) Each of the digital television stations should give importance on the 2) The social media team of the television station should emphasize on uld study the engagement between the between uld study and thereceiver. sender engagement audience base and increase loyalty. increase base and audience
7.3.2 Recommendations for Future Research Research Future for 7.3.2 Recommendations Based Based on the study titled, “Social TV: Communication from Television to T Digital for 7.3.1 Recommendations Recommendations media media story telling on social media in to order create engagement on the official -
receivers receivers in engaging with content on televi could media be examined. on social promoting engagement message storage and analysis of content to create engagement with the social media users. Future Future users. media social the with engagement create to content of analysis and storage sho research interviews and focus groups. Future researchers could examine the motivation of the Facebook Facebook Page. This would create engagement on the station’s media ecosystem to the broaden order to increase the number of audiences, particularly the targe particularly the of audiences, number to increase order younger cross following recommendations: following in planning the use of social media as a tool to disseminate information and content in 7.3 Facebook (Workpoint TV and Thairath TV)”, the researcher would like to make the
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
- 99. - reaity. reaity.
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content/uploads/2013/07/fin - Journal of MassJournal 2 Communication, London: NYU Press. London: . Pathumthani: Thammasat University Press. University . Pathumthani:Thammasat search/wp BIBLIOGRAPHY - 1.fna.fbcdn.net/v/t39.23 - https://www.youtube.com/watch?v=kw4Uv (Unpublished master’s thesis), Thammasat University, thesis), University, master’s Thammasat (Unpublished
Journal of Communication and innovation NIDA, 4 innovation NIDA, Journal and of Communication Media Analysis: Concept and Techniques Media picture planning: Understanding in a multi in picture Understanding planning: Expectation, exposure, campaign Expectation, and participation in using l of Arts Communication Review, 21 - Hinviman, Phatthira Sarakornborirak, Kannika Sarakornborirak, Phatthira Hinviman,
https://www.tcijthai.com/news/2018/3/article/7831 . Retrieved from . Retrieved from pdf . 86. Convergence Culture: Where Collide Culture: New Media Old and Convergence Where ย Journa - ท
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= Y 11. - via social media: Facebook. social media: via Bangkok. University, social by web, to the and mobile connecting television media, audiences Son, John& Inc. Jersey: Wiley of “Sungtong”.A case Bangkok. University, revenue. and audience generate http://www.bangkokbiznew television industry. television Administration,Development Bangkok. 5 Thailand. Study), Dhurakij PunditBangkok, University, Independent from Retrieved television in Thailand. www.elfm.ssru.ac.th/prakaikavin_sr/f บริหำรคลื่นควำมถี่ คลื่นควำมถี่ from television and 2012. Retrieved business broadcasting https://broadcast.nbtc.go.th/law/dwl.php?id=NTYwNDAwMDAwMDA4&file= ZGF0YS9kb2N1bWVudC9sYXcvZG9jL3RoLzU2MDQwMDAwMDAwOC5w ZG from Retrieved https://www.marketingoops.com/news/digital/social Trend Co. & Whistable:Limited. Latimer toronto Press. to reach Retrieved engage marketers and consumers. from for opportunities new https://www.slideshare.net/victori98pt/how engagement master from plan. Retrieved management http://www.nbtc.go.th/getattachment/spectrum_management/ more in tv programs. Retrieved from Retrieved from in tv programs. more Punsa Rodart. (2012). (2012). Punsa Rodart. on online mediato expand focus 26). TV’ (2017,‘Digital Ungkulanont. March Rattiya Preeyanuch Songsorn. (2015). Preeyanuch S. (2012). Proulx, Shepatin, M., & Ong, W. J. (2002). Ecology and some and of W. J.Ong, Ecology (2002). (2007). Pimduen Jaturongkakul. communication Srijinda. (2015). Marketing Prakaikawin Nokkaew. (2017). 7 Conclusions of online media in Thailand from zocial 2017. awards from 7 Conclusions(2017). in Thailand Nokkaew. of online media (2009). Prachakul. Nopporn Noopairoj. (2014). Nudee NBTC. (2012 July 20). Announcement of NBTC regarding the nature and type of type and the nature NBTC regarding of Announcement (2012 July 20). NBTC. National Broadcasting and Telecommunications Com and Telecommunications Broadcasting National McLuhan, M., & McLuhan, E. (1992). M., E. (1992). McLuhan, McLuhan, & (2013). Cross Advertising. Microsoft apps make tv people 4). Research results social (2012 for July MarketingOops.com. M. (1968). McLuhan,
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NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218
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BIOGRAPHY 2020 Lecturer, Faculty of Journalism and Mass of Journalism and Mass 2020 Faculty Lecturer, Producer,2010 Radio RadioOK Producer,2009 TV Co.,Ltd. BECi Producer, 2006 TV ITV. 2003 DJ, Sky - - - - - Pornchai Chanvisatlak Pornchai Journalism of Communication, Mass 1995 Bachelor and University Thammasat Chulalongkorn Arts, of Communication 2011 Master Universty 2012 University. Communication, Thammasat 2009 2007 2004 1999
EXPERIENCES BIOGRAPHY NAME ACADEMIC BACKGROUND
NIDA E-THESIS 6011831001 dissertation / recv: 21072563 10:54:34 / seq: 67 2171176218